An Introduction of sorts

Hi,

 

I figure that it really is time for me to say hi, in this medium, so as to explain a few details about the workings of A-List Records. Where I’m at now and where I’m looking to for our future.

 

A-List’s current project is a compilation release with NZ psy producers both new and seasoned. Its looking really strong. Exactly the kind of project I’m looking to get involved with. I’m going to use it as an example to explain my plans for the future. I’ll get back to that in a minute.

First let me explain the reality of how A-List Records got to where we are now by swinging back a year to my first release and the lessons I learned from it.

 

The first release on A-List Records was Grouch’s debut album “The Moof is Rooving”. Getting 1000 copies of the album delivered to my house was my first act as a record label. One way of starting up I guess.

Umm…Lesson 1…Just having a CD available does not mean it will sell.

I know that this is an obvious lesson, and I was pretty well aware of it before hand, but i want to put that reality out there. CDs are becoming an old medium, though full quality audio is still imperative (mp3s are the devil). Lets just say CDs aren’t the newest products out. However, when Grouch plays at gigs we can sell up to 10 copies at $20 a pop. That wasn’t happening before we got the album. The CD also gave me the excuse to hold a release party that was hugely successful, and allowed us to put the word out to people in the local scene. Overall though, the CD has been a slow seller, a reasonable hint for the near future.

 

Lesson 2. An album is now a really good, but really expensive, business card?

Yeah. I said it. But i don’t quite mean it like that. With a pre-built audience of gig attending, internet savvy, high fidelity craving, CD collectors and djs then a CD = income. In my position, ie. starting from scratch, the monetary benefits from the album have been pretty stilted. The real value has come from the album acting as a real door opener for me. It has enabled connections with musicians, producers, managers, label owners, radio stations, websites, distributors, promoters etc. Always on behalf of the artist, pushing his music, getting it heard, but still giving me the chance to create networks to enable future projects. Basically it has given people the excuse to take me and Grouch seriously.

 

In hindsight I realise that what the CD therefore did was to a) get the music out- played and heard, and b) gain recognition for Grouch and myself. This has shaped the model of how i see A-List Records. The use of releases of music and other content to gain recognition so as to encourage and precipitate other forms of income for artists. Getting booked for gigs, licensing to websites / games / TV / Film, getting signed to good independent labels, selling mp3’s, commissions, grants, investments, etc, etc…I’m finding lots of ways for recognised artists to start to sustain their careers, but its that recognition that needs to come first. Building an audience.

 

Lesson 3. Start climbing from the first step.

So I’ve come to an assumption that this first step, finding your audience and gaining their recognition, is basically why an artist is approaching an independant record label in the first place. Promotion. This may seem obvious to some, but I want to clarify this. My motivation is music; The spreading of good music and facilitating the sustained creation of more music and more live performance. Profit can get fucked. I have a job that pays my bills. I started A-List so that I can create; enable creation around me It brings me trials and tribulations, success, joy and defeat. It’s challenging me and its shaping my life. I help artists because its win-win.

 

 

 

So, that is what I’m looking for in an artist. Someone who is prepared to help and be helped. Produce content for the purpose, of first, promoting themselves, furthering their careers. Then finding income, travel etc. There are plenty of income sources out there but there is an awful lot more musicians. Express yourself. Be real. Connect with your audience. Work hard, produce lots of content. That is the successful artist of the new music industry. These are the artists that A-List is looking to support, and what I am looking to have audiences recognise A-List for. Intelligent, high quality music, made by musicians, for their audience.

 

So that it the process that led to the build up for the new release. With the connections and experience gained from the first album, I can now confidently use the upcoming release as a model to describe what it is that A-List does and will do in the future.

