Impact of digital music on music industry professionals - Kenny from Vhp Records, Melbourne Australia

Next, we interviewed Kenny from Vhp Records Australia. Vhp Records is an independent "net" label based in Melbourne, Australia, that Kehinde (aka DJKZ) set up to release music he was writing and co-writing. It is a 100 percent internet-based label, which offers its fans music in streaming, download and also physical formats. The label also works with all the leading online retailers and websites to ensure its music is able to reach as many people as possible. 

Jasmine: To start off with, can you please give us a brief outline of the kind of work you do with Vhp Records.

Kenny: I don't have a particular job description. I do everything from recording, writing and producing. I also do all the A&R as well, and video production, marketing and promotion. It's pretty much all inclusive.

Jasmine: In what ways are you currently participating in online music?

Kenny: I am always on Youtube listening to music tips that come my way, as well as promoting our acts online through Facebook, Youtube and advertising. 

Jasmine: Has the emerging digital music industry affected you in your profession? If so, has it been more beneficial or detrimental? In what ways?

Kenny: Digital music has been quite good for me, as I was never really able to consistently release physical product, but with digital we can make music available at zero cost. Marketing is cheaper, but earnings from selling CD's and downloads have fallen dramatically. Fortunately, other opportunities such as ad-sponsored music have emerged. 

Jasmine: How do you think record labels are currently handling the issue of digital music?

Kenny: Most labels have handled it badly and do not have a grasp on digital music. As a result, they have alienated their fans and are trying to pick up the pieces. The whole industry is reeling from the fact that selling CD's is on a permanent decline. Online services providing ad-sponsored solutions do not pay enough, and it is indeed tough now. 

Jasmine: Do you have any suggestions on how record labels could take better advantage of digital music, and use it as an effective means of making money?

Kenny: Digital music wants to be free, so the best thing to do is to leverage it in a manner that creates value, brings in some income, and enables labels to profit from live music, endorsements and licensing. To do this, labels need to evolve. Fortunately from my perspective, I am very much part of the creative team and am an artist, writer and producer, so I am able to evolve and take advantage of new opportunities. It's a long, hard slog, and one has to be in it for the long run before one sees any results. 

We appreciate your time, Kenny!