THE KEY TO GOOD BUSINESS IN TECHNO

[jonnyspeed]

set truely measurable objectives, with realistic targets and timeframes. Cash flow is a critical key performance indicator. Anybody interested shouls have a read about "Balanced Scorecards" and "KPIs"

bleh. i have to deal with key performance indicators at work every day. la yuck.

well if you know what you are doing it can be a well oiled machine - providing all the information you need run the business.

[Dustin Zahn]

I agree with quite a bit that has been said in this thread thus far. I just got home and sort of distracted so I won't jump into it too deeply at the moment. I will say that artwork does play an important role, but another part of me doesn't give a shit about the artwork. I don't even know the EP/track names, or what the record looks like from most of my records. I know them by catalog # and thats it. I guess most artwork that comes with vinyl these days doesn't really interest me or catch my eye. There are certain records on the wall that will catch my eye and its because the artwork is really nice. Most techno records look so predictable...with their slick skinny fonts and chopped up polygons looking all futuristic. It all becomes a blur after while.

[davethedrummer]

I agree with quite a bit that has been said in this thread thus far. I just got home and sort of distracted so I won't jump into it too deeply at the moment. I will say that artwork does play an important role, but another part of me doesn't give a shit about the artwork. I don't even know the EP/track names, or what the record looks like from most of my records. I know them by catalog # and thats it. I guess most artwork that comes with vinyl these days doesn't really interest me or catch my eye. There are certain records on the wall that will catch my eye and its because the artwork is really nice. Most techno records look so predictable...with their slick skinny fonts and chopped up polygons looking all futuristic. It all becomes a blur after while.

o.k. but here's one
when you're playing in a club and your looking for THAT tune
that's when you realise that a strong original sleeve design really helps.
like this kiddaz record i've got ,the sleeve is just so distinctive that the record always goes back in and I always know where to find it because of that.
i can't say the same of many of my other records who seem to play musical sleeves every night and end up in a right old jumble after a weekends abuse.
i swear they all change sleeves by themselves just to confuse me! :roll:

[Si the Sigh]

Another reason why I hate white labels. They just don't stand out!

Artwork completes the package for me.

[Evil G]

artwork doesn't mean much to me in the store, but it does in my record bag. in the middle of a set i'll tend not to think, "after this i'm gonna play such and such by so and so." instead i'll think, "after this i'm gonna play the record with the orange label and the blue sleeve." no time for words!

can't say that i've ever made enough money from it to know about that side. at the peak of my popularity as a dj a couple years ago i was playing twice a week and still spending more money on records that i was getting paid. not really expecting much from the producing angle either, though it would be a dream to be able to quit the day job eventually. not counting on it though.

[Alan Oldham]

I must say I'm pleasantly surprised at the responses to this topic.

If this was a US board we would've had some tired-ass art school communist manifesto by now about how nobody should make any money off techno (written by somebody who can't make any money off techno). :roll:

I am particularly surprised at the art question. Most of the records I play are white labels, and people really do seem indifferent to artwork these days. When I did the "Orietta St. Cloud" project, people just threw away/ignored my comic which I spent four years working on, and focused on the exclusive Mills and Hawtin tracks that were on there, that was my 1st clue.

(Dave, thanks for your response, too, but my Djax stuff is considered 'back in the day' and I was thinking more along the lines of today's buyers)

Good luck with your labels and careers, everybody.

[davethedrummer]

so .......
quit the day job and go for broke?
or carry on stacking shelves at marks and spencers?
;)

[romelpotter]

so .......
quit the day job and go for broke?
or carry on stacking shelves at marks and spencers?
;)

the older you get, the harder it is to quit the day job due to increasing life comminments. pass me the beans

[Dustin Zahn]

I seriously recommend that if you plan on starting a label, try taking a basic business class if you have no previous experience with running or owning a business. While all of it may not pertain to the independent music industry...you'll still learn a lot that can help out along the way. I think the reason this industry is in shambles is because it's mostly built by party people who don't have a grasp on any common sense in business.

[davethedrummer]

I seriously recommend that if you plan on starting a label, try taking a basic business class if you have no previous experience with running or owning a business. While all of it may not pertain to the independent music industry...you'll still learn a lot that can help out along the way. I think the reason this industry is in shambles is because it's mostly built by party people who don't have a grasp on any common sense in business.

now where did i put that college prospectus?
oh here it is propping up the filing cabinet.

[Dustin Zahn]

hahaha

[Evil G]

so .......
quit the day job and go for broke?
or carry on stacking shelves at marks and spencers?
;)

heh. well, if i had job like that, i'd have to work a million years to get my studio set up, wouldn't i?

currently i'm a computer geek by day. should have everything paid off in a year or two and then we'll see. :)

[Martin Dust]

so .......
quit the day job and go for broke?
or carry on stacking shelves at marks and spencers?
;)

My advice would be to get 3 day jobs just to feel the joy of putting something out - there's nothing like it - better than sex but only just mind ;)

[djsirround]

I seriously recommend that if you plan on starting a label, try taking a basic business class if you have no previous experience with running or owning a business. While all of it may not pertain to the independent music industry...you'll still learn a lot that can help out along the way. I think the reason this industry is in shambles is because it's mostly built by party people who don't have a grasp on any common sense in business.

thats why someone in malta is still going to college and study Marketing :lol: :lol: :lol:

[The Overfiend]

High Five on that one, anyone who wants to be business minded, really needs to learn something about it first, especially when dealing with international types.

