Many people within and outside the industry think artist development is dead. With the creation of the National Collegiate Entertainers Group (NCEG), artist development has had a resurgence.
The History of Artist Development
For many years, artist development was one of the hallmarks of the music industry. This included performing, branding, marketing, business acumen, and media training. Much of this was taken care of by the label and this continued until the end of the 80's. Going into the 90's through the present day, much of the industry switched over to product development, which had an emphasis on record sales and milking the artist as much as possible. The idea of artist development unfortunately fell to the wayside.
With the creation of the National Collegiate Entertainers Group (NCEG), artist development has had a resurgence. Through creating self-sustained musical ecosystems, called chapters, on different college campuses, NCEG has made the only pipeline for students to master their artistry and prepare for entering into the business with legitimate experience.
Each of the chapters are self-sustaining with an executive board and new members and artists/performers, which are called Certified Entertainers(CE), as well as a coach. Each CE goes through a rigorous audition process, run by the Head Of A&R, to make sure the best of the best come out of each chapter. The coach then trains these CE’s in the art of live performance as well as becoming a better recording artist. Trained student engineers make sure the music is recorded, mixed and mastered. These CE’s also have a dedicated promotions and marketing team for when they release their music. Everything is in house and self-sustaining.
The modern day record label doesn’t develop artists anymore, and they expect the artist to be developed before they sign them. NCEG is bringing back artist development in a new and innovative way, and at the same time, creating a pipeline for student artists to enter the industry.