The Fan-First Approach to Running a Record Label
Making music fans the main character of your label’s story…
A few weeks ago, I was interviewing Cory from Inner Ocean Records, and in the middle of our chat I started perusing their website…and I had an epiphany!
Their offerings—vinyl, cassettes, Japanese imports, tape players, audio plugins, sample packs, and more—made me feel like the website was tailored for me.
It was a breakthrough moment: the main focus wasn't the label or the artists, but the music fan.
Making Fans the
Main Character
of Your Label’s Story
The Epiphany:
Inner Ocean Records’ website felt like a curated space for my tastes.
The main message: This label is for me, the music fan.
Why This Matters:
Many record labels focus on promoting themselves or their artists (which is of course okay).
Inner Ocean Records shifted the focus to the fans, creating a personalized, engaging experience.
Customer as Hero:
Your label’s website (and social media) should make the fan the main character.
Like Home Depot empowers customers in home repairs (“you can do it, we can help”), your label should empower fans in their music journey.
Practical Implementation:
Consider what your fans love and curate your offerings accordingly.
For Inner Ocean Records, this meant selling cassette players, vinyl, and records beyond their roster.
Focus on celebrating the niche your fans are passionate about.
WATCH THIS EPISODE
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RECORD LABEL
ACADEMY
Instant Lifetime Access to all our courses, books, and templates!
-
How to Start a Record Label (Online Course)
Record Label Marketing Strategies (Online Course)
Record Label Decision Tool (Online Course)
Profitable Record Label (Online Course)
All 8 Micro Courses
All 8 Micro eBooks
How to Start a Record Label (eBook)
Record Label Marketing Strategies (eBook)
Tons of bonus templates and extra resources
Other Record Labels Podcast
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