Vol 3, Issue 14: Key Steps to Starting Your Own Successful Indie Label Pt #1

Back in 2003, when I was still a teenager, and when I was convinced that being in an all girl band was a good idea (how we learn as we age), I devised the plan to create my own indie label, HER Records, in order to release our debut album in a more professional manner, in hopes of attaining major label attention. Taking note of the fact that competition in the indie world (well the music industry, in general) is ridiculously steep, I wanted to create a package - something to sell the record labels that would stand out from the rest of the pack. Several years later (but with a different band mind you), after a great deal of learning, growing, and touring, this dream of mine finally became a reality.

But after years of enduring abuse, and a lack of support from our so-called record label, it is clear to me now, more than ever, that self-representation is really where it’s at (and I’m sure you’re aware that I’m not the only artist who states this case). But you learn through experience right? And had it not been for our “getting signed” (and “selling out” as they call it), I wouldn’t be where I am now, and I certainly wouldn’t be able to offer you the insights that I’ve learned.

Taking into account the current climate of what many foresee as the very crumbling of the music industry’s infrastructure, it only makes sense to consider the viability of going indie. At this point in time, because of the widespread accessibility to artist-friendly services, it is more feasible (and cost effective, and beneficial in so many ways - I could go on and on) than it’s ever been in the past. But, before you decide to go out and choose a name, logo design, and a MySpace url for your new cutting edge independent label, if you want to be taken seriously and as a professional, there are a few essential steps that must come first.


Step Number One: Network, network, network
As an indie artist, funds, as we know, are limited, and so it is essential, right from the beginning to establish loyal and mutually beneficial relationships with various providers of services (ie: photographers, publicists, producers, distributors, web site designers, instrument repairmen, entertainment lawyers etc) which you will require at different times in your career. If you are able to learn any of these crafts yourself, all the power to you - it’ll save big time on expenses, and is one last thing that you’ll have to worry about.

Now approaching a high end service provider that typically works for major label artists won’t get you anywhere, BUT that does not necessarily mean that you’ll be forced to sacrifice on quality. There are tons of extremely talented people out there that are working to establish a name for themselves just as you are, and if you can create long-standing alliances with these people, it’ll be one of the best things you’ll have going for you.

For example, when my band ANTI-HERO first got going, we, obviously, didn’t have a lot of cash on hand, but desperately needed professional photos for our website and for promotional purposes. We hooked up with an aspiring photographer (fresh out of Fanshawe’s photography program, in fact) that was willing to work with us for a reasonable price, and to this day, I can honestly say that he produced some of our favourite images of ourselves. After establishing his portfolio by working with bands such as ours, he has gone on to become the head photographer and editorial designer for Loreal.

In this relationship, we each helped each other: he gave us fantastic photos at a low cost, and we helped him build his portfolio and get other jobs through referrals. But taking advantage of the very talented student community at Fanshawe isn’t the only way to work the connections, attending concerts, and talking up established bands, as well as, building a rapport with local venues is also strongly recommended. In fact, if it weren’t for my long standing relationship with Call the Office, we wouldn’t have been offered so many jealousy-inducing opening spots throughout our career, nor would we have been able to shoot our music video, on location, with a full staff at our disposal (free of charge, I might add!).

The most important key to establishing these networks of individuals is 100% sincerity. If they scratch your back, you better make damn sure that you scratch theirs back. It’s all about creating a relationship, much like a romantic one, that serves both partners, and fulfills some sort of need. To put it bluntly: keep the promises that you make, and make absolutely sure that you always (and I mean ALWAYS) thank those who help you, especially when you reach a certain degree of fame. Put in other words, never forgot those who helped you get your start, you never know what those relationships may do for you in the future.

Case in point: to make a long story short, if it weren’t for my befriending of a small indie band when I was 15, I would have never gotten certain touring spots for my later band ANTI-HERO, nor would have I been introduced to our awarding winning producer who in turn hooked us up with the talented man responsible for our mastering. When ANTI-HERO first came out, and had yet to establish a rep and fanbase, it was strictly by “name dropping” our producer that we got our first major gigs.

