“I have been seeing your posts on nojustok.com and this last one captured me (How to Start your own Record Label). The question I want to ask might be a (little) off key. lol. But it’s reasonable. I am a young artist and I want to get signed. Any tips on how? Thank you.” ~Daniel A.
Daniel, your question is indeed reasonable and one of the hottest questions many artists want an answer to. It seems straightforward but is a bit more complex because of the revolution the internet has forced on the music industry, especially record labels.
As such, I must break it down so you can make an informed decision should you decide to sign a record deal.
By the way, if you have a manager, let your manager handle all of this “wahala.” If you do not, there is one really important question to ask yourself before you sign a deal with any record label. Do I Really Want a Record Deal?
Understand this. While I discuss the economic sense of signing with a large record label (Labels), I still think there is a place for Labels: training artists with the best resources and helping them build a successful career and image. However, from an artist perspective, you need to ask yourself the above question. To help answer the above question, you must understand two specific things:
1. The Basic Function of a Record Label
The primary function of a record label is to market and sell your records. Labels do not make music. That is your job. In the past, labels served as middle persons between you and distributors/retailers. This upper hand and connection gave them the primary control over your album sales and success. If you wanted to reach the distributor/retailer, you had to go through the record label. The label using this powerful influence negotiated a cut from both you and distributors to help you market and sell your record.
The internet, however, has severely disrupted this distribution model and has put many labels out of business. Today, if you make your music, instead of handing it over to the record label, you directly deal with the “distributors and retail stores” i.e. the internet. You now have total control to market and sell your songs (MP3s) to the media, fans, new customers and online retail stores like Reverbnation, Itunes, Amazon and so forth. Needless to say, you keep all of the proceeds of your hard work.
While Naija is not as advanced as the West with its music industry, the internet revolution explained above coupled with piracy (which drove Western big labels out of Naija and are now threatening Nigerian owned labels) and bad economy has made for very low album sales under an already crumbling music business model. In the USA it is reported 90% of records that are released by major record labels fail to make a profit. In Naija arguably, you can see a similar pattern even in the absence of statistics. Like large labels in the USA, labels in Naija rely on that 1 or 2 big name artists on their roster to stay afloat, another negative aspect of the present business model given an internet age. The focus on that one or two artists has created situations where other artists under these record labels are dissatisfied and do go solo or form their own independent (indie) labels. In addition, some of these independent artists, with a little name recognition from radios and DJs playing their songs, are bypassing labels and directly negotiating with distributors.
2. The Expenses a Label Must Withdraw from your Album Sales
The second thing to understand in answering the question, “do I really want a record deal?” are the expenses involved when a record label markets and sells your album. Nothing comes for free. Record labels are in the music business to make a profit. There are two broad categories of expenses your record label will most likely incur and expect a FULL refund when you get signed.
Recording AND Manufacturing & Distribution (M &D) Expenses. Here is how it plays out.
* You sign what is typically an exclusive deal with a Label
* Label, typically, advances you recording funds to record a quality album. The Label also typically advances you money so you can quit the “hand to mouth suffer suffer” and focus on making the kind of music that will sell.
* You complete your album recordings. Label now has your album.
* Label is now about the business of marketing and selling your album. In Naija, most labels do not have manufacturing capabilities to replicate and package thousands of copies of the album you just created. So, what do they do?
* Label approaches and sign an M &D contract with its distributor giving the distributor the right to manufacture AND distribute your album. This means the manufacturer puts up all upfront fees to manufacture your album and sell it to the retail music stores.
* The manufacturer recoups the manufacturing expenses from your album sales and any negotiated cut as profit from putting up all that initial costs.
* Promotions and marketing expenses. Don’t forget the marketing aspect of the label’s job. Your label typically also puts up money for advertising and promotions of your album (album launch party, TV, Magazine and newspaper advertising). They expect to be fully reimbursed out of the profit from your album sales. There are more costs involved like royalty costs but Naija market does not really deal with royalties so for brevity, we will skip that.
Understanding the above, do you still want a record deal? If your answer is “yes,” here are tips to make yourself attractive to a label so you can ink a record deal:
Change Location: If you live in Umuahia and Lagos is where music is popping, then you must move.
Continue to make great music: It starts and ends with GREAT music.
Build your fan base on and offline. See my archived articles for more on this.
Have your own strong personal brand. Call it “swagger” or whatever you like. Bottom line, you should be a brand just like MTN or Silverbird is. Artists like MI and D’Banj, for example, are their own personal brands. Their labels do NOT make them. They look, talk, act and behave like they should be on a stage or TV performing and entertaining. Take a page from these artists and be about the business of being your own brand.
Prepare and send your demo to record labels: Your demo should include your CD, a succinct cover letter with no grammatical errors and a concise biography (bio) about yourself. Cut straight to the chase on the bio. If you have a compelling story which drives why you do music, make sure you include it in your bio but do avoid being wordy. Also include 1-2pictures of you and press clippings, if any. Mail your demo package ONLY to record labels interested in your genre of music. If you reside in Nigeria, I would be even more assertive and show up at the record label’s office with my demo package and be prepared to perform.
The Offer: Congratulations, you’ve done everything you are supposed to and now an offer has been made. What next? The label should forward you an Artist Recording Contract. It is an agreement you and the record label enter into. Some of the things I covered (recording, manufacturing and promotional expenses) will be a part of this agreement. Get an entertainment lawyer to help you with it. If you cannot afford a lawyer, you will probably need to go online to learn everything you possible can about what you are signing.
via notjustok.com
written by Ms. Uduak
Ms. Uduak Oduok is the President & CEO of Ladybrille Media Group, Inc. She is also an attorney, fashion model and journalist. She has over seventeen years combined experience in the fashion and entertainment industries and will be answering your NOT JUST OK basic Business of Music Questions. Have a question for Ms. Uduak? Send an email to uduak@ladybrille.com with the subject heading “Not Just Ok Music Question.”
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