As The World Tunes

Distribution: One Alternative For One Record

by Steve Bussey
GeoSynchronous Records

Distribution is the process of getting a CD or tape from the record company to the retail record stores. The major labels have their own distribution networks, the independent labels use one or more independent distributors, and smaller indie labels and your typical band may not have one at all. Actually, it is very hard to get distribution, especially if you have a one artist, one record label, or no label at all.

You may have already sent out dozens of demos and press kits to the major labels, only to have them returned un-opened. So you know that the elusive chase of "signing" to a major label is wasted effort 99.99% of the time. You would also get the same result just trying to get them to distribute your CD, and unfortunately you will most likely have just as hard of a time convincing the indie distributors to carry your product.

However, if you have a hot CD and a good buzz going on your band, here is a way to get your CD distributed. Find another independent label to distribute it thru its existing distributors! This is actually very common in the industry, let's look at why this can be good for everybody, the new label, the distributing label, and the distributor.

The most obvious benefit is for the new label, they get the national distribution that they could not get on their own. They also will get expertise and advice from the distributing label, as well as prestige and clout from being associated with the other artists on the distributing label. The new label also retains the rights to their music and can still sign a record deal for future releases. Selling a bunch of product in the record stores will also make it more likely to find a future record deal with a major or large independent label, as in "chumming the water" while shark fishing (don't tell them I compared them to sharks!).

The distributing label likes it because they get another product to sell, with out putting money out of their pocket. (Yes, you will be paying for everything, more on that later.) They get a percentage for each record sold. Their other products will get exposure to your fan base.

The distributor likes it because they get more product to sell, but they do not have to set up another account and label contact person. They do not have to educate and train the new label in the realities of indie distribution and the specifics of the distributor's way of doing business (they leave that for the distributing label). There is a lot of work involved for the distributor to set up a new account, and they do not want to do that for a new, unknown artist and label. But, if they already have an existing, then here is another product to sell, so, why not? They also expect the distributing label must believe your product will sell, or else they would not release it.

Now here comes the good news/bad news: YOU will be the reason for the record's success or failure. A lot of bands think that the distributor will put a few records in every store, advertise it, send it to radio, get press reviews, etc., but that is not how it works. The distributor will solicit sales from the stores, but the stores only order what they think will sell, and everything is returnable for refund. YOU will pay for the manufacturing and promotional costs such as advertising, radio airplay, store displays, pretty much everything. YOU have to create a demand for your product so that customers will come into the store and buy YOUR record. The good news is that YOU control everything, and YOU will make more money when your record starts to sell at a respectable level.

But you have to do your homework first. Make the best record you can, learn about the record business, distribution, retail, radio, promotion, the press. Get some money together, prepare a budget. Find out which labels are handling acts like yours, and pitch your distribution proposal to them. Don't do it until you are really ready, otherwise you will only disappoint yourself, the distributing label, and the distributor.

Once you get distribution, keep all of your contacts informed on the band's good news. Send gig announcements, radio playlist, reviews, etc. to the distributors sales force, press, anyone that needs to know about your progress. Don't be afraid to drop in to a record store and introduce yourself and drop off a one sheet with the ordering info and the distributor's name and phone number. Offer to do a free in-store performance. Promote, promote, promote. It is up to you to start the ball rolling, then everybody wins.

About the author: Steve Bussey is a singer/songwriter/guitarist and is currently the owner and general manager of GeoSynchronous Records (http://www.pan.com/geosync, Listening Line 800 235 9193, ask for a free catalog), an indie label handling artists such as Les Dudek, Mike Pachelli, Bong Water Taffy, and Big Red & The Bus. Prior to this, Steve earned Bachelor's and Master's degrees in Electrical Engineering and Acoustics from Georgia Tech, designed sound equipment and guitar amps for Fender, and supervised design of communication systems for the Space Shuttle at Kennedy Space Center.