Nowadays, most acts make the majority of their cash on touring, merch, and other endorsements. While his records might gross more, it would mean less profit for Kennedy – signed artists make about $1.50 an album sold, with the rest going to the record label and distributors. The marketing dollars of a record company translate into radio airplay and advertising on a level arguably impossible to reach as an independent artist. Kennedy says he would take a record deal if it meant a fair partnership with his imprint, Other People's Money (OPM.)Ĭertainly, label support would impact Kennedy’s top and bottom line. “Where every other door has been closed on the business side, the fans have opened up every other avenue for us.” Navigating independence has not been without false starts – Best Buy started selling Kennedy’s album a week before its scheduled October 15 th release, essentially leaking it and killing much-needed buzz. “We didn’t even have any music at the time when they was talking about carrying this album, but they just believed.”Ĭonsidering about 10% of Kennedy's 120,000 Facebook fans forked out $11 for a release, compared to the 2% of Drake’s 31 million Facebook fans who bought his album in its first week, Kennedy’s doing alright. “We have proof that we have fans and they were willing to take a chance,” said Kennedy. With the help of Interscope-intern-turned-manager Archie Davis, Kennedy has now graduated from being an unsigned artist – one without a record deal – to an independent artist – one who has chosen not to take a record deal. “The business structure we wanted and the control that’s what it really came down to.” “The type of deal I was looking for just wasn’t available,” said 29-year-old Kennedy. Despite courtships with record labels – and nearly signing to Interscope this year – Kennedy says he ultimately chose to stay independent to retain creative power, and favorable margins.
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