What were your first steps in the music industry and how did this inform the way in which you work now?
I started out managing a band (over 20 years ago now!) and then moved into club promotion and DJing. I think that experience in clubs was so key - seeing how crowds react to music and also how different line-ups resonated with people. You never get a more direct bit of feedback than someone leaving the dancefloor! I learnt so much from being a working DJ and from club promotion; the benefits of building a community around what you do. It’s so hard to do, particularly in an online environment.
What were the key stages of moving towards a full-time career in music?
We started the label in Leeds and honestly the cheaper living costs (compared to London where I’m from originally and where I live now) were key. However I definitely got a little comfortable and the move to London in 2010 made me raise my game, both as a DJ and with the label.
You’ve created a successful independent label First Word Records. What are some of the key lessons you’ve learnt from setting up and running the label?
I think the music industry moves so fast that you’re learning new lessons every month. The main thing I try to remind myself of is that in the independent world, no two releases are the same. You can’t just replicate things over and over again and assume it’ll work. Sometimes it does of course, but the minute you get comfortable you’re in trouble!
Any tips/advice of what to do and what not to do (in hindsight)?
Oh we got so much wrong! I think the main realisation I had that changed what we do was understanding what we weren’t. I realise that sounds odd! What I mean is that for a while we released a lot of different styles of music, and that sometimes confused our audience. When we really started succeeding was the point at which we focussed on a particular style/vibe. I realised that just because I liked something didn’t mean we had to release it. I’d also say that focussing on what you can control as opposed to things you can’t is really important. So much of the industry is focused on Spotify playlists, which are so difficult to get placed on. Not that you shouldn’t try but if you make that your sole focus you’re likely to be disappointed.
You started in Leeds and moved to London. Was this key to your progression within the industry? Do you feel as though it’s different now?
Yeah as mentioned before I think starting in Leeds with a more affordable lifestyle was key. Also we promoted nights booking all the artists in the scene we were entering. That meant we met everyone coming through and built relationships that last for years. Only yesterday one of our artists did a session with Jamie Cullum on BBC Radio 2, and his producer Karen is someone I met from her DJing at our club night 17 years ago! If you treat people well, no matter who they are, you’ll generally see the benefits at some point down the line. That side of it definitely hasn’t changed.
You’ve moved on to become the European Label Rep for Bandcamp. What does this role involve?
My job is to sign up labels to use Bandcamp and also work with our existing labels and artists to make sure the site is working for them and that they are getting the most out of it. I also do lots of workshops for emerging artists and labels and attend industry events to make sure we’re represented at all levels of the industry.
Why is Bandcamp such an important platform for independent labels and recording artists?
I think this comes back to what I was saying earlier about focussing on things you can control. If you get a stream on a DSP (Apple Music, Spotify etc.), you earn very little money, don’t really know who’s listened and don’t necessarily have the means of communicating with those fans in the future. On Bandcamp, you earn money and get the email address of your fan. Not only that but you can use our Artist app to message those fans. These fans are also a rare and important breed - in an era when music is free they have chosen to pay for it. Having a solid fan base that wants to pay you money is massively powerful.
What recommendations would you make to labels and artists aiming to make the most out of the platform?
If you go to bandcamp.com/guide you’ll get a really good rundown on how to make the most out of the site.
What are the key revenue streams and product lines on Bandcamp?
We’re now at the stage where 50% of our income is from physical sales, so having vinyl, CD or even a tape on the site is a big one. We also have a subscription service where fans pay a monthly fee and get everything you release. Definitely one for more prolific artists but worth checking out. Finally, we have a new vinyl service where you can create a campaign for fans to pre-order a record. If the campaign is successful we then press and deliver the records for you. That’s currently in pilot stages, but will be available site wide later in the year.
Any common characteristics of high performing independent labels on the platform?
Yes! I’d say design and personalisation, adding merchandise and making sure that you’re linking to the page are key. So many labels only give out Spotify links to fans when they’re promoting a release which is so reductive - give fans a choice and you’ll find that a lot of them want to use Bandcamp.
Aly Gillani
Bandcamp European Label Representative
A&R / Founder at First Word Records
