It used to be the only way to release music or become a popular act was to be signed or associated with a major label. When major labels became prominent is the 1950s three labels ran the music industry, Victor, Columbia and Edison. As the music industry progressed the major label players changed. Nowadays there are a few different tiers when it comes to “major labels.” Warner, Sony, Columbia and Universal are held in the top regard, where labels such as Entertainment One, Ultra, Virgin, Def Jam and Interscope would be regarded as the second tier (even though these are still major labels). As an artist, it is (at least for most) the goal to become signed to one of these major labels, as this is seen as the way to make it in the music industry. Where even as early as 20 years ago this may have held true, it is not necessary true today. In the last two decades the music industry has seen independent labels from around the country spring up and become the driving force for some of the most popular and most profitable artist.
The late 1970s saw the first independent label be formed, STT founded by Greg Ginn in Southern California in 1978. STT was created as a way to release more modern independent and alternative music, starting with the band Black Flag (Greg Ginn being the front man for the group). STT led the way for more independent labels to spring up, providing a path way for well-known indie label imprints such as Touch & Go Records, Dischord Records and Sup Pop (which eventually became the label for Nirvana). 13 years later saw the inception of independent labels in the hip-hop genre, starting with Cash Money Recording and No Limit Records both in New Orleans. Cash Money, started by Baby and Slim, and No Limit, started by Master P, have become staples and stepping stones to some of the top acts in the hip-hop genre. Cash Money started the careers of Juvenile and Lil Wayne (both originally from the group The Hot Boys, who also created and coined the term “Bling Bling”) and Master P himself being the predominate act for No Limit (let me hear you so UHHHH, and who remembers the gold tank). The success of these independent labels gave rise and created a blueprint for other independent hip-hop labels, which have proceeded to take over the music industry.
From Cash Money Records, Lil Wayne created Young Money Records, which became the labels for arguably the biggest acts in hip-hop toady (Drake and Nicki Minaj, among others). Young Money, since its inception in 2005, has been responsible for 14 number one albums on the Billboard 200 chart. Drake alone has become the highest-certified digital single artists in the US, with over 142 million units sold. He has seven songs triple platinum, holds the record for most Billboard charted songs (209), most Billboard charted songs in a week (27), most time on the Hot 100 charts (431 weeks), most Hot 100 debuts in a week (22), and the most number one singles on the Hot Rap Songs, Hot R&B/Hip-Hop Airplay and Rhythmic Charts. Finishing with four Grammy Awards and 42 nominations, Drake is one of the most decorated artists of all time. To think all of this started from an independent label, and cumulated in him creating his own independent label OVO Sound (which was the birthplace of The Weeknd). Nicki in her own right has become one of if not the best female rap artists ever (this can be debated but that is for another time). Throughout her career, she has won six American Music Awards, 10 BET Awards, seven BET Hip Hop Awards, four Billboard Music Awards, five MTV Video Music Awards, six MTV Europe Music Awards, two People’s Choice Awards, one Soul Train Music Award and Four Teen Choice Awards. She has amassed 10 Grammy nominations, winning her first in 2010. Numerous times Nicki has been dubbed as “The Queen of Rap,” and she has shown why standing her own with some of the greatest rappers of all time in Lil Wayne, Jay-Z and Eminem (her verse on “Monster” was outstanding, and not to mention on a song produced by Kanye, featuring Rick Ross, Jay-Z and Kanye West, her verse was last).
Yes, it is true that Young Money, Cash Money, OVO, and some of the following examples are all distributed and in some cases affiliated with major labels, however, all of these labels started and in most cases still operate as independent. This means they didn’t have the same backing financially, and didn’t have the help of the major label machine structure (at least not until they got the point where they had it themselves) to release, distribute and promote their music and artists.
One of the biggest powerhouses in modern day entertainment as a whole, not just music, started as an independent label. Jay-Z and Dame Dash began Roc-a-Fella Records in Brooklyn, New York in the 1990s because at the time Jay-Z wasn’t being signed by any of the major labels. Since creating Roc-a-Fella, Jay-Z has become arguably the best, most notable artist (not just rap) and public figure of our generation. Turning an independent label into a full entertainment company that now (among many other ventures in music, sports and entertainment) has partnerships with the NFL, and was part of the team that brought the New Jersey Nets to Brooklyn and helped build the Barclay’s Center. Roc Nation is now considered the top artist management company in the world, and regarded as one of the best all around entertainment companies as well. Jay-Z turned an independent label in to a music power house, that is now responsible for not only some of the greatest artists, but represents some of the biggest athletes in major sports today. Complete that with his venture with Live Nation as the leading touring and live show promotion company in the world, and it is hard to argue that any major label has the same notoriety and influence as Roc Nation (he almost single handedly got Colin Kapernick an NFL tryout after years of being black balled by the entire league and all 32 owners).
