Model #1: Fake It Till You Make It

This model is all about perception. You create a label name and logo, and while it may start as a marketing tactic, it can become something real. It’s a form of manifestation: presenting yourself as a record label adds legitimacy, boosts your confidence, and often, you’ll find that people take it seriously—and eventually, you become a “real” label.

Starting a label, even just for your own music, can be a smart business move, giving you full control and a professional-looking brand. The reality is, this method works more often than you'd think!

Model #2: Expanding Your Radius While Expanding Your Experience

This model involves starting with your own music as the label's primary release, but as you grow, you begin to sign other artists. You might start by releasing a friend’s album, then expand to artists you meet through your network. By expanding your label’s reach, you also expand your own experience as a label owner, learning more about the business with each new release.

This is the most natural progression for indie labels. Over time, you build a roster of artists, and your label becomes known for more than just your own music.

Model #3: The Artist as the Main Attraction

In this model, the label exists primarily as a vehicle for the artist who owns it. You release your albums, side projects, soundtracks, and possibly reissues of your back catalog. Some artists use their label as a way to maintain control over every aspect of their music, from manufacturing to distribution.

Examples include Asthmatic Kitty, Melody as Truth, 12k Records, and Wilco’s DBPM. Artists who use this model often want full creative and business control, allowing them to focus on every detail without giving away percentages to external labels. Sometimes, the label also becomes a curation tool, with fans trusting the founder’s taste in music and purchasing any release from the label.

Over time, these labels can evolve into something bigger, becoming known for the artist’s curation and stamp of approval. Fans often buy music simply because they trust the label’s reputation, whether the artist is involved or not.