Stefan – Well, historically if you wanted to run a “business”, you had to get a building, offices, warehouse, all that stuff. As a result, you have a DVD that retails for one amount, youʼre wholesaling it for another…
Our idea was that we wanted it lean and mean. So we have distributors, Mel Bay, Rounder Records, City Hall Records, in England itʼs Music Sales. So weʼll sell to Mel Bay at a certain price and theyʼll warehouse the stuff, or weʼll pay a little extra to have things warehoused at our DVD manufacturer in New York.
W&W – And theyʼll do the fulfillment to places like Mel Bay…
Stefan – Exactly. So we try to keep it as simple as possible, and the only thing we run out of here is the mail order. Susan [Steel] takes care of that, completely. So as a result, we had to find a house that had a large basement! Weʼve got a lot of stuff in there. Every week, Susan will place an order from the DVD manufacturer, 10 of this, 20 of this, to make sure the shelves are full here… but most of the DVDs are warehoused at the manufacturer in New York.
W&W – Would you say that, at this point, youʼre out of the traditional record business? That is to say that if you discovered a young player that you were crazy about, who had original material, that you wouldnʼt feel compelled to put out their album?
Stefan – Well it used to be that you wanted to be signed to a company, because they could send out five thousand promo records to every radio station in the country. Nowadays, my advice to anyone is to do your own CD, and sell it at gigs yourself. You wonʼt be able to send out those five thousand copies, but if the CD is a vehicle to make money and spread your music, do it yourself. I canʼt do any better.
In the old days, a label like Windham Hill was successful because they were in the northwest and the radio stations would just play the hell out of the albums! It was at the right time. Nowadays that doesnʼt happen… people donʼt buy CDs, they expect everything for free! Our CDs, weʼre able to sell them because they have PDF files on them, this added value… but now everyone can make a CD. It used to be that if you had a vinyl record or a CD, it meant that you had arrived at a certain point in your professional life as a musician. But now, a kid at two years old can make a CD! The whole business has totally changed. Now you can fill up a hall because you have a hit on YouTube, like Andy McKee. He can fill up halls all over the place. It used to be the records, now itʼs the views.
W&W – Physical media is on the wane, and youʼve now got an on-demand service. Is it as successful as youʼd hoped it would be?
Stefan – Yes! For us, it hasnʼt decreased the amount of hard-copy DVDs that we sell, but it has increased the outreach of the material. Itʻs really convenient for people overseas, you donʼt have to pay postage, duties. That has really been great. And with the on-demand, weʼve been able to do what we havenʼt been able to do with physical: people have been asking for single lessons, and now you can get single tunes, on- demand. So that has been going very well. Itʼs increasing the possibilities.