One of the many headaches most of us label owners have is the issue of releasing material that will stick around for a very long time. With this I mean that the material is not something that sounds fresh today.
It’s very easy to fall into this trap — you want to sound the same as everyone else, for example electro is a big thing just now, so let’s kick start a couple of crummy software synths with a saw oscillator and a nasty filter, and get the job done.
Or, let’s look at an example of an album that has stood the test of time, and is still fresh: David Bowie’s Heroes. When it came out, most of us just scratched our heads, what’s this thing, it was odd, totally unexpected, weird. But the album is still interesting after all these years. Another opposite are any of those ‘Best of Trance’ records, if you listen to the tracks today you just feel sad about all the effort going into something that is today digital fodder.
It’s really tough, you want to release unexpected and interesting material, but the audience is maybe not ready, or they actually finally enjoy it years after you retired, or even died. Or then you go with the latest trend from Berlin, London, or let’s say Auckland just to spread the trends out. Then you are part of the pack and you sell and get attention, but soon later you are just forgotten.
Again, if you release exactly what you want, and you don’t care, expect comments such as ‘this sounds old/weird/unconventional’, or ‘this is not exactly what we expected’, and a variation of these topics.
Oh, just make interesting music and don’t worry about fitting into the crowd. Don’t stay between the lines!