In our recent finale of Red Shutter Club Season 2, special guest local musician Thom Morecroft set out an intriguing framework for success in the music industry. In conversation between host Shannon Peterson and the local artist, this theory emerged that categorised success in the music industry into four distinct tiers.
Though it was just a light hearted banter between the two musicians (with a comical table charted on screen even shown), it really was an insightful glance into the industry, or at least the realistic side of it.
On a global scale, the music industry poses significant challenges for aspiring artists aiming to break into the mainstream. With the rise of digital platforms and streaming services, the sheer volume of musicians entering the industry has exploded, making it increasingly difficult for artists to stand out or differentiate themselves in a sea of unique artists just like them tasked with self promotion. The dominance of major record labels, combined with complex algorithms that dictate what gains visibility, often leaves independent musicians navigating a crowded and competitive space. The struggle extends beyond talent, requiring artists to master the intricacies of marketing, social media, and self-promotion to gain a foothold in the industry.
At the local level, challenges persist, albeit with a unique set of dynamics. In cities like Liverpool, where the music scene is vibrant but saturated, artists face the hurdle of distinguishing themselves from the multitude of talents vying for attention. Local musicians may find it challenging to secure gigs, especially in popular venues, due to the over-saturation of the market. Building a dedicated fan base is crucial, but easier said than done. Not to mention, all of this pulls away from the entire purpose: the music itself.
In this interview, Morecroft and Peterson take an unconventional approach to bluntly categorising success in the industry, using real life examples and discussing their real life consequences.
The framework was laid out as follows:
Tier A - Musicians for Music and the Music Alone| In conversation, Tier A was made to represent individuals who pursue music primarily for the sheer enjoyment and passion it brings to their lives. They go to events not to network or build a following, but simply to play and hear music. Morecroft emphasised the importance of recognising and appreciating musicians who engage in their craft purely for the joy it brings. These individuals may not seek fame or fortune but rather find full fulfilment in the art of creating music.
Tier B - The Cover Artist | Moving on to Category B, the musicians discussed the “cover artist” who focuses on making a living by performing popular songs. These musicians often find success in providing entertainment at venues like bars and clubs, catering to a diverse audience. Though these artists often have music of their own, they do not have enough of a following to sustain their cost of living from original music alone. Morecroft acknowledged the financial stability that can come from being a skilled cover artist, playing familiar tunes that resonate with audiences, and this was the most familiar category of musician the pair knew.
Tier C - The Original Artist | Tier C is a level that, as Thom and Shannon discussed, most musicians will sadly not see. This tier is characterised as one in which an artist’s original material has enough of a following to sustain costs of living to a reasonable degree. This level recognises more regionally or nationally successful artists, not unlike the career of Ian Prowse, mutual friend of the pair (see page 32). Morecroft recognises the challenges that come with establishing oneself in this category, particularly in oversaturated music scenes, and how hard those individuals work to maintain their relevancy. However, he also highlights the intrinsic value of finding success by connecting with an audience through one's unique musical expressions.
Tier D - The Rockstar | Finally, a fourth tier was added by Morecroft, under the pretence it was a category which he had no insight to. Tier D was discussed as more of a traditional representation of a rockstar, someone who attains incredibly widespread fame and success through their music. Both Peterson and Morecroft acknowledged that while this category may be the dream for many, it comes with its own set of challenges, including the pressure to conform to industry standards and expectations.
Though this idea of “levels of success” is nothing new, this concept of four specific and rigid tiers put to words what many artists on the show had expressed previously, just in less concise form.
There are rarely one-size-fits-all definitions in this world, and there are even less in the music industry. Aspiring musicians can find inspiration and guidance by understanding these diverse paths, recognising that success is a subjective concept that can be achieved in various ways. Whether it's finding joy in playing for personal satisfaction, making a living as a cover artist, building a career through original music, or reaching rockstar status, Morecroft and everyone at the Red Shutter Club encourages musicians to embrace the path that aligns with their personal goals and values within the multifaceted world of music. It’s not just about chasing “success” in the industry, but first discovering what success is for you.
🌟 Don't Miss a Beat! Subscribe for Updates & Catch Us Sundays at 11 AM! 🎉✉️
Subscribe now for the latest content, exclusive announcements, and insider insights.
Comments