So
you want to put out a compilation CD? Okay, Im here to help.
Before we go on, I should briefly warn you of some of the hazards
involved. I know youre tempted to skip this bit, the way you
skipped the dont plug things in with wet hands
bit at the front of the instruction manual for your new TV when
you bought it, but dont. Its important.
Some facts:
* This will
take up most (and sometimes all) of your free time, and the whole process
from scribbled concept on the back of a fag packet to mmm, this
shiny CD in my hand feels sooooo goooood could take the guts of
a year.
* This will
not get you laid. In fact, it may put stress on your current relationship
youre more interested in that CD than you are in me.
* This will
not win you respect, credibility, or friends.
* This will
not get you served at the bar any quicker in the 13th Note.
* You will
not make a significant amount of money from this. You might just scrape
enough together to buy a Lion Bar, but more likely youll end up
out of pocket.
Can you handle
all of that? Excellent. Lets move on.
1. Sort
your concept
Its
always a good plan to have a vague notion of what you want to do before
you start doing it. This rule works at all levels, from putting on your
pants to staging an armed land invasion. What youre planning is
pretty much exactly halfway between the two.
With Smoke,
the original high-level concept was lots of good bands from Glasgow
or thereabouts all chip in a wee bit each to fund a compilation CD to
get collective exposure that none of them would get individually.
The only major change we made later was to expand our remit to include
some bands from outside our own neighbourhood, substituting Scotland
for Glasgow in the description above. Your concept might be
20 of the best ska bands in Britain on one CD or 20
bands doing songs with theremins in whatever it is, have
your concept sorted before you start, so that you know what youre
looking for and, importantly, what youre not looking for.
Thrashing
out the actual logistics of the thing involves a lot more head scratching.
What I did was type up a little description of my idea, post it on a web
messageboard frequented by various local musos, and asked for suggestions.
Lots of frantic posting later, we had a title, half a dozen bands had
signed up, and wed worked out how much everyone would have to pay.
Yes, pay.
This article assumes that youre doing your CD on the Smoke model,
and youre asking the bands for a contribution towards the cost,
for which they receive a pre-agreed number of CDs. If youre an eccentric
millionaire and can afford to fund it out of your own pocket; then you
wont have to ask the bands for money, everything will be ridiculously
easy and I hate you.
The Rules
The single
biggest hassle you will encounter will be money. People hate parting with
money. Most people want to get things free - people in bands expect to
get things free. I think this is a good time to introduce the three Golden
Rules.
Rule 1:
Bands are bastards.
Rule 2: Everything will take longer than you think it will.
Rule 3: Everything will cost more than you think it will.
Its
nice to think the above might end up on my headstone. If you take these
into account, and work with them rather than trying to disprove them,
youll experience a lot less stress and hassle. I realise that it
sounds a tad mean to describe bands as bastards but remember
that Im in band Im a bastard too. Bands rarely mean
to be bastards all sorts of factors cause them to do the things
they do and, to be fair to them, it has been pointed out to me that if
you replace the word bands with people, the Golden
Rules hold for pretty much all creative endeavours.
Do your
sums
Anyway, back
to logistics. My original suggestion for Smoke was 20 bands chipping in
£50 each to get 500 CDs done. After much argument, mind-changing
and indigestion we ended up with 18 bands paying £70 to get 1000
CDs done. The best way of trying to gauge how much itll skin each
band is to work out how much everything will cost, and then divide by
the number of bands taking part. Lets assume some typical prices
for 1000 decent quality CDs, and that youve got 18 artists on board.
|
1000
CDs/mastering
Artwork/design
Promo
Posters/flyers/ads
Website
MCPS
TOTAL
Cost
per band (18)
|
£1150
£50
£100
£50
£10
£50 max
£1410
£80
|
Some of the
amounts above might seem high, and you might not recognise some of the
terminology. Dont worry my little moguls, all will be explained
later. I rounded up rather than down the amount each band pays, as its
better to have more than you need than run out mid-project. Not that you
wont run out of money anyway (see Rule 3).