The hip-hop genre has become a breeding ground for independent labels. Most recently with the creations of Top Dawg Entertainment (TDE), Quality Control Music (QC) and Dreamville, the independent label has risen to the forefront in the music industry. These independent labels are reconstructing how the music industry works. Where the major labels are now more focused on social media and digital streaming numbers, the independent labels are focusing on finding the best talent and developing these artists to be able to have long sustaining careers. Major labels want the quick turn on investment. Independent labels want the sustainable careers. Take Columbia for example, recently their roster consists of younger acts. (basically they have signed every young act that you can think of that is making any noise musically in the country, however it has mostly centered on the hip-hop genre) who have had a viral song (in some form either on social media or their local market). However, once these artist become signed, they have had a cool down period. This is because maybe the artist didn’t have a follow up song ready to keep their buzz going, maybe the artist didn’t know how to properly record or construct a song and due to this the full project the label had planed to release is taking longer than expected, maybe the artist wasn’t ready to be a full fledge artist, or maybe there were some other unforeseen circumstances that lead to this. There could be numerous factors as to why this occurs, but this is why in the case of the recent major label signing we are seeing more one hit wonders than before. Excluding some of the artists regarded as “label plants” (not naming any names, and not saying that these are a known thing) most young artists being signed with astronomical digital numbers are not the artists that you are hearing from even as little as a few months after they sign their contracts. Some of these artists are not developed to a point where they can continue (or even begin) making music. Some of the artists may not be able to release a follow up song that comes close to the heights of the song that got them signed, and because of this they get shelved or dropped. Some of the artists get in trouble because they now have more money than they ever thought possible and this leads to actions and/or circumstances that gravely affect their careers. In any case, a majority of these young artists have little success after the song that got them signed or their first single and/or album release from the label. Major labels are looking for the snatch and grab. Who has the biggest fan base that we can exploit for the most amount of money the fastest before doing the exact same thing with the next artist.
This structure is drastically different when you look at the independent labels. In a recent appearance at the Revolt Music Summit, the founders of Quality Control spoke on what separates QC from the rest of the labels in the music industry. Co-Founder Coach K simply stated, “Development.” They take the time to develop their acts. These labels aren’t looking for a quick cash grab. Where it is still in their business structure, plan and mindset to make money, their goal is to make money with their artists and not from their artists. QC, TDE and Dreamville (just to name a few, as these are the most promenade independent labels, at least in regard to hip-hop at the moment) are finding acts that have legitimate talent, even if when they begin working with the artist they are not ready for release. These labels will take the time to build the best (and correct) brand and image for the artist, they will spend time in the studio recording and re-recording songs until they find the right songs for the artist before releasing any music. When SZA got signed to TDE, she was “shelved” in the sense of not releasing music, to the point she started to become irritated by this, even though it was only because the label wanted to ensure they had the right songs, and that she was in the right mindset to release music. To her this was seen as taking too long, and she wanted to release music. She became disgruntled until she sat down and had a conversation with the managers and heads of TDE, and they explained to her what the process was and why this was the correct route to take. She, at one point, was trying to get off the label so she could release music. However, once she did release her album (which is critically acclaimed and was one of the best R&B albums to be released that year, and in the last few years) she did say in interviews that she understood why they were taking her through this process. Even saying part of the reason was she needed to be mentally prepared and in the right headspace before releasing the album. This was to her and the labels benefit, as the success of her debut album was fantastic. Schoolboy Q, Jay Rock, Lil Yachty, Cardi B, JID, and Isaiah Rashad all waited in the wings of their respected labels until they were fully ready as an artist to be released. In some cases the labels were releasing one artist at a time and the others on the label had to wait their turn in line, so they didn’t flood the market with music and have one artist or one album be over looked or missed by the public. TDE is notorious for this. They will release on artists project and have the team promote this album, and once they have had enough time elapse from that artist and album (which is hard in some cases, especially when you have an artist like Kendrick Lamar on your roster) only then will the next artist release their project. This is a great formula, not only because it allows each artist to have their own time in the spotlight of the public, but more importantly because it promotes the family and team aspect. One for all and all for one. If you work and move as a cohesive unit, your influence and success will be greater than if each person on the team tries to do things individually. And just look at how all of their careers have panned out so far. These labels are responsible for some of the most popular and highest selling acts in not only the hip-hop genre, but in all of music. Some of the artists are even considered in the top of their class, and in the discussion of best rappers of all time.
Independent labels have become the driving force, and new norm in the music industry. Due to their family atmosphere, development process, and success. Artists are begging to go more towards these indecent labels instead of the majors. While it will most likely always hold true that the major labels will have a stronghold on the industry, due to their financial backings, and the large machines they have built over many years making it incredibly hard to ignore and dethrone them. However, the independent labels are here to stay and are giving the majors a run for their money, literally.
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