Interview with Stuart Baxter from Warren Records

Next up, we're going to speak to Stuart Baxter from Warren Records. He has a slightly different take on an independent label, self-releasing artists, and ways to really tap into the local community to get the best for a release.

Stuart, thank you so much for joining us.
"Thanks for having me."

Setting the Scene

Do you want to quickly say a little bit about what you do?
"Well, I run a project called Warren Records, which is an independent record label in Hull, but it's really an umbrella talent development project. It's a space and a resource to engage young people under 26 in music, recording, and releasing."

"As well as that, we have people who come in with clear goals; they're in a band or a producer and they just don't know where to take it because they feel there's not a lot of support in our area regarding development and releasing."

The Changing Music Industry

Stuart elaborates on the current state of the music industry:
"Although the music industry has changed dramatically, one of the positive developments is that there are now countless routes to release your music. Whether that's through TuneCore, Believe, or local distribution labels like Label Works."

• Supporting the Community:
  "Label Works is based in Hull, and it supports the community. As a solo artist, you can't release through them directly; you need to set up a label first."

He continues,
"That's encouraged many people to establish their own labels. We have done subsidiary labels through them that we've later let go."

The Label Name Dilemma

"People watching may not be aware that when you release music, even as a self-releasing artist, you need a label name linked within the metadata you submit for platforms like Spotify or Apple Music."

The Importance of Branding

"Setting up a logo, a name, and a platform to put your music on can really enhance professionalism. It's not just a release by the artist; it's treated like a proper label release."

Rethinking Record Labels

"I used to work with Skepta, who fiercely maintained his independence. Many upcoming artists now choose not to sign with major labels early in their careers. As a manager, I always advise against signing early."

• Evolving Approaches:
  "Labels nowadays expect you to bring more to the table. We're seeing major labels working with independent artists and distributors like The Orchard, Caroline, and ADA."

Support for Artists

Do you work with artists at different levels?
"Absolutely. We offer various levels of support and get involved in marketing. It's crucial to cultivate relationships within the community. It's not always financial; building a team of friends and collaborators can be invaluable."

• Budget-Friendly Campaigns:
  "For instance, we can do a single release with high-quality video and branding for under £500. This is possible thanks to the connections we've made with local filmmakers and creatives who want to invest in the community."

The Importance of Community and Relationships

Stuart emphasizes relationships:
"Strong relationships and knowledge are crucial in this industry. We felt quite disconnected from the broader industry for a long time. The last globally successful artist from Hull was likely the Beautiful South, which was 30 years ago. But it's entirely possible to get somewhere, even from Hull."

"Thanks to the internet and digital platforms, barriers have been broken down. Artists are being discovered all the time."

Owning Your Brand

Encouraging artists to own their brand:
"We advise artists to really know what they want. When opportunities present themselves, you'll be prepared to understand your worth. It's essential in this new landscape."

The Self-Releasing Experience

What's the self-releasing process like?
"It's an exciting and rewarding process. Through self-releasing, you'll make mistakes but also learn valuable lessons. It's not a waste of time; it's critical for growth."

"I've had my fair share of lessons learned over the years, which helped us achieve success with our latest album despite previous failures. It's all about longevity and continuous improvement."

Pressure for Immediate Success

Stuart addresses the pressure for quick success:
"Many young artists expect instant results. They may want their releases to hit the ground running right away. It's important to understand that the landscape has changed."

• The Role of the Release Date:
  "Setting a release date and an impact date requires a shift in mindset. A song can be available, but real traction may take months of work to build."

Final Thoughts

Stuart emphasizes the ongoing effort required:
"There's no quick route to success. Whatever path you choose in the music industry, hard work and persistence are irreplaceable."

Connect with Warren Records

If people want to find out more, where can they head?
"They can go to warrenrecords.org and find Warren Records on all social media. I'm open to any questions and encourage people to get in touch. We always respond to messages."

Thank you for your time, Stuart.