DINH DOONG

The Industry Is Crumbling Before Our Eyes: Music as the New 9-5

The landscape of the music industry has undergone dramatic changes, revealing how much it now resembles a conventional 9-to-5 grind. In the video transcript, the speaker dissects how the commodification of music, streaming platforms, and declining physical sales have reshaped the industry into a precarious hustle for artists, forcing them to diversify income streams just to stay afloat.

The Decline of Glamour and Profit in Music

In the past, music was seen as a pathway to fame, fortune, and lavish lifestyles. Artists enjoyed prominence, major deals, and financial success—rubbing shoulders with moguls like Diddy while thriving in the “Hit Factory” era. Back then, record labels dominated through physical media, and music carried intrinsic value that audiences appreciated. However, with the collapse of physical sales in the 2000s, that model began to unravel. Today, streaming dominates the landscape, but it has cheapened the art form and disrupted traditional revenue streams for both labels and artists.

This shift led to widespread layoffs at record labels, thinning out artist rosters and reducing production budgets. Projects were abandoned, and many artists faded into obscurity. Even prominent figures, like Diddy, pivoted into reality TV ventures such as Making the Band to compensate for the music business’s diminishing profitability.

Streaming: Convenience but at What Cost?

Streaming services have made music more accessible to the public but have significantly reduced artists’ incomes. Where listeners once purchased albums for $12-$15 each, they now pay $5.99 or enjoy free ad-supported streaming, dramatically decreasing how much artists earn. A perfect illustration of this problem is Beyoncé’s Lemonade (2016). Despite its massive success, streaming and sales accounted for only a fraction of her overall income. If artists of Beyoncé’s stature struggle to profit from music sales, it’s even more daunting for smaller, independent musicians.

With limited returns from album releases, many artists prefer releasing singles or EPs instead of full-length albums. Labels, under pressure to extract value, prioritize a select few major artists, leaving many others without adequate support. This trend has also driven a rise in exploitative 360 deals, where labels take a cut from all artist revenue streams—concerts, merchandise, and endorsements—further squeezing musicians financially.

The Hidden Costs of Music Production

Producing music is more expensive than it seems, adding another layer to the struggles artists face. As the transcript explains, studio time, engineers, producers, mixing, and mastering can cost hundreds of thousands of dollars for just one album. A 12-hour studio session might run $1,200, and the cost balloons with each new producer or additional session. The result? Aspiring musicians face enormous financial barriers, with 75% being priced out before even entering the industry.

These costs only cover production—marketing campaigns, music videos, and promotional tours represent additional expenses. This financial burden explains why artists seek multiple income streams, including social media deals, brand partnerships, and merchandise sales.

The Changing Face of Celebrity

The transcript touches on a broader cultural shift: the waning value of celebrity status. In the past, fame held tremendous power, and celebrities were untouchable. However, the rise of social media and platforms like YouTube has democratized content creation, diminishing the mystique surrounding celebrities. The transcript points out that many artists and actors resisted joining platforms like YouTube in its early days, as they felt it devalued their work.

Now, however, social media has become essential for maintaining relevance and income. Artists have to promote their work directly to fans, a significant departure from the past when they could rely on labels and traditional media for promotion. This change further blurs the line between the creative arts and the gig economy, reinforcing the notion that music is now just another job—an exhausting 9-to-5.

Conclusion: A Crumbling Industry, but a New Opportunity

While the transcript paints a bleak picture of the current music industry, it also suggests that this collapse could bring about positive changes. The erosion of the traditional music business forces artists to rethink their careers and explore new paths. As the industry’s veil of secrecy lifts, fans are becoming more aware of the financial realities facing musicians. This transparency fosters a new appreciation for the challenges artists endure and may encourage more equitable practices in the future.

In a world where music is becoming just another hustle, the crumbling of the old industry could give rise to new models—ones that prioritize creativity, sustainability, and direct fan engagement over corporate profit. Ultimately, the music industry’s shift toward a more grounded reality might be a good thing, aligning it closer to the lives of the fans it serves.