The number
of copies you decide to get pressed is up to you. CD pressing plants dont
generally do orders of less than 500, but any fewer than 500 copies and
youll struggle to make much of an impact anyway. Remember that once
giving each band the pre-arranged number, youll need 100 or so for
promo and other things.
Whats
it called?
It might
be an idea to come up with a title at this point. Many things, from your
artwork to the name of your web domain depend on your albums title,
so deciding it early on is a definite advantage. Well, its one less
thing to lose sleep/hair over, anyway.
A lot of
people asked why we chose Smoke as a title. The simple answer is that
we liked the sound of it. All the early suggestions were along the lines
of Alternative Glasgow or Underground Glasgow,
and it took someone to point out that the title of a compilation doesnt
have to be an exact description of the contents (Now Thats
What I Call Music wasnt called Some Singles You Liked
But Didnt Buy) before we decided to go for something a little
more abstract and snappy. Someone suggested Smoke, and people gave it
the thumbs up.
2. Find some bands
Once youve
got your compilation CD idea together, the next logical step is to get
some music to put on it. This is where you advertise. I did most of my
advertising by posting on various messageboards on the web. The advantage
of doing stuff on the web is thats its free (sort of); the
disadvantage of course, is that bands who dont have internet access
wont see it. To keep everyone happy I also put together some A4-sized
ads and stuck them up in record shops, music equipment shops, and rehearsal
studios.
The web proved
far more successful a recruitment method for me. Either all bands with
any ambition to be on a compilation CD are on the web, or I put my posters
up in the wrong shops. Advertising needs to be in the right place
if youre looking for metal bands, try handing out flyers at metal
gigs/clubs; if you want bedroom electronica artists, theres no point
in putting up posters in guitar shops. If you want lo-fi sadcore, one
handwritten bit of foolscap taped to a bollard in Ashton Lane should suffice.
If youre
looking for bands online, you might want to think about putting together
a website. This isnt an article about putting a music website together,
so I wont go into any detail here. All you need to know is - you
can get webspace free and you dont need to know any code, but if
you pay for webspace and you do know some code, itll help tremendously.
People have remarked that the rather chic Smoke website (largely the work
of Gary Marshall) made our scabby little project seem a lot more professional
than it really was. We were fortunate in that Gary already had proper
paid-for webspace, so all we had to do was buy a domain name (co.uk domains
cost less than a tenner) and point it to his server. When we looked for
a domain, we discovered that a tobacconist owns Smoke.co.uk and, bizarrely,
someone had already reserved smokecd.co.uk, so we went for smokealbum.co.uk.
One of the
great advantages of meeting bands through the web is that its really
easy to keep them updated with whats going on. One e-mail CC-ed
to everyone involved is a lot better than making 18 phone calls each time
something important happens. As long as the band check their mail - beware
of dead e-mail addresses, and student mail accounts which arent
checked over the summer. Its probably worth getting a postal address
and a phone number from each band when you make initial contact.
If youre
doing this with guitar bands, you *will* have to go to gigs. If people
read this article and decide to put their own compilation out, it is at
this point where the ones who *really* want to do it will be separated
from the ones who just kinda liked the idea a bit after that fifth pint.
By the time Smoke came out, Id seen at least one show by all 17
gigging bands involved. I like going to gigs Im weird like
that but it is a bit of a slog. If you think staying at home, drinking
tea and watching repeats of Family Fortunes on cable sounds like less
hassle and more fun than leaning uncomfortably against the greasy walls
of a dank, BO-stench hell-hole, listening to four Mech. Eng. Students
struggling to stay in tune then
erm
youd be right a lot
of the time. However, this isnt about being right its
about the music, man ;-)
3. Get
the music
Once you
start getting bands/artists on board, the next step is to get their music,
money, and details.
