Music video's favour major labels

When radio was first established it was believed that it would damage the music industry. Why would people buy records when they can hear them for free on the radio? The radio later turned out to have quite the opposite effect; it proved to be a great marketing tool. Just like the radio, the internet too has had criticisms for its ability to damage the music industry. There is a heightened fear that Mp3 downloads are killing the industry, people are not buying EP’s anymore. While this to an extent may be true, I think through new technologies the power and control in the music industry has shifted from major labels to unsigned artists and independent labels. The internet has provided a way to cut out the middle-man, a record deal is no longer needed for artists to get their music out to mass audiences.
While the Radio and Internet have benefited artists and independent record labels, the development of the music video in ways has given the advantage to the major labels. Jack Banks argues the music video today has become a ‘necessary form of promotion for recording artists’. However unlike the internet which provides free promotion, music videos are a form of promotion that makes struggling independent labels and artists struggle even more. The average commission for music videos granted by major labels is a staggering $60,000 -$80,000, an amount far exceeding the budgets of independent labels. In comparison, Independent labels have an average budget of around $1000 to $6000 (especially in New Zealand). Indie labels are therefore unable to utilize the music video medium as an effective way to promote music. This is not to say that indie labels don’t make videos, they do, they make a lot; if you watch ALT TV you will see how many unsigned and signed NZ bands have made videos on cheap budgets. However, close relationships between MTV and Major labels (according to Banks) has meant a ‘conservative programming policy’ in which artists signed to major labels are given the most play. In conjunction with this, artists on major labels often end up with videos that look more professional which is favoured by music video channels such as MTV.
In summary, music videos, while a great form or music promotion unfortunately favours in general those artists on major labels. New technology is a way for indie labels to gain some control in the music industry without requiring large budgets.