You're now working your way into the big leagues. Because the new indie label is tied to a major, they have guaranteed distribution on a national and international level. Is it time for partying and limos? Not quite. Now the real work begins. The new label is going to spend a lot of money to promote you and your career. When the CD is released they are going to want you out there 24/7 to help sell it. The label is taking a huge financial risk–they need to make a profit on your CD. You, as the artist are taking just as big a risk–if this CD doesn't sell, the label is going to drop you. The terms of your contract may prevent you from recording for another label. That's serious business!

Let's back up a little: Everything seems so logical when you read my little fictional scenario. Just follow the steps, right? Unfortunately, there are a thousand pitfalls along the way. The van breaks down, equipment gets stolen at shows, band members leave, band members don't want to tour, non-songwriting band members resent the songwriters, day jobs get in the way of touring, label deals fall through, etc. Some artists cover a lot of ground in just two years. Some artists never get beyond playing their local clubs. Some artists pound it out for 20 years, before anything positive happens. You're in it for the long haul, right?

Let's take a look at how the big indie label sees our fictional artists:

1. The artists understand that building an audience is the primary goal and they are willing to tour and promote to get that audience.

2. The artists haven't waited around for a label or manager to do everything. They've released several CDs and have achieved steadily increasing sales.

3. The artists have a small team already in place (manager, road manager, lawyer who is consulted when needed).

4. The artists have developed an exciting live show through constant touring.

If I'm the record label, it looks to me like this act has taken a lot of the risk out of the equation. I know that I can count on a certain number of CDs being sold right out of the box. I just need to be smart about setting a budget and I'm very likely to make a profit. Any money I spend on promotion will be put to very efficient use and will directly sell even more CDs. Rather than employing this act, I can actually be in business with them.

This act is smart. They understand that in any business, you need to figure out what the other party needs and fulfill that need. So, don't sit around waiting for a manager or label to come along and discover you. Get out there and be your own manager and label for awhile. If you build a big enough audience and the timing is right, the deals will come to you.

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© 2006 Dan Palladino
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