THE IMPORTANCE OF INDEPENDENCE

The commercial side of the music industry can be a fantastic place to be if ‘you’ are ‘driving’ it independently. However, most artists still need to be guided through the maze of decisions and strategies required to have a successful impact in such a competitive industry.

Establishing and retaining an artist's Independence is crucial in a market obsessed with the quick fix; justifying to the public that it is OK to treat music, and creativity, as a commodity. Reality TV shows have produced an attitude to entertainment where we are forced to consume carefully packaged commodities, just like fast food, with no lasting sense of quality or longevity.

With the accelerating demise of the major labels, and the advent of the digital age; thousands of artists are establishing their own labels and learning to do it for themselves. Not all Independent artists aspire to mainstream success but for those who do the challenges can be complex and overwhelming.

So why the mainstream?

The long term success of every contemporary musician is based on their ability to deliver their music to the broadest possible audience. Without the mainstream you simply cannot make enough money to establish long term sustainable careers and this can only be achieved with a strategy which attracts the interest and attention of the broader buying & listening public.

VGM Music Marketing & Management is a professional Management and Marketing company specializing in the development of Independent Artists for commercial success. With more than 25 years experience in the Australian Music industry VGM's Principal Director, Vicki Gordon, is responsible for the success of many established & emerging Australian artists.