Used with permission of CMA Closeup News Service
By Edward Morris
Necessity isn't the only mother of invention. Ambition sires a few discoveries, too. This is demonstrably apparent among Country artists who record for independent labels - often their own. Without the promotional resources major labels provide to ensure national distribution, major market airplay and relentless publicity, indies have to find other avenues and methods to sell albums and tickets. But, with digital technology lowering recording costs and the Internet providing a worldwide storefront, many such acts are thriving.
CMA Close Up magazine and news service polled several indie artists to ask how they survive in the increasingly competitive marketplace.
"After leaving a major label to start my own a few short years ago, I decided to put all of my time and resources into marketing my music in Europe," said Billy Yates, who wrote the George Jones hit "Choices" and earlier recorded for Epic Records and Almo Sounds. He now runs his own label, M.O.D. Records.
"There seemed to be a definite compatibility between my kind of music and the music loved by the fans and industry (in Europe)," Yates said. "Now I'm seeing an increase in interest in Australia, New Zealand and Japan. So I'll continue over the next several years to expand the current base and eventually move into other parts of the world."
Historically, the lack of timely and adequate distribution has sunk promising careers. Yates said that he has diversified to avoid this pitfall. "I currently distribute my product through a number of smaller outlets here and abroad. I sell wholesale to various exporters, importers and wholesalers around the world. Internet sales have also proven to be a strong means for selling product, both through my Web site and through several others, including CD Baby. I've also secured digital distribution on many sites including Apple iTunes, Sony Connect and others. Now I'm considering several distribution offers that will enable me to maximize sales through territorial deals all across Europe, the UK and throughout other parts of the world."
The less radio exposure an indie act gets, the more it needs to promote its music through concerts. "I'll work around 50 dates this year in Europe alone," Yates said. "I generally travel there about once a month for one to two weeks at a time. This has come after building a fan base through airplay and media support. I started headlining several of the festivals this year and have seen crowds in excess of 10,000 people. Now with an ever-growing fan base and increased demand I can continue to expand with even more airplay and media support. I presently deal with two different agents. One in Holland that books all of Europe and another in England that focuses solely on the UK."
A former marketing executive, Lynn Bryant put that expertise to work to sell her current album, Woman Enough, on V-Tone Records. "As an independent artist," Bryant said, "I knew I had to come up with a way of marketing myself beyond the normal channels of distribution." She struck a deal between her company, Sunrise Productions, and Ferguson Enterprises, a chain that sells plumbing and construction supplies to both wholesale and retail customers. She picked Ferguson, she explained, because it represented an industry with which she was already familiar.
Although Ferguson has more than 3,500 locations worldwide, Bryant began her campaign with 21 stores in Georgia and Texas. Under this agreement, Sunrise purchases Bryant's albums from V-Tone and re-sells them to Ferguson on a no-return basis. Sunrise also provides the stores counter displays (at cost) and a copy of Bryant's current music video to play on the store monitors. Bryant said she hopes to include other new artists in this campaign once it gains momentum. "It's just rolling out now," she said, "but the opportunity is very large."
T. G. Sheppard, who records for Destiny Row Records, has an advantage few other indie artists can boast - a long string of memorable hits. Beginning with "Devil in the Bottle" in 1974, Sheppard steadily scored several No. 1's over the next 12 years, among them "Last Cheater's Waltz," "Do You Wanna Go to Heaven," "Party Time," "Finally" and "Strong Heart."
"We were fortunate to have some great records early in our career that have been very successful running on stations as recurrents," Sheppard said. "We had a couple of records that crossed over as Top 40 pop records in the '80s which also helped to boost our career. I have always toured extensively since the beginning of my career. I have tried to stay on the road at least 100 days per year minimum to keep my face and name in front of the public. The other key to all this is to have a great live show. Your show has to make people want to see you over and over and hopefully never get bored with what you do. You have to keep both the show and the music fresh."