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 Independents
article
0117 added
05.12.06 words
Louis Soul
technical:
QED
In a world where everyone wants something different, most
independent record labels can be forgiven for not living up to
expectations. Even so, given the ruthless climate of today’s competitive
music industry, there are those that manage to overcome the high
mortality and thrive within their scene. The question asked is, what is
the formula to their success?
Most independent labels aim to produce and sell music that lies close to
their heart, and the successfulness of being able to produce that music,
hinges on the artists ability to be original and inventive whilst
carefully observing the traditions of that genre. Two of the more
notable successes within the UK independents scene are Ninja Tune and
Tru Thoughts. Founded by Coldcut in 1991, Ninja Tune was described by Mr
Scruff as ‘a group of passionate listeners and collectors putting out
what they think is good music’, and have released records from
pioneering artists such as DJ Food, Blockhead, and Roots Manuva,
embracing a wide range of styles from synth-fuelled electro-funk to
gritty bass-heavy hip hop.
 Brighton based label Tru Thoughts, formed in 1999 by Robert Luis, is
considered by many to be at the forefront of the UK’s fresh and vibrant
music scene. Having won a ‘Gilles Peterson Worldwide Award’ for the best
label in 2005, it boasts artists such as Bonobo, Jon Kennedy, and Will
Holland aka Quantic who, under various guises has released at least 8
highly credible and successful albums, and is still only in his
mid-twenties.
As is the case with many independents, Ninja Tune and Tru Thoughts alike
leave the vast majority of creative control in the hands of the artist,
often extending it out to include artwork and music videos. It is this
approach that enables them to convey a sense of personality to its
listenership; one which Tru Thoughts reinforces particularly well with
spectacular live shows from artists such as Nostalgia 77 and the Quantic
Soul Orchestra.
So, assuming a label has content that is worthy of sale, the obvious
next step is to look at methods of promotion. One such method employed
by Tru Thoughts is to contract remixes internally to the label, using
their wealth of talented producers to constantly push the creative
boundaries; often resulting in several great versions of any one tune.
Consequently, their tracks receive more radio play, and artists reap the
benefits of cross-promotion.
The internet is also a vital promotion tool for these labels, especially
since the rapid rise of ‘MySpace Music’, ‘YouTube’ and various other
web-based media tools. By creating personal and/or group/label profiles, MySpace can be used to link to web shop pages, allow listeners to
download free music, and receive comments from web-users; therefore
promoting the personal nature of the label by increasing contact with
their listeners. Likewise, radio DJs who use MySpace can make themselves
more accessible to lesser known artists, and can maintain ties to the
underground.
The rise of digital radio stations and the subsequent increase in
specialist shows provides yet another new platform for independents.
This is also where links with influential DJs can help promotion and
benefit labels with funds through radio play, increasing contacts with
tunes being played at events and getting heard by other DJs. Through DJ
networking, for example on BBC Radio One, radio DJs such as Annie Mac,
Zane Lowe and Gilles Peterson do their part in bringing independent
music to the largest radio station in the UK, promoting everything from
jazz to drum and bass.
 Increased competition and falling profits in the independent music scene
have created a need for alternative means of promotion and sales. Deals
with television companies for theme music, adverts and background music,
similar to the synchronisation licensing deal struck between Ninja Tune
and the BBC, have recently proved their worth by becoming a major source
of income for labels. As well as receiving a fee every time a song is
played, Ninja Tune are able to promote their music nationally on
television and reach a wider audience. This kind of promotion seems
especially important when considering digital music and downloads, an
issue which has recently changed the whole face of price and how we are
able to get hold of music which would be otherwise inaccessible.
With most music so easily available through P2P networking, chart sales
have dipped and provide another barrier for new independent labels who
realise that this revolt against paying for music could well be the
customer’s way of saying they are fed up of paying up to £15 for an
album, with retailers recently forced to cut their prices.
Digital music has also contributed to the decline of the traditional
means of buying music, shown with the numerous record shops forced to
close down and consequent falling of vinyl sales and production forcing
labels to find ways to work around this and find other means of selling
their music. Some of the more successful independent labels provide a
solution to this with cheaper compilations i.e. the ‘Shapes Compilation’
series available on Tru Thoughts and Hospital Records ‘Hospital Mix’
both costing only a fiver showing the labels’ intention of primarily
wanting people to take note of the quality music on offer. The number of
live shows performed worldwide, some of which proving to be very
profitable also increases due to these dying sales, furthering the need
for artists and labels alike to enhance their creativity and activity.
 So with all this in mind, where does the future lie for independent
labels attempting to achieve success? Newer labels such as East London’s
whatevertheweather.net, try to overcome the possible obstacles mentioned
with a number of different tactics. Their first release entitled Foghorn
Vol. 1, is available for only a pound; made possible with in house
duplication, and combined with street selling tactics increases personal
contact with genuine listeners and allows and allows a greater degree of
exposure to their target audience. Recently hooking up with Futureproof
Records, whatevertheweather.net hopes to take its promotion in a new
direction by accessing radio play and putting out more live shows with
something different to attract music lovers.
As well as possessing the capability to reach as many people as
possible, what this all seems to come down to, is the image and
individuality these labels show. By releasing music of personal taste,
primarily produced by the artist who is free to create, and always
having something extra special to draw the crowds, it could be a
promising time for independents. An essential part of this is the need
to keep up with times, especially with the growing amount of new
technology, and to be able to quickly adapt to the changing conditions
of the music industry, to quote XL Recordings Matt Walton, “The
fundamentals of working with great, original artists stay constant.
We're here to meet their needs, and as those change we do too”.
-
Louis
Soul
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