8 independent label owners tell us how to go it alone

"First, you have to decide for yourself what success is. Is it enough just to break even with your records? Do you even care about those things? Maybe your label is an output for fulfilling a dream. None of us [Axel, Kornél Kovács and Petter Nordkvist] are taking a salary away from Studio Barnhus. We're constantly reinvesting our money in different products and making more and more elaborate productions, using more expensive mastering or mixing individuals and studios.

"Try to get a P&D [press and distribution] deal is my advice. That was very important for us. Up to that point, it was just a question of 'who has the money to front the release?' It can cost around €3000 depending on how you make it and how many copies you want. Someone has to front and risk the money. Another bit of advice is to take time. Any small mistake that you make will haunt you forever because it's made of vinyl and it doesn't disappear. You cannot be too careful with things like the artwork. Be more thorough than you usually would and communicate very clearly with the artists of what you're doing. Let them know what's happening - if it's selling well or if it's not selling well. Some people get really annoyed if you don't look out for them. Remember, you're responsible for somebody else's music. For some people, it's a window to the soul and the most precious thing they've ever done. You have to respect that some people are sensitive."

"Passion, creativity, courage, an open mind and giving yourself time are key components in succeeding. 'Follow your passion, not the money' is a great bit of advice I was given because following trends will just make you a follower. I was also told to follow your passion until it takes you off the beaten track, and start making your own path there. Trust your intuition and don't be afraid to take risks and explore new musical directions. The industry has changed so much and the old 'rules' of releasing and marketing music are crumbling so don't feel like you have to follow certain framework, either.

"I started Heka Trax to showcase new music and did lots of research to make sure I played it reasonably safe with the budget. You don't want to run yourself into debt by trying to do too much at the start. Make sure you plan well. Things to consider are: what is the ethos behind the label? What is the art direction? What is the marketing plan? Who is the target audience? If you're planning to release on vinyl brace yourself for extra work.

"Also, do it for the right reason and be prepared to harness all your talents. At the same time, be truthful to yourself and get extra help with areas you're not comfortable with. For example, if you're not a great writer, commission someone for the sales notes and press releases. Listen to the advice of your distributor as they are professionals and know what they're doing. Finally, invest in PR. It's worth it."