A number of folks have been predicting for the past few years that recent advances in technology and the Internet would inevitably change the landscape of the music business, maybe even rendering the current major label system obsolete. Theoretically, an unsigned band could write and record a catchy song, make a video with their friends, and play ball on a national level without ever having to sign a major (or even indie) label contract. Those theories are proving to be correct.
An unsigned band from Wilmington, NC called The Majestic Twelve has cracked the proverbial nut. MuchMusic from Canada is playing the video of their debut single "I Don't Have A Job," and last week, MTV cleared it for upcoming airplay on MTV2 as well.
Andy Gesner from Hip Video Promo, who acted as the band's liaison for distribution of the video, says, "Getting a video cleared for airplay by MTV is an nextremely hard task, even for bands with major label support. The fact that an unsigned band like The Majestic Twelve has done this is simply phenomenal, and it speaks volumes about how things are changing in the industry."
The Majestic Twelve is an indie pop band with deep roots in its local community; but the group hasn't toured and is all but unknown outside its home base. Yet Soundthesirens.com hailed the band's debut CD "Searching For The Elvis Knob" as "an unending triumph of musicís uncompromised state," while The Muses' Muse raved, "It's beautiful, smart, funny, catchy, altcountryfolkpop. The voice of the writing is completely unique."
While unsigned bands have had music featured in the background of some MTV original programming, this is the first time a music video by a band with no music label whatsoever has been added for airplay, outside of specialty programming expressly devoted to unsigned and unknown bands.