Thanks to streaming, a small cadre of independent solo pianists are making a killing.
By ELIAS LEIGHT
On October 3rd, Michele McLaughlin got some exciting news: Her music has been streamed over one billion times.
Young artists in popular genres are racking up streams like crazy these days — presumably McLaughlin is an ascendant rapper releasing 90-second battering rams through SoundCloud? Or maybe she’s the guest vocalist on the latest reggaeton posse cut to rule YouTube?
Nope: McLaughlin is an independent artist in her forties who makes contemporary instrumental solo piano music. She’s a star in her field — to the point where another pianist says, “I’m not quite doing Michele McLaughlin numbers” — reportedly making around $250,000 a year. And she’s not alone. “We have a large group of solo piano players that are making a killing, making $7,000 to $10,000 a month,” says Kevin Breuner, VP of Marketing for CDBaby, which touts itself as “the largest global digital distributor of independent music.”
“Some of them are making far more money from their music than the artists than you see on major labels that sell OK but are not crossing the threshold of really having an income stream for years to come,” Breuner continues. “These piano players have cracked that.”
That’s thanks to the rise of streaming services and an accompanying shift in listening habits. “It used to be that, to get signed, it had to be something that somebody thought they could sell to a mass market,” Breuner explains. “But now, music gets used in so many different ways. When we dug a little deeper, this particular genre group and a lot of other genres that tend to be mellow and instrumental perform really well on streaming — there are a lot of dentist offices, a lot of work-office environments where people are putting on quiet, soothing music in the background and just letting it play.”
“I had someone ask me the other day, ‘Are you OK with being known as sleepy music?’” says Chad Lawson, another successful solo pianist. “I think he was trying to take a jab in a roundabout way. But I said, ‘Yeah, I really am.’ I have a running joke: Don’t listen to my music while you’re driving. It needs to have a warning sticker: Do not operate heavy machinery while listening to this.”
Read the rest of the article here at Rolling Stone.
and be sure to check out some of the stellar solo piano albums on our featured page from artists such as Fiona Joy Hawkins, Rachel Lafond, Andy Iorio and Loren Evarts.
