Norfolk, VA (PRWEB) March 9, 2011
The music industry has changed dramatically over the last 20 years. With digital distribution now accessible to the majority of songwriters and musicians, the music-sales playing field has been leveled to a large degree.
So, what does separate the current record label business model from what the artists can do? Many independent artists have discovered that they can create a certain amount of success on their own through CD sales (at gigs, consignment stores, etc.) and mp3 downloads, all fueled by various online tools. Though a few have been creative (and lucky) enough to go viral on YouTube, most reach a point of frustration in the effort to break big like a major label act. One of the most difficult challenges for a new artist is national radio airplay. Big radio stations are big business, and they take their business seriously. For a program director to consider “spinning” a new act, they have to trust that the material is quality, up to standard with their current play list. This standard is upheld through the use of an established network of trusted industry promoters, who have been traditionally utilized by big record companies.
Times have changed, at least for one indie label known as Lure Records. Lure has constructed a new business model that creates a perfect opening for new talent to break their music over the national airwaves and compete with major stars on the music industry’s main radio charts. Though they do screen new talent in much the same way as a traditional “A&R rep” does, they don’t typically “reject” most submissions due to label-budget constraints. Why? Because they work with the artist directly to customize a promotional campaign and budget - the artist can then reach their goals by way of their own independent financing, at a fraction of what it would have cost through the offices of a traditional label. And it works. So far, Lure Records and it’s artists have hit the Top 40, Top 20, and Top 10 regularly since the their debut release in 2008 (which went all the way to #1). They received a nomination (Top Five) for “True Country Label of the Year” by the Roots Music Association of America. Lure Records even has it’s own recording facility for artists that need a more professional production, song mix or master.
But, the biggest advantage for the Lure artist is the money to be made on the “back end.” Whereas a major label would take all of the profits for years (in many cases) before commencing the release of a mere pittance in artist royalties, the Lure artist gets 100% of the profits and creative control right out of the gate. The artist contract is for promoting a “hit song,” so that the artist can then move on to attract even bigger deals from other companies. Through it’s own entertainment attorney, Lure Records has already negotiated referral deals with Universal, Disney and Sony affiliates, which are just a few of their “next level” connections.
This kind of access to the “big leagues” of radio was unheard of a few short years ago. The folks at Lure Records saw a need and looked for a way to make it happen. Knowing that music is a high-dollar business, they knew it wouldn’t be easy. But they have truly opened a new door and established a new way to make it affordable and accessible for just about anyone with the talent and ambition it takes to make it big.