August 10, 2001

In every healthy local music scene there's a wonderful symbiotic relationship between the musicians, the music fans, the indie record stores, the local radio stations, the clubs, etc. Everyone somehow ends up supporting each others' work.

Local musicians, for example, may bring their recordings to the same shops they buy CDs from. For the stores it's great to hear about new music straight from the bands themselves -- before it makes its way through label/distributor/publicist bullshit.

A lot of artists that've recently gone on to greater notoriety started out as local consignments here at Aquarius -- Matmos, the Champs, Tarentel, etc.

But you, the musician, should be aware that your average record shop is struggling to stay alive in a major-label-dominated evil music industry that literally conspires to put small businesses OUT of business.

For example: they'll sell CDs to Tower and Virgin at ridiculously low prices but refuse sell to indie stores, who are then forced to buy from wholesalers who charge outrageous markups.

There's a fine line stores have to walk, being as supportive as possible while making the right aesthetic and financial decisions in order to stay afloat. Indie stores can't be an alternative if they're not around.

With that in mind, here's some advice for getting your record into the shops.

• First and foremost: Make sure your record doesn't suck. You obviously think your record is good -- but you should ask someone, whose taste you respect, to be honest. Maybe you'll learn something you hadn't realized. Maybe they'll say, "You're still in the gestation period; why don't you concentrate on honing your sound first instead of putting out a record prematurely." Maybe they'll say, "Dude, you sound exactly like this other band, and they're way more famous than you, so everyone's gonna think you're wannabes." Let them know you won't take it personally and you'll get an honest answer. As Steve Albini pointed out in a recent issue of Punk Planet, "One thing that's bad about having [local] scenes is that mediocrity tends to be supported out of some sort of local pride." Don't expect people to support you just because you're you. Make good music that deserves support.
  
  
• Make the cover look nice. A trip through the dollar bins of any record store will educate you as to what not to make your record look like. Yes, we've all bought records whose music ended up transcending the crap cover art, but face it, those are aberrations.
  
  
• A word about CD-Rs. Be aware that CD-Rs are nice as demos but not as record store items. If you have to go that route, know that the store will have to pay you far less for it than if it was a regular CD, because customers will balk at paying $12 for a CD-R.
  
  
• Build an audience. A band ought to try to build local buzz before expecting the stores to risk what little money they have to stock the band's record. If you don't gig at all (which is a Very Bad Idea) or if you do gig but only drew 10 people to your last show, then don't expect them to spend their money until you are offering something they want to listen to. Playing out live is important -- otherwise how are you going to convince people to buy your CD? It's not up to the record store to promote your record -- that's your job.
  
  
• Know the record shops. Remember that every store specializes in different things. A store that's set up for DJs might not want your indie rock tunes. It's incredible how many musicians who've clearly never been in a given store expect to be handed hard-earned cash for a CD that is totally inappropriate for the store's specialty.
  
  
• Be prepared. Write up a "one sheet" -- a one-page description of the band and its sound. If you are too shy or clueless to describe your band's sound with, like, words, get a knowledgeable writer friend to help. This increases the chances that your CD will get listened to by a record store staffer who is already into the style of music you make. Include contact info!
  
  
• Be patient. Stores get inundated with promotional CDs every day. Like, dozens. It takes a long time to get through those piles. Do not pester the stores -- polite email follow-ups are cool and useful, but repeated hounding is uncool and will more than likely guarantee that your CD does not ever get listened to.
  
  
• Find out what the store's consignment policy is. Consigning means the store stocks the record but doesn't pay you until it sells. Every store's consignment policy will be different (when you get paid, duration of contract, etc.). Be aware that consignments are a paperwork nightmare and many small businesses have neither the time nor the organizational skills to do the job right. If the store does not take consignments they probably will just pay you outright for your albums, but they will have to be even more picky.
  
  
• Don't get mad if a store declines to carry your CD. Avoid saying stuff like, "Amoeba took 10!" Amoeba is a big huge store. Amoeba will take almost everything because it can afford to do so and thus not have to tell you the truth about your band. If a store passes on your album, console yourself that they'll be sorry one day. But don't take it personally. It's poor sportsmanship to whine and bitch publicly. Realize that it's a matter of taste. Most indie record stores aren't necessarily in it for the money (if they wanted lots of money, they'd work elsewhere, believe me) -- they want to be around music they like.