Can I Really Ditch A Record Label?

Sarah Skates

An afternoon panel at the Leadership Music Digital Summit explored the possibilities of indie artists releasing music without record label support. The DIY strategy can be successful, but hinges largely on the artist’s definition of success. Panelist Matt Wertz, a former indie artist who recently signed with Universal Republic, said that in the early stages of his music career, his goal was being able to pay the monthly bills through CD sales, without relying on a day job. He, and others like him, are content to earn a small living this way, and, as he put it, “go on vacation and play golf whenever I wanted.” After a few years of growth, Wertz was ready to reach a broader audience and needed a bigger platform. That is where the major label system came in.

There is room in the market for indies and majors. Numerous distribution, publicity and promotion resources are available to smaller acts, such as the online community indie911, founded and run by panelist Justin Goldberg. Major labels offer the same resources, but in much greater quantities. They are set up to move millions of units, so if an artist isn’t professionally ready for that stage, Sony BMG Nashville Chairman Joe Galante advised they take advantage of the flexibility of the indie environment; using it to grow, be creative and experiment. Then they could seek a major label if and when the career is further developed.

Indie or not, Galante and John Grady, a Partner in Red Light Management, agreed artists should be knowledgeable about the business. In the rapidly changing environment, things can get done quicker and easier if all the parties involved are knowledgeable and up-to-date.

Despite all the kind words favoring artists who go it alone, when moderator Tamara Conniff, Billboard, asked the panelists to name an artist who has achieved even mid-level success without a record deal, they were stumped.

Pictured (L-R): Joe Galante, Chairman Sony BMG Nashville; Justin Goldberg, Founder/CEO indie911; John Grady, Mgr. Red Light Mgmt.; and Matt Wertz, Universal Records artist. Photo: Steve Lowry