Your Label, Your Way: Part 1

Getting signed is tough.  I would know. I’ve been going down that road for several years now.  Getting noticed is only slightly easier than picking the winning superfecta in the Kentucky Derby.  Maybe that’s why you decided to start your own label.  Perhaps it’s because you do a genre of music that isn’t in demand much, or maybe even before it’s time.  Anyway around it, you’re probably starting a label as a means to get your own music out to the masses.  Well, kudos to you!  You are joining the entrepreneurial club of people the likes of Paul Oakenfold, Nick Warren, and Deep Dish.  Any of those people can reaffirm, however, that starting your own label on a whim is not exactly something you want to do.  Starting a music label requires dedication, commitment, and perseverance.  I’m aware that all three of those words mean the same thing, but being successful in music requires a stubbornness that most people don’t have.  With this series, I hope to shed some light on how to start a label, and be at least slightly successful.

Let us review the three main reasons to start a label.  The first is as an outlet for your own music.  The second is as an outlet for others music.  The third is as an outlet for rare music.  We’ll discuss those in that order.

You’ve been sending out demos for years, but never once even had a bite.  You say to yourself that maybe it’s time to start your own label.  I still recommend doing this, because it’s a great experience to see something you start work up and be successful.  However, before blindly jumping into the boat, let’s review a few things.  The first is, why haven’t your tracks gotten any attention from the labels you’ve sent it to? I would ask myself this question again and again.  Sometimes, there are A&R reps at labels who just don’t get your vision, and don’t understand that the tracks you are making really ARE incredible.  However, it’s usually because what you’re making isn’t up to par.  Perhaps your production values aren’t very good.  If that’s the case, then step back and review what you’re doing.  Check the mastering….Is everything muddy-midrange sounding?  Maybe you need to change DAWs.  It could be your arrangements.  Anyway around it, pass your tracks around to people you know you can get an honest response out of.  These people are your goldmine.  Maybe they aren’t accepting your tracks because their label is a bad fit for your style.  Are you sending deep house tracks to Mute?  Send that Jungle track to Hed Kandi?  Take the time to learn about the labels you’re submitting to.  That way you won’t submit your Florida Breaks track to LOT49(a nuskool/electro breaks label) when it should go to somewhere like Kaleidoscope or AfterDark.  If these aren’t the case for you, your production is tight and you’re submitting to the appropriate labels, then maybe it’s time to consider starting a label to support your releases.

So you have many very talented friends, but they have no place to release their music, eh?  Maybe that’s why you are starting a label.  Once again, this is all well and fine, but it does come with a few drawbacks.  First of all, are these friends going to have an operating interest in the label?  If so, then clear responsibility boundaries need to be drawn.  Make sure everyone knows where they stand within the label so you aren’t stuck with a lack of leadership.  Also, make sure you can retain the friendship within a business context.  Wanna kill a friendship in a hurry?  Become business partners without a solid plan of doing so.  Make certain that everyone involved is mature enough to handle the ramifications of business not going the way you hope it will.  This is where having the right mixture of people is so very important.  If you are running the label and your friends are simply providing tracks, it won’t be quite so tough, but make sure that you still get everything in writing so there’s no questions.  You need to make sure you go above and beyond for artists signed to your label though, because this is where your revenue comes about.  IF you don’t have artists making good tracks, then your label won’t make money.  If you mistreat your artists, then they won’t be inclined to submit to your label again.  Remember that music is a business of relationships, and it’s very important to maintain these relationships.

Lastly, maybe you are starting a label because the music you do isn’t very common.  All I have to say is “DANGER!!!  DANGER, WILL ROBINSON!!!”  Give this one some serious thought.  Maybe the music just isn’t that good.  There’s really no need to spend much time on this subject, except to say remember to be very cautious about such an endeavor.  If your music is ahead of it’s time, just be patient and eventually everyone else will catch up (Just ask Jean-Jacques Perrey.  Search him on Wikipedia.)  If your music is behind the times (Be real with yourself on this one, please!  It’s very important) then you need to evaluate what type of market is out there.  If it’s not very big, then adjust your expectations accordingly.

If I had to sum all this up in one sentence, then I would have to say make sure you’re starting your label with the right intentions.  If you’re starting one to distribute your own music, and then make sure your music is up to par with commercially acceptable standards.  If you’re working with friends, make sure everyone has clearly defined boundaries and responsibilities.  If your music isn’t very common, then grab onto your seat and expect a bumpy ride.  The most important thing with all three scenarios is to not give up and expect the unexpected.  Stay positive, stay current, and stay at it.

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