Surface Unsigned Festival - UK Music Industry Unsigned Band Festival

Industry Relevance

The unsteady and unpredictable climate of the industry over the last 10 years has allowed different forces to emerge in the techniques bands and artists can use to gain success and popularity. Many of these contemporary and digitally conceived methods have been overlooked by several of the large record companies. The price of ignorance is proving an expensive blunder; from simple self promotion of music to attempts to control copyrighted material, big labels are struggling to come to terms with the digital world. The brand new Surface Unsigned Festival bestows all the tools bands need in the modern digital age to gain precious exposure in the discordant music industry. Unsigned musicians and artists must understand what principal issues are at stake to their success and survival in the changing face of the UK music scene.

1.	The main focus of an unsigned band is live performance. The sweaty, loud and beer saturated venues across Britain are where bands are born and it’s this aspect that Surface Unsigned is focused on keeping alive. Always remember, with festivals, stadium concerts and large shows habitually selling-out within hours, there has never been more demand for live music.
2.	The importance of Myspace is colossal. All bands and artists should make sure they have a Myspace page; it provides a way for Surface Unsigned to completely assess unsigned bands in terms of their image, genre, music, activity, age etc. Building a fan base is probably the most important aspect to an unsigned band that Myspace can provide; and this should be exploited as much as possible. Although recent success stories of Lilly Allen, Sandi Thom and the Artic Monkeys conjuring their own destiny through Myspace popularity aren’t necessary factual, there is no doubt that Myspace has had a considerable impact on their popularity and achievement. The Myspace phenomenon has meant every artist in the world has a voice to self-promote to the key people who can have a direct influence on their success. Policies and rules presided over by record companies for decades have been shattered by the onset of Myspace, and unsigned bands should make the most of this renaissance of independent control over their destiny.
3.	Unsigned bands should always try and remain self-sufficient and look after their own affairs as much as possible. Sustainability, the most demanding aspect of longevity, is down to a band’s continued belief in why they formed in the first place - the scene that inspired them and in turn the music that inspires the fan base. A fan base will care for a band and keep them alive, so bands must care for them back with a true to themselves attitude and kick ass music. Nurturing this fan base and realising its importance is crucial.
4.	Until 1 January 2007 an artist needed to release singles on CD or another physical format, and therefore have a record deal to qualify for the chart. But bands who sell songs themselves through approved download services are now eligible. Essex rock band Koopa built up a fan base on the internet and on the live circuit playing almost 500 gigs in the past three years, including a headline show at the Mean Fiddler in London last summer. This made them the first unsigned band to get a top 40 chart position on downloads alone. 500 gigs in the last three years is bloody hard work - something unsigned artists should not be scared of.
5.	The Surface Unsigned Festival encourages bands to promote themselves through merchandise. Merchandise stands / advice on Myspace promotion etc provide an excellent way for bands to gain added promotion but also at the same time make money. T-shirts, hoodies, stickers, caps, demo cd’s etc are all brilliant ways of self promotion - and most importantly the middle man is left out meaning all profits are returned to the band. Again the use of Myspace is crucial; no marketing costs, no outlay, just profit.
6.	Surface Unsigned takes bands at grass roots level and brings them through a journey culminating in an industry showcase. The quality of the sponsors, judges and management lends colossal credibility to this event and should be a breath of fresh air to all unsigned bands and artists in the UK. We are constantly looking at the future of the music industry and analysing the processes and methods that bands will require in tomorrow’s digital world.