You wont
really get much artistic control beyond choosing the artists. Pretty much
all the bands will tell you weve got this new song thatd
be perfect they wont give you their demo and let you
pick the best one. This shouldnt really be a problem, but if you
dont like the song they suggest, youve got problems. One band
that wanted to be involved with Smoke let me hear four songs theyd
recorded. The only one that was any good was track four. The band, however,
were dead set on using track two a bad punk number with uncleared
samples. That band didnt get on Smoke.
That reminds
me. Samples dont do it. Paying for a license to use one sample
from a semi-famous song can cost more than the entire budget of your project.
And dont be tempted to put out a CD with uncleared samples on it
- the fact that youre only putting out a small number of CDs doesnt
mean that no one will hear it. If its there, someone will notice
it.
When the
time comes to get the tunes to the CD pressing plant you dont want
to send nearly twenty different CDs, DATs, MiniDiscs and wax cylinders
in a large box. The postage will cost as much as a small car, and theres
a chance that theyll put the wrong songs on, or get the running
order wrong. If you put all of the tracks onto one CD (or DAT), and just
send that, it makes things a lot easier.
There are
two ways to do this. You can compile it yourself with nothing more than
a CD writer, and ask the CD manufacturers to master it, or you can get
your friendly local studio to compile and master it for you. If you decide
on the former, then its best to get the song from the band in CD
format. You may have the nicest CD writer in town, but its unlikely
that youll have a DAT player lying about, which you need to copy
from their DAT to your CDR. Ditto for MiniDisc machines. Also, MiniDiscs
are a bit unreliable for this sort of thing we experienced technical
problems trying to master tracks from MiniDisc that delayed us by a week,
and some studios dont like them. Im not saying you cant
use MiniDisc, Im saying that if youre a cack-handed fool like
me, then you may experience problems.
Mastering
is another one of those things that deserves its own article (which
someone who knows what theyre talking about can write), but heres
some basic info.
Basic mastering
tends to consist of chopping extraneous noise from the start and end of
tracks, putting the standard 3 second gap in between each track, and normalising
i.e. setting the loudest part of each track to the same level. This last
process is very important for a compilation CD, as the songs wont
have been recorded at the same time and place (the 19 tracks on Smoke
were recorded at 16 different locations), and could have been recorded
at very different levels. You dont want the acoustic ballad to be
twice as loud on the CD as the death metal workout. All of the above can
be done at home if you have the right equipment and you know roughly what
youre doing. If you dont have the equipment, its a good
bet that someone from one of the other bands has, and you can ask them
to do it. Remember though, that the act of buying some pirated software
from The Barras does not instantly instil you with the skills, knowledge,
and experience of a pro mastering engineer. So be careful.
Professional
(i.e. more expensive) mastering also involves tweaking the music slightly,
using compression, EQ, de-essing and various other turd-polishing tools,
as well as the stuff mentioned above. This wont turn 20 local
bands fall over their portastudios into Pet Sounds,
but it will make a noticeable difference.
The quality
threshold for the actual recordings (and I mean that in a technical, not
artistic sense) is very much up to you. If youre getting pretty
full-on mastering done, then youve got a little bit of leeway, as
the mastering engineer will tidy stuff up to the best of his/her ability.
One of the tracks on Smoke was mixed down on a 4-track cassette recorder,
but the people who mastered the CD managed to siphon off so much noise
and sibilance, youd never know.
4. Get
the money
We set up
a bank account because we needed to have one before we could apply for
a grant from The National Lottery. We didnt get the funding, but
its a good idea to have an account anyway. Any bank should have
a club/society type account, and you can set these up in such a way that
you can't withdraw any money without two signatures. That way youve
got a passbook to wave under the noses of any bands who imply that their
cash might be funding a trip to Barbados for you rather than a CD.
