‘Internet label’ consolidates webpages; seeking investment, exposure

In an effort to target more specific music markets, and as an act of simplicity through consolidation. Los Angeles-based ‘Internet Label’ ShoEnTeL Music has closed down the Myspace profile for Artist P.N.G., and has established a label profile to include him, and other artists associated with the label. “This move will allow us more control over our distribution and exposure of our acts in the future. At the same time, make us more appealing for investor interest and an increasingly more interactive fanbase”, states CEO and Owner K.C. Shoen.
The label, which started in September of last year, is not meant to be another “indie”, as K.C. explains, “it is meant to be that gapstop that the Major labels are slowly starting to leave, due to their immanent demise”. In a recent era which has seen a plethora of merges, buy-outs, and layoffs, the ‘traditional’ approach to making and marketing music has also altered in large part to digital downloading and marketing, “The Majors are having a difficult time validating their methodology, from A&R all the way through retail. Artists are finding more lucrative means to distribute, advertise, promote, and retail their sound and style, without the benefit of a large advance or stipend.” He points out, that “revenue control has become tangible more so than any other time in the industries’ history. Our label intends to be the leader in this new age, by taking in talent that is largely ignored by both mainstream corporate radio, major labels, and distributors, and using the internet as a primary means of exposure and promotion. Staying lucrative, relevant, trend-setting, at the same time giving Artists their just due financially.”

A Three-Prong Approach

Seeking a diverse combination that incorporates terrestrial and internet radio, internet licensing deals, and private backing, ShoEnTeL Music seeks to be the first label of its kind. By combing these elements, mixed with a low-overhead and established digital distribution lines that are popular and reliable, K.C. Shoen believes this approach will prove to be the most successful in a constantly changing market environment. “ When I read that digital (mp3 download)sales outpaced plastic sales in 2006, I immediately recognized that with a proper approach, our label could be the model of how both the business of music is handled , combined with the endless potential of unknown artists who possess even the smallest of fanbases could invariably benefit from this. It’s a good time, not just to be content with an ‘indie’ status, but to truly stay independent creatively, at the same time reap a considerable profit to continue on that journey without compromising artistic integrity”


‘Quick’ Turnaround


He also believes that this business model won’t take years of trial-and-error, or need a gigantic financial commitment from any private source. As he explains, “there are processes already in place that allow for us move quickly on this vision; its not in a developmental phase, it is active. What we are persuing is investment to help invigorate greater exposure, broader channels of distribution, and to allow our artists and myself to work these channels more continuously, without having to stop in between just to survive day-to-day.”
K.C. Shoen is confident that it can be successful in a short time span. “I would give it two-to-four years before it becomes a major player in the industry”. He attributes this to an ever-increasing desire for artists to seek out organizations such as his for support in the business end, as well as the potential to remain in creative control of content. “Artists just want to create, and to make a living simultaneously. Many are not interested in the mundane particulars of advertising, promotion, and licensing. Being a Musician myself, I have a deep appreciation for this perspective. I am wholly confident this label will give the freedom to create, and relieve them of the worry that they might be getting a raw deal. It will make for better content overall if they know all they have to do is what they love..create and perform music.”