Stereotype Records founded, formed, and fed up

Los Angeles CA August 25, 2004 — (Holstudio) — Stereotype Records was formed by three friends with the common conviction that there was great music being made by great musicians that wasn't getting a proper chance to be heard. With the industry fixated on marketing the next musical sub-genre, force-feeding the audience, and maintaining the bottom line, musicians with styles and ideas outside these narrow parameters were being consigned to the scrap heap and there was no way that these mature ideas and sounds were going to make it to the public consciousness. Many of the partners' favorite musicians had lived and struggled long enough to have something important to say and exciting ideas to play, but, sadly, were unable to find a label to believe in them. Someone needed to step in and do something.

Stereotype was founded to do just that. The partners believed that by ignoring the fashions and working with new technologies that allow for great records to be produced for much less, it could reduce the bottom line and use creativity - rather than formula - to open up opportunities. The label would stick to the partners' DIY ethos. With decades of collective experience as musicians, engineers, and marketing gurus, the experience, belief and business acumen to do everything in house - and make Stereotype a success - was right under their collective noses.

One of the most important principles of Stereotype is in the way the label will work with artists - a cooperative model that allows for growth, development, and a fair distribution of profits. Unlike the major labels, Stereotype will help foster great musicians, not steal from them. Stereotype was created to put out records that, as listeners, the partners would want to hear in ten years; songs that, as artists, they wished they had written themselves.

Stereotype is releasing nationally Turn Me On, Turn Me Out by Rick Stone and Lasterday by Mission to Mars October 4th. Fall will also see the re-release of State of Matter from Knee Jerk Reaction and an EP by Every Move a Picture. Back catalogue is also available from Stereotype artists at www.stereotyperecords.com.

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