MuBiz With Dr. Kenneth Love : The Co$t of FREE

Rarely has the music industry felt steady from the viewpoint of working musicians. Artists have long viewed the corporate side as shaky at best. Many say the system still fails to support a fair income. As a result, musicians continue to search for reliable ways to earn a living.

Consequently, commercial artists now spend most of their time trying to persuade fans to pay for music. They often feel as if they are beating their heads against a wall. Fans enjoy the art, yet hesitate to buy it. Therefore, artists must create new methods to sell their work.

Industry Realities Force Artists to Rethink Old Models

Today’s artists must accept that the industry has changed with no return to past processes. Music fans also respond differently than they once did. The shift has created a landscape where free music dominates attention. As a result, many listeners feel reluctant to pay even 99 cents for a digital download.

This mindset did not appear overnight. Some trace it back to the Columbia House mail‑order giveaways of the 1980s. Those promotions flooded households with low‑cost music. Since then, compact disc sales have continued to fall. Because of economic pressures, digital downloads now serve as the primary purchase option for many artists.

Two Main Paths for Artists Seeking Income

Artists face two main choices as they work to eliminate what many call the “cost of free.” Each option requires strategy and a willingness to adapt.

Option One: Strategic Giveaways for Non‑Performing Artists

Non‑touring artists may benefit from using their best singles as full giveaways. The goal is to convince fans to take a chance on the complete release. Artists can also extend preview times. For songs longer than three minutes, a one‑minute preview may work better than the standard 30 seconds.

This approach may help:

• Build trust with new listeners
• Encourage digital download purchases
• Increase exposure without touring

Option Two: Full Listening Access for Touring Artists

Touring musicians may need to offer even more access. Many benefit from allowing fans to hear the entire repertoire before a live show. When fans know every song, they often connect more deeply during performances. That connection can drive merchandise sales, especially compact discs.

This strategy supports:

• Stronger live performance demand
• Higher merchandise sales
• Greater fan loyalty

Artists Must Choose a Path and Commit

Each artist must decide which approach fits their goals. Both options rely on psychology and fan behavior. The aim is simple: encourage listeners to make a purchase. Many artists see the second option as the stronger bet. It gives fans the full experience upfront. It also creates income through live shows and physical sales.

Very often, the “cost of free” becomes a matter of time rather than money. Artists who understand this shift may find more stability in a changing industry.

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Editor’s Note: Dr. Kenneth Love is a writer, author, jazz musician, recording artist, and international promoter and publicist. Learn more about him and MuBiz at http://www.1waypr.com and http://www.kennylovejazz.com.