WHAT EVERY AMAPIANO ARTIST SHOULD KNOW BEFORE SIGNING WITH A RECORD LABEL

1. UNDERSTAND WHAT A RECORD LABEL DOES

A record label is a company that signs artists to contracts, invests in their music production, and handles promotion, marketing, distribution, and sometimes even touring. In return, the label takes a percentage of the profits from music sales, streaming, merchandise, and other revenue streams.

For a new artist, this can seem like an incredible opportunity. The label offers the resources and connections needed to promote your music on a bigger scale, putting you in front of larger audiences. However, you need to consider the trade-offs that come with this partnership. A record label deal can often mean sacrificing creative control, a significant share of your revenue, and, in some cases, ownership of your music.

2. THE IMPORTANCE OF OWNING YOUR MASTERS

One of the most important aspects of a record deal is master ownership. The “masters” refer to the original recordings of your songs. Whoever owns the masters has the right to control how your music is used, sold, or licensed. They also receive the majority of the profits from streaming, sales, and licensing deals.

If a record label owns your masters, they control your music’s future. This can include where it’s played, how much money you earn from it, and whether or not your music is licensed to movies, TV shows, or ads. As an artist, if you own your masters, you have long-term control over your music and can continue earning from it throughout your career.

Many artists, including well-known Ama-piano figures like DJ Maphorisa and Kabza De Small, have been vocal about the importance of owning their masters. By retaining ownership, they maintain creative and financial control over their music. Before signing any deal, ensure that you understand whether the label will own your masters or if you will retain ownership.

3. KNOW WHAT YOU’RE SIGNING

Record label contracts can be complicated and filled with legal jargon that’s easy to overlook. It’s vital to have a lawyer who specializes in the music industry review any contract before you sign it. Some key points to look out for include:

Duration of the Contract: How long will you be tied to the label? Is it for a set number of years or albums?

Creative Control: Will you have a say in the music you release, or will the label have the final decision?

Revenue Splits: How much of your earnings from sales, streaming, touring, and merchandise will go to the label? What percentage do you keep?

Advance Money: Record labels often offer an advance, which is upfront money to help you get started. However, this is not “free” money—it’s more like a loan. You will need to pay it back through future earnings, and until the advance is recouped, you might not see much profit.

Be sure to fully understand these terms before committing. Many artists have found themselves in unfavourable deals because they rushed to sign a contract without fully comprehending its implications.

4. WHAT HAPPENS IF YOU WANT OUT?

One of the biggest issues new artists face is the difficulty of exiting a record label deal if things don’t go as planned. Most contracts are binding for several years or albums, and getting out of them can be legally and financially challenging.

For instance, some Amapiano artists have found themselves locked into contracts that were not beneficial once they realized they were losing creative freedom or not making the money they anticipated. Labels often have significant control, and breaking free can require paying large sums of money or facing legal battles.

Before signing, it’s crucial to know what your options are if you ever want to leave the label. Are there penalties? What would you have to give up? Having this information upfront can save you a lot of trouble down the road.

5. ALTERNATIVES TO SIGNING WITH A RECORD LABEL

While signing with a record label can offer many benefits, it’s not the only path to success. The rise of streaming platforms like Spotify, Apple Music, and YouTube has allowed independent artists to reach audiences directly without the need for a label.

Independence: As an independent artist, you retain full ownership of your masters, creative freedom, and control over your career. You’ll keep a larger percentage of your profits, but you’ll also need to handle the promotion, marketing, and distribution of your music.

Distribution Deals: Another option is to sign a distribution deal rather than a full record deal. This allows you to maintain ownership of your masters while the distributor handles getting your music to streaming platforms and stores. You’ll keep more creative control and typically pay a smaller percentage of your earnings to the distributor. Artists like Njelic and Semi Tee have built successful careers without being tied to traditional record labels. By staying independent or working with smaller labels or distributors, they have more control over their music and future.

6. BUILDING YOUR BRAND

Before you even consider signing with a record label, it’s a good idea to build your own brand. Establishing a strong presence on social media, YouTube, and streaming platforms can help you gain a fanbase and increase your bargaining power when talking to labels.

If you’ve already demonstrated that you can generate streams, sell tickets, and build a following, record labels may be more willing to offer you better terms, including allowing you to keep ownership of your masters. Remember, your brand is what will carry you through the ups and downs of the industry. It’s the relationship you build with your audience that will sustain your career in the long run.