From Web-Only Labels to Radiohead: The New Indie Scene

Looking back on my previous blogs (I know it's been a while, sorry), one of the options a new band has is being released from their label and going "underground". While the indie/underground scene has evolved significantly from where it was ten, even five, years ago; it is still essentially the same type of people, just slightly more technologically savvy.

A few years back, an "indie" band would self-promote through the use of street teams, their original hometown crowd, and buzz around campus with colleges that have a good campus radio station. I know for me, if it wasn't for WIDR (Kalamazoo-WMU) and WDFM (E. Lansing-MSU), I would have NEVER found some of the bands I listen to now.

Now indie bands can promote still through street-teams, and college rock stations, but now with the explosion of "myspace, facebook, and fuckface" (to quote Raine Maida) bands can essentially have a huge following without ever leaving their basement in Iowa. While I prefer the old-school method of playing dive bars and college festivals to "make it", a good mix of the new school can't hurt either. And if you're anti-major label like I am, this method seems to be the best way to make a decent living with your music.

Most bands nowadays will post their tunes on myspace, develop a groundswell around their hometown which subsequently makes it was to the local university, where its played on the radio station. If the band is good enough to develop a fanbase through the radio, they will play as many of the bars, clubs, and festivals around said university. If they make enough money for themselves (and the bars, clubs, etc) they will develop through word of mouth with promoters and universities (a local fraternity might tell a chapter from another university to book this band and so on) and be able to "tour" the college scene. After a while, these same fans will be clamoring for an album; which if you're smart, you'll stay away from a label with this one and DIY all the way.

So you head to a local reputable studio, record your album, have a release party at a local bar (usually the first one you played at or one you've played on a regular basis) and proceed to sell the living crap out of it at your shows, local record shops (they do still exist) and the trunk of your car. If you are lucky enough to have someone you know with some web finesse, you can put your album on iTunes and other music sites such as that in order to boost some sales and hope that more people stumble upon your little hidden gem. But what if you don't know anyone such as that? Well friends, that's where web-only labels might help you.

A web-based label works almost the same way as a regular label, except you generally can keep the rights to your music, you won't get a much (if any) upfront money, and they usually can only help promote in an online capacity (less employees means less overhead=more profit). You still keep your artistic integrity, make a little cash, and have some help in the web-world with boosting sales and obtaining new fans. But what if your band is already successful, has some cash, and simply doesn't want to be anally probed by your label anymore?

Finally there is the "Radiohead Method". Essentially, it boils down to 1. You hate your label (or all labels), 2. You want to prove to Major labels that they are an unnecessary and evil function in the art, and/or 3. You want to stick it to them by accomplishing as much if not more via the "evil" internet and download society we live in. You see, major labels are afraid, in essence of being phased out by the napsters and limewires of the world. While I am aware that file-sharing is technically considered pirating and is therefore illegal. What Apple has done with iTunes is basically provide you the ease of file-sharing and the labels the benefit of a few bucks for all their "hard work". Artists are 50/50 on this. Some say that Napster is bad and they don't want people to hear their music unless they pay to do so (see Metallica). Usually, these are bands who are rediculously rich already and need a new house in Cabo for the weekend. The other side of the fence are artists who embrace file-sharing and think that it is a great way to gain new fans who will then buy tickets to concerts (which is where artists truly make their money if you remember) and keep them in the coin. That side has it right. They have essentially said "screw the label, I can record a track in my basement, post it for the world to hear, get them to fall in love with the new (self-financed) album and thus pay to see the tour that promotes said album." Take the band Radiohead (whom this method is generally attributed to). They recorded In Rainbows with their own money and released it as a web-only downloadable album. In addition, they told fans to name their own price. And even with $0.00 as an option, the AVERAGE person paid $8.00 for the album. Basically, Radiohead turned PayPal into a glorified tip jar. It proved to the labels that not only a) they were not needed to finance, produce, and promote and album, b) people would still pay money for albums, even when they were not forced to. Stick that in your empty suit and smoke it Sony.