Tag Archive for: Music direction

Starting a label for the right reasons (Part 1)

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Every now and then, someone comes to me for mixing or mastering and will ask if I can introduce them to a label. In some cases, I do, but I can’t guarantee it will lead to anything in the end; sometimes it works and when it doesn’t. I often hear that in a reaction to this sort of rejection, people want to start a label. While I’m all for new labels, in this particular case starting a label might not be the right thing to do. Let me explain in a bit more detail:

Before we begin, let’s clarify two things:

  1. The main purpose of running a label is about commercializing your music because there’s a demand.
  2. An active label’s goal is to provide an aesthetic that has a correlation to the direction of the label, and to reach a target market.

Now, the main misconception people have about labels, which is reinforced by the fact that they are so easy to start nowadays, is that if you work with a label you’ll finally have the exposure you were hoping for. However, often times this is not what happens. “Yeah but it’s good music!”, I hear you say. Sure, it might be, but how will people know you exist?

“OK then, so how about I release on a respected label?”

Yes, you can try to do this, but you need to understand the effort required from the label to work on promoting you so you sell. Labels with reputations don’t jump on unknown artists that easily. It’s not a coincidence you see labels paying a fortune for PR to make sure the track is played by DJs so they say: “Supported by …”.

Often artists feel entitled and that their music should be known, and even popularized because they made a great song. Sadly though, when it comes to “music marketing” having a great song doesn’t even accomplish anything. You can compare it to a guy/girl who makes amazing food at home, then decides to open a restaurant. In both cases, the artist is in for quite a reality check.

That said, I know I sound perhaps negative here, but this is the kind of discussion I have on a weekly basis with people who start labels that end up resulting in a substantial loss of money, or artists that are focused on building one without having any network whatsoever.

Let’s reconsider the situation from a different angle. Let’s say you produce music, have a network of people liking it, playing it (eg. podcast, DJ sets) and talking about it. If you have a bit of capital to invest, you might be interested in commercializing yourself. But before starting a label, I would highly recommend doing something many start-ups do, which they call “guerilla marketing.”

guerilla marketing, musicGuerilla Marketing can be defined as a “low cost and sometimes disruptive marketing strategy to see the viability of an idea.” But mainly, it’s about doing something unusual to get attention. The best example I can share from my own experience would be one marketing blast I was part of in the early 2000s when Netlabels emerged, giving away music for free online and through any other possible channels. Giving away quality music was disruptive but also in tune with people who, back then, were also interested in getting music for free (note: it was in the golden age of music piracy and illegal downloads). In Montreal, in 2017, when it was said cannabis was going to be legalized, there was a guy who illegally opened four stores to sell it. He knew it was illegal and once it was shut down, everyone understood it was a publicity stunt for when it would be legal.

So then, how should you act?

Think of making your music a personal project

Don’t think about starting a label until you’re 100% sure you can get sales. In the meantime, what you can do is make a personal project that you can then promote with the technique I explained. One thing people often do is print themselves 100 copies where they give away most of them to all DJs they can get in touch with and sell some via a Bandcamp page, where you can sell your merchandise. I know some people that also use Discogs to sell.

Make sure that:

  • Your product sounds good with a quality mix and mastering.
  • Your project looks appealing. Although some people love going low key, using white label records for minimal costs and stamp them manually. You may ask a bunch of friends to help spray pain them with a template.

Find a channel of disruption

Where will you try to cause a stir of attention? There are a few options on the table:

  • Soundcloud: If you’re mainly digital, test the market by sharing your music with DJs. I regularly have some guys that send me music to play. No questions asked, they just want me to enjoy their music and I like that. Personally I think this rocks. This guy Loxique is extremely prolific and sends me music as well to other DJs and then posts videos of them when they play his tracks. He’s building his presence out there without even asking for a release because he knows eventually it will simply come to him, in due time. The logic is, if DJs play it and people see that, more people will ask to play it, creating a demand.
  • Social Media: the “me! me! look at me!” approach has become so overdone that it just annoys the hell out of everyone. This will sound weird but the best way to promote yourself is by promoting… others! Creating waves of support attracts people’s attention to what you do, without you having to talk about it. Let your music speak for yourself while you talk about others.
  • Festivals: Go to a festival with the idea you’re going to a golf course for business meetings. Stay sober and try to meet people without being aggressive. Be yourself, passionate and interested in others. When people ask about you, show your records you made or USB keys you prepared. Watch them be interested in return. That can establish contacts.
  • Stores: A bit like festivals, you can go and bring some records to the store. Some will agree to take them to sell them. But mostly, try to go when it’s busy and and to show that you have your own records; you’ll be surrounded by DJs. There might be a few in there interested in listening and who knows, maybe even asking you for a copy.

