In the early days of the music industry, a leak was as simple as a radio DJ copying an advance release and giving it to a friend. Today within minutes of someone sharing an album online, it’s available to anyone with an internet connection (and sufficient knowledge of where to obtain these files). It has become a daily habit of publications such as Digital Music News to announce leaks and add exposure to the growing leak issues in the industry. These recent leaks include hot shots such as Green Day, Eminem, Wilco and Franz Ferdinand.
Recently there has been a new front to this leak battle; Independent artists are starting to see the same issues as their Major label counterparts. One such example: Tori Amos’ latest album leaked on May 11th, it was due to hit stores only 8 days later.
Luckily, artists are fighting back with other promotions to promote buying their album. Those who pre-ordered Tori’s album on iTunes received a password to order tickets for her summer tour before the general public. The album also came with a DVD video; items like this are not usually included in prerelease leaks giving fans a reason to pick up the album. Artists like Tori also have another thing going for them: a loyal fan base who may download a leak but will still purchase the album for the extras and in support of the artist.
The industry is changing. The classic music industry tactics are futile. Labels must embrace change and adjust tactics for success as independent artists have, or they will soon fall to dust.
