“Really what we’re doing is providing connections to the majors and other independents and just the industry in general,” explains company founder Mandy Kane, who’s an experienced musician himself. “This is a good way for artists to get a foot in the door. We’ve got all the facilities of a record label and all the access to services that a major would have, but we’re also interested in providing packages to artists and being straight-up with them, saying, ‘This is how much it will cost to get this. You own the copyright for the material.’
“There are nine packages at the moment that are on offer. They entail recording, promotion and release. There are also variations on those, so you can have a straight-up PR campaign, you can have an EP package. That’s an easy way for a band to go through the process, but we manage the whole thing as well. The idea is to spread the word and just promote them.”
Milwaukee Music is a progression from the production and management company started by Kane in 2010, The Majestika Creative. Working alongside fellow songwriter Farren Jones and experienced businessman Scott Didier, the new venture looks to fill the gap left by record label derailment.
“Independent artists are becoming more aware of how to become self-sufficient but there’s still a necessity for a business like this, which actually steps in and says, ‘You guys focus on the music – that’s the talent that you’ve got – and we can help with all the other components.’ It just relieves that burden of bands running around doing everything for themselves. They’ve still got the same creative control but it just means they’ve got a team looking after that particular project.”
Things at Milwaukee Music are already in motion, but the aforementioned suite of packages officially becomes available on Monday May 12. To celebrate, there’s a company launch event happening at The Toff In Town that same evening.
“There will be a welcoming presentation,” Kane says, “so we’ll be showing some videos and going through the business model. As well as that we’ll be showcasing some acts who we’ve been working with and who feature on the vinyl sampler.”
This vinyl sampler is the label’s unique way to introduce acts to a variety of influential industry figures, including broadcasting, print and distribution outlets. One artist featured on the premier edition (and also appearing at the launch) is Melbourne electro/pop singer Stax Osset, who was discovered by Kane himself.
“That’s worked out really well,” he says. “We’re actually doing a 7” for her as well. There is a degree of scouting involved, because I’m always keen to find new music and work with whatever bands I think are really cool.”
Evidently Milwaukee Music’s roster will quickly load up, but Kane stresses that this shouldn’t deter any aspiring musicians from submitting music to the label.
“For artists to send in unsolicited material to a label and get a response, the chances are fairly slim. We listen to everything and try to contact everyone that we receive material from. Even if it’s to say, ‘We don’t think you’re ready yet to work with us,’ at least we’re going to get back to them and make an effort to assist them in their development in some way.
“Really we just want to be a contact point for new emerging talent to get some pointers and take out a package and get the experience and then have a product.”
BY AUGUSTUS WELBY
