Hold On, I'm Coming: The Independent Record Labels of Memphis, TENN.
Sun Studio Logo from Memphis Tennessee |
Stax Records Logo |
It's a sad fact that those who like to wag their gums about what independent musical acts are 'good' or 'bad' are hugely ignorant of the actual history of independent music. Indie music didn't start with punk rock in the 70s- it extends back in time to the beginning of the music industry itself.
I've been reading up on Sun Records and Stax: both from Memphis. Both were true indie record labels. Both had a decade plus long 'hey day' followed by descent to obscurity. And you know what? They had hits- for a time- then they didn't, and they disappeared. But man could they sell records back then.
You can tell it's not the location that gives rise to the label, because indie labels typically disappear after the cluster of artists that rose to prominence either dies (Otis Redding, Buddy Holly) or is absorbed by the "major" labels of whatever era.
Time and time again, independent record labels release a hit record, have trouble with expanding or being absorbed, fail to maintain their relationship with the artist who had the original hit, fail to duplicate the success with different artists over time and generally lose the personnel who were around during the glory days.
I think the aspect of that is most applicable to the blog rock/indie scene of today is the relationship with the artist who has the original hit. I would hypothesize for the average independent record label starting in 2010 viability is an either/or. You either have an artist who sells or don't. I can't think of a single indie band where I would say it's the record label that "broke" the artist.
Almost every independent label of today wants an artist to "walk in the door" with a finished product. In that sense it is analogous to the 50s-60s Sun/Stax mode of production where artists would come from the surrounding hinterland to record, and the labels would cherry pick the best, and the records would then sell. That is almost exactly what happened with bands like Wavves, Crocodiles and Dum Dum Girls.
Neither Sun nor Stax had anything resembling "A&R": They literally relied on people coming in off the street. Another similarity between then and now is the phenomenon of sales independent of the largest institutional players in the music industry. Perhaps this sounds circular- but all you need to sell records is a place to sell records and a reliable postal service. The places that sell records are always looking for records to sell- it never ends.
I would refer to this phenomenon (then and now) as a "fragmented marketplace." By fragmented marketplace I mean a marketplace geographically dispersed, unclear preference for format, no common sources of information, etc. While the disadvantages of a fragmented marketplace are obvious (Um- no one buys physical media, large sellers of physical media disappear) some of the advantage are less obvious.
For example, one of the advantages of a fragmented marketplace is something I call an "infinite roll out." I'm using "roll out" in it's public relations/advertising period as in
ROLL OUT: The time period in which a new company, service or product is introduced to consumers.
My thesis is that fragmented marketplaces give you basically an infinite amount of time to introduce your product/album/etc to the market place. Independent labels exist in a place that is beyond quantifiable time in that regard. They are not on the schedule, not on the list of "new releases."
Here's the conclusion: In this context the label is just a conduit for the artist- it doesn't extend beyond whatever artist has a hit. But it's the environment provided by the label to the artist that allows the artist to have the hit, in that sense the label is both wholly unnecessary and completely indispensable at the same time.