I've half-assed this, haven't failed yet completely but that's because I don't have a lotta time to devote to it cause I got a family to tend to and gotta put food up on the tables and this ain't paying bills right now.
Your best bet is to get some tracks together and put out some kinda CD, selling from tha trunk of ya car, etc.
Most mom & pop record stores will sell your Cd's, you just gotta either
a.) Be able to record at home and get at least 85% studio quality out of it
or
b.) Be able to afford to go to the studio and record either yourself if you're an artist, or find ya some rappers who can help you out.
c.) Some local radio stations play indie music.... hittin the airwaves always helps, hitting clubs, contests, etc...
Start you a plan and figure out your fan-base and how to reach your fan-base with the music you make. There's a lot of Tejano and Salsa indie labels down here and they're ballin' because the fan-base is most of the population. More than likely, you can't sell rap music at a church, so pick locations and get some names out there and most of all...REPRESENT...
that'll get ya name out there and a website would help get your name out there on the web. I paid 12 bucks for the domain name and 4.95 a month for some company to host it. Website aspect of a label is fairly inexpensive, and if you're going to package and duplicate your own Cd's, that's a good route too, and you prolly can get away with that, dollar-wise, until you get a large fan base.... then expect to spend $$$ on having a company duplicate/package your cd's, and even more $$$ on marketing.
Basically put, there's a lot of ways to do it. There's also a lot of good books out there on how to do it. If you're not devoted though, and not able to do it full-time, it prolly won't make it. The brick walls of ya label gotta be as strong as the person who built it.........