DJ Stefan Goldmann tempers (to put it lightly!) the effusion of techno-optimism over digital music and the internet from the past decade. Really, we’re all coming down from that high, aren’t we? One of the most notable parts of this essay is its focus on the restructuring of the labor market for music and sound professionals. Actually, “restructuring” doesn’t quite capture it as much as a verb like “imploding.” These are artisans and craft professionals, not just “suits” who are losing their jobs.
Absurdly, the complete disappearance of economic barriers to distribution (offering a free download doesn’t cost more than the time to upload the file) hit the wallets of the “indies” first, stripping a substantial part of their income. This mostly affected the artists and the personnel around them: designers, engineers, studio musicians, promotion and label professionals, music journalists, et al. The mass of competition they encountered meant anyone with a limited marketing budget had a difficult time surviving in the market. With the same promotional tools available to almost anyone, they lost their efficiency. The professionals listed above basically lost their income. In 2000, an average vinyl single generated a return of a couple of thousand Euros, while in 2011 the same single generates a loss of a couple of hundred Euros, even without what were formerly known as “production costs.” Anything on top, like a bigger production, a decent mastering, or proper sleeve design became factors of deepening material loss. That area of the craft gets subsequently cut off and replaced by an undiscriminating routine of two-step-distribution: “save as” and “upload to.”
At the same time, a vast reserve army of DJs has been created. What does a DJ do besides share music, something that information technology does for us anyway? The advantage, ironically enough, goes to older artists whose reputations were created by the music industry bubble of the decade previous. Technological innovation in the absence of strong social movements benefits those who were already winning (telecoms and venture capitalists in this case).
What have we learned here? The so called “democratization” didn’t work. Everyone did believe they gained access. This access by itself is stripped of value, though, because no one cares that DJ XY from Z has that new record out. Through any available channel I get dozens of requests per day to listen to somebody’s track. That’s after a spam filter and a disclaimer that I don’t want to receive files. The result is that I don’t listen to files at all — I do buy vinyl regularly. DJ XY doesn’t get the gig. If he does by accident, that’s for the cab fare. In Berlin, with its conspicuous population of 50,000 DJs, promoters and club owners don’t have to try hard. There’s always someone who will play for free if asked. Hey, that’s free promotion for the new DJ XY record. Meanwhile in the provincial town of Z, the locals “practice” for free, so they develop the skills they’ll need to “make it” in Berlin one day. That’s where things come full circle. No proper gigs, no record sales, no income. Anyone who is not already “there” doesn’t seem to arrive anymore.
But actually the DJ does do something besides share music, and this is where I disagree with Stefan’s conclusions. He believes the solution to this contradiction is ever more unique and niche works that will “stand out.” In a sense, he folds all of his critiques back into the same old tired solution — create your way out of it through pure hard work and artistic genius! The pure work of art can now stand out! The solution to overproduction of commodities is specialized lovingly produced commodities! This simply won’t work — all sonic innovations are quickly assimilated by sampling technology and metastasize into genres, get sucked into commercial forms, and exhausted of their novelty. Just like all commodities. My very vague groping towards a solution is the creation not of commodities, but of social experiences, of face-to-face interaction and collaboration, solidarities, movements. An mp3 can never do this. A brand can never do this. Music alone can never do this. Only human beings working out their shared future — which is to say, politics — can do this.