In honor of Small Business Week, we’re going to be bringing you a week of new interviews with industry professionals—one right after the other. Today we’re chatting with Deep Elm Records owner John Szuch to discuss starting a label, seeking a label, and more. Check it out below!
Infectious: Thank you for taking the time to speak with me. How are you?
John: I’m stoked! The sun is out, the surf is up, and the music is blaring! All is well in Deep Elm land…in fact, we’ve never been better. There’s so much excitement in the office every day. We had one of our best days ever last week, but I can’t tell you why just yet 
IM: Can you tell us a little about your background, and what led you to launch Deep Elm Records?
Prior to starting Deep Elm, I worked in the financial district in New York. I worked eighteen hours a day for my first two years without a single day off. The last six years were not very different…they owned my soul. I was twenty-eight years old and I was still pulling “all-nighters,” where you do not go home to sleep – you work straight through the following day. I woke up one day and felt like I was wasting my life…like it was passing by me and I could not feel it or enjoy it. I was numb to my surroundings, my friends, any sort of emotion, and I hated the person I had become. I don’t think I “felt” much of anything for eight years. I wanted to change, to take control of my life, to do something meaningful, to help people, to be inspired, to follow my passion, to create a life worth living…and the answer was Deep Elm.
Back in 1994, I happened to be in the audience of the John Stewart Show for the maiden TV appearance of emo gods Sunny Day Real Estate. I had no idea who they were. They played and I was blown away. Life comes down to a few short moments, and that was one of them. After the show, I stopped at Tower Records (RIP) and picked up their album Diary and I could not stop listening. I knew right then and there I wanted to be part of music that moved people like that album moved me. I’m not a songwriter or musician, so a label was the best way for me to get involved. I saw the label being about people coming together, meeting, singing and sharing that experience with each other — those are the times that we remember forever. It’s about the power of music — that’s really what music is all about. Music inspires. And when I think about our purpose as people, I think inspiration is the most important thing we can give to one another. There’s not enough of that.
Infectious: When you started you had no connections and as you’ve said, no idea what you were doing. Although the internet has made that connection piece easier today, do you feel it has also complicated things?
Ease of access to information / contacts is a double-edged sword. Sure, it’s relatively easy to get in touch with anyone, but it’s also just as easy for everyone else. The number of decision-makers in the music industry is relatively small and they are constantly bombarded with social media and mass emails…as are we. Sending an unsolicited email is generally not the way to go. You might get lucky, but more than not you’ll get deleted. People like doing business with people they know and those that have a solid reputation. It’s very much a business of relationships. Be personal. There are no short-cuts to relationship building. it takes time. You need to have a long-term approach. You need perseverance, patience and grit. Few do.
Infectious: You’ve also mentioned that you aren’t the type to be calling businesses and trying to get your artist’s music heard, but rather sit back and let things happen, not forcing anything. That’s an incredibly different approach that most people don’t have in this industry. What else can you tell us about that philosophy?
Of course we reach out to the media, music supervisors and fans about our bands and new releases, but we are not trying to force music on everyone by barraging them with phone calls, tweets, etc. Not everything is appropriate for everyone. Not all music is right for every show. And not all albums are right for all magazines. So we let people know what is new and available and they can take it from there. I enjoy the discovery process: finding an amazing new band that few, if any, people have ever heard about. (I just did a couple days ago…I love that part of my job). And then I become part of the story and have a bond and want to help support in any way that I can.
So I think if you can try to make that happen with fans, media and music supervisors, and figure a way to let them discover on their own with some gentle prodding, you can get great results. You gotta have grit. The question really is, how do you do that? Well, I could tell you, but them I would have to kill you. What we have tried to build up over the last 19 years is a reputation for putting out the finest indie recordings from amazing bands all over the world, and we hope that reputation proceeds us.
Infectious: What advice do you have for bands seeking a label?