If you can
meet up with people to get their tracks from them, fine, otherwise theyll
have to send you their contribution through the post (MP3 just isnt
good enough to master a compilation from). If, for whatever reason, they
dont want to send a cheque then cash is fine, but make sure they
disguise it. Put it in a CD case, or wrap it up in newspaper. Its
a good idea to keep a note of whos paid and who hasnt. I made
up a PC Notepad file containing a list of the bands, and marked them off
once theyd paid.
It's also
worth remembering that cheques bounce sometimes, like big rubber clowns
that laugh in your impoverished face. Youve not got the money until
the cheque has cleared.
Our application
for National Lottery funding was unsuccessful. Without wanting to sound
bitter, the body that hand out grants for these things has a finite budget,
and so need a way to thin out the stacks of applications they receive.
This they appear to do through a nastily worded application form. So beware.
If you do decide to go for Lottery funding, let us know and well
advise you on the Lottery peoples underhand techniques.
5. Get
the details
I used TXT
files like post-it notes the whole time I was compiling Smoke. As well
as the list of who had paid, I kept a file containing the inlay copy and
one with all the MCPS info. More about MCPS, and how to keep them happy,
below. The details youll need from each artist/band to compile the
CD inlay and fill out the MCPS forms are:
1. Name of track
2. Full names of everyone who composed music or wrote lyrics for the track.
On the MCPS forms, you have to fill in songwriter info for each track,
with music composers marked with a (C) and lyric authors marked with an
(A).
3. Year track was recorded
4. Any other credits the band want on the inlay e.g. production, editing,
engineering, legal info, that kind of thing.
Your inlay
file should have an entry like this for each band:
The Accidents
"Ooh Baby"
(Smith/Williams)
Recorded by Sandy Lyle at Slipped Disc studios.
(p) 2001 The Accidents.
http://www.websiteurl.co.uk
while your
MCPS list will have an equivalent entry along the lines of:
Ooh Baby
Jim Smith (c)
Dave Williams (a)
Keeping all
this info on computer might seem a bit anal, but believe me; its
worth it in the long run. Its hard enough to get the info from some
bands in the first place, let alone chase them up for it again because
you wrote it on the back of an envelope/matchbook/summons, and your mum
chucked it out.
Bands will
want tiny changes made to their details at a moments notice, and
you have to be reasonably competent at admin to keep everything together.
Also, bands will change their mind (sometimes more than once) about what
track they want to use. One Smoke band changed the name of their track
by one letter twice. Another lot changed their mind about what
song they wanted to use three times before settling on the one they were
going to use originally. Bands will always want their newest recordings
on the CD, which is fair enough, but it means that the longer the project
takes, the more bands will record fantastic new stuff and
want to put it on the CD in place of their we liked it at the time,
but we hate it now older song. Even 60s retro bands will want their
shiniest, newest, 30-year-old-sounding numbers on. This isnt necessarily
a bad thing, but it means theres more to the admin than you think.
6. Get
the artwork
Have you
decided what the front cover of your CD is going to look like yet? Remember
that this is a compilation, not an artist album i.e. its not going
to sell to a pre-existing fanbase sales will have to be won. For
this reason, its probably a good idea to have something interesting,
eye-catching, and original. We got professional artist/illustrator and
cult in the making Terry Anderson to do the front cover of Smoke. Professional
artists are jaw-droppingly expensive, but as Tel and I have been friends
for around 80 years now, he was happy to do it for a reduced fee of £50.
Money well spent, I reckon.
If you dont
want to spend a fortune on an artist, there are cheaper ways of getting
artwork. Ask around your bands, and see if any of them have artistic capabilities.
While youre doing that, see if there are any budding graphic artists
on board (there are bound to be everyone with Adobe Photoshop on
their PC and too much free time on their hands considers themselves one
these days), and see if theyll help with the design and layout.
