Bent Out of Shape: How to Know If Your Band is Ready for a Record Deal
Will Wallner
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After last weeks blog post on the art of self-promotion, I received an email from a band from Toronto called Reverse Grip, who asked me for advice on how to promote themselves overseas.
They gave me some info about their band, and I was impressed to see that they had recently toured Australia, Japan and have a European tour coming up later in the year. The solution to their question was simple; they need a record label.
A record deal is the holy grail for any up-and-coming band. The truth is, the industry has changed so much in the last five years; very few bands are actually ready or suitable for a record deal. I have come up with three questions bands need to answer to see if they're ready to start approaching record labels.
1. Do you have a professionally recorded album that sounds as good, production-wise, as albums by signed bands?
Reverse Grip has a good-sounding album that earns then a yes.
2. Do you have professional logos and artwork that tie your merch, websites, album covers and everything else together into an effective brand? Do your band members have an effective look that fits into the brand? (I know, that's two questions.)
Reverse Grip have all their website and social media looking good. Their album cover fits the sound of their music.
3. This is the one that will trip up most bands: Are you touring regularly? This is the most important thing record labels look for when analyzing bands. Touring is what will make them money, and they need you to have your touring already setup.
Reverse Grip have already toured the world! They pass this test with flying colors.
If you've answered yes to these questions, you should start researching labels that fit your style of music. Don't waste your time contacting every label. Identify a select few you think are a perfect fit and send them all your info and touring history. Tell them why you'd fit into their roster of current artists and how you can work together to build your brand. Get to know the people that work at the labels and build relationships.
One reason you want a label, other than financial support, is they will help you get better tours with higher-profile artists. They will coordinate all your promotion in different territories and offer their years of experience on how to maximize exposure and time everything perfectly to build a buzz for your release. If they are a successful label, they should have a proven method and strategy.
A final point to remember is that record labels aren't lying when they say they receive tons of demos every day. You may not receive a response initially, but don't give up. Keep emailing each label every four to six months with updates of your touring schedules and any significant press or other accomplishments worth mentioning.
To end, I would just like to say I came to these conclusions about record labels rough my own experience working with various bands in Los Angeles. There may be exceptions, but I've found this to be the case for the majority of my peers. I signed my first record deal with a Polish record label called Metalmind Productions, and they have helped me tremulously with press and promotion.
My blog post next week will shift its focus to music and guitar playing. I will give you a lesson in the art of improvisation.
Will Wallner is a guitarist from England now living in Los Angeles. He is the lead guitarist for White Wizzard (Earache Records) and in 2012 toured Japan, America and Canada. He recently signed a solo deal with Polish record label Metal Mind Productions for the release of his debut album, which features some of the most influential musicians from hard rock/heavy metal. Follow Will on Facebook and Twitter.
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armada1
December 16, 2012 at 12:07am
Here it is: real simple .... great guitar playing. Your soul and heart is pouring out of every riff... every lead and lick!!! Honest chops that knock down walls. Absolute mastery of the guitar with a smokin tone to die for. I will buy it go to the show and go to the woodshed to copy some of them there licks... Keep rockin your &$%&$%# OFF!
Peace
Mjjollnir
November 15, 2012 at 10:29pm
Hey Will,
I totally agree the life blood of the current music industry is in touring, 2nd merch. I agree you need to hand the label an already packaged marketable 'product'. And your right touring is key to successes
Take Care.
WWallner
November 15, 2012 at 7:28pm
Hey thanks for reading my blog and replying in such detail. You have a lot of good points. Of course you must have good songs, originality and a strong live performance. My blog should have said that assuming you have those, these are the three aspects you need to attract attention from labels. I was focusing on the business side as opposed to the creative side.
Of course there are exceptions but after looking at all the bands I know who are signed and analyzing them I found that my three points seem to be a common theme. The industry has changed. Touring is what makes bands/labels money and builds a fan-base and sells albums. I've seen many signed bands whose music wasn't amazing but because they toured regularly got good deals from labels. If a band has great songs and a good live performance, they will go nowhere if they are unwilling to put in the time/money/effort into touring. No label will be interest. Again there maybe a rare exception but for the majority thats definitely the case. Cheers
Mjjollnir
November 15, 2012 at 1:33pm
Hey Will,
Always enjoy your articles just wanted to give you my 2cents on this one, the Counterpoint.1. Getting signed is not the 'Holy Grail' or the finish line, If anything it's just the the starting gun. Many bands get dropped and many professional touring bands are not hauling in the cost of expenditures to cover their tours and have a pile of cash left over.
2. A professional sounding album is awesome, but if the material is not strong, your not getting far in the long run, or even the short run. Many current and past hugely successful bands demos do not sound polished (and in my opinion in current time- overproduced) and go on to make a killing. Remeber Death Magnetic?
4. It's not your Band name or logo that means anything more than eye candy. Ex: KORN
3.I have seen bands grind it out in clubs, road tours or traveling tours for years. In my opinion that's not what gets you signed.It's a strong performance.
4. I've spent years in LA and your looks don't get you anywhere, unless your a chick and you know that their used for...
5. It's not, if you can shred. Unless you can deliver techniques not previously heard or recorded.
In my opinion the paramount solution to any band/ musician whether your Reverse Grip or Aerosmith is your material. Your songs must be strong or you must deliver a unique talent or craft that divides you from others, individualism. A recognizable sound that anyone can know that it's you from the first note.
I know that everyone can learn from almost anyone. You nee to get your chops, stage legs and tight unit prior to hitting the big stage. But young players need to know. If you pattern your playing style after another artist, your simply a carbon copy of someone your not going to overshadow. Everyone, even non musicians have enough of an ear to know when your ripping off another players licks, melodies or style.
My advice: Be original, play from your soul and don't be afraid to take chances. Trying to 'fit' into the mainstream mold will never have the impact as being different- originality. It'n not your look, your name, your times on stage or your production that makes you successful. It's your material. And then the true measure of your success will be leveled by your live performance.
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