Word broke the other day that TVT filed for Chapter 11 bankruptcy protection. It may have surprised some people. After all, indies are taking away market share from the majors, right? They're enjoying the benefits of digital distribution. They don't have a reputation for high-salaries executives.

TVT's bankruptcy is not terribly surprising. Its top artists represent two of the genres that are lost in a transitioning market. First you have rappers like Lil' Jon who have traded album sales for ringtones and single downloads -- all the while diverting time toward consumer products and other revenue-generating schemes. Rap has lost crossover fans, too, and they won't return any time soon. Then you have radio-friendly rock bands like Default that have less of a place in today's marketplace than they did at the beginning of the decade. Rock radio is a shadow of its former self and has less of an impact on album sales. Such single-driven rock bands are having a harder time competing against strong touring acts and lifestyle bands (such as emo and indie). In both examples, artists are caught up in both cultural and technological shifts.

The successful indie label is one that has a strong brand and builds a lasting relation with consumers. It's easier to build a relationship when your roster is more focused. TVT's A&R has been a hodgepodge of mainstream genres and undersupported, destined-for-the-underground rock acts. (The label's legal battles couldn't have helped either.) It's not a bad time for indies -- it's a very good time, actually -- but the old rules don't work so well in a new marketplace.

[music jobs] HR Manager at EMI NA; New York, NY.