To cope with an ever changing business climate, many independent record labels have made radical changes over the last two decades in how they conduct business. For new artist signings and initial recordings, most indie labels today focus on marketing over recording and producing music.
Fifteen years ago most labels operated under the same premise: find raw talent and mold it into something sellable. That had been the indie label business model for decades. Artists and repertoire representatives brought talent to the label, and upon signing, the label functioned in three basic ways.
- Artist Development: Finding talent was only half the battle. Most talent was raw and needed polishing for the masses. From vocal and instrument skills to stage performance, every aspect of an artist was evaluated. Teams of professionals worked with the artists to create a specific look and skill set required by the label.
- Recording and Production: Of course the purpose of being signed was to record and release an album. Generally it was a matter of presenting acceptable material for the label to approve and bringing in a producer.
- Distribution and Marketing: Before the digital age of music, the distribution efforts were largely around getting a CD into a regional or national retail outlet.
As the music industry moved into the digital world, indie labels were forced to rethink strategies and budgets. Selling music one track at a time proved too difficult for many to continue the previous business model.
Many indie labels now skip artist development. Or at the very least limit the amount of money dedicated to it. Although the digital age has made making money in the music business tough for everyone, it has also spawned a new generation of artists. Today’s artists have more resources available than ever before. Many spend years, and their own money developing their craft.
There are also thousands more artists to evaluate today thanks to the digital age. Inexpensive recording has allowed anyone with a few dollars to record an album. Many indie labels have embraced the philosophy of finding talent with initial release ready material, although for those thinking they can simply get a record deal with a subpar recording should think twice. “That doesn’t mean a garage recording”, says Don Thatcher, VP of an indie label out of Clearwater, Florida. “We want a professional recording we can either go straight to market with, or only need to make minor changes to such as remixing and mastering, or re-recording only bits and pieces. It’s a win-win for everyone because that’s more money we can spend on marketing. It limits our risk and gives the artist more control of their music.”
Some would say that many independent record labels are now nothing more than publicity or marketing companies specializing in music for new artists. However labels might argue it’s simply a matter of staying competitive. Regardless, whether it’s a small indie label that pushes college radio and artist booking, to larger labels with budgets for print and media ads, marketing is, and always will be the key to getting music to the masses.
