With the present iPod generation, it appears the established ways major recording labels promote and distribute recording acts have become obsolete. Swift modernization brought on by technological advancements by computer companies like Steve Jobs' Apple has revolutionized the music industry. Recording labels are now at a lost as to how to effectively compete with the new rapid trends forming within the music industry.

Musicians not regulated by outdated corporate machinations have been more aware in seeking ways to effectively employ new benefits afforded with the developments of new technological advancements. This year a new trend continues. Music artists indebted to music corporations overseeing the business aspects of consumer marketing and distribution of their music are taking hold of the reins in favor of more artistic control. Hence, with the current trend of direct delivery of music to the consumer, gone are the days of sole reliance on the major music label corporation.

Former Beatle, Paul McCartney, shockingly ceased his involvement with music distribution company EMI last year. In favor of independent music distribution, his current title, Memory Almost Full, is now distributed by Hear Music/Starbucks. Relying on this new refreshing mode of distribution, McCartney's latest was released through an exclusive online campaign where the new album was initially made available through the number two online music downloading service Emusic, garnering McCartney's "Memory Almost Full" a high charting success.

The band Radiohead recently astonished the music industry by dissolving their affiliation with the same music distributor above, and offered their current title "In Rainbows" directly to the public via their official website. For a short time, fans were able to download their new title "In Rainbows" at whatever price the buyer favored. The venture was accepted as beneficial to both Radiohead and fans alike.

For former Depeche Mode member Alan Wilder, it was deemed practicable to bypass the option of pressing regular CDs for his latest Recoil project "Subhuman." The financially beneficial aspects of providing "Subhuman" via digital download only allowed for other creative digital considerations to the consumer in the form of superior sound quality and a different mix of the album in DVD format as an extra. Inspired, many other major recording industry acts are also taking major steps to move in new creative directions.

The music industry is not the only industry to be shaken. There are rumbling changes within the film distribution and publishing industry as well. Whatever changes may come can only be creatively and artistically beneficial.

Story by Claudine Paul
Starpulse contributing writer