How Sub Pop Records Develops and Funds Artists

This week Ari sits down with Tony Kiewel, the President of Sub Pop Records and co-founder of ORCA (Organization for Recorded Culture and Arts). Sub Pop has repped iconic artists like Nirvana, Soundgarden, Beach House, The Postal Service, Flight of the Conchords, Iron & Wine, Father John Misty, and many more. Tony’s organization, ORCA, is a “think tank comprised of international independent music labels committed to increasing music’s economic, social, and cultural value.” ORCA has done incredible research to demonstrate the tangible value of music in our society. ORCA also works with numerous record labels to increase financial and contractual transparency between labels and artists.

In this episode, Tony shares the inner-workings of his experience at Sub Pop. He breaks down how independent record labels function in 2024 and how exactly his label invests in the future of their artists. Ari and Tony discuss how ORCA’s research could help influence law and policy changes for the music industry and how the organization helps people outside of the industry understand how things work. Tony talks about what Sub Pop looks for when it comes to signing new artists, how they develop current artists on their roster, and how they go about working with undiscovered artists vs. artist on the cusp of stardom. If you’re interested in the inner workings of indie labels, you won’t want to miss this episode!

ORCA: https://www.orcaformusic.com/

“Setting the Stage: How Music Works” study by ORCA: https://aristake.io/orca

00:00 Understanding the New Music Business
05:26 The Formation of ORCA and Its Goals
10:16 The Importance of Transparency in the Music Industry
16:07 The Challenges Facing Independent Artists
22:42 The Role of Indie Labels in Artist Development
33:56 Artist Development Strategies at Sub Pop
42:58 Investments in Emerging Artists
51:15 Revenue Streams and Financial Models
01:00:19 Marketing and Tour Support Budgets
01:10:36 Trends in Physical vs. Digital Sales
01:17:26 Mutually Beneficial Artist-Label Relationships

Edited and mixed by Ari Davids
Music by Brassroots District
Produced by the team at Ari’s Take

Order the THIRD EDITION of How to Make It in the New Music Business: https://book.aristake.com