THE RISE OF SOLO ARTISTS: WHAT IS BEHIND THE SURGE?

In recent years, the music scene has witnessed a noticeable and significant transformation that cannot escape one’s notice. Solo artists are increasingly taking the limelight, winning the heart and approval of the audience, while the traditional band appears to find its place relegated to the secondary level, playing the second fiddle. This raises one very interesting question: what is behind the increased momentum of this very trend?

One of the main elements that has played the greatest part in the tremendous rise over the past few years in the number of solo artists is the changing economic environment for the music business. With the advent of the digital audio workstation and the increased popularity for using them, coupled with the significant improvements made to the quality of equipment available for the home studio, artists now find the process much easier and much less costly by far to make and produce high-grade music all by themselves, detached from the customary variables associated with the band environment. This breakthrough is responsible for the relief from the fiscal demands customarily associated with dividing profits by multiple band members. Solo artists thus gain the ability to retain much greater degrees of creative influence and artistic agency over their music, not to mention the overall direction for their artistic work.

Solo artists naturally hold some level of creative authority over their work, one that is often denied to groups, where the groups find themselves stuck in the quagmires and pitfalls of collective decision-making. Since solo artists work alone, however, they don’t need to find common ground or approval from fellow band members. This allows them the ability to make creative decisions entirely from their own artistic vision and desires, unencumbered by the need for compromise. Beyond the artistic side, this greater level of authority also extends into the arena of the personal brand. For solo artists, the building of a strong, cohesive brand identity reflective of their unique style becomes much easier. This simplified process not only increases their marketability, however but also allows them the ability to build stronger connections with their audience. Because the level of interaction between solo artists and their audience can thus be deeper, the interactions can happen on much deeper levels.

While solo artists like the very gifted Taylor Swift and the much-in-demand Ed Sheeran undoubtedly hold strong and firm grip over the music charts, it is essential to recognise the fact that the field of music groups has far from lagged behind when it comes to its own explosive and electrifying turmoil. Famous groups like the much-celebrated band Guns N’ Roses, have achieved fame for being involved in hot-headed showdowns and for being identified by their explosive run-ins, not only during their electrifying act onstage but also during the private lives of the band members off stage. The hot-headed tirades by Axl Rose, cement their places as rock legends for all the times music history has known, providing testimony about the very often explosive relationships possible between band members. These explosive clashes very often cause groups to break apart or lead to very long hiatuses, eventually setting the stage for even bigger popularity boosts for solo artists traversing their careers through the music market.

The era of streaming has undoubtedly contributed heavily and in many respects transformatively towards this tremendous shift for the music business. With traditional album sales continually falling and declining progressively, artists find themselves ever more dependent upon the sale of their band’s merchandise and the proceeds from their tours for their main sources of income. Solo artists, however, can now tour more profitably and lucratively than ever, for the simple reason that they are not subject to the logistical and fiscal strain generally associated with the upkeep of a complete band.

The meteoric rise of social networks has actually and substantially transformed the way artists communicate and engage with their audience in some very real significant and valuable manners. Solo artists now have the incredible and previously unimaginable capacity for one-on-one communication with their audience members, whereby they can build a committed and loyal base of supporters through one-on-one interaction and privileged behind-the-scenes access granted by the things that they upload and post online. This form of close one-on-one engagement induces much stronger emotions in the fans, leaving them far more engaged and committed to the distinctive experience and complex creative process of the artist, building a stronger connection.

While we have established solo artists like Taylor Swift, there is also this fascinating new wave of rising artists like Tom Grennan, Lola Young, Lay Bankz, Katy J Pearson, and 2hollis who are leaving their own lasting and noteworthy impressions over the realms of pop and indie music. These rising artists are causing significant ripples through their innovative and unique sounds, which find strong connections with their ardent and loyal fans. This effervescent pool of young artists is aptly bringing forth the tremendous depth of artistic richness and the high level of creativity now thriving over solo artists under the very lively and dynamic scenario of the contemporary music arena.

The extraordinary rise of solo artists, when compared to the traditional idea of the band, can be accounted for by a multitude of interconnected elements spanning multiple dimensions. These range from the changing economic circumstances underpinning the business, the massive changes in technology that have revolutionised the mode of music creation and distribution, to the ever-changing nature of the music business itself. While the band is very much a venerated and much-valued staple for many music enthusiasts and purists alike, solo artists are ever-growing in their importance and presence. They not only succeed in establishing their presence here in this competitive field but also thrive and forge their unique personas through the ever-changing and rapidly evolving sphere of music now.

Here are a list of some of NE’s favourite solo artists:

Rianne Downey
Megan Wyn
Andy Goodwin
Antony Szmierek
Kerr Mercer
Brooke Combe
Nieve Ella
Chloe Slater
Luvcat
CMAT
Ben Walker
Alessi Rose
Lissy Taylor
Aime Simone

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