Music Marketing - Label Vs. DIY
A wonderful article describing the pros and cons of the “Do It Youself” (“DIY”) route versus signing the label deal. We wanted to feature this story because Schleibaum points out some effective arguments for why signing the label deal can still be relevant and beneficial for certain artists. Check out some of his comments:
Cross Marketing (the other side):
While being unsigned does give you the ability to build your own distinct name brand, it doesn’t give you the ability to attach your little or unknown name brand to that of a band who is already well respected and established. We have all seen the “For Fans Of…” stickers record labels plaster all over CDs these days but by being in ads, placed in stores, and using the collective power of double marketing, record labels really can build the name brand of an artist (in fact this may be one of the few things a that a label can do well).
The Physical Reality:
There are few if any unsigned scenarios that will allow you to compete with a record company’s ability to get physical product in stores. That’s right – you want your CD’s on the end cap at Best Buy, you want your CD’s in Target and Walmart, you want your CD’s in whatever record stores are left all over the world. This is where labels excel, because after all, this is and has always been their first income stream). I read somewhere that in 2009, 98,000 new albums were released in the USA. That’s a lot of competition for the little or no retail space left in the few stores that sell physical product, being signed to an actual label can give you a distinct advantage here.
Back Catalog:
I think one of the most overlooked benefits to life, as a signed artist is the incorporation of your work into a back catalog. Many of you may have not heard the amazing metal/hardcore/noise pioneers Deadguy (Victory Records), but its ok that you missed them when they were around because thankfully the records, CDs, and digital downloads are still available from Victory. Since they are still in business, you can still find and purchase these records even though the band is dead and long gone. Being part of a label’s back catalog gives people a sense of history and it also ensures that your music will live on, quite possibly even after the band is dead.
Networking and tour ties:
Now I did mention that unsigned artists work with booking agents, but most major tours or touring packages are all tied up with label business. It’s mainly because labels spend marking dollars. You can’t overlook the networking benefits of having someone else’s business invested in your band. While a label may not be the ONLY crucial variable you need to land those tours, it may be one of the most important.
You really need to read the rest of Schleibaum’s commentary. This guy has been a recording and touring musician for the last 16 years. He knows what he is talking about. The article will take about 10 minutes of your time.
Closing comments:
While most of you reading this Blog and/or who are members of our Fanpage realize that the Heretic advocates cutting out middlemen wherever possible, we always have to balance that philosophy against the realities of what is actually happening on the ground. In many instances, the music game is territorial and this is especially true when we look at moving physical product. So, if your particular game plan incorporates moving physical product as a major part of your strategy, then having the 500 lb Guerilla (The Record Label) is the muscle you will need to obtain shelf space at the retail level.
Keep in mind, that all of this (launching a music project) is strategy versus resources versus reality (what is actually happening on the ground). In dealing with the above, your job is to determine what sort of endgame you want to achieve through your project and then once you have this picture….reverse engineer your plan back to the beginning. You can use the following as a guide:
there is no right way or wrong way….there is only…I made all my money back and I made good money over the top…. So let’s do it again and see if we can grow it….
