A record success in Huddersfield

Kava Kava: Success for Huddersfield's Chocolate Fireguard label

Want to set up a new record label? BBC Raw Talent's Katy Noone speaks to a Huddersfield music biz insider.

Some of today's indie label successes started small but now enjoy worldwide recognition.

But where do you start in West Yorkshire if you decide to set one up yourself?

Pat Fulgoni from Huddersfield's Chocolate Fireguard Records and the Timeless Music Project is the man to ask.

He even drags in Michael Fuller, head of business affairs at the Association of Independent Music, for even more pearls of music biz wisdom.

A frenzy of questions from us and what great advice from them. Read on...

Before launching a label, what do you need to think about?

MICHAEL FULLER (MF): "I would suggest that the first thing to do when thinking about starting a label is to draft a business plan and try and set out your plans for the following: A&R, funding the label (loans, friends, grants and so on), income and expenses.

"Also joining collecting societies (PPL, MCPS, PRS), joining trade associations (AIM, BPI), artist contracts, personnel (lawyer, accountant/bookkeeper, A&R, sales & marketing, promotions, new media, and so on).

"You should do everything in your power to maximise your income and minimise all of your outgoings. You can get some good general advice about starting a label from the general resources section of the AIM website at musicindie.com "

Is it best to start off small and release one band or a compilation of bands?

PAT FULGONI (PF): "I think it's best to start off small. It's better to do one release as well as possible, rather than bodge a few. And remember, the artist will have high expectations! A compilation can also be a very good way of starting because it enables a small label to reach out to the fan bases of a few bands rather than just a single artist.

"I've seen a lot of local labels spring up like this recently and certainly Chocolate Fireguard's first release was a compilation. It proved good exposure for both the artists featured on the CD and the label."

It's better to do one release as well as possible, rather than bodge a few. Pat Fulgoni, Chocolate Fireguard Records

MF: "Unless there are compelling reasons to do otherwise, it is usually best to start off small so that you can properly keep track of things. Once an artist is signed they will expect you to be totally focused - both emotionally and financially - on their project and you do not want to spread yourself too thinly."

Before a label is established, how do you go about getting the word out, marketing and so on?

MF: "Island Records used to have a poster in their offices that said: 'This is what happens if you don't promote'. And underneath the poster there was nothing. This is undoubtedly the most important item that you will be spending money on.

"You should try to maximise any free online promotional vehicles that are available like MySpace, YouTube and so on, but you will need to think about the extent to which your artist needs the support of a professional plugger for radio, press and club promotions.

"However, remember that you will need around 12 weeks to pick up coverage from monthly magazines, radio and reviewers. And be careful that while it is possible to strike good deals, promotion costs can be very expensive."

PF: "PR can be incredibly expensive so choose carefully before employing a plugger. A good plugger can really make the difference. However, if you simply haven't the budget to pay for the services of a PR company, there is much that you can do yourselves.

"Trawl through the internet for contacts, radio shows, websites and magazines relevant to the style of music you are contemplating releasing. Build a database. Network with other labels. Send out promo packages asking the contacts to review or play your music."

What about distribution?

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MF:

"It is very difficult to secure a physical distribution deal at present, but there are still deals available. You should try and identify the distributors who work with labels and artists that are similar to yours, as they will have experience of how to go about selling your type of product.

"If you cannot get physical distribution, try licensing your tracks to a larger label that may be putting together a compilation album or distributing the records yourself and selling at gigs and festivals."

And finally, a word of encouragement for someone setting up a label?

MF: "A few years ago at the In The City conference in Manchester, there was an Independent Label Summit in which Jon Webster [BPI] hosted a keynote interview with Richard Russell [XL Recordings], Tony Wilson [Factory Records, now sadly deceased], Chris Blackwell [Island] and Alan McGee [Creation].

"What I found interesting was that they all said that at some point in the early parts of their careers, they were all close to bankruptcy and were all advised in no uncertain terms by various people - bank managers, other label bosses - that the music they were producing was not up to scratch and they should immediately stop trading as there was no way that their businesses would ever become successful.

"Of course we know that they all ignored this advice and all ultimately became successful. Whilst it's clearly not possible for every label to achieve this level of success, you must have strong belief in your artists and their music and be prepared to give them every opportunity of achieving success."

The Association of Independent Music is a non-profit making trade organisation for independent record companies and distributors in the UK. The Timeless Music Project is a Social Enterprise which since 2004 has been supporting and drawing attention to West Yorkshire's music industry through the delivery of a variety of innovative projects.