For years, people have lamented the record label's proclivity for taking advantage of eager and often starry-eyed musicians, owning their record royalties, publishing rights and even their likeness. But like most things in life, few people have done anything to change things - until now.
Allow me to introduce Todd Richard Stevens and Travis Groo, both veterans of the music industry who met through Stevens' Atlanta-based multi-media company, Stage Underground. Groo, a former booking agent, was managing singer/songwriter Austin Archer at the time, whom Stevens wanted to sign to his new label. During the signing process, Stevens approached Groo about forming a partnership and in December of 2011, the two founded Autumn + Colour Records, a grassroots label with an innovative approach to the artist/label relationship.
"We both felt that the relationship between the artist and the record label has always been a business war," Groo says. "We brainstormed for months and decided the fairest way to operate a label is to become equal partners."
Traditionally, the record label's dominant role has been in the development, promotion and subsequent sale of the actual recorded work; the terms of the contract were limited to a certain percentage of the total music sales, or direct album revenue.
But since the turn of the 21st century, the music industry has seen a surge in what is commonly referred to as a "360 deal", or Multiple Rights Deal. When a record label signs a new band under a 360 deal, they provide the financial backing for the development, promotion and sale of the recorded work - along with merchandise, book sales and any and all other means of income otherwise generated by the band. Under the general terms of a typical 360 deal, the record label takes money every time the band makes money, even when it has nothing to do with the direct sale of the studio-recorded work.
"Sure, everything is paid for by the label...but it's all recoupable before the artist sees any money," Groo explains. "Smart artists can get a better rate at their bank, and keep control of their music."
"We just really don't like the industry standard," he continues, "and we feel that an artist will take their career more seriously if they're equally vested."
Operating on a debt-free business model and swiftly approaching their 1-year anniversary, Autumn + Colour Records now has a handful of local bands that steadily tour, not only throughout the southeast but into New England and out West. When asked what criteria Autumn + Colour looks for in a potential band partnership, Groo answers without hesitation.
"The word is passion. We learned so much in a short period of time," he says. "A great sounding album is not enough anymore. An artist must have an undeniable drive for success, which means touring."
Groo and Stevens advise their bands to tour for no less than four months when promoting a new album, to help cement its proper introduction. They also stress the importance of the true, die hard fans and music lovers - not just the network of supportive family and friends.
"When artists put their hard work, blood, sweat and tears into an album, they will work extremely hard to make sure it's successful," says Groo.
In addition to partnering with their bands, Autumn + Colour Records also partners with its local communities. Ten percent from all streams of income are donated to regional charities such as the Center for Independent Living (Orlando, FL) and Soles4Souls (Nashville, TN).
"People have told us this is a terrible time in history to start a new label," Groo says. "We believe it's the very best time. We offer a fair solution in an industry that can't figure out what it's doing."
Website: www.autumnandcolour.com
Facebook: www.facebook.com/Autumn-Colour-Records
Follow on Twitter: @autumnandcolour
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