The CD pressing
plant will probably accept the inlay from you as a graphics file, usually
in CorelDraw or TIFF format. The easiest way to get the artwork to them
is to burn the files on to a CDR and send it along with the music, although
some manufacturers might be okay about you e-mailing the files to them
(check first the files will be very big and the company may not
have a fast e-mail connection).
Beware
Bands will
drop out (remember, Rule 1). Bands split up, change their minds, or get
better offers elsewhere, so be ready to find replacements at the last
minute. It might even be an idea to keep a few people in reserve, letting
them know the score. Whether or not they will be happy being on
the bench depends on them.
The bands
that dont drop out may decide to use a different song (as discussed
above), but occasionally a band will change name or line-up. Be ready
for this. Dont make up the graphics files for your artwork until
quite late on, that way you wont have to make too many changes to
it afterwards. Dont set concrete dates until you absolutely know
you can meet them. We originally arranged launch gigs for Smoke for March
2001 we didnt get the CDs until the start of July (Rule 2
big style).
7. The
law
There are
two types of royalties paid to bands; performance royalties, which are
earned through radio and TV airplay, and mechanical royalties, which are
earned through record sales. PRS (Performing Rights Society) are the people
who collect performance royalties, while MCPS (Mechanical Copyright Protection
Service) collect mechanical royalties. While PRS collect money from radio
stations etc, MCPS bill record labels when they get new releases pressed
up.
By the
label, we mean you. A label is just an identifier on a record; it
doesnt have to be an enormous multinational company. Just choose
a name you like (it might be an idea to do a quick search on the web,
just to make sure no one else is using it). I chose Press Hat &
Cigar (the name of a bizarre sci-fi story written by my bass player
many years ago) because I liked the sound of the phrase and I was pretty
sure no one else would be releasing stuff under that name.
Anyway, back
to MCPS. You need a license from them to press a record. To apply for
this license you need to fill in two forms for your album. The forms are
available from MCPS themselves, and possibly your local practice/recording
studio. One asks for general details of the CD, such as the number of
copies you plan to press, the label name you plan to use, catalogue number
(which should be unique), price (which is used to set the amount of royalties
paid), format, number of tracks etc. the second form asks for each tracks
title and composers (see 5).
On the form
where it asks for the proposed price of your album, be careful. The form
asks you for a price, then asks if its the retail or dealer price.
The dealer price is the price a label (or their distributor) charges shops
for copies. As you dont have a distributor, you should indicate
that your price is the retail price. Its probably a good idea to
put your retail price as something low, like £1. MCPS charge a royalty
rate of 8.5% of the dealer price per copy of the record, so for 1000 CDs,
with a price of £1, the maximum royalties payable are:
1000 x (0.085 x 1) = £85
Luckily, youre unlikely to have to pay anywhere near that, as MCPS
can only make a claim against you for songs that have been registered
with them. There's a good chance that most or all of the tracks on your
album wont be registered, and youll get away with paying very
little (when MCPS collect the money, they deduct an administration fee
and send the rest to the songwriting members of the bands whose songs
are registered, divided up proportionally by length of song). For Smoke,
none of the songs were registered and MCPS sent me a Notification
of no claim document which meant that none of the songs were
registered with them, no license was necessary and I didnt owe them
a penny. Which was nice.
MCPS also
demand that you put certain things on your CD. The CD itself should have
the catalogue number and MCPS printed on it somewhere, along
with a copyright disclaimer. The official MCPS disclaimer is a little
stuffy and long-winded and a simple All rights reserved should
do fine. The inlay should feature the artists names, song titles,
and songwriter credits. As well as the information for each track, youll
also have to put copyright info for the CD as a whole.
(c) 2001 My Little Label
Beware: MCPS
are buggers to get hold of on the phone (when I finally got through, I
ended up speaking to a French woman who couldnt understand my accent
- which stressed me out somewhat) and they take a week to reply to e-mails
for some reason. So, if you want to get hold of them for something, leave
plenty of time.
