Tip of the Day - The Role of Record Labels

In the most narrow sense, record labels provide two basic yet critical elements - funding & knowledge. These elements are essential for success yet often hard to come by for many independent artists and labels. As a general rule of thumb, record labels are comprised of various departments which carry out essential tasks necessary for bringing an album to market:

• A&R (Artist & Repertoire) - discovers new talent and acts as the intermediary between artist/management and the label. They're typically involved in assisting with song selection and choosing a producer for the album as well
  
• Art Department - prepares all the artwork relative to album cover art, advertisements and any other necessary elements
• Artist Development - plans the career of the artist and nurtures their growth over the course of time
• Business Affairs - takes care of bookkeeping, payroll and other financial matters
• Label Liaison - coordinates release dates and other critical processes with the distribution company
• Legal Department - deals with contracts and all other legal issues
• Marketing Department - creates the overarching plan for each release and coordinates the plans with the promotions, publicity and sales departments
• New Media - engages in developing music videos, websites, social networking sites, etc.
• Promotions - solicits music to radio for airplay, and tracks the successes and reports details to marketing, sales & distribution. Often responsible for promoting videos to relevant outlets as well
• Publicity - responsible for getting the word out about each artist through editorial content (articles in newspapers, magazines & websites) as well as securing radio and television coverage for an artist.
• Sales - the label typically interacts with the distribution company to ensure albums end up on retail shelves in appropriate areas by providing essential information regarding the overall marketing plan and the successes being achieved at radio and other mediums. The label can choose to participate in retail marketing programs to receive featured placement in the stores (new release wall, listening station, endcap, free-standing display, etc.)

In an indie world these activities will likely be consolidated into the hands of a few key individuals, but it is essential to understand the various elements and ensure all aspects are engaged in order to increase the likelihood for success at retail.

Walmart.com Digital Easter Promotion

JesusWired.com & CLG Distribution have been opted in to an exclusive opportunity to partner with Walmart.com to build an Easter Playlist & Free Download Promotion. There are only a handful of companies that have been given access to this program, so this is a tremendous opportunity. In all the promotions we have seen, those with FREE downloads have had the best results in creating impulse buys.

Congratulations to the CLG Distribution & JesusWired.com artists who have been selected and submitted for consideration by Walmart.com.

Tip of the Day - Are You an Artist or a Label?

Copyright © 2010 by David C. Coleman

If you are an independent artist trying to go it alone you are not only an artist. You are, by proxy, a label as well. On the new musical frontier, the opportunities are certainly greater. But so are the responsibilities. Risk vs. reward becomes a key element in the equation for success. As things continue to trend in favor of independent acts, reality reveals that you must learn to function as a label in order to break through. You must be willing and able to build a team of competent people around you who can carry out certain essential tasks...or be willing and able to do it yourself. Labels exist for a reason – primarily to provide knowledge and financial resources. That's what sets them apart. Regardless of the delivery method for music, though, exposure (and a good song, of course) will always remain the fundamental building block upon which your success will rest. Therefore, building customer awareness is crucial.

Also, remember that distribution and label activities are different and distinct. There are a very limited number of things distribution can do to generate interest...virtually none of which are aimed at the music-buying public. An inordinately large percentage of the digital tracks available to the public are never purchased even once. And physically, placement on store shelves is only half the battle. The cold, hard fact is that bringing product TO the public doesn't generate sales. Distribution, whether physical or digital, can only rise to a level directly proportionate to the marketing plan (and corresponding budget) available through the artist/label. It will typically require some sort of financial investment to begin any marketing campaign. From touring to hiring a publicist - it all costs money. As you can see, it all boils down to exposure and your ability to create demand. Distribution without consumer awareness is like a car without gas – you’re not going to get very far. So what are you doing to create awareness? Developing a structured game plan will help you get a leg up on the competition.