Who Needs a Record Label ? BY : Mark Doyon
record labelThere has never been a better time than now to be an independent artist . More easily and efficiently than ever , you can build a digital recording studio in your home , connect directly with fans through social media , and distribute your wares around the world through artist-friendly companies like CD Baby and Tunecore . It ’ s a DIY world , right ? Thanks to powerful , affordable technology , you can cover the bases — from creation to marketing to distribution to retail — without anyone ’ s permission , entirely on your own .
So who needs a record label ?
The short answer is that nobody needs a record label . The days when only a record label could introduce and expose an artist to the public are gone . If you can accomplish everything a label can — produce records , design packaging and promotions , create marketing plans , build relationships with writers , convince broadcasters to air your music , track your sales , and exploit licensing opportunities — then you essentially are a record label . You are an artist who happens to own and operate a label business .
The long answer depends on your goals as an artist . Do you want to run a label business ? Do you have the knowledge and experience to run one ? Are you comfortable diverting a large share of your time from creative to business activities ? If so , setting up and running a label could be a good fit for you .
Either way , you need a creative team .
Maybe it ’ s a carefully chosen group of friends and acquaintances . Maybe it ’ s an established record label that understands your music and career goals . Either way , you have to identify your needs and meet them . Putting Together a Creative Team
Whether you hire freelance help , sign to a label , or handle everything internally , you need to address five areas to realize your commercial potential as an independent artist .
studio console1 ) Production . Maybe you ’ ve built your own recording studio , maybe you book time at a commercial facility . In any case , take the time to learn how your vision translates from performance to recorded audio . The studio can be an integral part of the artistic process , as intrinsic to your sound as your voice , guitar , or piano . Work with an experienced engineer who can help you unlock the possibilities in mixing and mastering your music .
2 ) Manufacturing . Some disc manufacturers push quality , others price . Some have quick turnarounds , some don ’ t . Do your homework and make sure you get the results you need and expect . Have someone on your team monitor manufacturing at every stage of the process , and ensure quality is high . Your music is an extension of you , and you only get one chance to make a first impression .
3 ) Distribution . There is no reason your music shouldn ’ t be available for sale to anyone with an internet connection . Study your options and select a distribution partner who guarantees easy access to your music around the globe . Know what additional services they offer , too , such as song publishing administration and sync licensing . Designate a team member to track sales and pay the team on a regular basis .
4 ) Marketing . Marketing is the public expression of your brand and identity . If it ’ s engaging , it stands to reason you probably are , too . Great marketing can be as artful as the product it endorses . Don ’ t delegate it without your involvement — identify the right person and work closely with them . Every message that goes out about you and your music is a reflection of who you are .
5 ) Media . Use social media — Facebook , Twitter , Google + — to engage and grow your existing fanbase . Use traditional media — magazines , web sites , radio — to find new fans . When you communicate in a compelling way , people pay attention . Work with your team to come up with fresh content for your audience .
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You ’ ve heard the adage : if you fail to plan , you plan to fail . To succeed as an independent artist , build a versatile team or partner with an established group who can guide and assist you . Don ’ t leave every last responsibility to yourself , or assume everything will work out on its own . Know exactly what you need to do . Have a plan . Cover the bases .
Surround yourself with talented , committed people who are emotionally invested in your art — and see where it takes you .
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