DEEP HOUSE” HAS LOST ECONOMIC VALUE It’s very difficult to define exactly what Deep House is, pioneers of house have their own definition, so do people in the streets, New school and old-school DJs. The genre gained much popularity in the US, Canada and the UK, then eventually dominated the South African radio charts, clubs and music stores. Pioneered by the likes of Vinny Da Vinci, Iggy Smallz, Glen Lewis, DJ Christos and a whole lot of other local legendary DJs/Producers. The genre was honestly at its prime during the vinyl days, mainly because the market had less DJs. and there was variety of music to choose from sold in different record shops. Compilations were career breakers for most DJs, with only a few making their own songs, compilations broke new tracks to the market and DJs would get exclusive licensing of most tracks, which meant no other DJ could license them, translating to the compilation being more valuable to the consumer. The biggest turning point in the genre was when House music went digital, meaning the easiest way to purchase tracks was through online stores. You may be asking yourself exactly how was it a turning point…. Well, here’s my opinion: * Digital age meant that all the DJs could play more or less the same music, unlike record shops, where tracks were limited according to copies, with mainstream ones getting more stocked. Digital stores gave customers an opportunity to have access to music released for the general public. * DJs no longer introduced new tracks to “House-heads”, my friend or colleague who’s not a DJ can know/play a new song way before I could even get hold of it. * Digital stores made it easier for us to share files, my friend with a credit card can buy 20 songs on Traxsource/Juno/Beatport, then share them with me, I share them to my other DJ friend, who shares it with his other DJ friend, who shares it with his sister. * Because music was easily accessible, then it suddenly became super easy to be a DJ, you don’t really have to love music to become one, you can be an academic working 9-5 then be a DJ on weekends, just cause you can. * With an oversupply of DJs (That mostly play the same shit), Deep House lost value. In simple economics: OVERSUPPLY means, a decline in DEMAND, which causes a decline in VALUE. * The market was then over saturated, competition became fierce and most DJs decreased their fees because new DJs started charging less and getting most gigs. * Then suddenly DJ compilations started losing economic value, DJs would spend money licensing tracks, designing album sleeves, packaging CDs but not reaching high sales figures than they did before. * So the next best solution was to make their own songs, shoot their own videos, add local songs (that they get for way cheaper) and only add a few international tracks just for a musical balance. * Vinny Da Vinci became the only “Deep House” artist/DJ to reach maximum sales figures, with most of his compilations reaching Gold status. Vinny’s major advantage is that he has a reputable brand with a massive following countrywide and he has managed to get exclusive licensing on tracks, meaning his comps don’t sound like the rest. * Majority of DJs started compiling the same music, e.g you’d get an Atjazz track licensed on 3 compilations, then consumers felt insulted and simply stopped buying DJ compilations. * International producers started seeing SA as a cash cow and they refused to license songs exclusively, because it meant they made less money for exclusive licensing. * In the midst of a decline in sales and an oversupply in DJs, then suddenly there was an influx of producers who released EPs each and every week. * Consumers started getting worked up, being overfed mediocre products, then they spent less and less money on “Deep House”, some converted to sub-genres like “Nu Jazz”/Broken Beats. * Then suddenly the music industry model changed, live acts like Liquideep, Zakes Bantwini, Bucie, MiCasa, Donald, Goldfish emerged. They started dominating the charts, vocal-sing-along House music became the getaway to super-stardom. It then became difficult for critics to shove their music under the “Deep Vocal House” umbrella, simply because it was mainstream, and the next best name to call it was “DANCE”. People started spending their money more on live acts, Liquideep broke the sales records and went Triple Gold (beyond Platinum), DJs became the last resort, the Deep House economic value took a drastic decline, DANCE music took over South Africa and dominated Media Guide & RAMS charts. * Live House acts became our very own Pop Stars, getting all the media attention and charging double the fees DJs charge for an hour. * The underground “Deep House” artists then started wanting to go mainstream themselves, DJs became overnight producers, released albums instead of compilations, even shot music videos and started featuring vocalists and instrument players in their live performances. * Some have even gone as far as buying songs from producers, then naming them their own just to get the piece of this small pie. * The other next best thing for “Deep House” DJs to do was to be promoters, now with them becoming promoters, because they’re friends with other popular DJs, they then go and try book them for free promising Petrol money & drinks or making their “friendship” as an excuse or even worse promising to return the favour next time. With that being done, it meant the economic value kept on declining. * In “Deep House” events, DJs are recycled and event concepts are similar, and because of that consumers were not willing to spend their hard earned cash on recycled concepts and DJs….So what does that mean? It means the Economic value keeps declining. * The value also declined in the international market, we’ve seen an oversupply of international DJs in the country, with some even choosing to stay here, just to get the piece of the small pie. - In conclusion, “DEEP HOUSE” music has lost it’s core economic value in South Africa due to the above mentioned factors and for the next coming years “DANCE” music will be the biggest influence in Urban Pop Culture and Musicians/Vocalists will continue dominating the charts and getting maximum media coverage. – DJs have to make their own music to get a bigger bite of the economic pie………..
Posted on: Mon, 11 Aug 2014 06:20:55 +0000
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