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Distribution for Indies:
How to sell CD's without a Major Label
By Amanda Garrigues |
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Many artists believe the only way to get their music to the
masses is to have a major label recording deal. One of the main
benefits of a major label is major label distribution. They have
the system in place to get your CDs out there fast. However,
only a very small percentage of artists actually make it to a major
label and an even smaller amount remain on the label. David
Hooper, president and founder of Indiebiz says only one out
of every eight albums on the majors actually makes money. That's
a staggering number. Does it mean the artist should give up their
dream of getting their music to the masses? Definitely not! The
"do it yourself" movement is stronger than ever right now. There
are many new distribution channels open to independent artists.
This month, I want to present alternative ways to selling your CD's
and getting the music into the hands of the people who really matter
to your music career - your fans.
TOUR, TOUR, TOUR
I don't have distribution through a major label. I don't even have
distribution through an independent label. I started my own label
a few years ago and with my staff of one, I have been able to get
my CDs into the hands of a lot of people. The most effective way
to do this has been by getting on the road as much as possible.
I think touring is the single most important task for an independent
artist. I read a post by Tim Sweeney, of the artist development
company, Tim Sweeney and Associates, where he said "live
shows and the word of mouth generated by the promotion of shows
are 75% of all your sales." Derek Sivers of CDBABY (an
indie online music store) says " your sales at live shows will always
top everything else. The audience is right there sweating, singing,
dancing, watching. Your songs are still in their head. It's a total
sensory experience. A great time to ask them to cough up $10."
As independent artists, we rarely get radio play, so in a sense,
we have to bring the music to the people. Touring doesn't have to
mean you need to quit your day job and take on every city in America.
I played out as much as possible during the time I had a day job.
It was limited to weekends and only a few weeknights, but people
started to recognize my name. By the time I released my second CD,
I had a fan-base of 200 people. Start in your local coffeehouse.
Sam Shaber, a fellow singer/songwriter, states in her article
Booking Tours 101 "it's okay to play a Starbucks
- we don't all start out at the Fillmore." Start playing somewhere.
Just get out there.
THE INTERNET: digital distribution
The Internet, besides being invented by Al Gore <wink>,
is a HUGE resource for musicians. Let's take advantage of it! First,
every independent artist should have his or her CD for sale at on
online record store. Period. "People are getting more used to the
idea of buying CDs over the web," says Derek of CDBABY. There
are a number of places online that offer CD mail-order services,
starting with large chains like Amazon.com and CDNOW. I think these
are fine for major label artists. However, I suggest going with
the ones that are more indie-friendly. Two of the companies that
I use are CDBABY and CDSTREET. Both are stores that
go above and beyond the call of duty to help artists sell CDs.
Second, have your music available to stream or download. I know
there are arguments against "free" music, but I think if done in
moderation, audio clips can increase your fan base and your sales.
It's about exposure. Keep in mind not all digital download sites
have MP3 files available for free. Many digital download sites are
popping up that require the fan to pay a "subscription fee" in order
to download MP3's. I am on such a site called Planetjam.com.
They pay their artists on a quarterly basis, and believe it or not,
I have received checks in the mail!
Remember though, people won't be divinely inspired to visit your
Web site or the online store that sells your music. YOU MUST
PROMOTE YOUR PRODUCT. Tell people at shows about your Web site and
where they can get your CD. Send emails, send postcards, and make
phone calls. A great article that goes into further detail about
this is "Selling Your Music on the Net: Key Strategies to Success"
and an entire book devoted to the subject, "How to Promote Your
Music Successfully on the Internet". Information about both
is located at http://www.rainmusic.com/.
SELLING CD'S ON CONSIGNMENT
This is one the oldest and simplest ways to sell your CD. Independent
record stores and major chains will usually sell your CD on consignment.
How does it work? A store takes five of your CDs and places them
on the shelves. When they sell, they pay you a percentage. If they
don't sell, the store doesn't have to pay you, they just return
your CDs.
In a distribution relationship, the store has to pay the distributor
in 60 days for the CD they have ordered. With consignment, there's
no waiting 6 months for your distributor to send you a check for
20% of what they owe you. You stop by the store, check out how many
you have in the bins and most stores will pay you cash right then
and there for what you have sold." (Tim Sweeney & Associates).
I stick to the smaller, Mom & Pop vendors. Most of the major chains
only promote Billboard's Top 100. If they do allow independent artists
to sell on consignment (most don't), the smaller titles usually
get lost in the shuffle. There are independent record stores in
every city, but you don't need to place your music in every store
across the country. Start in your home market and then expand from
there. Have your CD's available in the towns that you tour in regularly
and tell your fans where they can buy your CD.
With a major label comes major distribution; the label handles the
headache, leaving the artist to spend more time doing what she does
best; create art. Independent artists don't have that luxury, but
with a grassroots approach, and the right information, the independent
artist can still get their music out there where people can buy
it!
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Other
articles by Amanda Garrigues include:
Mastering: What Is It Good For?
The Path of the Song: Deconstructing
the Songwriting Process
EQ That Guitar!
Choose Your Acoustic Wisely
In the Booth: Getting a Good
Vocal
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_________________________________
Amanda Garrigues is a singer and songwriter based in Gainesville,
Florida. She runs her own label, Average Sinner Records. For more
info check out Amanda's official Web site:
http://www.amandagarrigues.com
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_________________________________
Amanda Garrigues recently released a 9-song cd titled "Groundswell".
It can be purchased at:
http://www.cdbaby.com/view/garrigues2
or directly through her Web site. |
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