You’ve been playing music for years. Your live show kills, you’ve recorded and produced a record you’re really proud of, and your friends have convinced you that you’d be the NEXT BIG THING if you can only get your record into the stores! Only problem is, you don’t have a label, don’t have distribution, and don’t have the foggiest idea where to start. And if you think you can walk over to the nearest Strawberries or Wherehouse and speak to them about stocking your disc, you are in for a rude awakening. To get your music onto the shelves as an independent artist, you’re going to have to start with the folks that are in it for the music, not cookie-cutter mass merchants. Start with the independent retailers.
Best Buy and Wal Mart don’t break bands. To them, CDs are a loss-leader whose function is to bring people into the store so they can buy refrigerators. They have limited shelf space, and rarely stock a title that sells less than 100k units. The independent retailer is a different animal. The store is staffed by folks who have their finger on the pulse of the local scene. They’re knowledgeable, can make great musical comparisons, and if you are in a local band that has a solid following, it’s likely they would have heard of you, too. But even though independent retailers tend to be supportive of local independent artists, the bottom line is that this is the music BUSINESS, and these retailers need a reason to stock your CD. You’re going to have to work hard and do your homework in order create a productive, fulfilling relationship that works for both of you.