8. Manufacture
Most of your
budget will go on CD pressing. You could attempt to save money by getting
CDs burned, but if you want a product that people will be impressed by,
its better to get them pressed (the blue tinge of CDRs always gives
them away). If you are getting CDRs done, the most important thing is
to make sure they comply with the Red Book standard (a set of technical
protocols and procedures for CD manufacture), or you might find yourself
with 500 albums that dont play in car stereos/CD walkmans/computer
CD drives.
1000 CD albums
will cost you over £1000, assuming the pressing plant do the mastering,
and that the CDs are in jewel cases with good quality colour inlays. The
most common deal you get is for a 4+1 booklet (4 pages, colour on the
outside, black and white inside) and a 4+0 back tray card (colour on the
outside, blank inside). Thats not set in stone you may decide
you want something different - but its what the prices youre
given are based on. When you ask for a quote, make sure you find out exactly
what the price includes and what it doesnt. Manufacturers are supposed
to press up stuff only when they have an MCPS license, but most will do
it while your license is pending, which saves a bit of time (give Rule
2 the finger for a bit).
The company
we used for Smoke were pretty expensive, but the service they gave was
really good they took the time to consult with us about some technical
aspects, and we got a much better product because of it.
Usually,
once they've finished the mastering, the manufacturer will send you a
copy of the mastered material, so you can check the running order and
listen out for any pops, clicks etc. Once youve given that the thumbs
up, they can start pressing the actual CDs. This should take 2-3 weeks.
During that time you can start putting your ingenious promotion campaign
into action.
9. Promotion
By the time
you get the CDs back from the pressing plant, you should be ready to send
out some promos.
Promo
list
As the project
progresses, you should be building up a promo list. Youre looking
for any radio/TV programme, magazine, fanzine, or e-zine that will feature
your CD and hopefully say nice things about it. Ask all the bands involved
for names and addresses some of the bands may already have a promo
list that they use for their own releases.
It seems
to be quite difficult to get this information from people. I asked NEMIS,
the organisation of managers, promoters and other music biz people in
Scotland, for possible contacts and only one member of their 130-strong
mailing list replied. While I was working on Smoke, I spoke to three different
people who claimed to have Radio One DJ Steve Lamacqs home address
(apparently Lammo is more receptive to records that get delivered to his
house than his Radio One PO Box), none of whom would part with the information.
Its
also worth remembering that promo lists get out of date very quickly
people who work in the media tend to change jobs fairly frequently - so,
if you get a list of names and addresses from someone else, find out how
recent the information is. By the same token, if you find an address on
a webpage, check when the site was last updated. E-mail is your friend
send out a quick mail to everyone on your list, describing your
CD and asking if theyd be interested, then wait and see who replies.
Remember
that youll send out more promos than you have names on your list
just now. As news of the project spreads, various industry people will
crawl out of the woodwork, looking for copies. Make sure you have some
spare.
Radio
Radio stations
are very important. Pretty much everyone would rather hear a record than
read a review of it. Also, a bit of airplay looks good on any artists
CV, and is a great way of boosting a bands profile.
A few suggestions:
* Respect radio stations music policies Classic FM will not play
your CD of three chord punk tracks, no matter how good it is. Radio Clyde
has a very strict no unsigned music policy, so your CD will
be wasted on them.
* Student radio stations are often more enthusiastic about local unsigned
music than commercial stations, but remember that they usually only operate
at certain times, to coincide with the academic year.
* Its always better to send your package to an actual person. If
theres a particular show you think might feature your CD, put the
DJs name on the envelope, or even better, find out the name of the shows
producer.
* If youre unsure about whether a particular programme will play
stuff from your CD or not, try - and this is a controversial one -listening
to it once or twice, to get a feeling for the kind of thing they play.
