The music played on DeltaWav is unique. All of the artists that are featured on DeltaWav are independent. The artists are not signed to a major record company. However, that doesn't mean the artists are not professional. Most people do not know that there is an independent music market. There is a large number of professional musicians and songwriters that do not want to sign with a major record company. Later in this blog under the heading "Record Deal or No Deal," I explain why a record deal is not for every professional musician, band, or song writer. Some major artists we all know well are now independent - The Eagles, Prince, and Madonna just name a few.

There are many services these days that specifically assist the independent artist. From home recording studios, self-marketing techniques, and booking live shows, the independent artist can progress at their own pace. There are some artists that choose an independent music career as their only source of income. Other independent artists choose their music endeavor as more of a part time effort. Signing with a major record company will does not provide that flexibility. They have a specific agenda for every artist.

In the independent market, there is a fantastic variety of Christian music. The many styles include - gospel, inspirational, praise & worship, rock, hip-hop, pop, etc.. All of these styles can be heard on DeltaWav.

Why would an artist not want a record deal? Wouldn't the record deal give them fame and fortune? Not necessarily. That is a large misunderstanding most people have - even some artists. First of all, nothing is guaranteed. Let me start by making this disclaimer. The scenario I am about to explain is typical of record deals. But not every deal is the same or has the same objective. And every record company is not evil. My intention is only to educate anyone who does not understand why the independent music market exists. Everyone that I know in my professional music career, that has signed a record deal, have similar experiences. My other source of information comes from industry magazines, books, and online articles, as well as being heavily involved with the independent music community.

It works like this. The record company is, first and foremost, interested in making money, just like any other company. Why wouldn’t they be. That is why they got into the business. Therefore, they have products to sell. Those products are the artists. Also, like any other company, the record company takes a gamble on the new product they are trying to sell. It's all in the marketing. For example: Chevrolet might come up with an idea for a new motorcycle. That motorcycle must be a product that satisfies a large demand that would make cyclists flock to the stores to buy it. What is so special about Chevrolet's new motorcycle in contrast to the many other brands out there already that would attract a large percentage of buyers? Record companies ask the same questions when considering signing a new artist. It is a gamble for the company to spend the money up front on a new unheard product.

But, don't think that money is just tossed out on a craps table as if they were in the casino. Every single penny that the record company fronts to the artist must be paid back by the artist. What kind of money are we talking about? It differs of course, but a fair ball park figure would be in the neighborhood of at least $75-100k. So how is that money spent to get an artist started?

A big chunk of it goes to recording the first record - about $50k or more, depending on the artist and how extravagant the production will be. For example, someone like Josh Groban would be on the extreme side of a recording budget because he might include a real orchestra and the whole nine yards. A band like Green Day would have a much smaller recording budget because they are just a trio. There are many more details including post production time and if you are using a big name producer, engineer, and studio facility. But that gives you a beginning idea. Now that's just to record a CD. Don't forget about graphic arts for the CD insert. That can have a bigger budget than you might expect (photo shoot, multi-panel insert, graphics, etc.).

Marketing is the next step and another large ticketed task. One major market to get the artist heard is radio, which is just another form of advertising, and one that really doesn’t make much money for either party. The artist will make a little on royalties, but not much to speak about. There are many other ways a record company will advertise an artist, such as television, music store promo, magazines, etc.

Record contracts will always include a clause about live performances. Every artist must perform live. More units (CD's) are sold at live performances than anywhere else. And if they are not sold at the show, they will be purchased at a music store or online shortly after the show. If an artist does not tour, they will not move units. The largest percentage of an artist’s income will come from performing live. The next decent source of income is merchandise sales. However, in every way, it behooves the artist to tour and play live over anything else.

As I mentioned above, the artist has to pay back the record company the money that they loaned to get them started. The recording fees, the marketing fees, the merchandise fees, etc. Once the loans are paid off, the artist starts making money. This happens for every CD recorded, not just the first one. Reiterating, the most effective way to make money to pay back debts is by performing live and often. Essentially, the record company is a bank and advertiser that will jump start your career.

This is why there are so many One Hit Wonder bands and artists. The record company dropped them because they did not do well enough with touring to pay off the debts. They did not sell enough merchandise, or the marketing strategy failed, or the buying public did get hooked on the artist. This means the record company gambled and lost on their investment. . Again, there are no guarantees. Radio stations can be contracted to play an artist 8 times a day, and that still does not guarantee record sales.

Every signed artist also has fees attached to a manager, publicist, publisher, etc. The aspects of playing live shows are another whole ball of wax that includes fees. Sound & lighting, transportation, backline rentals (instruments that cannot travel with the musicians), lodging, etc., are just a few. Starting to add up quickly, isn’t it?

Most contracts will not favor the artist. The record company feels that they are the one putting their neck on the line and taking a chance on their new product, the artist. Therefore, clauses will give the company the option of bailing on the deal at any given time. The artist will sign anyway, because they are so anxious to be big time. The artist must work their tail off just to make the money, as I mentioned above. But again, they are not guaranteed anything either way; they too are gambling.

Oh yes! Big time gambling. The artist will drop everything in their life to sign a record contract, and then just a few months later, find themselves homeless. Or, if all goes well, they find themselves as big as Elvis. It's a gamble on both ends of the deal. The record company will gain the artist popularity without a doubt, but even that has no guaranteed time frame or a level of popularity.

So, a recording contract with a major label is not for everyone. Not everyone is in a place in their lives where they can drop everything and go on tour, or take that gamble. This is why so many artists go the independent route. They can dictate everything about their own career, from recording, touring, marketing, etc. The latest news about the indie market includes the monster group of 5 decades, The Eagles. This year of 2008, they decided that they would be an independent artist. They are self-supporting the rest of their career. Financing their own recordings, marketing, and touring. They swung a deal with Wal-Mart to sell their music. Wal-Mart is the exclusive seller of The Eagles music. You cannot buy it anywhere else. But, who cares. Wal-Mart is in every city and town worldwide. So, maybe this helps clarify why some professional artists might choose to be independent over signing a record deal.

So who is taking the bigger risk, the record company or the artist? In my opinion, the artist takes the bigger risk. If they sign and they flop, their career has a major blemish on it like a bad credit report. This may cause the artist more unwanted effort to build back their reputation if they seek signing with another record company, and may even discourage them enough to quit music all together. We've seen this with many One Hit Wonders in the past (too many to name). These days the independent market gives more artists hope and flexibility, in my opinion. I know many indie artists that have a fantastic career in the music business. Whether they are completely independent or work with an independent publisher or independent record label, they are very successful. They write, record, tour, and sell tons of CD's - enough to support their entire family and live very comfortably. Most artists that sign bad deals or sign thinking they are stars just by signing are just hungry for the quick fix to fame and fortune, not to mention gullible, naive, and uninformed about the music business. So, would I ever sign with a major recording company? I can't say no. But I doubt it would ever be realistic, because the deal would have a lot of stipulations in my favor, which is highly unlikely for any label to agree upon.

The independent market is becoming a threat to major record companies. The government has made announcements they plan to step into the market to make sure there is not too much free enterprise. That's the craziness of the government. Don't forget the FCC is for big government. They want to control the market, just like they want to control everything else. What does that say for small businesses and independent markets? The fact is, with enough support in the independent music market, or anything independently, or moreover anything that glorifies God, it will prevail. Therefore, support Independent Christian Music. Consider buying some indie music. Build your music library based on the music you enjoy, not what record companies and commercial radio forces on us. We do have options. We do have choices.