Distribution

For this post we are talking about CD distribution only. We’ll discuss digital distribution in a different post. If you are on a major label, distribution will be no problem. If you are on an indie label, it shouldn’t be a problem. In either scenario you won’t have to deal with it because somebody else will. If you are indie by choice to circumstance and want to have distribution, and you should, I am going to help.

There are too many distributors to mention and new ones are popping up all the time. Hopefully I can help you choose one. It’s a lot like picking a college. You have to apply to a few and do your best to impress them all, just to hopefully get accepted by one. However, if you’re already well known, like a high school football star, they will all welcome you with open arms. But this isn’t usually the case.

First make sure you have your CD’s manufactured and good to go. Check the guidelines I set out in my “CD Manufacturing” post if you don’t’ want to get rejected and laughed at by the distributors. You will need to do some research and find the distributors that do things the way you like. Do you want one that will pick up your product on consignment? Do you want one that caters to certain types of retail outlets (Hot Topic, mom and pap stores, vinyl stores, etc)? Do you want a distributor owned by a major? Keep in mind that these major owned distributors have a separate sales staff for the indie distribution. Look up a distributor named RED. It’s owned by Sony BMG and it's a great example of how these types function.

Once you pick a few you will need to send press kits. If you don’t have a press kit, you’re nowhere near ready for distribution. Also, CALL FIRST. Don’t just mail in unsolicited material. Make some calls, or better yet get a manager and have them do it. They will have way more luck getting in touch with the right people. Once you identify and speak to the person who is interested in hearing your kit, send it to them directly along with a cover letter. If they decide they like you, they will ask you to sign a contract. Distribution contracts are usually 2 year deals. Take the contract to an experienced entertainment lawyer. Keep in mind the distributor is going to take a cut from your sales as payment. Have your manager negotiate this as low as possible.

Some Things To Think About

Do you have enough of a following to warrant putting your music in stores? If your album sits on the shelf for two years it’s not exactly going to earn you the business reputation you need.

What happens if you suddenly become successfully out of nowhere and a large retail chain orders 80,000 copies for immediate delivery? That sound’s exciting right? Freeze right there. Do you have roughly $75,000 to print those copies? I didn’t think so. One solution to this problem is to find a manufacturer who is willing to print the copies with the invoice that proves they you have the order for them. That way, they know that you will have the money to pay them as soon as this super retail chain gets their copies.

Here’s another problem, the store has a right to return all unsold copies for a full refund. By the way, industry standard operation is to save at least 20% of all money you make on orders to compensate for future returns, which can happened months and even years down the road.

Register your UPC code with Nielson Soundscan so that your sales can be tracked for the purposes of Billboard and other organizations that would be interested in seeing how successful your music is.

Distribution is a big step. If your not ready for it, it will send you home crying to mommy. Sell your music at your shows and online first to test the demand for your music. Your friends and family will all lie to make you feel good. Teenage girls will go to your shows and say how awesome you are because guys in bands are cool. But the masses of complete strangers will only pay for your music if it really is good. Start small and work your way up so you don’t jump in over your head. Good luck.