Life after record label.

How does life after record label look like?. Let’s talk a little about something educative we all should know.
Firstly. Record labels are business initiatives and a profit driven company as well as risk takers. Record labels don’t pick up empty cans and pump in talents before they bring to the market. They pick up talents, take risk on it by investing money, millions so to be clear to create and develop an appealing brand of an artist which can be marketable, so as to make money off it.
It is important to also note that, record labels are like schools, they instill a sense of discipline into their artist. They regulate and check what you post online, how you appear in public, negotiate better deals for you both for shows and endorsements, they make good decisions on the kind of music you make so it is made commercial not what you feel like singing but what they feel like is income generating.

Now.
On the part of the artist, life after record label can be sometimes raining or sunny. Depending on how knowledgeable the artist is and what moves the artist decides to take.

Lets take a case study of Cameroon artist who after record label are doing so well independently and it almost looks like record label exit had no negative effect on their career. We have artist like Locko, Ko-C, Tenor, mic monsta etc.
Now take a closer look at all these names mentioned and you will notice something similar. You will notice that these artist haven’t changed their way of singing, rapping, branding, social media interactions at any point. The same way they were in the label is thesame way they are after the left. Which is to their advantage because fans still feel like it is the same liquor in the same bottle they use to enjoy which is why it is very clear to see how their numbers on streams and views still remain above average level anytime they release a project.

On the other hand of the case study, let’s take a look at Shura, Gomez and kameni.(no disrespect this is for the purpose of awareness) First of all it is important to note that fans are human beings and are very “sensitive to change” especially if it doesn’t sound same or better than what they use to see or hear.

Look at Shura. Check out her biggest songs, you will see it was done when she was under the label. After the label has her Branding change?Yes. Sound? Yes. Engagements.? Yes. Numbers on streams and views? Yes.

Look at Kameni. Before fans even fell in love with her music first thing they love about her was her Branding which the label carve out for her to be a niche. I’m talking about a “girl in boys wear” looks. She dressed more masculine than feminine which could blend with the kind of music she did and that is dancehall. In the record label, marketing and distribution was paid, networking was done on her behalf but after the label did she carried on with same strategy? No. Same sound? No. Same outlooks? No. Has it affected the numbers? Yes.

Let’s look at Gomez. Check out his music catalog. His biggest songs were french-inclined. More than the label wanted him to be the leading and number 1 urban artist in french Africa. Are we talking of hits like CA ne VA pas, sans toi, soulevez.? Undoubtedly this were hits. Label did not only work on pushing his music with finance on marketing, they also branded his music, outlooks and social media post to suit that person they will want to be a brand ambassador. But after the label. One thing fans complain regularly is attitude problem, online fans feel like the artist is talented indeed but his attitude and responses to fans seem abusive and degrading.
He has switch his sound, which seems like a change of direction to win the English market not the original crafted map route which the label had carve out. This means the artist will have to build from scratch and build new engaging audiences from different angles.

NB: it is ok for an artist to try new sounds or change genres but if it has to be done let the change not be like a snap of fingers, but let it be a gradual cross to the other side so that fans can follow gradually not a jump. For example listen to Ko-C CA a cuit (in the label) and Mon Pala Pala (out of the label) you will notice that the transition is gradual and lovers of CA a cuit sound of music can still love the sound of Mon Pala Pala.
But listen to Kameni ghetto, tombe (in the label) and listen to Kameni Jito.(out of label) check out the sound, check out the outlooks. A swift transition.

NB: it is important for artist to still be under labels but have publishing rights of their songs under their YouTube channel. This is one thing that will help every growing artist because you get to keep your subscribers and enjoy the gains of YouTube pay. After your contract. Meaning you don’t get to build from scratch and it will help your numbers and streams to stay at an average level and not fall below average. Ko-C, Mr leo, are enjoying such benefits as some of their hit songs were released under their YouTube channels while the label took care of the marketing and distribution.

Hope this write up, was educative. Feel free to drop a comment on your own opinions, ideas and suggestions. Because no one is a house of all knowledge.
Thanks 💙

MrINFO