by Mike Jones, CEO
(Knowledge is power)
1. CD Manufacturers offer FREE DISTRIBUTION! Untrue!
One of the first things we at CDForge decided in our approach to business is that we would stick to business. As the former owner of a large independent distribution company, I was constantly asked by customers, "If I make my CD with you, will you distribute it?" The answer was always the same: NO.
There are many reasons for this, but first and foremost is the fact that CDs/Artists/Labels EARN DISTRIBUTION. Distribution is the process by which an artist has his record placed in retail locations by a middle-man (the distributor) because there is a DEMAND for that item. When releases are placed into distribution before the demand is created, no one buys the CD (because no one knows about the artist/release) and they come back to the distributor for credit, who sends them back to the artist for credit. The only one that wins in this scenario is, well, UPS.
In the last few years, a few very smart folks have come up with quasi-distribution that really works, such as www.cdbaby.com and Amazon.com's Advantage and Marketplace program, where your item is placed in their data base and sold one at a time. No returns are generated, as each CD is going to the end user/buyer.
Knowing distribution as well as we do, we know these are good, solid ideas that artists and labels should know about. Are CD Manufacturers good Distributors? NO! We here at CDForge actually know the ins and outs of distribution, and do you see us doing it? Tell me how ABC Discs is going to do a good job distributing your record and deliver your project properly? It can't be done and for our competitors to tell you they can is pulling the wool over your eyes. And to charge you $179.00 to be listed in a database is a joke! I am halfway tempted to open distribution channels the same way and offer it for free, but it just creates disappointment for everyone. Now I'm steamed up.
Here's the single biggest Secret of Distribution, and I'm giving it to you for free: Create demand for your release and distributors will be fighting to distribute you rather than have you go begging for their services. Tour, promote, tour some more, create interest in what you're doing, sell records off the stage, consign them in your local indie shop and the distribution folks will hear about the buzz.
This happened over and over again with my distribution company. Local act draws 50, 300, 500, then a thousand at their show, selling CDs like crazy. I show up and give them my pitch for distribution, they complain that they can't keep up with store consignments, and the deal is done. Don't let anyone fool you that they can distribute your record. You need to do it first, as harsh as that sounds. It's true.
2. CD Manufacturers offer FREE PROMOTION! Wanna buy a bridge?
Promoting CDs to send out to Radio is not the job of CD Brokers and Manufacturers. And Radio knows it. Duh! Do you go to your auto mechanic to get your guitar set up? Do you really think acts get discovered this way? I don't. It's a great way to get customers excited by all the 'extras' that companies offer, but IT MEANS NOTHING!!
I recently saw one company that offers a sampler that goes out to DJ's. This sounds great, but you're dreaming if you think your song is going to get "discovered" by a DJ and turned into a nationwide hit. It just doesn't work that way. Our lead project manager spent 3 years working in New York for one of the largest and most powerful rock radio promoters in the country and I recently asked him what he would do if he got a sampler in the mail from a company like ours. "It would go into the trash without a listen," was his answer.
Radio programmers have a very limited number of "adds" they can make in their playlists, and unfortunately nearly all of those are the ones that the record labels have paid BIG MONEY to radio promoters to bring to those very powerful peoples' attention. Those professionals have long-standing relationships with the radio stations they service and that RELATIONSHIP is just as important as the money.
You are far better off collecting together a list of local and regional college station and community radio program directors, and sending them your release personally, following up with an email or a call checking in and asking if they've had a chance to listen to it. It's still a long shot (each of these people get 1-200 CDs a week to wade through), but it's personal, it's grass-roots, and YOU, the person that knows your music better than anyone else in the world, are in control of your release.
3. CD Manufacturers offer $750.00 Barcode for Free!!! $750 in Monopoly money...
Amazing, isn't it? What a deal! What they fail to mention is that the barcode number actually costs 7.5 cents each. When the Uniform Code Council issues a barcode, what they issue is a series of 9,999 barcode numbers for a fee of $750. All of us in this business have a set of numbers to issue to our clients, but they cost virtually nothing to create for us. I would love to see a certain competitor state on their home page "Free Barcode for retail sales... a 7.5 cent Value!!!" We offer SoundScan forms as well for free, and if you can navigate the rules, you can create some pretty good SoundScan information from off-the-stage sales./p>
Okay, I'm done ranting for now. I really want our customers as well as anyone happening to read this to be informed. The music industry is a very competitive business for an artist or label, and real-world knowledge is power. Sugar coating it only keeps you farther from you goals by having you expend energy on less effective use of your non-performance time. Feel free to email me directly with your comments, suggestions and ideas about how best to really sell your CDs and we'll post them on the site for others to see.
Cheers,
Mike