This post originally appeared on BMA on December 20, 2005.
“There are amazing women musicians out there. But the industry signs acts based on marketing. It’s definitely a loop. There aren’t women out there doing well, because they haven’t been signed, so (the record) industry doesn’t sign any more, figuring they won’t do well.” - Jason Mraz

The explosion of music downloads in the late 1990s cut deeply into the cash coffers of record labels. As a result, record executives decided to cut back on promoting ‘unproven’ artists, and went from focusing on talented female artists, to looking for a marketing vehicle. Out with Lilith Fair, in with Newlyweds: Nick and Jessica. So as Gen Y helps prompt a change in the country’s musical tastes, this poses a very tough question for female artists whose last name isn’t Spears or Simpson: Do they try to reinvent themselves like Jewel did, or forge forward relying on their talent to win them fans?
And this isn’t a problem reserved for undiscovered artists. Some of Jewel’s contemporaries such as Sheryl Crow and Alanis have seen their album sales slide since their Lilith days. Many of today’s labels see a woman onstage with a guitar in her hands as a ‘marketing risk’. But musicians don’t have to reinvent themselves every few years simply because tastes temporarily change.

A perfect example is Sarah McLachlan. Her music is basically the same today as it was in 1989 when she released her first album, Touch. Touch sold over 500,000 copies, while Afterglow, which is her fifth and latest album of new material, currently has over 2 million in sales.

The best way for Jewel and other female rockers in her position to re-establish a strong bond with their fans could be, you guessed it, the internet. There are so many ways to reach out directly to fans. Artists can tap fan sites, mailing lists, MySpace, anything. Blogs are another obvious way for artists to reach their fans. Such viral efforts are already being used to launch the careers of female artists such as Missy Higgins, they could easily work for established stars. These moves are authetic, and fans will respond to any musician that reaches out to them in such a personal way.

While the current music climate has put a temporary crunch on some female artists, the ultimate loser here could be the record labels themselves. As the record companies make it harder and harder for emerging and existing female artists to make a name for themselves, these musicians are looking for other outlets to promote themselves. And the risk that labels run is, once these acts find a way to circumvent the current system, will they ever return?

“The major label system is broken, but I’m not crying. It couldn’t happen to a nicer bunch of people.” said Carla DiSantis, editor of the magazine ROCKRGRL.

True Blue Fan (TBF)

Many artist & their bands can sing & play, but, they are amazed (sometimes mad) when the audiences fail to connect with them.  Artist and bands work on perfecting their play list of songs to sound like the studio version or the 'cover' version they hear. On stage, it's entertainment time!  If I go see a movie and it doesn't entertain, connect, excite me, then most of the time I actually take short naps.  Most artist/band never think about changing up a song to allow it to 'CONNECT' with their audience. And, if you don't connect and create special moments of memory, then, in most cases you will not have won over new fans & you certainly will not have what every artist should strive to have and that is:  TRUE BLUE FANS!  Yes, that is a KSE exclusive.  TRUE BLUE FAN OR TBF IS WHAT EVERY ARTIST MUST HAVE to create longevity as an INDIE touring band.  TBF are those people that will become the most important part of your TEAM.  In short, they are the ones that will show up for your shows with new fans & they are the ones that will buy tickets, merchandise, and leave tips in your tip jar.  As we all know most young inexperienced bands can only tour if they can meet expenses.

Developing into an entertainer takes time, much practice, money, and developing TRUE BLUE FANS!  It's like going from grade school, Jr. High, High School to getting your Bachelors, Masters and your PhD.  After you have completed those degrees, you need continuing updates and training....All Roads that lead to the STAGE must be incrementally improved each year, but, only after an artist has mastered all the baseline stages.  Once this is accomplished, an artist/band will forever be developing their passion for creative performances that make connecting memorial moments that last with their new fans that will change into TBF.