 

Okay. Release model for Untitled Compilation. This CD is a collection of NZ electronic producers who are the main acts of the local gigs and festivals in the psy scene. They are Grouch, Invader Tron, Psyzaak and the Freakin Durkka Durr, Spoonhead and Psysquatch. I met all of these guys in conjunction with promoting Grouch’s CD. This really feels like my first real release. Grouch The local crew that make up the scene, and attend the parties, are the primary audience for the release. I love NZ music and so do those around me. There is something unique and moving that surrounds a true kiwi song played, outside, at dawn, in one of our mystic forests. I dont want to seem cliched but its that feeling of the right song, at the right time, in the right place, that drives us. So for me and the artists I’m working with on this project, its about building audiences that we can connect with on this level, both in NZ and overseas. The other goals for the artists are to use the CD as a demo to approach overseas record labels, and to create recognition in the global audience of this genre of music. To help this I successfully approached an already internationally recognised NZ act called Antix. By contributing a track for the album they will enable these new, local artists access to their existing audience. My kinda project.

 

This is how I will approach the achievement of these goals.

 

• Have the CD’s available for purchase at live performances.
• Create a list of record labels in the appropriate genre and send them all copies of the CD and artist bios.
• Promote a release party or tour in an area that is accessable to as much of our audience as possible.
• Contact local radio for a) airtime / playlisting, b) promotion of release and release party, c) interviews with myself and artists explaining the project.
• Contact web radio in NZ and overseas- with the same sort of goals
• Use social networking sites on the internet, Myspace, Facebook, Stumble, Youtube, LastFm etc to spread content, both on individual artists sites and a-list’s site
• Have the CD’s for sale with an online distributor.
• Have mp3s for sale or for free online
• Communicate with those who want to listen, through blogs, video, VOIP
• Us online distribution to fulfill orders myself and keep overheads down
• Provide all information gained, free.

 

 

Though this may seem like a lot of work, it is simply a case of doing everything for the first time. Once a connection is successfully created and used once, its simply a matter of sending a stock email or letter to repeat the process. This is the ultimate goal for A-List over the next couple of years. Simply “picking the team”, making the connections and networks required to enable any further projects. At the same time making this information accessible for any one else who can build on these successes.

So to summarise. A-List Records is here to work with artists at the ground level, trialling new promotion models, specific to each release, with the goal of a) gaining recognition for artists in NZ and globally on the net, and b) creating new networks and connections, providing these openly, to enable further industry growth.

 

I have a forum, www.openarchivesnz.freeforums.org, where I catalogue all the connections that I gain ie. There is a full release plan, with names / contact details of all the people and services we will work with to release and promote the compilation. I also give a quick review of a) how i used the service / what the individual could do for us, and b) a quick breakdown of what the results and benefits of each connection were, after I have connected with them. Take a look and add any connections that you think might help.

 

But this isn’t going to work without artists. Send me your music. (See my bio for “What I’m Listening For”) If it fits I will play it to people who will like it. Local djs, radio djs, etc

I can also show you the best ways to promote your music independently on the internet.

Can give opinion on production quality / levels. Working to create resource for production tips.

Come to me with your projects. I’ll give you my opinion of your best options.

 

Its time to get active. With a bit of hard work we can find sufficient income to sustain the creation of our music. Then we can concentrate on achieving the finer things in life.

 

• gigs were you only have to sell enough tickets to cover costs
• traveling and touring sustainably, spreading good music globally
• cost covering releases of high quality music, wavs, CDs, vinyl.

 

Okay i think i’ve made my point. Time to sign out. Please contact me with any comments or requests for clarification. I’m looking to spark a bit of conversation here. Tell me what you think, basically some people go to University to learn what they want to learn. I’m gonna do this. Works for me, lets see where we end up.

 

I have no idea where i will be in 5 years. This is a paradigm that defines my life. I see it as an adventure, the model for the future. Be adaptable. Act now, execute as quickly as possible. Progress. Let us join and succeed. Together

If you want another way to know what it is i do; listen to the music. Thats what my role is, finding ways to make good music available for people, then, telling them to listen to it. Realising all the time that to keep good music available there needs to be financial support for the artists and for the scenes.

ali

A-List Records