JPF Home Page Forums General Messages Industry Message Forum Finding a Smallish Record Label

I just finished a recording of 12 original songs and I’m very, very pleased with the result. I’ve done several DIY CDs in the past years but this one I’m considering pitching to record companies. I have several questions about this and would welcome any and all feedback from the knowledgeable folks on this board. For a bit of further background, I have sold quite a few CDs just myself so I’ve become relatively familiar with the CD deal. My last CD, Silverbird, received favorable reviews from several webzine sites, and this whetted my appetite for broader exposure. Silverbird was also the first CD I had ever done that featured all original material as opposed to the traditional folk songs (and, earlier than that, traditional hymns) my first recorded efforts emphasized. This new project was recorded even better than Silverbird, and if I do say so myself, the 12 original songs on this new Silverbird II CD are better than the songs on Silverbird I. It was recorded at a better studio with a live band (as opposed to relying more on overdubs) and also used a pedal-steel player. Anyway, this disc is about as good as I could possibly do given my current reality, and I’m excited about the music on it.

As I was listening to it last night, I decided to maybe try to pitch this finished CD to a record company – a small record company. The Americana music on the disc probably isn’t that commercial in terms of mainstream country, but I think it could do well with the smaller-style folk and alt-country markets, e.g. Townes Van Zandt, Guy Clark, etc. (I’m not comparing myself to those great songwriters, but they do represent a smaller, niche in the music business that doesn’t rely quite so heavily on big production, image, etc.). A fantasy would be to have a smaller but still well-known company like Flying Fish or Rounder Records handle my stuff. Perusing the internet last night I came across some smaller labels that seemed receptive to receiving and considering music.

I feel like a smaller but still national record company would be able to help me get my songs to a broader market than I can selling it at shows, or even making my indie projects available on the internet for digital download. They also would probably help some with marketing and packaging, I’m assuming. I really stink at promoting myself, and also hate it. Sometimes I do self-promotion because everybody says you have to do it, but I actually think it can hurt more than it helps, at least in my case. (I do know some very outgoing people who are naturally great at self-promotion; I ain’t one of them).

This CD is relatively finished and in my opinion as a musician nothing here really needs re-recording, re-mixing, etc. I’m basically just hoping that a record company could take the music I’ve already finished and help me find a broader audience (those niche audiences that like my stuff, only spread out in a great geographical area) and help promote.

I’m a college professor and could tour some to promote the product, with ample lead-time. At least some of my band could probably do the same, if the gigs were real gigs and not fly-by-night gigs.

Finally, even if I don’t and/or can’t go the record company “signed artist” route, I don’t want to get a lot of “replicated” CDs from Oasis or Discmakers, the way I did with my piano and hymn CDs several years back. The Age of the CD is coming to an end, imho, so I’m inclined to not order 1000 or more CDs to sit in boxes under my bed, when more and more music is being sold by download and fewer folks seem to buy CDs at shows.

My friend who recorded this latest Silverbird II project makes me CDs with really nice packaging and they look great, but they don’t have the bar-code, and they are duplication, not replication. He also charges 3$ per CD, which seems like a lot but he makes small orders on demand, so I can get 50 or 100 discs and come back for more when those are sold. I don’t have to order hundreds and hundreds of CDs up-front, like I did when I used Oasis. Also, I was also to put Silverbird I on all the digital download sites via CD Baby, so it’s out there for DD, which to me is the future.

Anyway, bottom line is these 12 songs on Silverbird II are about as good as I can do it at present – the songs were the best I have at present, and the players I got are the finest folks I could line-up here in the local scene. So I think I’ve taken this train about as far as it can go. To the next level, I need help with distribution and promotion, making a record company more attractive to me.

But…I’m sure I’ll hear a lot of varying opinions about this, so fire away. I’ve had a lot of people tell me that record companies are a pain in the neck and often rip-off artists. On the other hand (and not to drop names) I do have some friends like Andy Offut Irwin and others who have done very well with “baby labels” and it seems like that’s helped them get a broader exposure. Anyway, I always value the great and experienced feedback I get on this board.

David Leinweber

David,

Much has changed in the structure of record labels. About 15 years ago, when downloading started and major labels started downsizing, the smaller and medium labels were besieged by all the people who were dropped or pushed out from the majors.That is where Rounder, Flying Fish came from. Former big record execs pushed out and starting their own labels.

They did "Niche Marketing" which were the boutique artists like John Prine and others who might have had audience recognition. They built and then they got overwhelmed with product. So they pushed artists down the line.

Everything now is a totally different ball game. It is about the record labels, taking what the artist has already established and then pushing it to the next level. But no one starts on the ground floor with a record label anymore. You are expected to be You Tube, Face Book, My Space etc. and be performing LIVE in regions of the country developing fan base BEFORE you are even considered. Their point of view is that "if you can't sell your own music, why are we interested in it?"

The numbers are:
If you don't have an active fan base of 15,000-25,000 people,
you will not be considered by a small label.

35,000-50,000 for medium sized labels.

75,000-100,000 for major labels.

Those are the kinds of numbers they look at. If you don't have that kind of fan base, you will not be considered because the people they have signed to their labels all have that. So they are not going to take someone with less.

A question is always "Why would I need a label then?" and the truth is you don't. Until you are talking about substantial radio airplay and assistance in touring, merchandising, etc.

But they are there to make money. So if you can't display a way for them to earn a return on investment, you are not considered.

Having a CD is kind of like selling a bucket of sand in the desert to a bunch of people that have their own buckets of sand.

It is much like "how do you get a job without experience, how do you get experience without a job?"

You have to find a way.

My suggestion to you is go the way Brian (The founder here) talks about, market your own music, find 5000 people willing to pay $10 for your CD and you have a career.

Create your own buzz and market yourself, internet, live, everything you can, and if you demonstrate enough sales power, you will have no problem in attracting people. Till then you have nothing but trouble attracting people.

MAB

Thanks Marc. This seems like good advice. Hey, someday I might send the CD your way for your valued assessment. DL

Thanks David. I have so many songs and CD's already I can't get to them but I always hope to hear how you are doing.

It is like creating ripples in a pond. Start local, expand regionally, then worry about Nationally. Do it slow, steady and let word of mouth work for you. If you are as good as you need to be, you will rise up and people will pay attention. If they don't, constantly try to improve.

One step at a time.

MAB

David,

You web address is incorrect in your profile, you have "ww", should be "www". I would also add a link to your signature, so folks don't have search (marketing and promotion!).

I am at the Silverbird MySpace page, pretty cool stuff. It does have that 70's Band or folk/rock feel to it. I like that sort of stuff.

Kevin

Thanks Kevin. I think I made these changes to my profile. BTW, the JPF site seems very clunky and slow lately and my cursor moves at a snail's pace, making it hard to type accurately. Thanks though. I'm glad you liked the Silverbird I 2009 selections.

David, this should help with the web site problems: http://www.jpfolks.com/forum/ubbthreads.php/ubb/showflat/Number/818129/an/129/page/1#Post818129