Some Q+A With Dischord Records

Jason: Now that anybody can easily get your releases for free digitally online, does it still make sense to sell recorded music at all?

Alec: Absolutely. We have never felt like we were simply pushing sound waves out there and have always understood and respected the idea that punk bands and labels represent a community and a conversation as much as anything else. In other words — people like to feel connected to the people and ideas behind the music and there has always been something distinctly impersonal about the digital medium. Social networking sites are clearly an attempt to personalize this space but they still have a ways to go before they can up-end a 12″ LP.

But isn’t commerce a barrier to communication and community? If (now or in the future) an artist can record a quality album on a cheap laptop and distribute their music to fans for free as a digital medium, why shouldn’t they?

They can they absolutely should. I am only saying that we live in both worlds right now and there is not immediate need for every label to roll over and play dead. Also — this digital age has not yet established a medium for all of these artists to break beyond the static. Labels offer a filter and so far that is still useful to people. I am not fighting the alternative — I am still looking for it to emerge.

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More magic, less marketing

I read this article today over at Hypebot. The author, Kate Bradley points out that while there is merit in being great, it’s no guarantee of fame and fortune:

I don’t care how friggin spectacular you are… if you don’t have anyone to tell, it might as well not be true. It’s a chicken and the egg deal. Almost. Because, you CAN have real, passionate, loyal fans at every stage of your career, from fledgling to Trent; if I like you, I’ll help you. Period.

Think of it like this: the way you make me feel about your product handily trumps the actual product. In a heartbeat.

So… how do you do it? Um, it’s called MARKETING.

There’s definitely something that happens between creating something great and having tons of people psyched about it. That’s really nothing new. However, I wouldn’t call it marketing. It’s something that can’t be outlined in the cold, sterile world of a business spreadsheet or a corporate boardroom. And when it is, it’s usually worthless. It should be something more mysterious, organic, meaningful, and timeless. More magic, less marketing.