I think all bands should start by asking themselves why they need a label. What is the label gonna do for us that we cannot do on or own? A label is not the answer to all the problems / issues most bands face. A label is a piece of the puzzle, but not a final solution. For example, a lot of bands think that a label is gonna get them a booking agent. Sorry, but in most cases no. You will get an agent when you have started making enough consistent door money that they can make a little bit of money from all the work that goes into booking a show. And when you get to that level, agents will likely be contacting you versus you contacting them. Funny how that works.
People always come out of the woodwork right at the point where you don’t really need them cause you’ve done all the work. But this is the reality of the entertainment business. Grasp this concept and do the things that would make the people you want to work with contact you instead of you contacting them. Then you are in the driver’s seat.
Lastly, don’t send your music to every label. There are probably a dozen or so labels that are right for your band, so find out who they are, read their submission policies and FOLLOW them! Don’t mass mail your music to every label out there. You’re wasting your time and money. Be resourceful. If you can’t take the time to find out what our label’s submission policy is, then you are probably not the kind of band we are looking for.
Infectious: You recently began doing a “name your own price” for all songs in your catalogue, and have so far been the first indie label to do something like that. What inspired that decision, and how has it been going?
Because we firmly believe in the power of music to inspire, engage, comfort and console, we decided to switch to this format out of love and compassion. This is a bold, unprecedented and exciting next step in getting our music into the hands and ears of as many people as possible. We didn’t intend for this to be a free downloading event. The music we release takes months of expense, time, energy, sacrifice and dedication. And behind the music, the artwork, the lyrics, the spirit of it all…are people just like you. So we leave it up to the fans to decide the music’s value, versus us deciding its price. In the last 5 weeks, we’ve had 30,000 albums downloaded. That is incredible! Fan support of our artists is a key element in the creation of their music. It’s about bands and fans coming together, creating something that stirs the senses and sharing those times that we remember forever. We have faith that people will find it in their head and their hearts to be honest and pay what they can. How long this lasts is not up to us…it’s up to them.
Infectious: What is one question that you don’t think is asked nearly enough that you’d like to offer insight on?
You may be surprised to learn that Deep Elm’s current artist roster has been built solely by bands submitting their music to the label. We don’t chase bands. Never have, never will. And we don’t require multi-album agreements. Remember earlier I mentioned you need to start doing the things that would make the people you want to work with contact you instead of you contacting them? Well, that’s what I did with regard to finding new bands.
Infectious: What advice would you like to pass along to those looking to get into the music industry?
Since I am a label owner and that is my experience, let me address those who want to start a record label. As a label, you also must be there 24-7 for your bands, be completely honest with them, encourage them, believe in them, put yourself in their shoes, maintain integrity in all that you do, admit when you are wrong, and only put out music that you are passionate about. You need to make up your own rules as you go, and you cannot be afraid to stand behind them, no matter what anyone else thinks. All labels are very different. Ultimately, you will have to decide what you want your label to be, its mission, purpose, goals and how you want to operate it. You must build with every release and be consistent; there’s no quick solutions. Make sure this is really what you want to do. Why? Because there is no room for screw-ups when you are dealing with someone else’s music. Many new labels never think of this‚ they just try to throw it together. But you cannot make mistakes with other people’s music — it’s too valuable. It’s their life experiences and memories and stories‚ their blood, sweat and tears. So do your homework, be resourceful, read every book you can find about the music business, go to music conferences and events, talk to other label owners, etc. An indie label is a serious commitment of time, energy and money and you will get little to no credit for anything you do. But if you think you can do it and you got grit, go for it. I wouldn’t trade this experience for anything.
Infectious: What is the best piece of advice you’ve ever received regarding the industry?
If you really want to do something, you’ll find a way. If you don’t, you’ll find an excuse.
Infectious: Is there anything else you’d like to add?
Just that we appreciate your support Angela as well as that of everyone who have been part of this incredible journey I started 19 years ago with just a bike, a backpack and a dream. Mahalo to you all. – John @ Deep Elm