Lessons learned

The recent news that Adele’s album 21 broke the 4 million sales mark and has capped a monumental week in the young singer’s career. After picking up two Brit awards at the glitzy ceremony, the success of her second album has solidified her place amongst music British music royalty. In perspective, it has now sold nearly 61,000 more copies than Michael Jackson’s seminal 1987 album, Bad.

It means the Londoner has the biggest selling-album of the 21st century.
Ever since its release in January 2011, 21 has remained in the top 10 on the Official Albums Chart, returning to the number one spot last week for its 21st non-consecutive week.

Although the British songstress has a long way to go before she outsells others on the list, 21 has sold more than 4,020,000 copies in just over a year. A staggering amount of sales in such a short a space of time.

This monumental rise is a reflection of the music industry as a whole. Graduating in 2006, it has taken Adele less than decade of professional work to break into a list that includes Queen, Dire Straits and Pink Floyd in UK album sales. Prestigious company then for a product of the London School of Performing Arts.

Her advantage, of course is the digital age of the 21st century. Through instant availability of music and relentless self-promotion and exposure of social media, Adele has become the champion of the so-called “Bedroom Producers.”

She is, by no means, alone in this feat. Dumfries born DJ Calvin Harris was the first widely successful star that wrote, created, produced and marketed his own material from his home. He is now a world-renowned figure in his field, regularly filling arenas and venues around the world.

Which is promising for young Scottish musicians plying their trade in pop and rock. The bars of Scotland’s cities are packed every night of the week with young singers and bands all looking for their big break. Something that has now become altogether more realistic.

Their advantage now is the accessibility to self-promotion. Through Facebook and MySpace, the word-of-mouth effect that would have brought in a handful of supporters before now reaches hundreds within a matter of seconds. Interaction and accessibility have never been so intimate. Nor so blanket canvassed with such ease.

The drawback, of course, is the now flooded market. As many are finding, the same resources that help promote can also be their downfall. Exposure of one’s talents in such a fashion can highlight any and every unpolished, sometimes unprofessional aspects of an act.

Enough to put off a ticket buyer, certainly enough to sour a promoter. Where they fall down, there are plenty to take their place. Conveniently lined up by the social media feeds.

Adele’s record sales success will prove to be the first of many long standing industry records defeat. If the inclusion of 21 proves anything, the digital age is the reinvention of the wheel for the music industry.

The digital revolution is now stamping a permanent mark on the musical landscape. Adele’s success is a vindication of this. Her now visible success is a landmark for all aspiring artists to follow, proving that there this new, almost home spun approach can yield hefty reward and recognition.

But technology has opened the door for those talents who would easily be overlooked in any other age of the industry. Two decades ago would a middle of the road pop and soul singer like Adele have sold over 4 million albums in over a year? Very doubtful.

Scottish talent has always been at the forefront of British music. From iconic figures like Annie Lennox and Simple Minds to cult genre heroes like Alex Harvey and The Proclaimers, there is a rich history to draw from. Scotland’s musical heritage is the envy of many and must embrace this new dawn to continue in that vein.

Therefore in a world of economic belt tightening and often overly grim predictions and number crunching, Scottish musicians should seek to capitalise on potential. Adele’s example is one that should not be envied but emulated. If there’s one thing Scots are, it’s resourceful.