Label Van Richter Records, based out of Comic con nerd mecca San Diego
California.
The word 'label' is bandied about like a fidollaho so often, but this
company actually one that puts stuff out and gets stuff done, unlike
your cousin's brother's accountant's friend who has a PC, a CD burner,
and AutoTune...
TB: The label was originally based out of LA and Palm Springs, right?
When did you form?
PA: We started the Label in 1993 in San Diego, then moved to Palm
Springs, Los Angeles then back to San Diego However we still maintain
presences in all locations to date (warehouse in LA, administrative
services in Palm Springs)
TB: You were working for a major label in Chicago previous?
PA: Actually the only Major I ever worked for was Arista back in the
early 1980's. Then I moved on to Chicago based Wax Trax Records and
imprint M Beat Records which was an indie that eventually was taken
over by TVT before shuttering. Then as you may know TVT when bankrupt
in recent years. (How the once mighty have fallen)
TB: There were many start up labels at that time, many since come and
gone. What made you want to start one?
PA At the time of the early 90's it was not such a crowded space for
the genre. There were numerous great foreign bands that did not have
representation in North America. Also then most fans bought music
instead of stealing it like they do today. So we thought we were in
the right place in the right time
Unfortunately it turned out we started at the top of the market and
watched everything decline over the next 17 years
TB: Did you run the label in industrial central, Chicago first?
PA: We worked out of the west coast for Wax Trax Records, mainly
handling retail sales and promotions
TB: The bands you currently have on the label, are they all the
original ones? Did you first go after all the other bands who were out
there as well?
PA: Yes we found original bands that had only foreign deals on labels
such as Rough Trade and KK Records out of Europe. Eventually they all
signed to us direct when those partners shuttered. We also signed
bands that were not on current labels such as Girls Under Glass.
TB: Were you in a band as well? Did you also do show promotions then?
PA:I dabbled a little when I was a kid but no unfortunately I never
put anything serious together
I worked as a booking agent and DJ as well as band manager before
working at labels
TB: Were there any problems licensing or getting rights from European
labels for these bands?
PA:No and ironically we have outlasted most all of them to date as we
are still carrying the flame for the genre
TB: Which bands did you sign first? Where are they from?
PA: Testify and The Fair Sex. Both from Germany. Actually Testify was
initially a side project of The Fair Sex before becoming a full
fledged band in their own right. Now they outsell The Fair Sex due to
their metal crossover sound to that fan base.
TB: And later, which other bands did you sign?
PA: Plastic Noise Experience (EBM), Sielwolf (Noise Experimental),
Death and Horror Inc (Darkwave)
Girls Under Glass (Goth Industrial) and Underwater Pilots (Synth - Future pop)
TB: You didn't got the route of demo 7" records and demo tapes and CDRs?
PA: No we wanted to portray a more professional image than some kind
of DIY live in my parents basement label like others have in the
genre.
TB: Unlike other labels, you never branched off into distribution.
But you did start as a iTunes Vendor. When did that happen?
PA: Well physical distribution is almost dead as not many fans who do
purchase music, buy cds. Many labels have stopped that practice. Yes
we started as a itunes vendor in 2003 and it has been a very rewarding
relationship. Apple is 95% of the digital music market and we have
used their pipeline to offer distribution to artists and other labels
in all genres to generate additional revenue for our label.
TB: Why mainly German bands? No American ones?
PA:We get asked this question often. We do not judge by country,
however the best bands in the genre seem to come from Europe. In
general their production and writing skills are superior. Also most
have home studios with in house engineers. We are still open to a
quality U.S. band but for whatever reason this has not happened. Also
many U.S. bands refuse to self promote via touring so that does not
help matters to bring them into the VR family.
TB: I suppose you're glad you never fell into any of the music trends
that all died and killed bands and labels, like drum n bass, rap/metal
industrial, goth poofy shirt metal etc.
PA: It is a mistake to play the trends..that is the majors territory
and business model. If you are an indie you need to focus on your
vision and not trends. We consider our self to be an old school goth
industrial label which has served us well.
TB: But you did dabble in various technologies that came and went,
like FLAC. The Van Richter Radio stream, other online sales companies
(MS, Sony etc)
PA: Yes we did not put all our eggs in one format basket. Most of
these formats have come and gone as Apple has become the standard for
selling music. That is for the 10% of consumers that actually buy
music.
TB: What do you think of online sharing now, after Napster has been
replaced by torrents?
PA: I think you would call that stealing music which is wrong and has
put so many bands, retailers
labels and distributors out of business. 90% of all music consumers
steal music so that in it self is causing the art form to crater.
TB: Have you thought about diversifying into other types of bands?
Like some industrial labels who signed rock/metal bands?
PA: We try to stay true to our vision. We have bands that crossover
into metal like Testify and Sielwolf. We have diversified by doing
distribution - aggregation via digital distribution for all genres of
music on a non exclusive basis. This additional revenue lets us keep
true to our vision and not sell out or release a bunch of crap in
order to survive.
TB: Music is getting hard to sell these days, what are you doing to
liven things up?
PA: It is hard to sell music because most people steal it. Why buy the
cow when you get the milk for free? We continue to promote more using
viral methods to get this out to the genre base. We try to educate
them as to the value in buying music and how it supports the genre.
TB: Are there any other bands out there you think are still impressing?
PA: Actually not much new on the horizon for reasons previously
mentioned. We are doing allot more reissues than anything else at the
moment but we are always looking for new up and coming talent and do
accept unsolicited demos. The submission information is listed on our
website. vanrichter.net
TB: Fans can buy songs off your website, what format are they in?
PA: Yes our award winning website vanrichter.net has been up for 15
years. Fans can buy physical compact discs, MP3 as well as AAC
downloads directly or through itunes. We also list all the retail
stores in various states and countries that carry us including mail
order companies.
TB: okley dokely! That concludes this fun interview
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