**Allen L. Johnston – The Music Specialist**
[www.asha.com](http://www.asha.com)
I've witnessed the dramatic shifts in the music industry during my lifetime.
What began as a personal, one-on-one business transformed into something dominated by corporations, only to now return to its original core. The idea of "stealing music" has diminished, and the education happening within the industry is creating strong male and female entertainment entrepreneurs worldwide. However, this change has come at a steep cost.
The neighborhood record store was once a community hub. As kids, we’d save up our allowances and spend Saturday afternoons in record shops, carefully choosing which one or two records to buy. We’d chat with the store clerks about our favorite artists and discover new music. Four or five of us would cram into a listening booth, hearing the latest 78 or 45 RPM records, dreaming of being on stage ourselves. But with the rise of practices like buying chart positions for subpar songs and the advent of SoundScan, the local, independent record stores slowly disappeared.
Growing up in Chicago, I experienced live stage shows from the balcony of the Tivoli Theatre or the Regal. I remember seeing the legendary Motortown Revue with Smokey Robinson & The Miracles, Mary Wells, and The Marvelettes as headliners, while up-and-comers like Marvin Gaye, Martha & The Vandellas, and Stevie Wonder opened the show. These acts honed their performances, thrilling audiences night after night.
Back then, there was a close connection between artists and their local communities. Local DJs didn’t just play their songs—they promoted concerts and helped with marketing. In turn, the artists gave back to the community by supporting causes like voter registration drives and Boys & Girls Clubs. It was a mutually beneficial, person-to-person business model.
However, the rise of the Corporate Media Management System (CMMS) changed all of that. This system was designed to concentrate wealth and control, with 400 families now owning more land and money than half of the world’s population combined. Corporations began churning out homogeneous music, scientifically crafting their marketing strategies, and standardizing radio stations and stores. They convinced the public that this was the only way to do business. Today, the entire industry—talent, publishing, media outlets, delivery systems, and even banks—is controlled by a few corporations.
Greed, dishonesty, and exploitation have become embedded in the way the entertainment industry operates. Many believe that success is measured by how much you can "beat someone out of," and the phrase “It’s only business” has been used to justify unethical practices.
Despite this, many industry professionals still chase the major label dream, hoping CMMS will bring them fame and fortune. But clinging to old methods, without adapting to the changes around you, will leave you stuck in the past.
The good news is that technology has made it easier than ever to return to the person-to-person business model. Today, artists can connect directly with their fans, build loyal audiences, and collaborate with like-minded individuals online. The principles of truth, mutual respect, and straightforward business dealings are making a comeback. Now, it’s not just about having a great song—it’s about having a great performance and a strong team behind you. Teams and families are working together to increase visibility and revenue.
Here’s an idea: focus on your fans. They’re the ones who like your music, attend your shows, watch your videos, and buy your merchandise. Instead of spending your time trying to impress labels, promoters, or investors, why not invest in building your fan base?
The first and most important step is to create music your fans want to hear. It’s easy to get your music online in MP3 format through platforms like TuneCore or CD Baby, but that doesn’t guarantee sales. Reaching your audience is your responsibility—not iTunes’, Amazon’s, or any other digital distributor’s. In today’s world, your music, images, and press releases are all considered content for sharing, and fans will help you spread it if you make it easy for them.
Online performances and events are becoming commonplace, with direct communication between artists and their audiences. This level of interaction is essential to today’s business model.
So, I ask you—are you still using an old business strategy for a new business model?
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