« Hot Chip Fans Take Charge Of Marketing Crowdfunded Shows On Songkick Detour | Main | Grooveshark Retools, Asks Fans To Do What Lawsuits Say They Don't: Pay Musicians Fairly »


Feed You can follow this conversation by subscribing to the comment feed for this post.

Seth Keller

I know the quotes may be out of context, but I'm not sure why Reznor thinks he needed to sign to a major label to get the "team" he's talking about. Unless he doesn't have the money or doesn't want to spend his own money (which I get), he could have hired a fantastic tour marketing company in each territory to make sure advertising was done (I could easily recommend one for him in the US as I'm sure many biz pros could). Beyond that, isn't Radiohead an independent artist that made territory deals for distribution?

Again, if he really cared about having a bin card in a record store (Record stores are still prevalent in Czech Rep., I guess), then he could have hired a retail marketing company and bought price and positioning. As long as he has a sales history--which he does--any store that caters to his audience will take his money. He doesn't have to be major-affiliated. Maybe Walmart's an exception.

Personally, I think he's interested in going to radio with his new band and thought a major was his best shot at that--and he's right. Then again, unless you're talking CHR airplay, you can get significant commercial airplay on an indie at Rock, Active and Alternative (one recent example: AWOL Nation on Red Bull).


The two biggest things I took from this interview was that even experienced, well known musicians have a hard time figuring out what works for them when supporting a new album and that it doesn't necessarily works for emerging artists. This is great to hear from musicians of their caliber. I read articles every day that feature ways and practices to be successful, but they aren't necessarily written by anyone who has cold, hard facts that what they're preaching actually works. Hearing Reznor admit that not even he has managed to market and promote tours in a productive degree that meets his standards is enlightening. There are more options and avenues now than ever before for musicians to become known and successful, but the major labels still hold most of the keys to the kingdom. The conclusion is that this is a disappointing news for ever DIY musician out there.

Thank you greatly for sharing this info and keep on giving us stuff more like this!

Free album download at www.facebook.com/chancius


If he's going to hire different companies for different aspects of promoting his music and tours in different parts of the world, it would be cheaper to sign with ONE label and give it its agreed-upon cut, obviously.

Hypebot and others need to publish the ENTIRE transcript to avoid anything being taken out of context.

Seth Keller

Maybe. Maybe not. It depends on how much is recoupable in his deal, what kind of royalty rate he's getting and if he's giving up a percentage of income streams outside of recorded music sales (ie, 360, 270 or 180 deal).


The article expresses the troubles emerging bands are facing right now. To hear established acts like Trent say they've been having problems is disappointing but good to know. It certainly helps my band look at other options instead of completely DIY. However, most established indie bands have a label backing such as wind up, ato, xl recordings, beggar group etc. So labels seem to be a very important part of a artist career still. There's not to many "Righteous Babe" (Ani Difranco) stories nowadays. It certainly help me look at things differently now.

Andrew Wiebe

The DIY path, while admirable, has always had its flaws. There is no one that can do it all themselves. And if they haven't realized it yet, they will down the line. They will find it a difficult balance to practice, rehearse, perform, book, market, blog, podcast, etc. etc. to further their career. A team is a great thing to have inside or outside of a label situation.


I agree with the first comment. From what I have heard Reznor say so far he has basically been complaining about the marketing efforts that need to go into promoting and album and a tour. I currently work in marketing, though in the b2b sector and i find it that no matter how specific or technical or seemingly inaccessible your product is, there is always something digital agency that will be happy to take the contract and do a thorough job in promoting it. I can perfectly understand why a musician might want to focus on what he does best, namely making music, but what I don't understand is why it needs to be a record company that has to take over the rest of the tasks in today's heavily digitized environment. Especially in Reznor 's case, why not knock on the door of your average digital creative agency and make a contract as you would if you were selling soap? :-) Compared to some of the stuff that people sell and promote online nowadays, music is actually not that hard. Especially when you already have a community to build on, as is the case with Reznor.

The comments to this entry are closed.


Musician & Music Industry Resources