The indie blueprint

Let’s not be stupid about it: it’s nice to know there’s a big, powerful multi-national with resources chomping at the bit to make you huge. Sometimes it can even happen that way. But it’s also good to set out your stall and decide: we’re going to do it the independent way.
But what does that mean? More than anything else it means that you need to establish an ethos and an approach. It’s one that generally requires more work from you – and from everyone who’s aboard the good ship. To give you a bit of perspective on this, Hot Press has compiled a simple indie primer: a list of those ten things that might make all the difference if you make them central to the game-plan. And if you don’t? Hell you could be huge! There are no rules, just ideas...

1. POOL YOUR RESOURCES
Instead of wasting money by going into a studio before you’re ready, utilise home recording set-ups, scavenge mics, borrow quality amps and instruments in order to make the best self- financed recordings possible. It may even turn out to be good enough to release. Six weeks of three-hour sessions with your live soundman can yield a more impressive result than one weekend in the wrong studio. Same with mastering and manufacturing: shop around, check pedigree.

2. BARTER SYSTEM
You’ve got an old school buddy who’s nifty with graphic design. Buy him/her a pint/blackmail him/her with old Confirmation photos in order to take on your design. Same with cover art, photographs etc. Seek out ambitious firebrands hungry and looking for experience. But remember: if you’re doing a website it has to be kept up to date – and that involves work. Otherwise it’s an embarrassment.

3. PEER PRESSURE
Musicians, perhaps more than any other artists, are prone to petty rivalry. Better to adopt a co-operative attitude. Invite peers and contemporaries to rehearsals/gigs to critique your songs and shows, in a spirit of constructive criticism. The ‘70s film school generation of Spielberg, Lucas, Scorsese and Coppola sat in on each other’s editing suites. All art is collaboration.

4. BE FRUGAL
Touring on a shoestring, every penny counts. Check out B&Bs rather than hotels. Shop at the Co-Op rather than the petrol station. Eat at the family-run café rather than the fast food joint. Better still, bring sandwiches.

5. ASK ADVICE
You don’t know it all. In fact truth be told you probably know very little. There are people out there of far greater wisdom, in bands and in the media. Get to know them, look for advice. Listen and learn. Preferably from people who are genuinely thoughtful and considered. Loud mouths are generally to be avoided...

6. HIVE MENTALITY
Solidarity, brothers and sisters. Irish musicians can be dreadful at attending each other’s shows. Nothing impresses a venue owner like a busy bar. It’s good for morale too.

7. LATERAL THINKING
Be savvy with marketing. Steal ideas from other media. Look at how film and gaming companies brand their product. Design a logo that can lend a uniform look to your album cover, advertising, MySpace/website design, merchandising etc. Be prepared to spend in the right way at the right time.

8. THE INTERNET CAN HELP
Mobilise friends, bloggers, MySpace and online buddies to make your band a viral presence on the ‘net. But remember: there’s an awful lot of naff looking MySpace sites out there that can’t be read. Don’t do something that looks like a dog’s dinner. You’re communicating (or trying to). And also: if it’s not good enough to give to a record company, don’t put a track up. You can be dismissed by the business and never even know it.

9. SOUND AND VISION
Same principle. The medium of film has become more democratic, so ideas and originality are what make you standout online. Instead of posting sloppy footage of your band playing the Dog & Duck, put together an animated or cinema verité clip for your band’s song.

10. PERCEPTION IS ALL
All image is contrived. You think Tom Waits looks like that by accident? Or Dylan’s interviews are fascinating because he says the first thing that pops into his head? If you’re co-ordinating a press campaign, or doing radio interviews, make sure you’ve got something to say. And if that bass-player shows up for a TV slot or photo shoot wearing that canary yellow tank top, send him home to change.

Finally, remember: ultimately, it’s about making a great noise. Go for it...