The label I started/run has issued hundreds of releases in just a few years.

I love working with & learning from artists.

As a (below average) artist myself, I empathize with these creative individuals.

My label aims to be artist-friendly.

However, we can’t sign everyone.

I’ve found myself in a few tough situations – wanting to sign/assist friends who are artists (but feeling in my gut that their projects aren’t commercially viable).

Below is what my label looks for when signing an artist…

But first, there are 2 factors that (typically) guide our decisions.

First, it’s hard to make money in the music biz.

Especially for the music we make/release (indie, jazz, classical, world, etc.).

Some indie labels charge artists an upfront fee. But we don’t. I don’t have the heart to do so. We want artists to be our partners – not clients.

Let’s say the jazz album we release makes $100 in revenue a year. And say we earn a 10% distribution fee. That’s $10 for servicing the project. Maybe we get lucky and it makes $1,000 a year. That’s still only $100.

Second, I’m laser focused on how I spend time (because economics are difficult)

How much time will the artist/project take?

I don’t mind rolling up my sleeves and spending a lot of time on certain projects. For example, if there is a social justice message or, of course, a commercial opportunity.

But it’s hard to justify working on a release when the music isn’t optimized for streaming success. Or if there is too much time/friction in working with an artist.

Examples of friction include sending long/several emails/vmails, asking questions one can Google, sending files in a disorganized way (more examples below).

If we were generating significant revenue on the release, we wouldn’t be so time conscious because the math would justify it.

 

We look for these 5 things when signing an artist…

1. Talent

Obviously. Every label wants to work with talented artists.

I’ve been making music my whole life, so I have a sense of what might stand out.

When an artist approaches us, we may listen to what they pitch, their back catalog, or what they post on social media.

We want to get a sense of their aesthetic.

 

 

2. Traction

Does the artist have a fanbase?

Many artists love creating music but don’t spend the time cultivating their fan base.

That’s fine if the artist just wants to make music.

But if they want to make money from their music, they must engage their fans.

Many artists view the label as a medium to develop/acquire fans.

Maybe that’s how it used to be.

But nowadays, it’s the other way around.

If an artist has fans, labels are more likely to partner because there is a higher chance of monetization.

It’s less risky to partner with artists with fans.

We like to partner with artists who are active on social media and the streaming platforms.

And perhaps most importantly – they have a growing email list so they can direct market to fans.

 

3. Telling a Tale

We love when a project tells a meaningful story. Even better if it’s something positive, uplifting, and perhaps even newsworthy.

For example, I produced/released Fandango at the Wall which is about healing US-Mexico relations.

Swing States is about looking past divisions & coming together as Americans.

Music needn’t be didactic or political.

But if we are going to make a song/album, it’s great if it’s about something.

Because my colleagues and I operate in different worlds (besides music), we’re able to leverage our resources when there is a project that is newsworthy or tackles an interesting & relevant topic.

 

4. Good chemistry

We love working with artists who are easy going.

That means we respect each other’s time.

I once worked with an artist who wanted to chat every day (even on weekends & holidays) about his release.

I had to explain to him that I couldn’t justify so much time.

(Note, I used to do more gratis consulting, but I realized I didn’t have time to create my own music).

Some red flags when dealing with artists:

• Send long emails & voicemails
• Send unsolicited large attachments (WAVs, MP3s, etc.)
• Send query letters that were obviously written by ChatGPT
• Unable to follow simple guidelines about how to send/structure files/metadata
• Don’t respond to emails/phone calls in a timely manner
• Deliberate about what should be straightforward decisions (~5 phone calls to determine a release date)
• Want us to be their bookers/managers/publicists/coaches
• Says “I’m easy to work with” (show us, don’t tell us)
• Doesn’t heed point #5 (see next section)

5. Looking Beyond

This might be odd but it’s something that I’ve learned is an indicator of who might be a good partner.

Does the individual think beyond themselves?

Many artists understandably focus on themselves. For good reason.

They practice, learn, hone their craft.

There has to be an inward looking, self-improving drive.

The art comes from within, after all.

But how many are able to see the world through other people’s eyes?

Like their fans, managers…

Or even those who work at their record label?

For example, I try to congratulate my artist friends when they release a project.

Earlier this year, I released my debut guitar album.

On my release day, several artists called me to talk about… their projects 😉

I’m not surprised or mad.

I’m just making a point…

Artists who radiate an abundant spirit are the ones with whom we want to keep building partnerships.

Empathy & awareness are beautiful characteristics that standout in every industry – not just music.

Here’s a question an artist has never asked us 😊

“What kind of music are you looking to release?”

and/or

“What are your label’s priorities?”

When you see the world through someone else’s eyes, you may be surprised with the opportunities you’ll attract into your own life.