* If a radio station that you send stuff to is outside your area, but
receivable by members of the participating bands, ask them to tune into
the show and listen out for stuff being played. Handily, some DJs put
their playlists up on the web or make them available via mailing lists.
Fanzines
Fanzines
are low budget magazines (often little more than pamphlets) produced by
hardened music fans and distributed largely by hand. These days, a lot
of them exist on the web (e-zines). You should feel an affinity with fanzine
writers as, like you, theyre doing a lot of work for very little
reward because they love music.
Fanzines
tend to review pretty much everything they get, although you may have
to wait a while, as new issues tend to appear as and when the writer has
enough stuff and can be bothered putting it all together. Some zines adopt
a we love everyone and everythings great approach, and
will say your CD is brilliant without really saying anything about it.
This might not be useful feedback, but itll give you some good quotes
for your website, or future promo. Generally though, youll usually
get a pretty honest review.
A few pointers:
* Fanzines are a law unto themselves. Theres no guarantee that the
review you get will say anything constructive, or even be written in recognisable
English. Im not dissing fanzines I used to write one
just remember that theyre not written by professional writers and
tweaked by editors like magazine reviews are.
* As with radio, make sure a fanzine covers your chosen type of music
before sending them a copy. Some zines only review dark metal, some only
ever write about lo-fi and some only cover bands that theyre mates
with.
* Go for the personal touch, rather than the corporate vibe. Buy a copy
of the zine, and when sending your CD, enclose an explanatory letter commenting
on the zine, focusing on what you liked about it. Fanzine writers want
constructive comments on their work as much as you do.
A&R
Youve
no doubt heard tons of horror stories about A&R people. Well, theyre
all true. However, theres nothing to stop you sending copies of
your CD to labels. As long as youre not expecting Alan McGee to
phone up tomorrow and demand to sign everyone involved with your album.
When Smoke was imminent, someone in the industry gave us a list of 15
or so reputable A&R people, and advised that we send them CDs. Weve
yet to hear back from any of them.
* Only ever
send stuff to a named contact. Packages addressed to EMI Records
have more chance of causing a letterbomb scare than they have of being
opened and listened to.
* It might be an idea to send out an e-mail, CC-ed to every A&R person
you have an e-mail address for, asking if anyone would like a copy. If
you only mail copies to the people who reply (and they wont all
reply), you wont waste as many CDs.
* Bear in mind what kind of music is on your CD, and what kind of labels
release that type of music. Labels like Warp or Rephlex arent interested
in death metal bands, no matter how good they are.
Press
Release
You should
include a press release with the promo CDs that you send out. A press
release is just a few paragraphs of information about your CD, compiled
for the benefit of the media. You should be able to find articles on the
web which advise on how to write a good press release, but here are a
few basics:
* It should
be no more than one A4 page.
* It should be headed Press Release or For Immediate
Release
* Your contact name, phone number, and e-mail address should be clearly
displayed at the top.
* Dont be afraid of hyperbole. You have to convince people that
this is worth covering. Now is not the time for that self-effacing charm
that you use to suck up to rich elderly relatives.
* Dont give tons of unnecessary background info. Just the facts,
maam.
* At the bottom, mention that you can set up interviews with people involved
in the project and that scanned-in artwork is available (if it is available).
Youll
need a shitload of these things. If you work in an office, abuse the printing
and photocopying facilities. If not, find someone from one of your bands
who does, and get them to do it. You can e-mail press releases, but its
better to cut and paste into the e-mail, rather than sending them as attachments
(not everyone will be using the same platform as you).
Postage-related
stuff
CD sized
Jiffy bags cost 37p each. If you buy 100 (and you might as well) from
The Post Office, you get a 10% discount - so each envelope costs you 33.3p.
Addressing 100 envelopes and putting stamps on them is pretty time-consuming,
so its best to do your mailout in stages for Smoke I sent
out around ten promos a night. If your promo list is stored on computer,
you can print it out, cut out each address, and use them as address labels.
