Emma is a music manager primarily, but as the industry is changing her job has evolved to multiple different roles- for example, she also writes and works in publishing. Nowadays, the industry is changing so much to the way in which music is putting out and with that, her job also evolves. She has written for Craig David, Little mix as well as German and Asian groups.
She was a singer herself from a young age at the start of her career, she then started to work as people such as 'blue', Craig David and Gary Barlow. She worked in the development and scouting team (as well as a vocal coach) in America's Got Talent and X factor through Simon Cowl, as she worked with him at his record label 'Syco records'. After the artists came off the show she also helped them develop their careers at Syco. She words with a wide scope of artists from the social media influencing world to old artists and newly emerging artists.
Things have changed from artists bringing ideas to a record label. About five years ago however, it became harder in that they have to show a full finished song to the record label. Even recently, it is much more important that the artist already has a following which makes it harder for some artists to break through as less marketing is needed. Streaming figures and having a platform is much more important, being discovered by playing in a bar for example, is much more rare.
The music industry is constantly changing as new trends rise, making it hard to determine what music will be popular. A lot of artists go down the featured root by collaborating with a well known artist in order to gain popularity.
In terms of image, Emma may have to work with people who have less social presence to help their star image develop organically. Sometimes with artists, they also rebrand them to match the more current trends in order to gain more streaming figures.
Recently, a someone created a cover of 'Put Your Records On' by Corrine Bailey Ray, a song which Emma helped to put out in her management company, blew up on a social media platform in just a few days from a popular influencer to roughly 100 million streams (£500,000 pounds worth) which proves how social media has now got a huge influence on the music industry. This also makes people rediscover the original song and therefore brings in profit for the management company. Ritt Monmey had to ask for permission in order to record the track as they own the rights to the song.
Original Corrine Bailey Ray track 'Put Your Records On'- (current streaming figures on Spotify are 347,603,248 million streams, the song was released 2006)
New cover by Ritt Monmey- (current streaming figures on Spotify are 274,194,738 million streams, the song was released in 2020)
The management company helps to create release strategies to help make songs gain more popularity. However, nowadays, songs can grow a lot more organically due to people being able to release their songs on social media platforms like TikTok.
A lot of record labels only use specific types of artist (like pop artists) whereas Emma's company has developed to the point where she has employed a range of artists. Throughout the pandemic, is has been harder for people to get scouted and release their music due to not being able to go to the studio which has resulted in zoom writing sessions. Festivals were also cancelled in 2019 meaning that a lot of new artists couldn't get out in the open.
In terms of albums and physical copies of music, they are becoming less and less popular as streaming is becoming more popular- people in the UK rarely buy them unless they are going to see someone live and taking home a souvenir. Vinyl's are starting to become more popular however, due to its authenticity. Albums are still very popular in Japan and Korea so album popularity depends on the markets around the globes.
Is the music video still relevant?
Music videos are still seen as important to labels as audiences and fans like to see the song be performed. Although, people are still not as excited as before for videos- but for artists, it is part of the experience to create a music video and is engaging for the artist.
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