Trivium: 'Streaming Will Save the Recording Industry'

"It's not a black and white issue anymore," explains bassist Paolo Gregoletto.

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Orlando metallers Trivium recently shared their detailed stance about the current state of music industry, singling out streaming services as one of the business' crucial saviors.

Asked by Rolling Stone South Africa about the impact of social media and streaming, frontman Matt Heafy replied, "It's changed a lot, it's a lot easier to find great bands, even for myself. I'm obviously a fan of black metal, I pretty much collect black metal shirts and vinyl.

"What happened with the music industry is - a lot of kids started believing, 'Oh, my favorite bands don't make money off CD sales.' And when a million to 10 million people think that, they don't buy a CD, that's why a band doesn't make money, because no one is buying CDs anymore, so it makes bands have to tour more," the frontman explained.

"And when every band is on tour at the exact same time, it all kind of cannibalizes itself. So there's this weird circle that we're always trying to adjust to. But streaming stuff is fantastic, I think Spotify is amazing," Matt added, just to pass the mic to bassist Paolo Gregoletto.

"Streaming will be the thing that really saves the recording side of the industry," Paolo noted, adding that "it's not just about recording CDs" and that the emphasis should be put on all possible fronts and different band-related endeavors.

"It's either [that] people love your music and they're gonna find it any way they want and they're gonna come see you and buy your merch and support you or they're not. It's not a black and white issue anymore," the bassist added.

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34 comments sorted by best / new / date

    "It's either [that] people love your music and they're gonna find it any way they want and they're gonna come see you and buy your merch and support you or they're not. It's not a black and white issue anymore," ...uhhhh what? Gives a black and white example, then says it isn't black and white.
    Trivium are some of the smartest and more talented metal band of the past 15 years.
    Though to be honest, I didn't consider following up the brilliant Ascendancy album with a Metallica tribute release (the Crusade) one of their smartest ideas. Would rather have a metal band with original ideas than one trying to live in the shadow of another act
    And this is coming from a band who when through a really rough financial time : Matt even had to sell more than 10 of his own guitars to finance the band. Trivium is definitely one of those modern bands I support by buying their record. I would supported them more by buying concert tickets if those ****ers would come to France !
    Jeez, Kudos to bands who make a living touring and shit. Defs not the lifestyle for me. It seems like its harder than its ever been now.
    You're damn right. Between the million other artists you're competing against for exposure, the increased expense of touring, and the general difficulty of being a performer? I'd say it's hard as hell.
    Sure it will save the industry, but it doesn't help the new up and coming artists.
    Radio and Cd sales never helped up and coming artists in the first place. Maybe like 1 band out of 100 got "signed" back in the day and actually got to make a record that was professionally done. Now days, anybody can make a polished album and put their stuff out there. And it's a hell of a lot easier to get booked at clubs around the country than it was to ever get a signed record deal.
    Well, I found Spotify to be really helpful when finding new musicians (maybe not entirely new musicians on the scene, but new music for me to hear), through the related artists. That kind of streaming, that suggests bands, would be helpful for new bands. Unfortunately, this only applies for those new bands that have recently ben signed up for...
    Yeah dude if it wasn't for Spotify I wouldn't have found out about half the bands that I listen to now. Good amount of which I have went out to see live and bought their records.
    Spotify and Pandora have helped me find many artists too. I remember using LastFM back before it was even referred to as "streaming."
    What would help the up and coming artists?
    Playing endless numbers of gigs in nightclubs until you get signed, obviously. v_v
    Being signed means zip anymore. Most new and veteran artists are on small indies or even on their own label who have major distribution deals at the most. Every underground touring band makes money on merch and from the venue for playing. Thats the way to make a living as a musician anymore. Tour tour tour and make sure your merch table is stocked. Unless you're in that .5% that is still mass produced, on which case, more power to you.
    I think limited streaming would help. Stream it a limited number of times and then you have to purchase the song to listen to it again. Best of both worlds.
    Erm, yes it will. There's nothing more helpful than exposure, by whatever means necessary.
    It will help a new album by a popular band sell because it's promoting it by giving fans a listen before the scheduled release date. The problem is, the current bands are becoming really boring and aren't doing anything very interesting anymore. Streaming doesn't help the new and upcoming bands. Going to live local shows will though.
    I stopped buying CDs because I stopped using my CD player, not because I was sad bands didn't make money from them. I buy vinyl because I like to use my vinyl player in my home, if they sold vinyl and a free mp3 download I'd illegally download/stream much less. IF, the album is worthy.
    It's great to not hear a band bitch and complain ! Trivium just goes with the flow and accepts the times for what they are.
    Video isn't working for me (audio is) but shout out to what looks like a Shining T-Shirt. w00t!
    If I remember correctly Heafy once posted a photo a couple years back of a royalty cheque for one month's sales of In Waves ; an overall payment of a whopping $10. Major labels can market the hell out of you, sure, but these days it's arguably better to write, record and tour independently or under an 'indie' label. In my opinion, streaming works as a method of marketing because it entices people to buy the album if they enjoy it and can afford to support the artist; and independent bands receive the most support from this. Think 'try before you buy' deals.