Perhaps the classical music world has taken the entirely wrong approach to selling recordings; perhaps the reason they don’t turn a profit is because they’re significantly underpriced. Maybe we should be charging way more—like, three-figure prices per copy. And no, I’m not talking about charging extra for value-added stuff like boxed sets or exclusive tracks, I’m talking about, “Hey, this recording is awesome, so the price is $150.”
Hear me out before you dismiss this as crazy. Inevitably we’ll sell fewer copies if we set a higher price point, but that might not be harmful. In fact it might be a good thing. (more…)
Violinist busking, photo CC by meltsley on Flickr
Periodically I see these memes on Facebook: “If surgeons were paid like musicians…,” or “Hire a plumber for the same service and we’ll play for half that.” I sympathize, but this is the wrong approach. Moral finger-wagging has never won any argument, ever, and if it were to work in music it would have decades ago. So how do we actually solve this problem of musicians’ lack of economic clout?
First, we need to understand what’s actually going on. The moralists cling to the delusion that it’s just a matter of education, but even musicians can’t decide what fair compensation is: I’ve had the exact same budget called “extravagant” by one jury panel and “overly ambitious” by another. And to throw salt on the wound, moralizing also hurts our collective bargaining power. Take the common story of the lowballing nightclub owner who gets chewed out by an indignant jobbing musician. The lecture doesn’t make the owner any less likely to lowball the next musician. In fact, it’s the opposite: you’ve just shown him that he has all the power in the relationship. (more…)