About the Author:

Rose Cora Perry is the frontwoman for Canadian hard rock band ANTI-HERO known as “The 21st Century Answer to Nirvana”, as well as the sole owner and operator of HER Records, a management company in which she offers marketing, promotion, publicity, tour booking, and artist development services.

Her band ANTI-HERO has toured extensively across North America playing notable festivals such as Warped Tour, Canadian Music Week, NorthbyNorthEast, Wakefest, and MEANYFest.

Voted “Best Rock Act of the Year” by numerous industry publications, their critically acclaimed debut album, "Unpretty" is available worldwide for purchase. Rose Cora Perry is a dedicated promoter of D.I.Y. ethics, and an avid supporter of independent musicians.

Vol 2, Issue 17: "Hear it From the Pros" Pt 1: Teeing Off, A One on One Discussion with Post Modern Philosopher Henry Rollins

Though a man of infinite words (and calculated profanities) in the public limelight, in private, as my one-on-one discussion disclosed, Mr. Henry Rollins is unassumingly nonchalant; something I can only attribute to the fact that he clearly prefers to be the one holding the microphone. As an industry veteran notorious for his wild stage antics in both Black Flag & The Rollins Band, his hard hitting and unabashedly honest spoken word performances, his countless written works including several volumes of poetry, fiction, and prose, and most recently, his incredibly entertaining weekly talk show, The Rollins Show, hosted on IFC, it only seemed fitting to begin my new featurette interview series, “Here it from the Pros”, with the man himself. In conjunction with his latest worldwide spoken word tour, “Provoked”, I had the amazing opportunity to interview Mr. Rollins. Here’s what he had to say:

Growing up as a teenager in Washington, DC., Rollins’ musical awakening transpired when a friend of his first lent him a copy of a rare Ramones’ album. Finally finding an outlet for his pent up animosity, and aggression, Henry discovered punk, D.I.Y. ethics, and never looked back. Fast forward several decades later to present day, and I’m sure it’ll come to no one’s surprise that, “Do it Yourself” remains his mantra. As depicted by the numerous accessories including iron-on patches, and stickers worn by his kind: punk is for life, and it will never die.

When asked about his current outlook on the music industry and whether he felt the damage that ensued (and continues to unfold) from all of the illegal downloading could be repaired, Rollins indicated clearly his disconnection from that world. Though a seasoned performer and top selling artist himself, he’s never been one for the big business side of things, and to that he noted, “that even if it [the music industry] fell over tomorrow, most of the bands he checks out would be still be doing their thing. DIY keeps you from some of the dangers of the bigger parts of that mechanism”.

Undisputedly, a supporter of indie rockers, Henry feels that the biggest sin committed against musicians by the industry, was the disconnection between music and the people. In the heydays of the hippie era, prior to the commodification and commercialization of music as nothing more than a product for sale, music used to mean something to the people - it wasn’t merely a form of entertainment, but rather a voice for the generation. Like myself, Henry wonders when art will be restored to this dying form of expression?

Sticking true to his unconventional nature, Henry Rollins is a man who is very difficult to characterize. Perhaps he intentionally safeguards himself from others as a means of self-preservation, or more likely, he enjoys keeping people guessing. Not one to personally advocate the use of labels to describe himself or his friends, though Rollins, himself, purports a rocker identity, he is a striking example of why it is bad to assume.

Contradictory to the sex, drugs, and rock’n’roll lifestyle promoted by all too many rockstars, commendably, Henry Rollins is against substance abuse - just another reason as to why he’s such a great role model. In fact, amidst all of his ongoing endeavours, the only part that he finds truly fulfilling is interacting with his fans. His chronic workaholic nature is something that he chalks up to the fact that he doesn’t ever want to find himself submitting to “the man” and forgetting all that he has to be grateful for.

