Music’s Middle Class Part 4: Keepin’ It Real

“Worst DJ” by Jacob Rask.

“The way our label works is the artist brings us the finished product as far as recording before we even decide if we are going to release the record. In that way, they have a lot of control because they actually finish the record before we hear it. It definitely gives the artist a lot more control over everything from beginning to end. It’s also more of a partnership than an investor.” 16 -Brian Asplin A&R, Marketing, Publicity, Harmonized Records

A major factor for independent artists is promotion of their music. With the pull that major labels have, independent artists have a difficult time scheduling their music because they do not have the money or support major labels have. One of the biggest differences between indie labels compared to a major labels is financing and human resources.

Before breaking into the dynamics that go into signing onto a major label or an indie label, there is a clear distinction between indie and major labels that go beyond funding and resources. The term indie is often used when describing an independent label. An independent label is a small company that focuses on the artists intent and allows the distribution of music through different mediums, such as the Internet.17 Major labels include the big four, which are Sony/BMG, Universal Music Group, EMI Group, and Warner Music Group which distribute, promote, and produce most mainstream artists.18 With this being said, considering major labels have a greater advantage over indie labels wouldn’t it be realistic to sign to a major label?

“If you’re gonna compare a small label out of Burlington to Epic Records, if you sign with Epic you will have a much bigger chance of putting on the opening act of Maroon 5 as opposed to a little label in Burlington.  It really doesn’t have that kind of pull. The more capital you have to spend the further you are going to go. The clear downside to big labels is their deals and the percentages they take.”19 -Jordan Berger bassist and manager of Lucy Vincent

For some indie bands the rise to success can come at a moments notice. In 2004, the independently run rock band Death Cab for Cutie signed on with major label Atlantic Records (owned by Warner Music Group), after their song “Bright Eyes” made number 10 on The Billboard charts. Originally, the band was signed on with an independent label called Barsuk Records. It was not until their third album Translanticism came out in 2003 when they decided to sign with Atlantic Records.20

Zox drummer, John Zox performs at Higher Ground on March 4, 2008. Photo by Jon Stewart

The history of Atlantic Records stems back to the forties during a time when RCA, Columbia and Decca were also in competition. Atlantic Records was established as one of the first known independent labels to grace the music scene and unearthing new artists. As the label began to flourish with artists such as, Ruth Brown, Joe Turner, the Clovers and the Drifters, Atlantic Records went on to be a model for independent labels by focusing on the artists intent as well as becoming a known ‘soul’ music label during the 60s.21 Currently, the label is established under one of the big four major music labels, Warner Music Group.

For an artist to sign with a major label there are definite advantages. Major music corporations have connections with the best in the business. According to Keith Saunders, Exotic Recordings vice president, they have the money to distribute music to radio stations and magazines that promote the artists and build the artist’s career. Signing to a major label means an artist has to sign a recording contract that entails the making a record under the label’s policies. With a big corporate label backing up an artist’s work there are more opportunities for an artist to become successful. However, signing to a major label limit’s the artist’s input in production of the music, according to Saunders. Some artists have found their music has become altered in order for the album to sell. This then depicts major labels as making a profit off an artist’s integrity to promote them and becomes a business rather than about the music.

In the past, artists have been treated inferior by major labels allowing the artist to generate the product and perform live. With this, artists are only receiving a fraction of the money that the product generates. Some artists believe the only way to be make it in the music business is to have a powerful label marketing their product. With this comes the power of an independent label.

“What an artist gets from an independent label is somebody who is constantly working on their project and trying to find new ways to promote it and new avenues to try to get sales. That’s something that an artist can’t do.”22 Brian Asplin A&R, Marketing, Publicity, Harmonized Records

An advantage for independent labels is the ability to create a product based upon their ideas and musical talent. Independent labels do not own the artist’s product, whereby major labels may dismiss an artist’s record if it is not marketable and thus the artist is unable to leave the label because of their recording contract.23  Independent labels build relationships with their artists and work with them to generate a product that will be consumed by fans.

“Additionally, acts need to consider their sales goals and where they fit with a major. An album that sells 200,000 will be a home run on most indies, while it could be considered a disappointment for a major.”24 “Great Label Debate,” Rolling Stone December 2006

Written by Jon Stewart with Brittany Hutton & Ryan Lowell