Have a backup voice

When we had the netlabels, we had a label managers that would be in charge of the website and online promotion channels. You don’t have to do everything yourself. Some people are really excited to be part of the adventure, and interested in doing something you don’t want to. It can be someone who is more gifted at communications, marketing, or social media. Teaming up now is sort of a rehearsal for when you might turn your project into a label (which will be covered in Part 2). But honestly, any successful labels have always been something of a few minds all together and not just a single one.

The reason why you want a second person to help you is simple: it’s easier to sell yourself if someone else does it for you. Find that person or find a few people who can do it for you. That will really be useful for your project.

In the next article, I’ll explain the steps to turn your project into a label. I will also explain how I started a label dedicated to help my clients.

The feeling of being behind: competition in music

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cover photo by Emma Simpson

It’s interesting that somehow, music making has become a competition. If you think about competition in music and take the time to really examine this viewpoint objectively, this trend seems quite ironic. Before I debunk this common musical syndrome I often see in people I work with, I’d like to explain where I think it comes from.

One of the most common pitfalls of music making is comparing yourself to others. This is one of the most self-destructive things that can happen to a musician, but it’s so common that I sometimes feel like I need to de-brainwash people when they sit down with me to work on music.

Why comparing yourself is pointless.

Artists you’re comparing yourself with aren’t in the same category as you are. I’m not even talking about talent here, or gear; I’m talking about goals and needs. Similarly, the people who are usually using as your references for comparison were once in your shoes, but have evolved from there and are probably now making a living from music. Turning your hobby to a job requires huge changes to your music making process because you’re then dipping your toes in the business side of music, where your decisions are now in part based upon how it can generate some sort of “gain” for your career; financial or otherwise.  In other words, if you were in a car race, it would be like comparing your Jetta to a Ferrari driven by a pro driver.

I often hear this:

“I see this guy/girl making a track I can easily do but still I can’t get bookings or signed to labels.”

The truth is, it doesn’t work that way. You’re not less good or less qualified than him – you just don’t have the network he/she has.

You are comparing yourself to others because you have specific goals and needs you want to achieve. This is what you need to know.   

Your goals.

Are you aware of what your goals are? Knowing what you’re chasing will be a very helpful in terms of what exactly you need to do to achieve them. Some examples of goals in music might be:

  • Recognition: You want to be seen as someone talented for what you do and you feel that if you prove that you have skills, this will come by itself.
  • Gigs, bookings, money: Some people believe if they don’t have gigs, it means their music isn’t good or there’s something not good going on.
  • Be part of a community: If your music is good enough, you’ll be accepted and seen as important.

Your needs can be satisfied in many others ways and falling victim to musical competition by believing you’re behind might actually be the wrong way to think about it. Are you really behind others? or are you just in a different position?

Since I’m not alien to that feeling myself, I’ve often battled my inner dialogue about the competitive aspects of being a musician. I came up with a very solid way to calm myself down by reminding myself of the following points:

  • Your tastes > technical skills. No matter where you stand in terms of what you know, your tastes will always be your primary sense to help you find good ideas. Great songs are amazing because of the content they have; they are rarely good for their technical bravado. Sometimes, I find that overly produced music sounds cold and soulless. If you have great ideas, you can find people or resources online to help you consolidate it into something polished.
  • Distractions are disruptive. If your eyes and ears are looking/listening some place other than your music and the music you love, you have lost your focus. Spending time on magazines and social media make you lose track of what you’re doing. I’d rather be in my bubble until a song/album is completed than be distracted by the noise and lose my flow. For example, seeing your friends be signed a label or playing an event while you aren’t doesn’t mean anything at all; the good side of something like this is that your free time can be used in creating more music.
  • Is your network solid? Do you have supportive friends for what you do? Many people end up to having to change their “listening circle” and decide who they share their music with. If you understand that each time you send your music to X, he always bring you down, it’s definitely not someone reliable. Pick people who want to listen to your music, who have the same tastes as you do and give them feedback too.
  • How many projects do you have on the go? Crucial point here. I always encourage people to try to make music everyday, start many, many new projects and then surf around them to find the ones that are working best to push forward. It’s more important to get things done than for them all to be perfect.

