I realise that times are hard for independent labels, especially for those that have stuck to their guns and still release underground electronic music, but in the past few months I have been inundated with a certain type of e-mail from PR companies and small labels that is beginning to really piss me off. I would like to point out at this stage that I try as best I can to support emerging labels and acts, through my various writings, and believe me, it is often a thankless task, but there is no need for those in the music business to start mimicking the behaviour of the mainstream PR / marketing industry and engage in some ‘viral’ marketing. For those who aren’t aware of the term, it means that a piece of content, be that text, video or audio is presented as a genuine piece of information, and not a shameless plug. Sandi Thom used viral marketing to launch her hopefully short-lived career, and there are loads of examples of evil bastard corporations using graffiti artists, flyering etc to get their message across. However, it’s regrettable that independent artists feel the need to adopt these dubious tactics. I present ‘exhibit A’, an e-mail I received a few weeks ago from a US indie label. To save blushes and the all-important credibility factor that the label was more than willing to sacrifice for some all-important internet eyeballs:
Hey,
My name is _ and I’m a new employee at_ , an independent
label based in Chicago. I saw that you had some posts on Spectral and Minus
artists, who have similar sounds to some of our artist.
_ veterans _ recently performed as part of the _ showcase at
the brilliant Sonar Festival in Barcelona. Their live set was recorded and
now we are making the full set (almost 50 minutes) available in podcast
form! This set features material from their recent _ digital
release as well as UNRELEASED material. Feel free to share this with your
audience. Their new full-length comes out in 2007.
Also, _ will be releasing new material in August! Go to _ for more information on _ and our other artists.
We're putting out more releases this year and I hope we can work together on
those to.
Thanks!
Either the person who sent this e-mail has had an irony bypass - the posts that they refer to slag off Ryan Elliott from Spectral for being Sonar 2006’s biggest gurner and poke fun at the yes-men (and women) that surround Herr Hawtin - or they must have been naïve to believe that I would actually write something positive about their label and not post the e-mail. Anyway, on a less bitchy note, here’s my own piece of (non-viral) marketing: make sure to come and join us at the lovely Life Bar if you’re in Dublin city this Saturday night. It’s myself, Skkatter, Eddie Brennan and Dan McElligott on the decks and laptops. It’s free in and there will be a powerful rig brought in for the night. Cheap beer and a nice smoking area too: what more could you ask for?