|The manner and format of music consumption can be a pleasurable experience and one that has endured considerable evolution over the years.
Gone are the days of eight-tracks and cassettes, but the warmness of vinyl still has a place in the heart of music buyers.
In the same manner, compact discs are slowly becoming more obscure where back catalog items can mostly be found in used music shops and online.
But in recent years, the emergence of digital music players and other devices have paved the way for digital downloads and music streaming.
With music genome projects like Pandora, music-streaming services like Spotify or platforms such as Grooveshark, they have proved they are here to stay and are changing the face of the industry.
Grooveshark, an on-demand, music-streaming service, has more than 35 million unique visitors monthly and a library of more than 15 million songs, making it a viable option not only for consumers but artists alike.
“Grooveshark is an artist platform. From a consumer point of view, you'll find a lot of cool independent stuff on Grooveshark that you won’t find anywhere. It’s free. It’s unlimited. From a label point of view, it’s the most effective artist promotion and business intelligence platform to date,” Senior Vice President of External Affairs Paul Geller said, in reference to the differences between Grooveshark and other services.
With a goal of reducing piracy among users, Grooveshark understands the objective at hand and tackles it with many features that people associate with free music.
For instance, they can search and view artists while saving playlists for future
“Many of Grooveshark’s competitors complain that it is hard to ‘compete with free,’ but they’ve been competing with free for a dozen years now,” Geller noted.
One of the hallmarks of Grooveshark is the ability to connect with the independent artists and its extensive catalog.
“The least obvious but most important aspect of the Grooveshark platform is that it allows artists of all shapes and sizes to put their music in front of tens of millions of listeners on a monthly basis. There is no gatekeeper, no contract. It’s a robust sharing platform that provides all the tools an artist might need to host and distribute their tunes in the modern era,” Geller said.
Artists have the ability to take advantage of features like radio campaigns and advertising tools along with analytics, all the while benefiting from artist pros in Gainesville and Nashville offices who can collect data for artists, managers and labels.
With physical formats going through a process of change like other industries, one of the pros of the digital age is that it has opened the door for many younger audiences to hear classic artists or songs they may have never known.
There is a good chance that if you scan through a coworker or friend’s iPod, the artists could change genres from rap, country, classic soul or the favorite independent artist in your own town – creating diversity and a music sharing experience.
In a shifting landscape, there is still a place for all formats and Gellar agrees that all will exist in some variation.
“They will all exist in some form or another for many years to come. Vinyl sales are on the rise, which illustrates the timelessness of high quality, emotive physical product. Last I saw, digital download was still the greatest revenue driver for music sales with streaming nipping at its heals,” Gellar said.