There’s a new road to ‘make it’ in the music business

Erik Knudsen has no record label, but he has 50,000 MySpace friends, and 12,000 Facebook fans. (Image courtesy Facebook)

Two young Seattle musicians say they’re determined to make it in the music business. But instead of sending demos out to get signed by major labels, they’re going another route.

“Viral YouTube, that’s the goal for us right now,” says Seattle musician Erik Knudsen.

Knudsen and fellow musician Jaymes McFarland, who are just two years out of high school, are navigating the new path to a career in music using self-publishing video and music platforms as well as social media to grow their brand.

“There definitely are people that can come from nowhere and instantly get great success completely independently and that solely has to do with YouTube,” Knudsen tells 97.3 KIRO FM’s Bill Radke Treatment. “I’ve seen firsthand people within months gain the biggest following ever, completely independently, no support behind them other than themselves.”

Knudsen says YouTube hits can even become income generators, by adding a link to purchase the song on iTunes.

“Small income but it does well for me,” says Knudsen. “I don’t have to split it up with a label or any sort of manager, just straight into my pocket.”

YouTube isn’t the only promotional tool available to artists. Knudsen’s band Letters and Lights has over 50,000 fans on MySpace and 12,000 fans on Facebook.

Seattle Music Director Marco Collins, a member of the Rock and Roll Hall of Fame for his role in breaking bands like Beck, Weezer and the Foo Fighters, says in an era where labels are crumbling, it’s a viable option if you can self-promote enough that your sales can support you.

“Labels are crumbling,” says Collins. “The infrastructure that he’s building for himself right now, with social media, with whatever database that he’s created by doing live shows. We were talking about how many singles he’s sold on iTunes. I think that he is […] golden in terms of what he has been able to build for himself.”

Artists today also have the ability to produce their own material, without the help of a major label, or even a recording studio.

“Technologically, the age we’re in, everyone is doing their own demos. A lot of people are doing it at home,” says McFarland.

With artists able to support themselves through self-publishing methods, “the wealth has been redistributed,” says Collins.
“There’s a lot more people that can make a living kind of doing it with a DIY approach now.”

McFarland and Knudsen say the growing crop of artists is expanding musical genres, making more room for everyone.

“You kind of have parallel universes going on in that we have a lot of different genres that are mainstream right now,” says McFarland. “There’s so many different routes to go.”

So far, Knudsen says through self-promotion and his growing fan base, he’s been able to cover the costs of living and making his music with his iTunes sales funds.

McFarland still is working odd jobs to make ends meet. He hasn’t yet undertaken his own promotional assault. He says he’s working on his talent first and then will hit the marketing side.

When asked if they’ll ever give up the pursuit, Knudsen says, “Never.” McFarland says if it starts to feel like a typical nine to five, and it’s not something he enjoys, he’ll consider moving on. But for now he’s willing to work as many hours as it takes.

Check out Jaymes McFarland and Erik Knudsen:

Listen to the full story on this week’s Bill Radke Treatment


The Bill Radke Treatment can be heard on 97.3 KIRO FM on Saturday at 6 a.m. and noon, Sunday at 2 p.m. and anytime ON DEMAND at MyNorthwest.com.

By JAMIE GRISWOLD, MyNorthwest.com Editor