Purebred's story is unique, and it starts with the students.
What makes us different
Hard work, passion, motivation and resilience are the required traits each student must have when working for this label.
Each student who enters the Music Industry & Music/Sound Recording program has this opportunity available, but the label is populated by those who desire as much real-world experience as they can get. The job requires a generous dose of passion and an immense love of music. We don't have to be here - we choose to be here. Many returning students preach how valuable work ethic is. If the drive is low, results are low, and at the end of the day, the class isn't used to its full potential.
What does this label offer for students?
This label offers hands on experience for each student who participates. It is a learning curve. When new students start working, they are diving into something they've never been a part of. New business, old business and current objectives are passed on from semester to semester. This is a perfect way for a student to understand how to adapt and learn things quickly. Many feel overwhelmed with this; however, it will train us to be efficient in the real world. Think of it this way, any job will be the same. You will be hired, and you will be asked to perform tasks that you have little to no knowledge in. School allows you to grow intellectually, but you don't necessarily understand the ins and outs of the real job or the respective industry fresh out of college.
Label Opportunities: How this label is operated
This label also allows us to utilize teamwork, independent work and required skills in running a record label. Each department has committee leaders and committee members. Like any record label, each department has specific tasks.
Legal Department handles legal issues, contracts and artist representation. However—more often than not— any Purebred member can be a representative of an act. Usually this is the case when a Purebred member discovers an artist and works with them directly. The Marketing Department takes care of label & artist promotion, marketing campaigns, social accounts, campus events etc. Whether it's socials, radio promotion, or on campus events, it is important to expose this label to as many people as possible. The Accounting Department allows for our budget to be balanced. They handle all monies earned by the label and they also keep a good relationship with the University Administration. Any transactions or money made is handled here, so it is important to have accounting skills in this department. Lastly, our production team handles merchandise, physical CD's and any physical promotion items from the Marketing Department. One thing to point out is that any student can pick up jobs from any department. When work gets heavy, it is good to have a helping hand from various students with different abilities. Furthermore, each student is an A&R representative. Each student can scout and sign artists.
What we offer our artists
We make sure we give our artists as much exposure as possible. We aren't an agency. We don't book our artists, but we use our connections in order to kick-start touring and miscellaneous gigs. A lot of the time, our artists are new to the game and naturally they aren't touring. Finding local shows and contacting promoters is something that we don't do unless it is 100% possible. Since a.) we aren't an agency and b.) we don't do business with any third party agencies, we try to focus more on distribution and promotion more than anything.
We distribute our physical CD's nation wide through MVD Distribution. MVD distributes on all streaming services, which is imperative for the success of our artists because this format is driving the current industry. We also offer a website that provides fans with detailed information about their artist. We cover everything and we make sure that we market and promote our artists to the full extent.
Krugman once said, "Think of us like a cheap date. We do everything any label does, for an affordable price." Quite frankly, that's what we do. And we do our job well. Every label has its dues. High clout record labels tend to put their artists on tour, record quality studio albums, reach a larger market etc., so the artist needs to recoup the advances from the label. On a level like that, the money spent on an artist is unmatched to what Purebred is spending. In other words, our artists need to recoup monies, but at a much, much smaller scale. If the artist has a good fan base, frequent paid performances and good merch sales, they will recoup in no time.
Again... we're a cheap date. It takes two to tango, and in the end of the day, hard work on both sides pays off.
The last thing we want to do is fail our artist. We also don't want to go bankrupt. That's why we have Krugman to oversee what we do. We need someone who has done it all in order to make the best decisions for the label, as well as the artist. We need to make sound business decisions. For example, knowing that the music industry is always changing, how do we compensate? We've seen an increase in demand for Vinyl and cassette, so in the past couple semesters we've been trying to find ways where we can give this opportunity to our artists, without breaking our bank account. Due to the current digital age, we've also utilized our social media outreach. Snapchat, Facebook, Twitter, Instagram, are all run by students. Understanding what is trending is highly important.
It may seem like a polarizing roster in terms of genre, but we don't sign artists according to genre. In fact, many independent labels don't focus on this. What we seek is good music, because we are music lovers. That's what matters. We strive to have our students embody this ideology and we motivate our students to find that passion in order to grow this label. Time will tell where this label will be, but the University of New Haven isn't a sleeper in terms of our Sound Recording and Music Industry programs. Many of our students find themselves working in major labels, agencies , promotion companies and studios after their collegiate days are over. Purebred has been around for six years. We haven't even broke the surface in what our label can potentially do. Within the last year (two semesters) we've signed 4 artists. That’s the most signings within the last two semesters than every before. This feat is unprecedented.
It starts with our students. You can take this class just for the credit, or you can take this class because you have the passion and drive to succeed. Passion is what sets us aside, and that passion is all up to the students themselves. We are a different breed; but we are 100 percent purebred.