At some point if you’ve not already done so you need to think about a band or group name. Try to keep it concise and snappy. Don’t be tempted to alienate yourself with ironic names like “Dead Donkey’s on the Beach” or “Satan’s Fascist Sister” because you will get nowhere with radio. At all times, from coming up with names and literature to recording your single, remain in a positive and upbeat frame of mind. You’re easier to understand and to work with and positivity will gravitate toward you. I’m not spiritual – but it just does.

Once you’ve got your band/group name you need to come up with something for your record label. WHAT??? Trust me – this need to be nothing more than a name. Don’t worry at this stage about registering names with Companies House or spending any money on this.

Why are we creating a record label? It’s simple elitism. For example when you pick up the phone to introduce yourself to a head of music at a radio station it carries more weight when you say “It’s Paul from Emote Records…” Simply because of this you are no longer a band trying to get your songs played on the radio – you are a label rep, and the impression that people have of this is that you are spending your money on promoting and managing bands. These words are never spoken, but trust me this is what everyone thinks – and I mean EVERYONE! If money is being spent then there must be something to it surely?

RADIO STATIONS AND YOU

So we’ve got a band name, record label and idea for our single release. Now you need to start multi tasking. If you’re no good at picking up the phone and collecting information then find someone willing to help you. Start with the Ofcom list of community radio stations, call each one playing music relevant to your indie single and get the name of the Head of Music. If they’re there then introduce yourself from the record label and just ask if it’s okay to send them your latest releases and tell them the style of music you’re putting out. Just blag it but don’t go over the top. If you start on about having number ones and such they’ll see right through you. Be honest with them and tell them you’re a new indie label and have a few releases lined up.

It will take some time to build your list as it is very important you communicate with the people who will be instrumental in the success of your single releases. If there is no phone number or they’re not there then send an email and introduce yourself that way. There’s no point blagging a list from anyone because you’ve not made the all important connection by doing a cold mailshot. These people have CDs land on their desk every day and are very busy, but they’re more likely to give you their time if they’ve spoken to you first.

Also whilst persistance is seen as a Do or Die attitude don’t be tempted to push too much. Remember, you’re not trying to close deals here you’re simply trying to establish a working relationship with someone. Make three attempts to get in touch and if after this you want to pursue it then feel free to do so, but you can just as easily move on. There are around 600 community stations in the UK so you’re not going to be short of work.

MAILING YOUR RELEASES

As you’re making contact and getting names make sure you store them all in a database or spreadsheet. Make it electronic because you will find this much easier to handle and to mail merge as the list grows. I’ve just done at least 40 envelopes and to print onto sticky labels was a breeze. Imagine writing all those addresses by hand? No thanks.

Whilst we’re on the subject of envelopes make sure you’re using plain A5 size ones. Forget Jiffy Bags lined with bubble wrap. These are more expensive to mail out and every penny counts when you’re an indie label. It’s also important, and I’ll cover this again later, to have your CDs packaged in simple plastic wallets with a 4pp 4/0 booklet. If you do this then your CDs will be thin enough to go out on a second class stamp. Get yourself a few booklets or a sheet of 100 depending on your mail out – I’ll leave that up to you.

A rookie mistake is trying to make your packaging all fancy. It costs more and it gains you nothing. Don’t believe anyone that thinks fancy packaging is the key to getting your music on air. I’ve seen my share of interesting concepts. One CD even came in a case designed as a minature rubber car tyre with spokes and everything. I don’t remember the music or the band but I remember the tyre – enough said.

INDUCEMENTS… FORGET IT FOR NOW

Don’t try to bribe either as this is a waste of money and smacks of desperation. Stick a bar of chocolate in with the CD and the chocolate will get eaten – that’s it. The CD will still go unlistened to unless you made contact with the recipient before posting. If you need inducements you’ll need to think big like a feature on the band in the South of France instead of Tipton, but again blanket email and no one will believe you – you need to make that personal contact.

Okay I think I’ve made the point about forging relationships now. You’re building your list, you’ve spoken to people responsible for music scheduling, you’re getting them on your side, you know how you should be packaging your CD and you’ve got your band name and label name…. what’s missing?

Oh yes, the actual music.

Time to move to the next step… the recording.

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