A simple truth about how most Record Labels think
Getting signed to a serious record label is the aim of many musicians, and for good reason. Labels can offer unparalleled support, resources and experience in producing and releasing music. Many also have established media contacts and have a deal of promotional clout which can help you increase your listener base and music sales. They will also take care of many of the time consuming day to day management of you or your band, and let you get on with what you do best - creating music.
Now, Record Labels don´t do all of this just for the fun of it. Rather, they do it as an investment. Record Labels are a business, and just like all businesses they make risk calculations. To make yourself attractive to Record Labels they must see you are an attractive investment; that once they invest money in you they will at least get it back.
It is undeniable that the onset of the digital music revolution has created amazing new possibilities for independents, both when it comes to distribution and promotion. However, it is also an environment which has made it harder for many Record Labels to sell music. The traditional marketing machinery has lost traction, and the diffuse Internet music environment has made the access and consumption of music far more diversified. Even with money to throw around, the chance and scale of success has become smaller. Once the traditional music industry adapts, or we see the rise of more influential and innovative digilabels, they will have a hard time making the same kind of money as they once did.
In this climate of uncertainty, risk calculations become all the more prevalent. So, to get signed you must make yourself as attractive as possible. Raw talent won´t hack it anymore, not by itself. They don’t have the time, resources or money to nurture you from infancy. If you are looking to get signed, the Internet is a great place to develop your art and show the labels you got what they want.
A decent track record of digital sales is a strong plus factor, and nothing illustrates an active and engaged fan base like having thousands of plays on streaming services. Focusing on improving the scale and force of your live performances, selling merchandise and playing festivals are also plus factors when looking to gain label interest. The bottom line is that a Record Label is a business. A good business makes money. In an uncertain environment risk becomes more prevalent. So if you want a Record Deal, a wise thing would be touse the great possibilities in the online environment to make yourself into an irresistible investment.
Tags: independent, labels, Promotion Advice, record, Recordunion
February 23rd, 2010 at 10:54 pm
What most people don’t realize is that most artists signed to a major label will still sell only a few hundred albums- which would be GREAT if you got money for it - but most of the time you are getting pennies on the album. a bad contract will actually burn you and leave you in debt carrying the debt for production, distribution, etc. what a label CAN do is get you noticed, and that in turn pulls people to your performances, where you make your money off tickets and your own merchandise.
I am actually a working stiff, and I have met my share of “formerly famous people” who are back working the grind because they depended too much on the label.
Labels are not saviors… they are tools of the trade - but out of all of them, they are probably the least dependable.
February 24th, 2010 at 3:17 pm
I think you raise some interesting point Phloide. One of the many great things about the new internet based music environment is that artists also have the possibililty to DIY all the way. Labels are one route to success in music, but these days if you use your head and are prepared to work it is also possible to go it alone. Whether as a first step or as the final means, the internet is in many ways and artist friendly platform. More on this in another post! : )