A Short Guide To Self-Distribution

In past articles I've talked about different record deals, and this is another option for up-and-coming musicians. Although it isn't a record deal, but the art of self-distribution.

With a self-distribution model, musicians have all the creative freedom and control that they want. They can distribute their own CDs, plan their own tours, do their own artwork and devise their own marketing strategies.

Generally speaking CDs are pressed and distributed in limited numbers, the number varying depending on how many a musician can afford to press. Touring is also another demanding aspect of self-distribution, and requires heavy promotional activity from the musician to ensure decent CD sales. Many musicians are also highly creative artists and can design their own artwork. Marketing may be a grey area for musicians, although many are proactive with social networking, an activity that's integral in the modern music business.    

The question is would you want that responsibility? It is a very demanding and at times brutal activity to essentially develop yourself as a successful musician. There's also the cost - the freedom of this model could mean absolutely nothing if you're losing money paying session musicians, recording costs, CD pressing and distribution and any other expenses. There is also the problem that your model lacks innovation - there are plenty of websites that allow you sell music for free and there are plenty of musicians embracing that. Trying to separate your music and general ethos from the rest of the crowd is no easy feat. Another point is that you may seek an actual record deal in the future if the self-distribution model fails, and soon realize that the freedom you had as a DIY independent artist evaporates the moment you sign the record deal.

Self-distribution can be a highly effective strategy for any musician, and it's success as a model largely depends on how many areas a musician can manage. They may, however, give themselves too much to do when going up against the big boys.