Here's an article I wrote about 10 years ago for Harder Beat magazine in Dallas:
August, 98: The Business of Making Music
I have news for you - the music industry has changed in the last few years. You can't go to a record company and ask, "What are you going to do for me?" The record companies are now asking that question to bands.
There are thousand of bands in Texas trying to get a recording contract with a major label (that includes country, pop, rap, singers, song writers, etc.). How many do you think are going to make it by the end of this year? One? Five? Ten? The answers is probably one or two, maybe five, certainly not ten.
If you've been a faithful reader of this column, you'll remember a few months back, I pointed out what record companies are looking for these days. For you new readers, here's the list again, in exact order of importance to a label:
1.) Established stars with a track record (Madonna, etc.),
2.) Celebrities that have a curiosity factor built in (Paris Hilton, Hugh Laurie, etc.),
3.) Acts on smaller labels that have a national or regional hit,
4.) Small label groups with a really big following,
5.) Local groups with a big following and national touring,
6.) All others.
Now, which category do you or your group fit into?
Think about it - a major label is considering your group when they hear that Korn is shopping for a new label. Who do you think they'll choose, you? Guess again.
You're probably not in the 2nd, 3rd, or 4th category either. So, how do you move up to a more desirable category? Start by taking a look at your demo. How long are the songs? If you want airplay or a record deal, get them down to under 4 minutes (preferably 3 to 3½ minutes). Make sure the vocal comes in under 15 seconds; save the long intro shit for your live shows. Either digitally edit what you've got, or go in and re-cut your demo. Then, try to get signed with a local label that has some distribution.
If you're in a band, build a following and try to get on a label - almost any label is better than no label. Even if the label is screwing you, it's better to be on a label. Why? Most legitimate record companies want a guaranteed hit from their artists, whether it's an established artist or a new artist. Singles sell albums, and albums pay the bills. If you've got a regional hit with an independent label, a big label is more interested in you than a group that just sends a demo tape.
A regional hit with an independent label is one good way to get a major label's attention. Another is a good gimmick, something that sets you apart from other groups, like a girl playing bass (as in Smashing Pumpkins). Make yourselves and your music different than everybody else. Kiss made a fortune being very different from other bands, so did Alice Cooper and Trent Rezner.
Make sure your group is leading the way, don't follow. Make people say, "now that's really different." Make your shows something the audience will remember for a long time. Be ready if fame comes knocking; Does your group have a good picture, a well written bio, and a really good demo CD?
What if a record executive walked up to you after a gig and said, "I'm interested, give me a press kit". Do you have one? Do you carry demo CD's and pictures with you everywhere you go?
