After researching and visiting many indie labels within Copenhagen, I found that most of them don't have an in-house creative! I was surprised but also pleased (mwahaha). The music industry in Denmark is small and most things involve a very small budget but I still think there's a way to get everything one needs, for an affordable price.
Obviously bigger labels (Hi Sony, Warner and Universal) have giganta budgets and most probably specialist people for each aspect of the creative process, but they also use outside agencies for videos and the like. I think this is kinda sad. I know if it was MY label and MY artists, I'd want to know that whoever was making their videos was completely invested in them; knew them inside out, knew their audience, knew their hardcore fans and what they like/ don't like.
I think something really special can come from one person (or team) working with an artist continually (not always on every single thing but you get the idea). Assisting in their initial development and branding, helping to shape their social media following and coming up with kick ass concepts for their photo shoots and videos.
I had a think about everything I'd like to be involved in with an artist and/or label and so I decided to compile this handy list of 12 reasons why every label (big or small) needs an in-house creative.
what is this?
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