Are Independent Labels And Artists Getting Robbed By Distribution Companies?

Myth #2: I will have to pay a fee of thousands of dollars up front. I won’t even know, or have control as to where the money is going.

Indies should stay clear of any distributor that asks for thousands of dollars up front without allowing you to research where your money is being allocated.

The distributor should offer labels various opportunities to participate in co-op programs and other retail promotion campaigns. The label can have the CD placed in listening stations or end cap displays, posters and ads run in retail catalogs. Langham encourages the labels to ask questions about the different opportunities available in order to make a wise decision on allocating part of your marketing budget to retail promotions.

He also suggests that you find out if the distributor works with independent radio, publicity and/or retail promoters. It’s a good sign when they do; this raises the chances that your record will be seriously and effectively promoted.

His advice when researching the marketing team is, “Get references if they offer a staff. How are they doing with the marketing? That’s the only way you can check to see if they are doing what they are saying they can do.” And when you talk to the label, be sure to ask the right questions to make sure they are doing their part to be a team player with the distributor. This important factor sheds light on our next myth.

Myth #3: The distributor is responsible for the success of my product.

Too often, a label relies solely on the distribution company to make the product sell. Langham educates his labels and shows them that everyone must work as a team to effectively market a project to consumers. “The relationship between the indie label and distributor is like a lock and key. One without the other is useless. The labels are responsible for adequately marketing and promoting their product and their artists. Labels need to do proper set up for new releases and make sure the product is getting radio airplay,” says Langham. “Set up also includes a marketing plan, sales sheets that are sent to the retailers, professional artwork for the CD and marketing tools, and a professionally mixed and mastered CD.”