In 2003, after 20 years
of toiling in the fields of intellectual property I got the idea that I had the
record business figured out and that I could some help artists that I liked
release, distribute and sell their music.
I could sense that much of this work was practical common sense stuff
but it was daunting to a lot of musicians.
From my years of watching artists and record companies, I sensed that
there was a tremendous amount of money being wasted. I wanted to start a record company.
I used a free plane ticket to
go visit a distributor I had a good working relationship with. They agreed to work with me. Then I convinced a good friend and client to
let me release his next solo record.
Part of my game plan was that I only wanted to work with artists who had
previously released records and had some
kind of market awareness.
My friend finished his record
and we got another friend to design a
cover. I was shocked to discover
that my first choice for a label name
was already taken. I was in such a hurry that I didn’t have time to get a logo
for my first release. I reserved a web
site domain name. I hired a publicist,
lined up manufacturing and (to paraphrase John Prine) put my hand on a rock and
started a record label.
I figured that in 2003 – 2004
the concept of chasing radio was foolish so I limited my radio push to a few
selected college radio stations (remember them?) and friends with internet
radio shows as well as some international shows. I had a client who ran an international
export business and he helped us out with some foreign sales. I gave my publicist a bio and a bunch of CDs
and wished her Godspeed. My artist/friend did an in‑store at Tower
Records (remember Tower?).
We generated a bunch of
orders from retail outlets like Best Buy, Tower, Amoeba, the Trans-World
Stores, etc.
So what happened?
Actually the first record was
sort of successful despite the fact that the artist did not tour. The record itself was excellent and generated
some really spectacular reviews. I was
happy to latch onto many of the in‑store marketing opportunities my distributor
offered. We flirted with the beginning
of digital distribution.
Then I decided to release a
second record. This was by a
lesser-known artist who had been a member of a much-loved band. He had no solo track record but I loved his
songs and he put together what I consider to be a brilliant record. I hired a photographer friend to shoot the
cover, used the same album designer and publicist as the last time, got a few
orders through my distributor, a glowing article in the artist’s hometown paper
and then…nothing.
The world didn’t care.
Again, part of the problem was that the artist didn’t
tour but I was also beginning to learn some dirty little secrets that I was not
aware of previously. For example, it’s
difficult to get reviews when you don’t buy ads. Also, I was witnessing the simultaneous
obliteration of retail record stores and many of the print publications I had
assumed were going to be around forever (remember No Depression?). I also
witnessed firsthand the explosion of
internet file sharing. It was one thing
to witness as a fan, another to witness as a lawyer, and quite another thing to
witness as a label owner.
So while my first record sold
respectably, the second record sank without a trace. The real end came for me when UPS showed up
at my office door with 12 big boxes of CDs; the dreaded “returns”. Most of these boxes still reside in my
garage.
The label still exists in the
digital realm but my fantasies of
finding more artists, releasing cool records on vinyl, re‑issuing some of my
favorite recordings were pretty much gone, at least for the present.
What I gained from this
experience is a really healthy respect for all the independent label owners out
there. Even though I thought I
understood the work they do. I realize that my knowledge just scraped the
surface.
However…I still want to put out that Raging Fire compilation album…