Red Bank, NJ, January 01, 2014 --(PR.com
)-- The Internet Revolution, as was promised to independent musicians at the dawn of the Twenty-Tens, hasn't gone as planned. The vast opportunities, once touted as the "long-tail" and the level playing ground, have been trampled on by the majors with the Blockbuster mentality, leaving independent artists to struggle to find and grow their audiences. That same mindset, where privilege grabs the attention while up-and-comers are ignored, has also taken hold of the once artist-friendly independent record label that is, today, just as bogged down by exclusivity.
Media experts have begun predicting the death of independent music for all but the lucky few, but there are still a few who disagree. In 2014, that difference of opinion will come to light as The Co-Op, a division of independent music label Introverse Media, Ltd. The Co-Op will present artists from all over the country who have earned the right to be heard, by making its promotional tools available to them for no charge and with no claims to ownership. The artists give up none of their rights to either their material, or packaging, or to opt out of the Co-Op and take their material with them, should they choose to do so.
Introverse Media owner Dw Dunphy, himself an independent musician, said that he was compelled to act in the face of a narrowing of opportunities for artists. "There was this industry-wide pulling up of the ladder to the treehouse," Dunphy said. "Those who had the money and the agency were suddenly the only news out there, while this supposed democracy of artists were shut out. Not being heard, for a musician, is not to exist, so the main goal of The Co-Op is to give these people a chance to be heard."
The Co-Op will provide media kit services, compact disc design, press releases, and a cohesive structure where artists will come together to support each other. It will also provide the protective cover of unity so that individuals are not taken advantage of. That point was a critical one for Dunphy. "When you make music, or any sort of artistic expression, there are two extremes people can wind up in: either you exist in a vacuum and nobody hears you, or the wrong people hear you and take advantage of you. A lot of good music wound up being lost because of bad actors."
Dunphy explained that The Co-Op is a non-profit entity offering free services as a true artist-supported collective. "We're bringing in people who are like-minded and supportive, and are not out to abuse the dreams of people making a creative statement. After many years of running Introverse Media, this is the next logical step and seems necessary, now more than ever."
In upcoming months, The Co-Op will be releasing information regarding releases by supporting members along with links to their music online, much of which is free to download. "These artists are realistic about their positions, and how far their careers will take them. They know that superstardom is probably not in the cards, but there is no reason they cannot be heard and appreciated by a larger audience than they currently enjoy. The Co-Op is arriving to make that a real possibility for them," Dunphy said.
About The Co-Op
The Co-Op is an artist-supported collective devoted to shifting the balance of opportunities toward independent musicians. Presented as a subsidiary of Introverse Media, Ltd., The Co-Op maintains that the "underground" is just as vital, interesting, and unique as it has ever been and needs a bullhorn to make that statement clear. For more information regarding The Co-Op, contact Dw Dunphy at firstname.lastname@example.org.