Music Distribution 101
I recently answered a question on a LinkedIn music business discussion group and thought I would share it here.
The question asked: Lets say I invest my money and produce a Music Album. Who will take it to the market? The distributors? Do I have to pay them too or is this kind of a partnership between me and them?
My answer came after a few other responses which had addressed his questions about partnerships. Here’s what I said:
You have received some good information. As a consultant not knowing what style of music you have or your budget, here are a few of our suggestions. First you should have a Business Plan. Part of your business plan is your marketing and promotion plan. Develop and adjust your plans as you go along. Fail to Plan, Plan to Fail!
As a new artist, you shouldn’t concern yourself with physical distribution in music stores. Without promotion, no one is going to go into a music store and request your music. So initially, this is a waste of your time, effort and money. Most physical distributors now a days want you to have marketing, charts, spins, promotion and some kind of club, internet or radio buzz before they will take you on. Then you have to press up all of the CD’s for distribution. Not worth it!
You should concentrate on digital distribution first. The last thing you want is for a record to take off on you and you can’t catch it. You want to be in as many digital places that you can, so that people can find your music, buy your music where they feel comfortable shopping and spending their money. Depending on your style of music, you have to consider global sales too, because the US is only 20% of the global music market.
Tunecorp, ReverbNation, RainySongs all offer digital distribution. They typically will place your music on about 15 to 25 sites. They charge a fee to upload and a yearly fee to keep your music online. Your business plan has to consider this because, for example, in year 5 if you’re paying the 59/yr fee that ReverbNation charges per CD, if you have 4 CD’s you may be your own best customer. RainySongs gives you more control and is great for labels, however they charge to use their software. CD baby has a 1 time upload fee, however they are limited on where they place your music.
With distribution you want to be in as many places as you can and is why I recommend our client Rob Schwartz/ Who?Mag! Distribution. They will place your music in up to 600 digital outlets worldwide including mobile, online, TV etc for a one time fee. ($100/$50) With other digital distributors if you don’t pay the yearly fee, guess what happens to your music? It comes down meaning all the links you posted, all the blogs that wrote about you will now have dead links. Artists must plan/think about this if they’re trying to leave a legacy for their heirs. Will you leave a legacy or a yearly bill?
Today, distribution isn’t hard. Concentrate on making great music, marketing and promotion. Build a buzz with your music and create demand! Use social media, video, press releases, local promotions and the Internet. Be Creative! After creating demand, consider starting locally with distribution to local/regional music stores. Concentrate in physical stores in markets where either you’re performing or where your music is played. Go digital on every release. Don’t make people hunt for your music, have your music in their fave sites. Know that everyone doesn’t buy iTunes.
Consider using music cards instead of pressing up CD’s. One of our client’s music cards will give you your soundscan when your music is downloaded. You’re also able to capture demographic and contact information which will help you build your fanbase. Music cards also can help you tie in local sponsors which could help you defray some of your expenses. Be creative.
There are 3 things that you must have to make it in the music industry: 1) Talent 2) Money and 3) Creativity. You can have 2 out of 3 and still be successful, however you need all 3 to move forward.
I could go on for days, however I will stop here and hope this helps. Let me know if I can provide contact info for any of the sites that I have mentioned. If we can provide any additional services, let us know. ~ Continued Sucess!
Rob Schwartz site is www.whomag.net. Call him directly. (Yes, they work with more than Hip Hop artists)
Chuck Woo
www.iFastFwd.com
www.WooMediaWorks.com
www.MusicBizInfo.com
