Dance Music Business Resource

Running a Label

Once upon a time this resource centered itself on the mechanics of starting your own label. I encourage you to think carefully before starting down this path. There are too many labels out there right now, the market is shrinking and for you to get the label properly noticed and accepted, you should be able to undertake this step with a proper and informed focus.

Starting a label is definitely not something for an industry beginner to undertake.

You should not start a label just because:

1. you as an artist have been turned down by other labels
   

   Either you have not sent your stuff to the right labels, you need more time to develop, or you are doing something no-one else understands or cares about.
   

   
   


2. you think you will earn money.
   

   Only if you really know what you are doing and put a lot of visionary effort into it. Getting a normal job is easier. Chances of losing money are fairly good. It happens. Usually.

   
   

You should start a label because:

1. You regard it as a work of art, an extension of making music


2. You see it as a way to promote your DJ-ing or live shows and are prepared to put money into the label


3. You like shopping at office supply stores and find fax machines and ring binders inspiring


4. You can't make music at all but you want to be involved and spread music and have something to contribute


5. You just want something to talk about while you are hanging out at shows sitting behind the merch table


6. You are just biding your time until you can diversify into train lines, jet planes and near-orbital space travel

This guide will attempt to be thorough and informative, but if you are actually going to start a label, I advise that you get in contact with people who have already done it and get some person to person advice.

Tactics

If you are a musician yourself, it is always better to start putting stuff out on other people's labels and then move onto your own once you have a bit of recognition. Getting excepted by a distributor will be HARD, and its getting harder. They want to work with people that have some kind of profile, not just a competent record. Distributors are steadily disappearing and your back catalog and balance due tends to disappear at the same time. Independent record stores are evaporating. On the other hand, the Internet is still exploding for Independent labels, and promotion has never been easier. Independent music may be down and it may be up again in a few years.

Cuts and Style

You will need a bunch of slamming tracks. Decide what you want the label to cover. Often, records are bought without having heard them, based on reputation, previous releases or curiosity. Erraticness or unpredictably will hurt your sales, as will blandness and predictability. Get an angle, work it. Think about what you look for in a label or record when you buy.

Capital and ambition

You will need some money to start with. You will make some money, but it will be hard work. If you just wish to make money, get a job, it will be easier.

Promotion

Promotion promotion promotion. Get copies of your record to the djs that will spin it out and chart it. Big name DJs just love charting completely unknown records that slam. This can get you in real good with distributors. Give copies of your record to djs that you meet even if they aren't Big. Especially give your records to people who will actually love and spin your records, they are the best advertising you could possibly have. Don't think "they'll go out and buy it" Free records create a lot of good attitude towards your operation, and that attitude will pay off in various ways. Feedback is good too, include a
fax-back response sheet, quote responses in your one sheet to the distributors.

Connections and ethics

Success with a record label is notoriously dependant on who you know, your profile, your respect. However, quality is generally rewarded with interest, and people are always watching out for the new sounds.
Actually, we all like labels that come out of nowhere with great tracks. If you don't have friends in the industry, you will make some. Be friendly and help people out and they will help you out. You don't have to fuck people over to survive. Dance music, from the underground to the big house labels, is mostly a positive network.