The ego that loves to let itself drift into competition, once pushed aside, has a lot of room for creativity. But you must learn to understand when the ego takes over.

 

SEE ALSO :  Where to Get Fresh New Ideas for Tracks 

The next big thing?

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During a conference I was recently invited to talk at, I was speaking with a group of people @ College Du Montreal and was asked a question I couldn’t answer quickly. The question that came up was what I’d consider “next level”, which I responded by saying “chances are, you’re going to be disappointed by my answer.” And in many ways, it wasn’t the answered they wanted, and I could see that a few were puzzled, hoping to hear about something new, exciting, and truly ‘next-level’.

Now that that moment is behind me, the concept of genres, and what’s the next big thing has had time to linger in my mind and I’ve thought about it more.

Can you remember a time before Soundcloud? Before iTunes playlists, a time where you literally dug deep through record bins and spent time chatting up record store employees about what was new? Have you bought records without even listening to it simply because you connected with the artwork and knew this was something you needed to have?  Whether the music was next level or not you had the feeling you discovered something special.

In many ways, the overwhelming amount of content we’re exposed nowadays can make us lose track of what’s going on. Musicians can post a track the second after finishing it, and the whole world can potentially hear it within minutes. Yet the tidal wave of self-released music is so frequent that it can also be harder than ever to get noticed. If you’re attentive and curious, you can catch people’s new ideas, yet the question now is – how can one really can keep up?

Here’s a fact to keep in mind: One doesn’t know he/she is making next level music until afterward, and it’s seen as next level.

If you focus on making music that sounds good to you, your skills and confidence will naturally grow. If you have fun making music, you’ll fall in that mind state named the zone. In that mindset, you’re able to achieve the best of yourself with little effort. This concept isn’t esoteric or religious, it’s a known experience studied in psychology and a state within the reach of everyone. But this post isn’t about that.

Most commonly new genres are created when an artist creates a bridge linking different musical styles together – think Jungle which brought Jamaican MC influences and sound effects with faster beats, and thundering sub bass. Think about underground mashups and artists like Girl Talk, which can’t be released legally but borrow music from anywhere as long as it works melodically. Think about the latest genres of dance music to emerge with significant popularity – tropical house, future bass, etc.. can you explain to me what those genres represent?

On a sound design level, I think of Serum, a wavetable synth hugely responsible for creating the growling and murderous monster bass sounds in electro/dubstep. Do entirely new sounds or production technique make that music next level?

What is next level, exactly?

For me, next level comes from one’s point of view. My perspective of what’s next level has dramatically changed in the last 10 years. My interest in sound is continually shifting, and what I feel about it today might be different next week. Sometimes I love music with low-production quality but filled with originality, sometimes I love over-produced generic pop for the crazy slick techniques in the mixing and sometimes I go back in time to revisit classics by Miles Davis to acknowledge the true masterful skills he had in performing his art.

To me, the real question is, what and why are you looking for that?

Rarely will my next level tracks make it to my day-to-day playlist I can listen to in my car. Next level music is usually something I can connect to its world/melody/content. I believe this is also what most people are connecting to with once they pick to make a playlist that moves them. It’s not always something big, loud, or obvious, often it’s a musical element already known, just done really really well, or a touch differently. If the arrangement of a song is smart and tight, often time any tricks happening in the mix won’t be the first thing the listener will hear, but more generally will feel as a whole.

To wrap this post up, focusing on sound design is critical to any producer. Your sounds are your words and your voice as an artist and remember that this is what can get the attention of your listeners more than your technique or tricks.

 

SEE ALSO : Using and Choosing an Alias