Though this may come as a surprise to some, as a music listener, Henry doesn’t pigeonhole himself simply to punk. A devoted admirer of the late greats James Brown and Miles Davis, Henry supports any artist so long as he/she is hard-working and his/her music has meaning (I hope you guys are taking notes here). In fact, an artist he advised me to check out was Dax Riggs (http://www.myspace.com/daxriggs ), a dreary blues-rock musician from Louisiana, who seems to combine a more sophisticated version of Kurt Cobain’s emotional angst with Jimi Hendrix & the Experience’s solid blues backbeats infused with a modern take on the British garage band sound. Very strange, but cool - cool enough to reaffirm my belief that there is still good music out there somewhere (Thanks for that Henry! I especially liked the acoustic tracks).

Understandably, someone in his position is indefinitely bombarded with opportunities for exposure, and though this is the kind of lifestyle most of you crave, Henry applies one fast and simple rule to dealing with these offers that I think all of us ought to embrace: not to consider something an opportunity, if it requires you to sacrifice who you are or what you believe in. Rollins proudly admits that IFC has never instructed him to “tone it down”, and if they did, I can state with absolutely certainty that he’d have something to say about it (or better yet, someone’s ass to kick).

Though I know it can be difficult to reject a offer because it may just be “the one to make or break you”, I’ve got to side with Henry’s view on this, because I truly don’t believe in “selling out” just to become the next flavour of the week. As both his and my hard work demonstrate, earning your accolades of success through your own dedication and merit is not only more rewarding, but as well, you will earn respect for “sticking to your guns” in the long haul, from both fans and industry professionals, alike. In his own words, if an opportunity requires you to change who you are, “then it’s not really an opportunity, now is it?” To this he adds that, regrets are not something he feels he can afford.

In the space of the three hours of his performance, Henry compelled a packed house of a widely varying demographic to intense laughter, tears, and serious contemplation. His performance came to its finale with the only possible conclusion: an obligatory standing ovation. If one man has this much of an impact, just think of what we all could actually do. A man of humble roots, but great ambition - someone I admire that I think all of you could learn from.

The most intriguing moments of his lengthy soliloquy revolved around re-tellings of his own “starstruck” moments in which his defiant powerhouse persona crumbled when in the presence of the likes of Iggy Pop, and numerous other childhood idols of his. Though his exterior is lined with layers of thick skin, I appreciated his willingness to expose his vulnerable side; something you rarely see from men, let alone rockstars. Additionally, appealing to my personal sentiments, Rollins offered a seal of approval “shout-out” to feminists and equal rights activists further affirming how much he truly is a man for all people.

To hopefully leave you on a comic note, taking a page from the man himself, if you asked me why I love Henry Rollins, my response would be quite simple: because he’s exactly the kind of asshole that this world needs. Oh yeah, and if he were elected president, aside from kicking Bush’s ass, he says that he’d basically undo everything that has occurred over the past eight years - something for which, he thinks he’d get shot.

To learn more about Henry and his never ending list of accomplishments and the causes that he advocates, check out his official website http://www.henryrollins.com/

From the bottom of my heart, thank you Henry - I needed that.



About the Author:

Rose Cora Perry is the frontwoman for Canadian hard rock band ANTI-HERO known as “The 21st Century Answer to Nirvana”, as well as the sole owner and operator of HER Records, a management company in which she offers marketing, promotion, publicity, tour booking, and artist development services.

Her band ANTI-HERO has toured extensively across North America playing notable festivals such as Warped Tour, Canadian Music Week, NorthbyNorthEast, Wakefest, and MEANYFest.Voted “Best Rock Act of the Year” by numerous industry publications, their critically acclaimed debut album, "Unpretty" is available worldwide for purchase.

Rose Cora Perry is a dedicated promoter of D.I.Y. ethics, and an avid supporter of independent musicians.For more information on Rose Cora Perry and her band's accomplishments, please visit http://www.anti-hero.ca/ or http://www.rosecoraperry.com/