Stereotype Records rethinks, retools, and reloads

(LOS ANGELES, CA) After a year winding down the twisted road of label-dom, a handful of press, a handful of reviews, and a handful of sales, Stereotype Records has decided to let it all hang out.

Stereotype Records was formed by three friends with a common conviction that there was too much great music being made by great musicians that just wasn't getting heard. Many of the partners' favorite musicians had lived and struggled long enough to have something important to say and exciting ideas to play, but, sadly, were unable to find a label to believe in them. One of their most important principles to these three, who had been in and out of the music industry themselves, was the way Stereotype would work with its artists. Unlike the major labels, they wanted to help foster great musicians, not steal from them. They thought there needed to be a new type of label - a cooperative model that allows for growth, development, and a fair distribution of profits.

“We just said no more. We’d invent our own model,” says co-founder Eric Holden. But there was pushback by some artists— and even one former partner— about the concept of free, music sharing and retail distribution. “Really, what we are is the label that guarantees you get heard,” Holden continues. “Stereotype doesn’t want its artists to starve, so we set up revenue streams. People can, and more importantly, should buy songs, CDs, and merchandise from our artists, but when you get right down to it, what’s the most important thing for any artist? Well for the big labels, it is bottom line, but for us and the artists who want to work with us, it’s getting heard.”

Simply put. Sharing the music with as many people as physically possible is the goal. So, gone are artists who don’t believe. Gone is one partner who just really wanted to work at a more traditional label. Gone is the wall of commerce that has been erected between artist and listener.

It’s important for people to understand that the free download concept— something starting to be done by a handful of bold and exciting independent labels and bands— isn’t just a selfless act. It’s pure promotion and a way of letting music fans everywhere hear and develop a relationship with new artists they would never have discovered, and then pay a fair price for their favorites because they want to.

Visit Stereotype today (www.stereotyperecords.com), listen and look at out our new roster including, Mike Coykendall, Autopilot, Thomas Greene, PJ Golden (and a few new acts we have up our sleeve for this year). Give us your email address. We’ll add you to our 31,412 (and growing) fans and keep you in the loop on the new developments and music coming from Stereotype.