In The City: What's new?
THE music industry, whisper the doom-mongers, is in deep, deep crisis. A grim reaper guards the door of every major music record label in the land – as jobs get axed; recording budgets get slashed; and most frightfully, investment in young, unsigned talent comes to a complete stop.
The once urgent rock ’n’ roll beat of the music biz has slowed to more of a death march, and the only man who can save us from this apocalypse? Erm, Simon Cowell. A scarier thought still.
But to call a halt to all this drama – just how accurate is all this doom-mongering?
The music industry, just like every other big business in the land, has been pole-axed by the economic meltdown.
Then again, British independent music, just like it has done in every previous recession, continues to live, breathe and discover its true survival instincts.
Just a cursory glance at the Manchester live music scene – from the influx of new music festivals and new venues, the encouraging rise of DIY independent record labels, and of course, all those ace new bands – will firmly attest to British music’s rude health at a grass roots level.
Standout fixture
So, breathe a big sigh of relief – there’s no real reason to worry just yet. However, we are sure to get a much clearer diagnosis of the situation at the annual In The City music convention, taking place this weekend.
In The City, as we all know by now, was first founded back in 1992 by the late great Tony Wilson and his partner Yvette Livesey.
Designed to give the UK music business – and more importantly, Manchester – its very own big annual event, ITC quickly became the essential gathering for anyone involved in the music business.
Seventeen years later and despite the lack of Wilson factor, ITC still remains a standout fixture to anyone involved in the industry.
“In The City is still as relevant as ever,” says Steven Oakes, a senior consultant at Universal Music Publishing, the major label behind acts such as Coldplay, Keane and Stephen Fretwell.
“I don’t like the word ‘networking’ – but ultimately, In The City is great for that. For people at a grass roots level, like young bands, managers and promoters, In The City is amazing. It’s a great way to make contacts and make your presence known.
State of flux
“The music industry may have changed a lot, but things like In The City will always facilitate those changes.”
But when it comes to the most important guests at ITC – the bands and the gig goers – the big attraction still remains its regular unsigned band showcases.
Bands such as Coldplay, Muse, Elbow and The Darkness (well, nobody’s perfect) all secured their major record deals as a result of playing ITC Unsigned.
But with the industry in such a state of flux, just how realistic is it for young, unsigned bands to realise their dreams at ITC this week?
The selection process for the bands has always been a topic of much heated and frenzied debate. Granted, the Manchester contingent is in good force this year with the likes of Dutch Uncles, Lost Knives and Egyptian Hip-Hop.
What is the exact criteria which gets one band selected and another band rejected? Is it any more than just X Factor with indie bands?
Diverse
Richard Cheetham, from Manchester promoter and indie record label High Voltage, was one of the music moguls asked to judge the bands at this year’s ITC demos panel.
“In The City Unsigned will always be controversial because of the bands it picks,” Cheetham says.
“At the end of the day, the bands picked are all there on their own merits. I think the six Manchester bands we’ve picked this year are a great representation of what this city has to offer.
“Manchester has such an incredible, diverse indie scene in 2009, and the bands we’ve chosen – from Dutch Uncles to Egyptian Hip-Hop – perfectly sum up that diversity.
“Of course, the bands that didn’t make the pick will all be disappointed. But that’s not to say those bands can’t stage their own breakaway events.
“That’s the great thing about In The City – there are the official showcases, but the unofficial showcases are just as important.”
Voracious gigging appetite
But given the state of the music industry, is it really realistic for bands to secure huge record contracts at ITC?
Cheetham considers. “Probably not. Everybody knows the big record labels are spending less money on bands at the moment. But In The City still serves a big purpose to bands.
“A new band can build up momentum in Manchester, acquiring fans and local press, and an In The City gig can often be the climax of all that hard work.”
In The City may be situated at the Midland Hotel, where all the dull seminars and networking happen, but the really exciting stuff can be found in the music venues of Manchester’s music community.
The three ‘official’ days of ITC often get stretched to six, such is the voracious gigging appetite.
With an estimated 300 bands playing over the next few days, ITC effectively becomes the most epic of rock ’n’ roll gig crawls.
'Wealth of talent'
Over the past few years, one of the most active and prolific independent promoters on the local circuit has been Designer Magazine.
The South Manchester promoter, led by Alex McCann, is staging a host of top-notch fringe events.
McCann enthuses: “For Designer Magazine it’s a chance to showcase some of our best bands in front of the industry, and what we’ve found in recent years is that the fringe events are just as important as the official ITC Unsigned list.
“This year we’re focusing much more on Manchester bands than in the past, because of the wealth of talent in this city at the moment.”
And so the message is very clear indeed. The music biz may be in turmoil and Simon Cowell will soon be in complete control of the entire world, but the resistance movement is fighting back.
In The City runs officially from Sunday to Tuesday, but fringe events begin from tonight. All official ITC Unsigned gigs are free, while some fringe gigs charge admission.
A £20 wristband, available from the In The City website, allows access to all these gigs, including fringe gigs. For full wristband details and the full line up of acts visit the link on the right.
Published: Thu, 15 October, 2009
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