If youre able to print your list onto adhesive paper, youre
laughing.
First class
postage for your promo package (assuming a padded envelope, a CD and one
sheet of paper):
UK 0.57p
Europe £1.00
USA £1.32
Packages
that go outside of the EU have to have a customs sticker on them, stating
what they contain. Tick the box that says gift or the
recipient might be asked for import duty.
As the majority
will probably be going somewhere in the UK, it is pretty safe to budget
£1 per promo. Youll probably send out around 100 promo copies.
Its tempting to be stingy with promo copies and keep some back to
sell yourself. This doesnt work if no one knows of your CDs
existence, youll struggle to sell them, and youll have let
the bands down.
If the bands
arent all local, and you wont all be meeting up for some kind
of launch, then youll have to budget for sending the bands their
copies. Find out how much this is going to cost (obviously itll
depend on where the bands are, and how many copies they get as part of
the deal).
With Smoke,
we publicised the launch by staging three gigs, featuring bands from the
CD. Putting on gigs is a subject for another article methinks, so Ill
leave it there.
10. Selling
it
By the time
youve got the CD out, you may very well be too knackered to sell
any.
Local
shops
Local record
shops often operate a sale or return policy. This means that
theyll take some copies of your record (usually 5 or 10), display
them in the shop (often in a local bands section), and pass
on money to you from any they sell. You can take out any remaining unsold
copies whenever you want. The shop will probably take a small cut for
this Missing Records in Glasgow take 25% of the sale price for
example. This is actually a more profitable (per unit) way for you to
sell your CDs than
Distribution
Independent
distributors like Prime, SRD, and Cargo take copies of your record and
distribute them to record shops all over the UK, passing profits from
sales back to you. This is how proper indie labels get their
records into the shops. However, getting distribution isnt easy,
and its not always necessary for small scale releases. Distributors
wont waste time distributing records that wont sell, so theyll
only take you on if you fulfil certain criteria. For example, Shellshock,
one of the smaller independent distributors, will only take your record
if youve had one or more of the following:
1. One or more plays on Radio Ones Evening Session.
2. Two or more plays on John Peels Radio One show.
3. A (favourable) review in NME.
I dont know much about the other distributors, but I imagine they
have similar rules.
Also, like
all middlemen, distributors take a percentage. Add the profit the shop
makes to that, and you soon find your record makes more money for other
people than it does for you. Ill use Shellshock as an example again,
as theyre the only distributor Ive dealt with. You agree with
them how much you want per record. They add 40% of that amount to the
price, to get the dealer price the price at which they sell the
records to the shop. The shop then marks it up something rotten.
|
Label
gets
£1.00
£4.00
|
Dealer
price
£1.40
£5.60
|
Typical
shop price
£2.49
£11.99
|
The Web
If you set
up a website to accompany your album, then you have the option of selling
copies via the web. Mail order is pretty straightforward - just add a
page to your site with all the details (your address/the price of the
CD/who cheques should be made out to). Whether or not you want to put
your home address up on the web is up to you.
Online ordering
is a little more complicated to set up, but is probably worth the effort.
You sign up with a company, insert some of their code into a page of your
site, and they handle the credit card transactions (for a small fee, natch).
At the time of writing the best service for this kind of thing is PayPal
but that might have all changed by the time you read this, such
is the transient nature of the interweb. So dont quote me. On anything.
Just be careful
that youre not violating your ISP's terms and conditions by selling
stuff via your site if you got your webspace free, youll
find that your ISP have strict rules about what is and isnt allowed
on personal homepages.
To conclude
So there
you have it. Putting out a compilation album = piece of piss. Maybe.
If there
is anything you think Ive missed, let me know and Ill amend
this accordingly.
I really
hope all this stuff helps someone. If you, dear reader, do decide to put
out a CD after reading this article, let me know. In fact, a copy of it
would be nice
.
Paul McGazz
September 2001