While doing the research for our newest feature – Releases (coming next issue), it quickly became clear that there are more ways for bands to distribute their music than most people would ever realise. 

From the ‘buy a CD at our next gig’ method right through to hugely professional multi format music and merchandise web pages, the point has to be to get your music out to as many listeners as possible.  So, if you currently sell your discs from the van after you finish your set, or even if you do have a number of different distribution methods, read on and you never know, you might just find your route to a whole new audience.

The first thing to consider is whether to release a physical copy (CD, vinyl etc), a download (MP3, AAC, WAV) or both.

DISTRIBUTION AGGREGATORS

http://www.cdbaby.com/
https://members.cdbaby.com/
default.aspx

CD Baby is both a shop and a distribution aggregator. Pricing varies but expect to pay $35 for worldwide distribution of an album (physical and digital) plus extra costs such as a barcode (UPC code). You get between 70-90% of download sales and CD baby take $4 of every CD you sell.

CD Baby distribute to: iTunes, Amazon MP3, Napster, eMusic, Rhapsody, Lala, Spotify, Liquid Digital, Shockhound, Nokia Music Store, Last FM, Zune, MediaNet, Didiom, Tradebit, Inprodicon, GreatIndieMusic, Limewire.

www.dashgo.com

DashGo offer ‘tailored’ distribution and promotion solutions for artists.  There is no information on the site about how much this costs.

DashGo distribute music to: iTunes, Amazon MP3, Napster, eMusic, Rhapsody, Liquid Digital, MediaNet, junodownload, beatport, SNOCAP, Imeem, Turntable Lab, Blast My Music, Songslide, Audio Lunchbox

The truth is the higher production and distribution costs of physical releases mean that while most bands would love to have an actual CD released, or better still, a multi format CD, vinyl and memory stick release, a download would be a far less risky and costly venture.  It’s something that every band on a budget should take into account even before recording starts.  Choose a cheaper release and it may be possible to record more songs, if you have them. 

It’s not nice to have to think like a business person, about production and distribution costs, but it’s something that you must try to do.  When you get it wrong it can be catastrophic.  The best example has to be the beautiful yet massively loss making releases of Factory Records in the 80’s and 90’s.  Their position at the centre of a musical tornado in the Manchester scene at the time should really have been a licence to print money but they are testimony to what can happen if you get carried away with things.  It’s a well known fact that New Order’s Blue Monday – the best selling 12” single of all time, lost money on every copy sold.  With that in mind really think long and hard about whether you actually need that gatefold sleeve or coloured vinyl single.  We’re not saying “don’t do it” we’re just saying be careful.

PHYSICAL RELEASES

If it is a physical release that you decide to go for, try to make sure that you don’t get too many made in a fit of optimism.  Most CD and vinyl pressing companies offer lower prices per CD or record the more you have made.  While it might seem like a great idea to pay a little more to have twice as many copies, what happens if they don’t sell?  Obviously this is not something you want to think about but it does happen.  We’ve seen more than one wardrobe full of singles or CDs, never to see the light of day.  If instead, you had a more limited run pressed and you sell all the copies then great, get some more copies made.  The very fact that it is a limited pressing should also encourage quicker sales to your fans, as with anything with a level of exclusivity.  It is important to achieve this balance if you’re not going to have a complete financial disaster. 

A great way of extending a physical release beyond the number of copies pressed is by making it available as a download.  If you have gone to the expense of recording your music it is a missed opportunity not to make it available to possible fans. 

DIGITAL RELEASES

Digital distribution is quickly becoming the preferred method of release for music by both established artists and unsigned musicians alike.  The low production and distribution costs and also the high levels of availability make digital distribution a very attractive prospect indeed. 

There are a number of different ways that music sites distribute music and choosing the right combination of shop types could be really important in maximising your sales. 

The standard download site like iTunes and Amazon MP3 offer a straightforward deal: pay to download a track or album and the artists are paid and the shops take a percentage. 

Streaming sites such as We7 and Spotify use a different method, often unique to themselves.  We7, for instance, ‘graft’ adverts onto the beginning of each song that is streamed or downloaded.  The artists are paid from the proceeds of the advertising.  Spotify, on the other hand, have a system where the overall proceeds of the site are divided (after Spotify’s charges) between the artists that had their music played.  Napster offer music streaming with the ability to download tracks for a monthly subscription. 

The main attraction of streaming sites is that subscribers have already paid for the service.  It’s then down to you to make as many people aware of you as possible and this should get you more fans and sales.

FREE DOWNLOADS

Many bands and artists are now choosing to release some or all of their music online for free.  This is usually because the artist, their management or label believes they can get to more people to listen to them with a free release.  That should then translate into more fans and therefore higher ticket and merchandise sales, and they have a good point.  If you decide that the free distribution route is the right one for your band this opens a number of different avenues for you.

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