The music industry is a dynamic, fast-paced world that has seen many changes over the years. New, up-and-coming artists must learn a crucial lesson: how to own your brand. 

Besides just music, we believe all leaders and industry professionals can benefit from advice about truly owning and building your own brand. 

Bobby Amaru, the lead singer of the band Saliva, offers crucial insights into his journey and the lessons he's learned about owning your brand in the music industry.

Learning From the Past

Bobby Amaru firmly believes in the universe setting us on certain paths. He maintains that negative experiences are stepping stones to better things; every event shapes us into who we are. 

However, his journey within the music industry hasn't always been smooth. When asked about the contracts and deals he has signed over the years, Bobby confessed that he would have changed some elements.

Bobby signed his first deal right out of high school in 2001 with Elektra amidst a bidding war. This resulted in a seemingly sweet deal with high commitments, a generous signing bonus, and many added perks. 

What was unbeknownst to him was the amount of debt they were accumulating with the record label from the moment they signed the contract.

The Pitfalls of Traditional Record Deals

One key lesson that Bobby emphasizes is understanding the potential pitfalls in the music industry. "Anytime you sign a deal, no matter what it is, you're getting screwed in some way," he says. 

The record labels finance everything, and you end up in debt to them. "It's a one-sided transaction," he adds. This situation puts artists at the mercy of the record labels, which might leave them with little control over their music and brand.

Owning Your Brand: A Better Way Forward

So what's the solution? According to Bobby Amaru, the answer is to "be your own business, be your own label." This means owning as much of your material as possible and operating independently. This approach gives artists more control over their work and their profits.

In Amaru's case, Saliva started making distribution deals, a move that he believes any band with a brand should consider. These deals allow bands to maintain control over their masters and brands, giving them a higher percentage of sales and more control over their work.

The Evolution of the Music Industry

This may seem daunting, but the music industry has evolved with the advent of digital technology. While physical records and touring are still vital, music consumption has shifted mainly towards streaming and downloading. 

This has significantly altered the landscape of royalties, making it even more crucial for artists to maintain control over their work. The digital revolution has also highlighted the importance of brand ownership. 

As Bobby Amaru puts it, "The game's changed." The earnings from streaming are a fraction of those from physical sales, which makes owning your material even more important.

Bottom Line

Through the journey of Bobby Amaru and Saliva, we learn that owning your brand in the music industry is more than just about control; it's about survival. 

It's about navigating the ever-changing tides of your industry and carving out your own path. So whether you're an emerging artist or a seasoned veteran, remember this wisdom from Bobby Amaru: Be your own business, be your own label.