
You’re an independent artist, or a business, and you’re planning to produce a physical media product. First you should figure out which format is best. Don’t necessarily assume that a CD is the right format!
For the sake of discussion, let’s assume you’ve decided on CD. Let’s also assume that you’re going to work with a producer to help manage the entire project. Here’s a basic overview of some key details in producing a commercial CD.
Think of a CD project as having four management areas:
1.) content
2.) packaging
3.) promotion
4.) distribution
There are many different types of producers and some offer a broad scope of services. One of the roles a producer may take on is to make effective design decisions regarding the project’s narrative in all four areas listed above. In other words, the story of the content should be reflected in the packaging art, in the choice of packaging materials, the the types and location of promotion, in the sources of distribution, and so on.
Some producers will go so far as to match the sonic qualities of the recording with the style graphics (album art, web art, band publicity images, etc.) For example, they are aware that a certain microphone matched with a certain pre-amp will allow them to create a specific texture in the mix. That texture will translate through mastering as a design motif - and that motif or idea can be repeated in other management decisions across the full scope of the project. This may seem extreme, but repetition is a great storytelling technique, and great stories out-perform mediocre ones.
It’s usually not difficult to create a consistent set of aesthetics and related marketing decisions. Many artists enjoy making the decisions that most directly impact their creative vision. In the scheme of production obstacles, some producers will facilitate decision making, and if needed they can be called upon to make good decisions.
Other producers will join a project with the explicit understanding that they have creative direction over all areas. In this latter case, you entrust the producer to do a good job turning the vision into an product. You’ll likely have plenty of opportunities to provide input, but the contract will be structured around the understanding that the producer has decision making authority.
From my experience, the larger challenges with packaging, promotion and distribution have to do with market familiarity. Do you know the market? Meaning, the producer will probably have more and better information about the what, where, and with whom to get things done.
With manufacturing, for example, there are a wide range of vendors, near and far. A label will traditional be involved in that decision. But in the case of an independent act, you can either learn for yourself or search out someone who knows.
Another timely issue, one that’s difficult for artists and professional producers alike, is to stay current with the constantly changing state of online promotion and distribution. Questions to consider:
- Blog outreach?
- If so, which ones?
- Partner with an online distribution company?
- If so, which one?
- Partner with a label?
- If so, which one?
Some of the most technical questions have to do the bands web presence. Not every producer has first hand experience with social media, or web development project management. Nor should they! My point should be clear - different producers bring different skills to the project.
The point that I’m working towards is to establish narrative integrity in all aspects of the project.
Please remember too that you can and should handle as many of the production tasks as you’re comfortable doing. Do it yourself and you’ll have a great learning experience. Alternately, you can hire an independent producer with the skills you’re looking for.
The right producer will do much more than help you write, rehearse, refine and record your content. She’ll have a strong sense for all major decisions in the four key areas listed above (content, packaging, promotion, and distribution). This style of producer will bring a diverse set of skills and experience - ranging from songwriting, to engineering, to budgeting, to emerging technologies.
As distribution and production costs continue to change, I expect this style of producer to become increasingly common. It’s what I’ve done on the last three projects I’ve produced; not by choice (the creative process is often more fun), but by necessity. Artists have limited budgets and now more than ever they can use good advice for making the most of their ideas.