!Subradar 5 Years today!
Not long ago this year Norway’s biggest independent digital distributor Phonofile got merged with The Orchard a Sony owned company. This marks the end of their 11 years as an Norway’s leading indie distributor. This is also not particularly good news for people dealing narrow genres, and can it can be seen in a pattern of recent mergers of small independent distributors that are being bought by a few major companies. Charles Caldas, the head of MERLIN (independent rights company) swiftly shared his concerns: «We’re concerned that the majors, via their faux-indie imprints, are land-grabbing independents rights in order to bolster their market shares and use the value of those indie artists to extract disproportionate value from the market in their negotiations with digital services. »
On this very day (or what’s left of it) subradar first went online in front of a small group of people in the cafeteria of The Norwegian Academy of Music during the Ultima Festival in Oslo. All this said I’m very glad that we have managed to survive for five years in the current musical climate. I would like to take the opportunity to thank all that have contributed and supported us during this period. To name a few Jonas Sjøvaag, Erlend Slettevoll, Lars Petter Hagen, Heloisa Amaral, Lasse Marhaug, Paal Nilssen Love, Martin Taxt, Jim Denley, The Norwegian Arts Council, Tromsø Kommune, The Norwegian Composers Fund and all labels, artists and audience.
I also asked some of our artists and friends if they could write a sentence or two about the situation today and the need for independent distributors.
“In a time when digital distribution is controlled by a few major companies it is becoming more and more urgent that artists take control over their own production and independent initiatives like subradar must be supported” - Lasse Marhaug, Musician, Pica Disk
“ Even though the artists do nearly everything themselves working with niche music, the main focus still remains the musical product. Our generations lack dedicated distributors focusing on this music only, subradar is an honest exception.” – Christian Meaas Svendsen, Musician, Nakama Records
“I was super anxious when digital downloads first started to appear and got our hands burned straight away with some of the seemingly endless unscrupulous companies/crooks.……
Very nice people who genuinely love and care about this genre of music. They are very easy to work with, honest and fair, what more could you want! Long live subradar! - Trevor Taylor, FMR
“Platforms that indulge and display the fringes music become and more important for every quarter, happy 5 years subradar!” – Christian Wallumrød, Musician
“Running a small one-man label as PNL records, one is 100% dependent on distribution through all possible channels. Digital, physical, at concerts, in shops, online etc. and without, there´s no chance of reaching out to a broader audience. Subradar´s contribution is of high importance and no doubt do we need them as well!” - Paal Nilssen-Love, Musician, PNL reocrds