This Canadian duo knows the importance of doing things their own way in the music industry.
by Brittney Corridean
When Miranda Mulholland and Amanda VanDenBrock first met backstage at Massey Hall in Toronto after a Blue Rodeo show they clicked instantly. Two years later, they both finally had some downtime and arranged to meet for lunch. Even though it took a minute to get the ball rolling, this was just the beginning for Roaring Girl Records.
“The label grew out of our mutual respect for one another and realizing that we have complementary skills,” VanDenBrock states about developing the label. She has about 12 years of experience in the Canadian music industry and knows when she sees a good opportunity.
The two realized they had similar passions and determination in both business and music. Initially, a lot of it was to get Mulholland’s solo album released. Realizing they would be doing a lot of the legwork with other labels anyway, they decided to just take it on themselves and call their own shots. Mulholland calls the creating of Roaring Girl Records a very natural and organic move.
“Last summer, I started promoting shows in my neighborhood and I really enjoyed the challenge,” she explains. “We were searching for a label home for my solo album and the deals were more like distribution deals. It seemed like a reasonable step to start the label, secure a distribution deal and then have an umbrella company from which to release records, promote shows, and organize showcases.”
“Getting the attention of an established indie is very tough as there is a ton of competition,” explains VanDenBrock. “If you start your own label you will be better equipped in your career and be more in touch with what a label can and can’t offer and what is fair should you start to get the attention of someone at an established label or a major.”
“I also love that side of the music business and I am loving the challenge of learning the ropes,” Mulholland says about what stands out to her while starting this new venture.
After the release of the label’s first record (and Mulholland’s solo debut), Whipping Boy, the girls began work on the solo release of Sean Watkins. Mulholland says Watkins was a perfect follow-up as he also produced her record. Being fans of his and the work he did with Nickel Creek, it seemed like a good fit. Mulholland spent a good amount of time with him in the LA music scene and had thoroughly enjoyed the time they spent making music together.
(VanDenBrock, Watkins, Mulholland)
Though the label won’t be genre exclusive, Mulholland says they have three important points when deciding who to work with. “We are interested in musicians who have devoted a great amount of time to mastering their instrument, have collaboration with other musicians, and mixing genres as is determined by the collaborations.”
Like any producer, though, Mulholland has her dream list. “I would love to have some kind of collaboration like the Alison Krauss/Robert Plant album Raising Sand. Maybe Glen Hansard and someone equally kick-ass, but different. Glen? What do you say?!”
On top of running a record label, the girls do have other projects that they are working on. “I love being on the road,” says Mulholland. “I love the adventure of a new city every day. I expect to be quite busy, just what I like!”
Mulholland certainly is busy. She’s a member of Great Lake Swimmers and the band is working on a new record. Her other band, Belle Starr, is also currently writing for their next record and Mulholland is making time to write for herself as well. As for VanDenBrock, she takes on various production gigs and helps other musicians apply for grants. Unlike the US, Canada’s granting system provides funding for artists to pursue their careers.
“I can’t stress this enough, you can have all the talent in the world, but unless you can get yourself to gig, record a demo or album, tour, and get information out there, it is really tough,” says VanDenBrock. “There is help for every aspect of an album and band if you know how to access it. Canada helps bands attend SXSW, MIDEM and The Great Escape, to name just a few. This creates exposure and leads to opportunities for our artists. We are incredibly fortunate for this system. Canadian artists are very lucky to have options when it comes to applying for grants.”
No one ever said that starting your own label would be easy, so it’s normal that the girls might hit some trials and tribulations in the beginning. Some things they’ve come across are the importance of grabbing attention from indie artists and maintaining a steady infrastructure. It may be true that they are in competition with other labels, but on the contrary, the Canadian music scene is like a family.
“We have a strong sense of community,” VanDenBrock states. “Though technically we are all in competition with each other, labels help out other labels, bands help other bands…producers, engineers, touring staff, managers… we all help each other out.”
Mulholland also feels it’s important to be communicative with others in the biz. “Where there is a strong network of musician friends/collaborators, interesting and progressive things happen and are given the support to grow.”
VanDenBrock continues, “we have a lot of talent [in Canada]. We are a huge country with so many different influences and scenes and communities that people really can find their voice or sound and really dig in. Having a winter to entertain yourself also helps talent!”
And colder seasons, unfortunately, will be here before we know it. For Mulholland and VanDenBrock, though, it’s a good time to prep for next year. VanDenBrock says “we are looking at some new projects, hopefully Sean will have a fall solo tour and Miranda will do the same. We will be gearing up for the showcasing season of 2015 and getting ready for the 2015 festival season.”
Even though Roaring Girl Records exists to release the albums of hard-working musicians, the girls stress the importance of seeing your favorite artists live. “I feel that with the massive availability of online content, live music is becoming more and more a necessity,” explains Mulholland. “It is such a different experience and while the internet can connect us, it is also isolating. For music fans, and for the bands themselves, to go to a venue and be amongst people who have a similar passion is very energizing and thrilling.”
With the ever growing music scene here in Philadelphia and the various ways local artists can get their music out on the streets, it’s important, as an artist, to keep in mind the ability to do things your own way. “Dream big,” says Mulholland. “Take the time to set it up. Design a criteria you are passionate about. Be realistic about your audience and go for it!”
