Releasing an Independent CD

Ausmusic; Excerpts by S.Simpson & C. Seeger's 'Music Business' (Warner Chappell)
03/03/2005

More and more artists today are taking the option of releasing CDs themselves and utilizing the services of independent distribution companies to get their music out into the market place. This Info Sheet will give you a basic rundown of the processes required in releasing an independent CD.

The recording process has been left out as it is a complete Info Sheet in itself and is available separately.

Most artists and bands release independent CDs for the main purpose of just having a release, but also for monetary reasons and, in the long term, to advance to a major record deal.

If attracting the attention of a major label is your goal then a successful indie release with relatively healthy sales figures can only help your negotiating position.

The following is an outline of the stages leading up to and beyond an independent release. These have been divided into eight separate categories. Each of these categories is then broken down into individual tasks required to complete each stage.

Planning, Market Research & Preparation

Planning

· Conception and formulation (how many songs, what format etc.)
· Investigate studios, producers, engineers, artists, printers, manufacturing etc.
· Draw up initial budget and time plan.
· Join APRA and register songs.
· Formalize your business structure and open a cheque account.
· Get advice from a music industry lawyer and accountant.

Market Research

· Your existing audience.
· Your potential audience
· Retail outlets.
· Distribution/mail order
· The media
· Similar ventures which have succeeded in the past.
· Similar ventures which have failed.
· Begin compiling a mailing list.

Preparation

· Arrange studio, producer & engineer.
· Formulate cover concept, arrange design and artwork, photography.
· Arrange manufacturing and printing.
· Perform pre-production in conjunction with producer.
· Obtain licences if intending to record other people's songs.
· Plan recording and mixing schedule.

Production & Post Production

Production

· Record songs.
· Evaluate rough mixes
· Mix tracks

Post Production

· Approve cover and label artwork.
· Decide final song sequence.
· Mastering (final EQ, editing etc.)
· Deliver master tape to manufacturer
· Prepare artwork for printing.

Manufacture

· CDs take 3-4 weeks to turn around, cassettes 1 week, vinyl 5-6 weeks.
(while you are waiting for the above):
· Prepare promotion and sales strategy for the next 12 months.
· Prepare promotional items
· Research major labels, publishers etc.
· Develop retail contacts
· Arrange launch function and post-release performances
· Prepare media release
· Copyright your recording
· Book advertising.

Relase & Post Release

Release Date

· Send out media/industry release
· Advertising
· Perform launch

Post-Release

· Co-ordinate sales, promotion & performance strategy

One final point - although there are no rules as to the best or worst time of the year to put out an independent release, it is wise to avoid releasing it throughout the months of September to December. This is the traditional "rush" period when manufacturing facilities are stretched to capacity and the market is flooded with the traditional compilations, re-releases and mega sellers that appear each Christmas.

Manufacturing & Format

Manufacture

The manufacturing process of putting out your own product is probably the easiest to organize.
Once you have completed your recording and your master tape is available, you are almost half way there. The following will explain the processes involved with manufacturing (including packaging) on to compact disc (CD).

There are numerous independent companies, recording studios and individuals who can organize the production of your CD for you and they may have them manufactured in Australia or offshore. Usually these companies only do the work you can easily do yourself and then charge you accordingly. The following details the steps involved in organizing the production yourself.

Master Formats

When producing CDs the manufacturer has to press a glass master from a PCM 16/30. The 16/30 contains the essential digital information for track numbering, timing, programming etc.
You can supply the manufacturer with a DAT master (once you have completed your recording most studios will supply you with a DAT master) and the CD manufacturer will transfer this to PCM 16/30 for around $100-150. Alternatively you can arrange for a mastering studio to give you a PCM 16/30 master once they have mastered your recording.

Artwork

There are two areas of artwork with a CD. The actual CD artwork has to be supplied to the manufacturer with your master tape when production begins. The manufacturer will usually send you a manual that gives specifications for artwork including dimensions, types of colours, typesetting conditions and so on.

Your actual CD artwork has to be supplied to the manufacturer on film positive. This is usually obtained through a computer-typesetting bureau. The bureau transfers your artwork from your camera-ready artwork or straight from computer disk.

Your artwork for your packing is quite a big job.
What your artwork will consist of and cost will be determined by what packaging you will be using.
Different packaging gives you different sizes of useable space.

Packaging

You will have to decide what packaging you want before you go into production of the CDs, along with how many colours to use and any other artistic ideas you may want to add.

The manufacturer can organize for the CDs to be delivered to you raw in plastic shrink wrap and ready for you to package or, at the other end of the scale, they can arrive on your doorstep packaged with artwork inserted and ready to put on the record store shelf.

You will have to cost out the various packaging methods available (digipak, jewel cases, cardboard sleeve).

If packaging in a jewel case (standard plastic cases) you will need to cost the printing of both the front and back inserts and the cost of the actual jewel cases themselves – Not to mention you have to put it all together yourself. The printing for jewel cases can also become expensive when deciding how many pages the inside cover will be.

Digipak is easy but expensive. Once you supply the digipak manufacturer with artwork it will come back ready for the CDs to be inserted. This is also an area where you can have anywhere between three and nine panels of artwork.

Cardboard sleeves are also easy and cheap as well. Most commercial printers can produce them and once again these will arrive ready for the CD to be inserted.

