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By David F. Dawes
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| The MacGregors |
CHRISTIANS, to paraphrase Aretha Franklin, are doing it for themselves. And Rob Neiman couldn't be happier.
One of the key people at Abbotsford's House of James, Neiman sees a "thriving" independent music scene in B.C.
"With the technology out there today," he tells BCCN, "it seems everyone and their dog is making a CD. Some are good, some nfrica Mercy, sailed Ma the numbeot so good."
Aside from more easily accessible technology, he says, the cost of creating one's own CD "has gone down considerably in the past five years."
Artists with enough determination can produce a CD for $3,000 or less, Neiman says. But that's only the beginning of what can become a frustrating process. Musicians hoping to get their work out to the public often have no choice but to create their own platforms.
"A lot of people are finding that going through record labels is hard to do. There's so much music that companies are cutting back on what they're producing."
As a result, many independents have an uphill battle to be heard.
"A lot of artists who are good, it's hard to get their stuff. It's hard to contact them. As a retailer, I have to work harder. Pro-active artists can help the process."
Because indie acts don't have high-profile companies behind them, Neiman sees a change in marketing - which benefits some of the more enterprising artists. Increasingly, h e says, "there is a shift from the corporate machine, to selling CDs at concerts. If they have a following, they can make more money that way. Online promotion is also increasing; a lot of musicians are offering free downloads."
While "very, very few" indie artists are signing with major labels, he says, "some are getting distribution."
Citing the music available through Canada's biggest Christian distributor, CMC, he says "30 percent is indie - and a quarter of that is from B.C. There's also a lot of indie in Ontario and Alberta." He believes there are "increasingly more and more independent acts."
One key reason is that there has "been a real shift in consumer awareness. Pretty much every day I get people coming into the store asking for B.C. independent CDs. It's crazy how much it's blossomed over the last few years."
The audience for this music, he believes, is not overly concerned with 'professionalism.'
"Technical quality doesn't seem to be as important." He cites a musician whose CD was "terrible technically - but I couldn't restock it fast enough. People latched onto this guy's vision."
Asked to describe the variety of styles found in B.C. indie releases, Neiman says there is a wide spectrum - "everything from Messianic Jewish, techno dance and 70 - 80s style rock, to extremely hard rock and worship music."
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Asked which artists he would recommend, he was quick to respond.
"Top of the heap is Limbonius. Their music is techno; they recorded it in their bedrooms. They can't play it live. But it's sold really well, by word of mouth."
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| Brian Doerkson |
As for others, he named "the obvious: Brian Doerksen, for worship." He also had kind words for Christine Evans, of Victoria; The MacGregors, from Okanagan; and the Brad McNeil Band. The latter, he says, combines biblically based lyrics with a "late 70s, early 80s classic rock sound. There's a small niche of people who keep coming in for that style."
Listeners, he says, "are seeking this stuff out." For ond Ma e thing, "parents are looking for something other than dance pop. It's great to be able to offer them alternatives."
Lyrics, Neiman notes, also set much of this music apart. "Ambiguity is more likely in indie lyrics. They have the freedom to express more than if they had a record label. This is one key factor in drawing fans - real lyrics, with heart and soul."
Some indies, he says, are tackling social issues such as "suicide and obesity - and redeeming the nation." Confessional lyrics, he says, are particularly prominent in music released by female artists. "It's like they're taking their journals and making them into songs."
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| Christine Evans |
This can sometimes draw negative responses, he says - especially certain songs dealing with relationships. Some parents question this subject matter. They want the lyrics to be all about God." One mother, he says, told him one particular song had "no redemptive value."
So, does House of James stock a lot of indie music?
"Yes," says Neiman. "We like supporting our com munity. Independents are a good thing. About 35 to 40 percent of the music moves regularly. Another 15 percent of these CDs sell well in spurts. Some stuff just sits there, because it's not so good; we re-evaluate it after three to six months."
Asked whether indie Christian musicians are making a spiritual impact on non-Christians, he says this is "very hard to measure. Some worship bands have an effect. The mass of singer-songwriters are more ambiguous; but their music has a redemptive quality."
Asked what advice he would give indie musicians, Neiman says: "I'd like to see more artists playing more, putting their product out more. Some are leery about being labeled 'Christian,' and are therefore reluctant to get music into stores."
However, he says, "They don't have to shun the industry. Christian bookstores are here to help them. We're very pro-indie."
July 2007
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