Devin Townsend believes that “90 percent” of a modern musician’s job is creating content for social networks.
In a recent interview for Metal BlastTownsend reflects on his youthful naivety when entering the music industry in the 1990s, and the shock he experienced when he realized how much emphasis there was on the business side. “I loved music so much that I thought the basis of making music was art, emotion and music,” he says (Guitar). “It was naivety, children. And then I realized, ‘Oh no, it’s an industry. Like any other.'”
Today, musicians are encouraged to create content for platforms such as TikTok and Instagram. “Now more than ever, I realize that 90 percent of the job is being a content creator, rather than making music,” says Townsend.
Although he feels no resentment towards this marketing-oriented nature of the music industry, Townsend admits, “It’s just the way it is, like any industry. As a child, I was struck by the difference between an idealistic idea of music and the reality of what it takes to become a musician.”
Last year, in an interview for ProgTownsend talked about the “turbo naivety” with which he began his career as a singer alongside guitarist Steve Vai. He was shocked and angered by the fact that music had become just a commodity.
“When I moved to Los Angeles and joined Steve Vai’s band, it was with turbo naivety,” Townsend said. “I was very angry when I realized that what I considered sacred was actually just a commodity. That’s when I decided to use my musical talent to make things explode.”
Powernerdhis new solo album, is out this Friday, October 25th. Townsend isn’t the only musician to notice how important social media branding has become. Avenged Sevenfold singer M. Shadows has slammed the former record label for trying to force a “viral TikTok moment” from the band.
“When Avenged Sevenfold was under Warner Bros, they were trying to figure out how to make a viral TikTok moment. What?!” he said. “I’m 42 years old, I’m not going to go out of my way to create a viral TikTok moment. I’m sorry. You’re going to take 24 cents out of every dollar we make, and that’s all you can do, make up a fake viral TikTok moment?”
Source: balkanrock.com