Production

Once you have decided what packaging you are using you can then send off your master tape and CD artwork to be produced. The CDs will then be delivered to your doorstep around 14-20 working days later in the format requested.
Whilst the CD is being manufactured you should be organizing your packaging and cover artwork so it is ready when the CDs are delivered.

Distribution

Distribution

You can gain relatively good distribution as an independent. There are three main ways of distributing independent product in Australia:
1. Self Distribution
2. Independent Distribution Companies
3. License and P&D Deals.

The promotion of your release will not work effectively if your product is not readily available. Reviewers will not write about nor will radio play something that is almost impossible to buy.
The following explains how the various distribution methods work and how best to utilize them.

Self Distribution

There are many factors to take into account with self-distribution - what stores to approach, how to work out sales, pricing, accounting, getting the product deliverered... and the list goes on.

Artists who are initially only known on the local scene and therefore have a relatively small amount of product to sell often carry out self-distribution.
Self-distribution is as simple as approaching a music store to see if they will stock your release. Usually a store will stock independent product on consignment, meaning they pay only for the product they sell. They generally do not buy the product first, unless of course they think they can easily sell it.

Distribution Companies

This area of distribution is probably the most sought after by artists releasing their own product.
Distribution companies are just that - distribution companies. They do not pay for recording or manufacture, they generally do not promote your release and they do not pay any type of advances etc...

A distributor makes your product available. They have national distribution links for most small specialized stores, suburban and country stores and of course the major chains such as Brashs.
There are currently a few predominant independent distribution companies in Australia including Shock Records, Mushroom Distribution Services (MDS) and Larrikin Records. These are the most common distributors that you will see on the market as they have quality, good selling, and popular product.

You have to supply the distributor with your product in a ready for sale condition. The distributor will then simply distribute your product for you. Obviously they do this for a cost, which is usually 25% of the wholesale price. Wholesale price is the recommended retail price minus the retailer's share and sales tax of 21%.

The main advantage of distributing through a distribution company is the sheer ease of it. As stated previously you can only do so much yourself; the distributor can make your release available to any record store in the country as it will usually be listed in retail ordering catalogues such as the "platterlog".

Licence and P&D Deals

A licence deal is where you supply your master tape to the record company and they pay for the manufacture and marketing & promotion of the finished product. In this situation the record company can offer a higher royalty rate as they have not outlayed the expense to have the product recorded.

A licence deal however is not easy to obtain, it is essentially a record deal and has to be offered - a lot of popular artists today started their recording careers via a licence deal.

The P&D (Pressing and Distribution) deal is exactly the same as the above situation, however you have to do all the marketing and promotion. The record company basically pays for the cost of manufacture and distribution.

Marketing & Promotion

Marketing & Promotion

How do you let people know you have just released a CD? Firstly you have to utilize the "power" people who have influence over the consumer's buying decisions. Reviewers, DJs and journalists help create an interest in the product by letting people know that it is good and well worth the money that they are going to spend.

Your promotion and marketing has to be thought about in detail even before you record and manufacture your product. Designs, posters, album covers, contacts, photographs etc... these all need to be ready before your product is released. You will need to research and compile all the contacts and avenues for promotion possible to gain gigs, get reviews, airplay and sell albums.

Radio

The most important and beneficial form of promotion is radio airplay. Public and community radio is the most accessible form of radio to independent artists and should be your priority when chasing airplay.

Most public radio stations have what is called "block programming", where different styles of music are played during certain programmes within a week. This is a great format to target your market by getting your music played on the program that best suits your style.

Your product should initially be sent to the music or program director as well as any presenters that play your style of music. It is a good idea to keep these people informed of your act by sending them press releases, gig information, biographies, previous press clippings, any new material you may release and even info on other stations that are playing your music.

Another advantage is targeting public radio is their enthusiasm for Australian music and new releases. Public radio plays around 50-70% Australian music whereas commercial radio plays between 20-40%. This factor alone shows you have a greater chance of gaining airplay on public radio.

Commercial Radio

Commercial AM and FM stations tend to give priority for airplay to hit material by known artists. This is not due to any kind of malicious attitude towards new and independent artists, just a fact of life. They are in the business of selling advertising and the main purpose of the music is to hold the listener's attention.

There is however scope for new artists with some commercial stations via their specialist shows. An example of this would be the Nova 919 network's "HomeBrew" show that features Australian music as well as "indie" releases.

Approximately 70-80% of the public buys new music that they have heard on the radio; therefore radio has to be your major priority when planning your promotional campaign.

Television

The most powerful medium in promotion and marketing is television, however it is also the hardest to access. There are two basic approaches to promoting through television in Australia. The first and most obvious is airplay of a video. The second is the performance or general promotional appearance.

Video

If you have gone to the trouble to film and produce a video for one of your songs your intention is obviously to get it aired wherever and whenever you can. There are a number of video shows on both commercial and public television and also now on pay TV.

Performance

The opportunities for independent artists to access this type of promotion are fairly limited. There are currently numerous TV variety shows that accommodate live performances, interview etc.

Few shows will support independent artists, but while the other shows mostly stick with mainstream acts, they should not be entirely overlooked. The difference between these programs and the video shows is that the variety program is looking for performance quality rather than a hit song. Many unknown artists have appeared on The Midday Show for example purely because they are good performers.

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