[dirty_bass]

I think your right about the whole moving money, keeping it payed when it should be payed.
But as you know the business doesn`t work like that. there are too many bullshitters.
I personally would prefer the words "can`t pay you, sorry, I`m ****, you`ll have to wait, or, look mate, we can`t guarantee all the money for that order now, but we`ll pay you half nowm " etc
than the typical front of the business ie "sorry mate, my missus blew up the credit card machine, or, I just missed the bank mate, or, I`ve got money coming in tommorrow" etc
Straight talk rather than bullshit.
I personally would rather hear, what I don`t want to hear. Than some meaningless front off.

Since making this comment a few people have said to me "whoa, are you really pissed with your distributer or what?"

erm

No.

Upon reading this again, I realised how this might be misconstrued.
Before any more sympathisers for a lynch mob to defend me,
I am one of the lucky few to have found a distributer who gives me straight talk, and no bullshit. I am in a position where I have a good personal relation with my company, who do more than just sell my records, by actually offering feedback, support, and encouragement.
But also, not letting me get too far up my artistic arse to forget that this is a business. It`s nice to feel I can discuss my musical developement in a nurturing environment.

So yeah, I`m very happy, it`s just a bugger I`ve had to go through the pits of hell in the music biz to finally end up this way.

So please, no more death threats, my guy is doing a sterling job.

[gary_human]

Good luck to all of you making a business out of it - its always been a hobby for me and always will be . . .

I HATE work and always have, I wouldnt want to have those same feelings about techno/music - thats my excuse for being a lame ass anyway ;)

I take my hat off to all talented producers - :clap:

And yeah I like vinyl with pictures on and yeah i like white labels aswell - i just LOVE :love: that black gold 12 " or 10" or 7" round vinyl - I heard the story about a guy who had so much vinyl in his house he could only just get through his front door - I hope i dont turn into that - a real true Mr Treebus!!

[T]

yep fair play to all those who make their bread out of this business, buying music playing records and parties has always been a passionate hobby for me so respect to anyone who put's their passions into constructive practice.

The likes of me need to keep the spirit alive by buying listening and dancing to fantastic music to balance out the drudgery of daily existence and a life in the office or any other shitty workplace.

I suppose music and all the other things I enjoy in life are an escape from the relentless work and the less enjoyable things in life.

Good luck to you all hope the fact that becomes your living doesn't take away any enjoyment and keep those records coming!

[Louk]

That quotes from DJ's don't mean shit to a buyer.

Unless the quotes actually sound favourable and not out of context, like the short 3-4 word cut and paste quotes often sound.

Some companies still go way over the top, listing off their favourite 15 top league techno DJs that play the record (or who got it in the post), this shit makes no difference and often creates an undesired effect, giving the record less meaning or relevence to the buyer.

and just to drive this point home more
those horrible press releases that people write ,
like "this record is currently being caned by......."
and if i read " will cause dancefloor devastation / mayhem" once more
i think i'm gonna explode!

one (the only) good thing about prime going down
i just used to read this stuff and think " what w.a.n.k.e.r. wrote this???"

Hahahahahahhaahhah thats one thing I noticed about your press releases the amount of hilarity they cause

"Rockin Avin It Stompin Disco Funk Mayhem for your free party / disused warehouse" or something :)

Louk

[Louk]

sorry my last reply was a bit over eager
i didn't read th whole thread before i posted ( don't do that again written in notebook)
but martin made a good point about keeping mailouts of promo's down to a minimum , and only mail out in the inner sleeves.

i'd just like to add:
don't bother doing white labels ( apart from your 10 test pressings )
as they are not that cheap and frankly they're a waste of rescouces.
just go straight for the finished product and use those for your promo mailout.
it'll take a few weeks presale for the distributor to catch up anyway so you'll still be ahead of the game and you recieve a nice shiny new record that looks better than a poxy white label.

don't mail out over ambitiously , like if you are making really hard techno don't send it to someone who really won't play it.

we don't send stuff to lot's of major dj's because:

1. they NEVER get back to you
2. they NEVER get back to you
3. they NEVER GET BACK TO YOU!

however john peel , fergie , jules are always worth it ( radio 1 u.k. for techno)

stanny fransen has always returned a reply and so has misjah so those guys are my pals! there have been orthers to so it's not a total bitch

i usually try to reply but i can be forgetful too so i know how it must be for those guys , but the point i'm actually making is that it's YOU the label owner who needs a response right?
so maybe consider sending your releases to regular club djs (like me of course!!! ) who may have a little more time than ritchie hawtin , jeff mills etc etc and may actually appreciate it a little more.

I always give feedback when I get a promo from you so not all Press/Radio/Club DJs are like that....

Louk