The recent death of Lou Reed marks the loss of yet another valuable artistic ally in the war against record industry-backed creative neutering. Despite beginning his career as an in house songwriter for NYC’s Pickwick Records in the early 60’s, the one-time Warhol kid became an undisputed icon of musical non-conformity; one who refused to enslave himself to a recording contract simply for stardom and or radio hits.
Of course, this was long before things like MTV, Clear Channel, and file sharing drastically altered the way listeners discover and buy their music… Now iTunes has become more influential than radio or even the once all-powerful labels, and utilizing social media is beyond critical for artist exposure. At the end of the day however, Reed’s rebel DIY spirit and uncompromising creative standards live on among a whole new crop of musicians who have turned inward, employing their own talents and ingenuity to ensure that their music reaches a wider audience.
Nick Hexum knows a thing or two about such guerilla tactics. Back in the late 80’s, when he and his band 311 were still rattling around Omaha, Nebraska, attempting to establish that edgy rap/rock/reggae sound that would come to define them, the lead vocalist created a label of his own – What Have You Records – to ensure that the band could release their self-produced albums long before major labels had any interest in them. 311 would eventually sign to Capricorn Records in 1992, and emerge as one of the most successful modern rock bands of the 90’s, but Hexum never forgot the freedom of those early days, and when he decided to embark on making the first solo album of his career last year, he knew it was time to head back to his roots.
The result, My Shadow Pages – a jazzy, sophisticated departure from 311’s iconic sound that finds the rocker collaborating with his accomplished jazz-musician brother, Zach – has been released on a revamped version of that original independent label he first created over 25 years ago. Recording the album was quite a thrilling and nostalgic experience for Hexum, but above all else, he credits the process with reinvigorating him artistically. Thus 311 fans have no fear… a new record from the band is due out next year (on March 11th, when else???), and will be released in very much the same way as My Shadow Pages – with the band seeking major label help only to aid in distribution.
Hexum and his bandmates are fortunate enough to have a bit more room to breathe – thanks to a loyal fan base accrued as a result of recording and touring for more than 20 years – but most new artists don’t have that luxury. These ambitious troubadours looking to amass listeners without prostituting themselves to major record companies, must turn to that arbiter of artistic democracy – the place where super-stardom is just a YouTube clip away (just ask Justin Beiber)… the Internet. CLICK HERE to hear Hexum’s website and to see the lyric video for “Super Natural.”
Capitalizing on social media behemoths like Facebook and Twitter, Pinterest and Instagram, artists can create crucial online footprints or ingenious virtual avatars that promote their brand to the record buying youth in much the same way that record companies used to, but at a fraction of the cost; musicians like UK singer Darius Lux, who has relied on viral marketing to spread his positive, life-affirming sound around the world. With his fully operating, interactive website, Mr. Lux sells cds and concert tickets, uploads videos, and most importantly, maintains an open dialogue with his passionate fans all without the constrictions or cost of a major label’s A&R team. CLICK HERE to see Darius Lux’s “We The Living” music video.
Similarly, independent singer-songwriter Marcio Novelli has also cut out the middle-man with his easily-navigable website and steadily growing online presence. But the Canadian singer-songwriter’s taken things even one step further, releasing the film, Walking Proof – about the making of his latest album “It’s Not An Excuse, It’s A Reason” – as an actual full-length documentary online in the hope of gaining visibility and potential new fans. It’s an out of the box idea that seems to be working, and in today’s unpredictable music business, that’s all one can ask for. CLICK HERE for Marcio Novelli’s official website.
Though things have clearly changed since Lou Reed first entered the scene some 50 years ago, the struggle to retain one’s voice and remain true to one’s own artistic integrity in a business where the bottom line will always be king, remains the same. Who knows where the record industry is headed? But surely artists like Nick Hexum, Darius Lux, and Marcio Novelli are ready for this Brave New World and whatever it has in store for them.
Nick Hexum Quintet on Facebook.