DIY and Creating your own Label

I. WHAT YOU NEED TO THINK ABOUT (Core Foundations)

1. 

Vision & Identity

• What makes your label unique?
• Is it genre-focused, aesthetic-driven, political, experimental, club-ready, or regional?
• Will you release only your own music or open it to others?

Ask yourself:

• What do I stand for?
• What don’t I want to become?
• Who is my ideal listener or community?

2. 

Structure & Legal Setup

• Will it be a formal entity (association, company)?
• Are you registering as a business (for VAT, accounting)?
• Will you handle contracts with artists (if so, how?)
• What about copyright management and royalties?

Essentials:

• A basic label agreement template
• Register with your local performing rights organization (PRO)
• Assign ISRC codes and get a label code via a digital distributor or country’s music registry

3. 

Distribution & Format

• Digital, vinyl, cassette, USB, Bandcamp-only, NFT, hybrid?
• Who will distribute your music?
  
  • DIY (Bandcamp, SoundCloud)
  • Through aggregators (DistroKid, Amuse, Symphonic, Ditto, The Orchard)
  • Vinyl distro (Clone, Word and Sound, Rush Hour, SRD, Kudos, etc.)

4. 

Finances & Sustainability

• Budgeting: mastering, artwork, press, promo, production
• Crowdfunding? Grants? Patreon? Events?
• Keep an Excel or Notion sheet to track: costs, revenue, payouts

5. 

Promotion & Community

• Who will listen? Where are they? How do you reach them?
• Press, blogs, playlists, radio shows (NTS, Dublab, The Lot, Kiosk Radio)
• Instagram, TikTok, YouTube, Discord, newsletters
• Collaborate with visual artists, dancers, designers, curators

II. WHO YOU SHOULD MEET (People to Learn From)

1. 

Other Independent Label Owners

Reach out, interview, or attend talks by people running labels you admire. Many are open to sharing advice.

Examples:

• PAN (Bill Kouligas)
• RVNG Intl.
• AD 93
• Youth
• NON Worldwide
• L.I.E.S.
• Nyege Nyege Tapes
• InFiné, Editions Gravats, FLEE Project

2. 

Distributors and Digital Reps

Contact a few distributors and ask what they offer, what they expect from a label, and how they support releases.

3. 

Artists and Designers

Your label is also a visual and emotional identity. Work with visual artists, type designers, and photographers to shape your label’s world.

4. 

Music Lawyers (optional)

If you want to release other people’s work or license tracks to TV/games/films, have someone help draft contracts.

III. WHAT TO READ, WATCH, LISTEN TO (Online Resources)

Books & PDFs

• “How to Start a Record Label” by Jesse Cannon (free online)
• “Indie Labels and the Culture of the Underground” – Dr. Paul Harkins
• “Creative License” – Kembrew McLeod & Peter DiCola (for copyright context)
• “DIY: The Rise of Lo-Fi Culture” – Amy Spencer
• “How Music Works” – David Byrne (explains label culture & music economy)

Online Articles & Guides

• Bandcamp Label Resources – https://bandcamp.com/labels
• Discogs Seller Guide & Label Database
• FACT Magazine, Resident Advisor, Crack Magazine interviews with label founders
• CD Baby Blog, Symphonic Blog, and Ditto Music’s Label Guide
• DJ TechTools, Ableton Blog, Create Digital Music

YouTube Channels & Talks

• Red Bull Music Academy Lectures (especially on DIY culture and label heads)
• Boiler Room documentaries (some feature label-focused projects)
• Electronic Beats TV / Telekom
• Point Blank Music School (label management & marketing series)
• Music Ally (industry-focused)

Podcasts

• RA Exchange – Label owners often featured
• Tape Notes – More production-focused, but offers insights
• Music Business Worldwide
• DIY Musician Podcast (by CD Baby)
• Label Machine Podcast – by Nick Sadler

IV. EXTRA TIPS FOR A DIY LABEL LAUNCH

• Start small, release smart: 1–2 strong releases with good visuals and a clear identity go further than a crowded Bandcamp page.
• Don’t wait for “industry validation”: Build your own audience and press — zines, newsletters, playlists, exhibitions, or mini radio shows.
• Documentation is visibility: Film your process, share behind the scenes, write manifestos, and publish track notes.
• Physical objects matter: Even one tape or zine helps ground your label in the real world.
• Labels are cultural statements: You’re not just distributing music — you’re curating a message, an aesthetic, a vibe, a community.