Spotify has often been cited as an incredible platform that allows literally anyone to find a global audience because on the popular music streaming app, wildly successful artists, struggling musicians, and those who are just starting to make a name in the music business, including those virtually unknown artists, are on equal footing.
Or is it really the case?
Being discovered on Spotify as a small independent musician is just as difficult as being discovered on any other music service or even in a traditional way, for that matter. Most music consumers often listen to the featured artists, mainstream artists who are already successful. Although the app provides a specialized service to help a musician be discovered more easily, the search algorithms are still based on popularity. So, how do we address that?
According to Enzo Valdez, Chief Executive Officer of Sindikato, a music talent management that manages rising and established bands like Ben&Ben and Callalily, to name a few, there’s no specific formula to make it big in the music business today. But, if you have a quality catalogue or even just one song that is simple yet anthemic then there’s no way that listeners wouldn't notice your music.
“Making a name in the music industry is both easy and difficult these days. We can easily create music and distribute it to various platforms, and because almost anyone has access and tools to produce music, the competition becomes stiffer. The challenge now is how to make yourself standout,” Valdez, a nephew of OPM pillar Basil Valdez, told MS Entertainment.
Before the Internet, musicians were experienced live or seen on MTV. These days, if an artist has no online presence, they might as well be invisible. Sindikato is no stranger to all these platforms. With years of video production experience that cross over generations, Sindikato has trained its eye for great talent. Now, they welcome a growing roster of artists.
“Sindikato started in 2006 with a group of college buddies who shared a passion for video production. When we graduated in 2008, we were doing freelance work first and at the same time Sindikato on the side as a video production house. In 2012, we started managing music artists,” Valdez narrated.
From creating short films and original content, they ventured into music videos for various local artists. Even as they gained traction with brand advertising projects, Sindikato continued to work with musicians.
With one foot already in the door, perhaps it was inevitable for Sindikato to enter the music industry. Emerging artists Sud, Hulyo, Fighting River Blindness, Fern and Unit 406, complete its roster of talents.
“What’s best about us is that we’re Pro-Artist. We want to give opportunities to our talents and we let them use our platforms; we let them use the skill set of Sindikato to help them grow their craft. We believe in their abilities and we want them to spread their talent so that more people can appreciate their music,” shared Valdez.
Beyond managing their talents, Sindikato aims to be a partner to each of their artists in making an impact and influencing the world through their music. The company’s primary goal is to capture a global audience for their artists. Hence, the talent management company has partnered with Spotify.
“They’re the reason why a lot of artists are heard across the world and there’s been speculation that Spotify will start signing artists in the near future because their competitors are doing that. So you know, if for example they sign Ben&Ben, for sure it will help push other musicians in the country. It’s a wishful thinking but you know, I’m not yet sure what’s going happen. We're just really building connections and just doing our best,” Valdez said.
Sindikato reflects the commitment and determination of their artists—and their big dreams require big movers and shakers. With their skills and knowledge, Sindikato Management fights to earn a place on the world stage.