The Main Ingredient of the Music Industry
by on April 14, 2016 in Love of Avalanches Music Industry


The main ingredient of the music industry is you – the music lover.

It might appear, it is the successful advertising companies— that spread products to the masses and its salesforce that entices us —that run the industry.

Advertisers are great at what they do. It is partially the reason that brand of yogurt you find in your refrigerator is there. Marketing is not inherently a bad thing, even though the type of product we buy may be because of its label.

In our modern day world, there is an insane profusion of selections to choose from. We need to be able to distinguish difference. We might like to have a choice, but also not to a point where we feel unsettled and disoriented. Sometimes even two options can be too much on our plate.

We are a species of convergence. We feel safe when we know others have tasted the wine before we lay it on the delicate buds of our tongues, but does that mean that products that are less conventional will remain artifacts that will expire on a market shelf?

There is a slight difference between playing it safe and being conformist — liking something because most others do; a motif that mostly started in our teenage years.

I am sure some of you remember the uncomfortable sensation of listening to peers music you were not fond of at first, but got used to after time, let alone later even wanting a more extreme version of that groove. The power of conformity along with habit and its domino effect is the thread exploited by most companies.

Change though, is unsettling to us, so somehow industries have to cajole us into trying something new. If it were not for these marketing tactics, we might still be living under candle’s light.

Now though, these industries are mass-producing and possibly not quality content. It used to be a special occasion when a new artist appeared on the scene. Now we are bombarded incessantly with new artists coming out every day thanks to X-Factor and The Voice – it’s no longer extraordinary anymore. I get it. As much as I would like to discover new artists myself- I get bored when there are a dozens of new artists coming out every day but not much new sound. When we hear and see what has been done a million times before— attention fades – so we end up swiping through the news like a propeller’s blade.

These companies spend millions to advertise off-the-rack music. However, in the end…it’s up to you, the music lover to overcome the convenience of the ready-made and make the final choice that drives the industry.

Olivia Hadjiioannou, Ολίβια Χατζηιωάννου, Oh., Press photos, Official Photos, Music, News, Greece, metal, RockMulti-instrumentalist and director Olivia Hadjiioannou as the artist Oh. has been honored for her ingenuity, innovation and creativity in music and video with multiple international awards. She made her debut as Oh. on the international music scene with the award-winning music video, "Trials" in 2013 – cited as one of the 50 top events to mark Greece during the economic crisis. With the advances of immersive video, she released her single "Love of Avalanches", mentioned in Huffington Post as one of first 360-degree immersive VR videos released by a Greek artist on YouTube in 2016.

The music video "Red Lion" is presently a winner and official selection in 12 film festivals worldwide. Winner of Best Music Video award in the inaugural French Riviera Film Festival (FRFF) in Cannes, France. Winner Best Music Video at the Cosmocinema Film Festival in London. Winner of the Best Music Video Short in The Psychedelic and Transpersonal Film and Music Festival that took place on May 25, 2019 at The Producer’s Club in New York City. Winner Best Experimental Mixed Media Short Film at the Paleochora Lost World Short Film Festival in Southwestern Crete in Greece. Read more in her Bio and EPK

The EP “Metallia” has received over 32 reviews from 13 countries worldwide, is in top 10 progressive rock and metal charts and listed as one of the best albums of the year for 2018 on Metal Nation Radio.

CD Metallia - Oh. aka Olivia Hadjiioannou

“Metallia” by Oh. is an epical prog-metal composition in six parts. A multi-layered sonic piece of ravishing solo electric guitars, time-bending tempo shifts, grooving bass lines and deranged drums.

This instrumental progressive metal album will reveal its intricacies and hidden depths over time. It will extract from your mind pure visions, to mend your mental pictures, preen presumptions and to elicit an element of the unexpected…. because that is what will transmute your subliminal mind map into a remarkable blueprint which will lead you from wherever you are now, to wherever you want to be.

Available on Bandcamp

Weird and Wonderful World of Oh.

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