Creativity vs Soundscan

So after watching “Before the Music Dies” it had me thinking about the direction and influences in music right now…I know first hand from doing label meetings that the common phrase is “We need something like (insert current #1)”. Artists are constantly pushed to make quick hits rather then push the envelope.  I talked to acouple friends of mine and got their opinions on the importance of creativity versus soundscan sales:

The most noticeable music is definetly the most creative, the same goes for the longevity of a product. Typically those artists who aim at selling records tend to do what other artists (that sell) do, failing to realize that what they create is carbon copies, who want copies when you can get the original? -Irko (Audio engineer: Jay-Z, Kanye, J.Lo) www.irko.it

The game just needs a face lift in quality records. Creativity is always important, but if there’s an abundance of quality records coming out at the same time, then it will eventually set the standard and create “balance” between being creative and selling records. -Melle of ToneMason (Producer of Drake “Light Up”)

I feel like the balance between creativity and the selling of records has been shifting towards putting importance on the latter in recent years. The definition of creativity has also changed, whereas in the Motown era it was about composition, today its about image and catchy hooks. In today’s industry selling records trumps creativity, hence all the records that have similar themes, beats and sometimes even lyrics. I think that’s why the world embraced Lady Gaga. She went against the grain, and was able to sell records. Maybe it’s an indication that the balance will shift…or maybe its just wishful thinking. -Izabela (Editor-in-Chief, Creamworld Magazine)

The is not one specific formula to sell records, different things work for different artist, although creativity is needed to make any project exciting and fun -Tony G (G-Unit A&R)