Avenged Sevenfold singer Mr. Shadows has expressed his opinions on the current state of the music industry, comparing it to the “Wild West” and criticizing the overwhelming influence of big business. In a recent interview with Kerrang!, Shadows shed light on the significant changes and challenges artists face in today’s music landscape.
When it comes to industry transformation, Shadows noted the sweeping changes that have taken place over the past two decades. From the death of the middle-class musician to the domination of social media, the music industry has undergone profound upheaval. According to Shadows, these changes have made the industry almost unrecognizable from what it once was.
Having released eight albums with a major label, Avenged Sevenfold was the first to witness the ebb and flow of the industry. The band has adapted by exploring innovative approaches to engaging directly with their audiences, such as digital concerts and integrating NFTs into their Deathbats Club. These efforts aim to minimize reliance on intermediaries and maintain a closer connection with fans.
Shadows didn’t mince words when talking about the pervasive control that corporations have over art. “We saw the numbers and we saw how corporations control art”, did he declare. He highlighted the disconnect between artists’ creative freedom and the corporate agenda, noting that many artists prefer to focus solely on their art, which is understandable. However, Shadows themselves take a different approach, delving into the business aspects and scrutinizing the contracts they sign.
“I like to delve into the technology and the details of the contracts we sign”Shadows explains. “I like to see the contracts and I like to see how much someone is making on my back or that of our group – when it’s fair and when it’s a bit exaggerated.”
The music industry, whose foundations have eroded, has become a tumultuous environment for artists, according to Shadows. He highlighted the current trend of exploiting social media stars, such as those on TikTok, and making them sign unfavorable contracts. He recounted his experience with Warner Bros, where the label’s main strategy seemed to revolve around creating “viral videos” on TikTok. Shadows, now 42, found this approach absurd and unproductive.
“Now they go to TikTok and find people who have already become popular [sur les réseaux sociaux], but who don’t have a label, and they offer them a shitty contract. But they can’t do anything for them. When Avenged Sevenfold was at Warner Bros, they were trying to find a way to make a viral video on TikTok. I beg your pardon ? I’m 42, I don’t want to create a viral video on TikTok. They take 24 cents of every dollar we make and that’s all we get, a fake TikTok show?”
