How do you promote your record label beyond just releasing music? In this episode, we explore five key strategies for building a strong label brand, fostering community, and positioning your label as a leader in your genre.

Presented by Groover - http://geni.us/groover

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From curating a recognizable aesthetic to leveraging strategic partnerships and media outreach, we cover essential tactics that help indie labels grow and stand out in a crowded industry.

Whether you're launching a new label or looking to expand your reach, this episode is packed with actionable insights to elevate your brand.

In this episode, Scott Orr interviews Dean Harada, the founder of Lo'ihi Records, a new Hawaiian record label focused on avant-garde and progressive music from Hawaii.

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Here's what we discussed in this interview...

• The Meaning Behind Lo'ihi Records

  • The label's name comes from the Lo'ihi seamount, a rising underwater volcano near Hawaii, symbolizing the growth of a unique music scene.
  • The vision is to support artists who push creative boundaries rather than catering to tourist-driven Hawaiian music.

• Challenges of Running a Record Label

  • The post-release phase has been one of the biggest challenges, with marketing and sustaining momentum after an album launch being particularly difficult.
  • Social media has been a learning curve for Dean, as he had no prior experience before starting the label.
  • Time management is crucial in balancing label operations with artistic passion.

• Philosophy and Mission of the Label

  • Lo'ihi Records aims to showcase music that is endemic to Hawaii—unique and growing from the local scene rather than fitting into traditional or commercial Hawaiian music stereotypes.
  • Dean emphasizes legacy building, inspired by his experience working on a historic Hawaiian fish pond restoration, knowing that some things take generations to fully materialize.

• The Importance of Physical Media & Vinyl

  • Scott and Dean discuss how vinyl records act as cultural artifacts, lasting for decades and creating connections across generations.
  • Dean sees vinyl releases as a way to preserve music beyond digital platforms.

• Overcoming Industry Hurdles

  • Unlike mainstream Hawaiian music, avant-garde and experimental artists in Hawaii struggle to find platforms and audiences.
  • Lo'ihi Records seeks to change that by fostering a local music community that supports progressive sounds.

• Marketing & Selling Vinyl

  • Scott shares insights on post-release strategies, emphasizing that record labels need to treat each release like a product launch that requires continued promotion.
  • They discuss the challenge of selling vinyl and the mindset shift needed to focus on long-term marketing rather than just new releases.

This episode is an insightful look at the unique vision behind Lo'ihi Records and the realities of starting a record label in an unconventional market.

Groover can be a powerful tool for indie labels and artists looking to land playlist placements, blog features, and sync opportunities—but only if you use it strategically!

In this episode, I break down the five biggest mistakes labels and artists make when using Groover, from submitting the wrong tracks to wasting money on the wrong curators. Learn how to maximize your chances of success, get real results, and make the most of your Groover campaign.

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