FREE always looks better than $.99 and that’s why bootlegging has become such an obstacle for musicians trying to make a living in the last decade. Even after shutting down the free version of Napster and several other file-sharing clients, internet bootleggers always find a way to keep the free music circulating.
First, I will break down bootlegging as a process. The first stage where the music can get leaked is straight from the studio. Masters of the song can fall into the wrong hands around the studio and can even get leaked before they even sound good.
First drafts of albums are oftenly called “advances” and can get leaked even before they are mixed or mastered. This is probably the worst possible form of bootlegging since the artists aren’t ready to release the music and capitalize off any of the buzz that the leaked material receives. Major artists are often faced with a dilemma when this happens and can either drop the album sooner than planned or simply just record new material.
For example, Lupe Fiasco’s first album “Food and Liquor” was leaked just after his first single “Kick, Push” dropped and he ended up junking half of the album and recording several new tracks including both of his follow-up singles “I Gotcha” and “Daydreamin.” The album ending up being a solid hip-hop album in my booked and debuted at #8 on Soundscan. Who knows how successful a premature release of the original “Food and Liquor” would have been, but in Lupe’s case, he sidestepped the bootleggers and dropped a successful album.
The next stage in which bootlegging can occur is the post-master , pre-release stage. The majority of album bootlegging happens at this time where the quality matches the final product sometimes months before the scheduled release. Again, labels have two options to either push up the release date or add more songs, but since they are album-ready quality, acting quickly is even more of a priority.
At this time, the first single should already be out and on ITunes. Singles are the easiest to get a hold of because part of the label’s job is to get the song out as much as possible. Stopping the bootlegging of a commercial single is impossible with CD promos floating all around and getting the single bootlegged can actually help build a buzz for an album. Artist’s don’t mind getting their hit song bootlegged and spread like the flu as long as the fans buy the album.
The last phase at which bootlegging can occur is directly from the CD itself after it has been released. Nearly all commercial releases never make it to this phase because of the demand for the bootleg and the scope of major distribution. Only indie bands with management closely monitoring the release can actually make it to this stage. It usually means that the bigger the anticipation for the album, the sooner the album will get leaked.
Even though it seems that music with a demand will get bootlegged regardless, there are a few ways that artists and labels fight or capitalize on bootlegging:
1. Artists who want to increase exposure can leak their songs or whole album purposely to create a buzz for their release or simply just to get their name out there. Promos are given to DJs and radio stations to give fans the exclusive sneak peaks of the music. The advantage is reaching a wider fanbase.
2. Some labels have released mock bootlegs in the past which contain fake songs or only snippets of the songs. Bootleggers get fooled and share these fake releases which provide a distraction from the actual material. This method is rarely used anymore since bootleggers caught on and label un-official releases as “advances” and label the sure thing as “retail” releases.
3. The most simple and effective way to sell units regardless of bootlegging is to MAKE YOUR ALBUM MORE DESIRABLE THAN OTHERS!! Lately, major labels have been releasing 2-3 singles/videos prior to release after focusing on one single was the standard before bootlegging. This maximizes your ITunes single sales and keeps your name fresh in the fans minds. Plus if you’re first single isn’t as good as expected, you still have more chances to grab fans with your other singles.
In conclusion, bootlegging will happen no matter what, but being careful with your material and being prepared for the leaks is what can minimize the damage of bootlegging on an album’s release.
4 comments:
TY!!
It should be noted that there are some of us out there still that look forward to buying the album (I'm pretty sure I'm not the only one... right?)
But yes, bootlegging will happen no matter what.
Record companies, however, sit on albums FAR too long before releasing them... all but insuring maximum bootlegage.
It's time the suits get with the times.
p.s. not only should artists make their albums more desirable, but make the packaging worth the price of purchase. If the CD booklet or LP cover isn't worth the paper it's printed on, then why pick up the album?
I like how you addressed the different phases at which bootlegging music can occur.
As a music fan, it's sad when struggling artists can't make enough profit from record sales to cover the cost of studio time, etc.
Then again, it's also disappointing when studios push an artist to produce album after album. That kills creativity and quality in my opinion. And then the fans end up with one or two hit singles at $16.99 a CD. That's what seems to feed online file sharing ... People want the good stuff for free.
In the words of the late R&B singer Aaliyah, we need a resolution.
This column makes a good attempt at explaining the phenomenon in a way that readers not hooked in the music business can understand it.
In the first example, however, I was perplexed over this graph:
"For example, Lupe Fiasco’s first album “Food and Liquor” was leaked just after his first single “Kick, Push” dropped and he ended up junking half of the album and recording several new tracks including both of his follow-up singles “I Gotcha” and “Daydreamin.”"
I don't understand why half of the album was junked... Was it because there were copies of it out there?
Explain please....
The writer does a good job of talking about the phases and offers some solutions. Perhaps addressing the legal or fiscal issues directly might be good, too.
And, in conclusion, in a column, don't say, In conclusion.
Just conclude.
Yeah the Lupe tracks were junked because of the leak mostly but also because some of the songs included samples which would surrender some royalty money
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