NARIP Presents Independent's Day
May 1, 2003 12:00 PM, Maureen Droney
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A capacity crowd of more than 300 filled Los Angeles' Platinum Live club on February 26th for “Independence Day: Charting a New Standard for Success,” produced by the National Association of Record Industry Professionals. The panel discussion featured representatives from five established indie labels, whose rosters covered the spectrum from punk rock and electronica to R&B and pop. Panelists' opinions were as diverse as the music, from Alan Beck, president of R&B/soul label ITP Records, who tries “to ignore the mainstream of the business,” to Greg Latterman, founder of Aware Records (home to Train, Drops of Jupiter and 2003 Grammy-winner John Mayer), who “has always focused on bands that are middle-of-the-road.”
Not surprisingly, a lively discussion, moderated by NARIP president Tess Taylor, ensued. Topics ran the gamut from how to deal with (or circumvent!) radio, to CD pricing, international distribution, Internet strategies, the importance of diversification and whether free downloading is boon or bane for indie labels and their artists. Besides Beck and Latterman, speakers included Joe Escalante, lawyer/Vandals punk rock guitarist/head of Kung Fu Records & Films; Jon Levy, co-owner of dance and electronica's Moonshine Music & Movies; and Tom Osborne, general manager of Artist Direct's iMusic imprint (Johnny Marr, Folk Implosion, Lisa Germano).
“The industry's down right now,” admitted Latterman, “but a lot of it is because a lot of the boy bands and girl bands that were selling 10 and 15 million records two, three, four, five years ago [aren't anymore], and thank God they're all gone now. If you pull those bands out of the percentages, we'd be flat; maybe a little bit down. It's not all doom and gloom…and the Internet and downloads build bands and break bands, too. You just have to figure out how — if you're going to sell a CD — to give value. You have to make people want to buy it.”
Each panelist had a unique take on how to do that: Beck has his own radio show and promotes concerts; Escalante and The Vandals tour with Kung Fu's baby bands as support; Levy puts out “artist-driven” compilation CDs; and Osborne focuses on marketing artists who have an established fan base. One common theme that emerged from the discussions was the necessity for diversity, whether it was in merchandising, management, publishing, concert production, DVDs, video or films.
“As independents, I think you have to focus a little less on whether sales are up or down,” noted Levy. “It's more about your profit. We're small businesses like every other small business in the United States. We don't have the luxury of saying, ‘Hey, we just lost $5 million, but we've got a Number One record.’ That's fine if you're a top executive at a major label. You'll get a bonus for that. But as independents, what's important is: Are you making money?”
Founded in 1998 by Taylor, a classical pianist and former MCA Records marketing director, NARIP is a networking and continuing-education organization for record industry professionals. NARIP sponsors regular events and workshops, and also provides job listings. Based in Los Angeles, NARIP is also opening branches in New York and London, with Canada soon to follow. Visit www.NARIP.com.
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