In a music business predominantly managed and steamrolled by massive firms, knifetwister data presents itself otherwise. The venture capabilities each as a digital journal and a document label, based by long-time members of New York Metropolis’s underground music scene. Its guideline is expressed by the founders as: “Both love what you do, or don’t do it.” This method influences their artist agreements and deal with supporting native expertise.
knifetwister data spotlight punk, ska, and metallic bands from New York Metropolis’s underground. The journal profiles lesser-known teams, providing them publicity and fostering connections not sometimes obtainable by mainstream media. The initiative goals to maintain and develop the native scene by collaboration and neighborhood assist.
The label emphasizes an artist-first mannequin. As an alternative of long-term contracts, bands are capable of work with knifetwister data on a trial foundation, receiving promotion and steerage with out exclusivity. If artists later discover extra appropriate alternatives, they’re free to pursue them. The founders describe this as an expression of their values, prioritizing creative independence over monetary achieve.
The workforce behind knifetwister data combines expertise in each music and know-how, making use of it to create a small-scale neighborhood house. The label doesn’t deal with mass-market success however as an alternative helps unbiased artists inside the underground scene.
In a scene usually dominated by business pursuits, what impressed you to take such an anti-corporate, artist-first path?
knifetwister data: Properly, the anti-capitalist construction of our operation is the spine of the dedication to by no means deal with music or musicians as a commodity. The music business has lengthy been topic to exploitation – blues singers within the 1930’s, woman teams within the 50’s, the 1990’s had a proliferation of labels signing artists when developments within the business prompt they’d be commercially profitable after which dropping them the second market analysis dictated that the general public’s tastes are transferring in a distinct path. The paid streaming providers of in the present day are hyper-capitalist, or actually corporatist I suppose – these are run on a predatory enterprise mannequin that has zero curiosity within the music scene or musicians themselves. These are massive firms, and by definition their pursuits are brief time period shareholder income at any price. They’re not about music, they’re about shopping for your private information from Google or Meta after which pushing focused adverts at you – that’s their enterprise mannequin, and it’s pretty clear. Most individuals use free Spotify accounts, and it’s axiomatic that in the event you aren’t paying for one thing, you’re the product.
The second an artist appears like they’re a product on a shelf, no completely different than pc chips or marital aids, we’ve misplaced most of what’s significant about music.
How do you are feeling that music and musicians can have an effect on their listeners and followers?
knifetwister data: I’ve an excellent reply to that, and it’s fairly private, however I’ll share it. After I was 21, in faculty, I used to be sitting round watching MTV, and a video got here on that make me sit up. It was a band I had by no means heard of, and two minutes after watching it I used to be strolling to my native document retailer to select up the CD. I listened to it and liked it. Nonetheless do, in truth, I listened to it in all probability twice a month for 30 years, in addition to the second album they launched three years later. There was an tackle within the liner notes to write down to, and I did, and the document label despatched me again an autographed photograph and a complete bunch of cool stuff, which I nonetheless have. I managed to get a poster of the band and I hung it on the wall of my dorm room. I used to are likely to put musicians on a pedestal, however these guys had been my heroes, they actually had been.
A number of years in the past, the singer despatched me a good friend request on Fb after I had made some feedback within the band’s group. I practically peed my pants. I finally ended up changing into mates with a number of members of the band, and have met all however two of the members.
Three of them turned excellent mates of mine. I’ve been of their properties, they’ve been in mine, we hang around collectively. Two of them and I are on a textual content chain, we’ve been chatting just about on daily basis for a yr or so. I’m fairly snug with these guys, however possibly as soon as per week for about 10 minutes, I do get a bizarre feeling, form of regressing in time and realizing who I’m chatting with. After I went by some powerful instances in my private life, they had been there for me with recommendation and assist. All the time. I bought to direct a video for his or her new band. I’ve had songs devoted to me at reveals. If I might return and inform my 21-year previous self about this, I’m positive I’d be met with hysterical laughter.
I requested one of many unique members for an autograph as soon as whereas at his home, I had printed out an 8×10 of him and requested him to signal it. I put it in an envelope and headed out to my automotive to drive house. Exterior, I took a take a look at it. It had my title on it, and stated “to my brotha, and favourite video director”. After which it stated “and true good friend”, and his signature. I’m not ashamed to say that I used to be holding again tears. I wasn’t very profitable. It’s framed, and it’s one of many first belongings you see if you stroll into my condominium, and I‘m happy with that.
I misplaced that poster I had in faculty, however I managed to discover a duplicate, and now it’s signed. To me.
So, can music and musicians have an effect on individuals? You higher imagine it.
Why did you select to launch as each a digital journal and a document label reasonably than specializing in one aspect first?
knifetwister data: Oh, that’s easy. No person else appears to be doing it. The 2 actually work nicely collectively. And we needed to be as sleep-deprived as humanly attainable.
How does the journal aspect act as a “feeder system” for locating and supporting artists for the label?
knifetwister data: Properly, as a brand new endeavor, it accomplishes a number of essential issues. It builds relationships with artists. It will get our title on the market and establishes credibility. It simply typically promotes good will. Most significantly, it fosters belief. After we are able to actively scout and signal bands, which is down the highway however not too far sooner or later, they will take a look at us and see how we function. See what we’re all about, what our motivations are, and what we’re prepared to do merely for the enjoyment and success of serving to out the scene.
Are you able to share a standout band or artist profile from the journal that basically encapsulates your mission?
knifetwister data: The primary 5 or 6 interviews we did had been with bands or artists that we knew personally, they usually had been great. Lot of enjoyable to do. I then bought a message from a band I had by no means heard of, we chatted a bit, they had been cool, and I provided them a slot. They actually expressed gratitude, which is a disappearing commodity nowadays as social media pushes individuals increasingly more into common solipsism. This band was known as The Colourflies, out of Washington State. I despatched out the interview questions, with the usual intro: you might have full artistic management over this – be critical, be humorous, be profane, reply in a made up international language. Current yourselves the way you wish to be introduced – that’s what we’re all about.
What I bought again had been absolutely the, hands-down, funniest interview solutions I’ve ever learn. I couldn’t wait to get this posted, and with a bit promotion, this interview bought a ton of views. And rightfully so. Being artistic as an artist doesn’t at all times translate to private creativity, however these guys had me rolling. As an artist, you wish to make individuals assume, and possibly you need them to smile as nicely. Mission completed.
“Handshake contracts” are nearly unparalleled in in the present day’s business—how do you foster the belief required for such an association?
knifetwister data: We maintain one among your kids in escrow all through the contract. No, we really develop that mutual belief, the identical method you’d in a private or familial relations. We’re not cigar-chomping hardasses sitting behind a desk yelling “write me a success single”. Look, if we had been Sony or Elektra and we had been giving six determine advances, then yeah – clearly legal professionals are concerned, and it may be contentious, and also you’ve bought individuals wanting over the shoulders of others and in the long run the artist nearly by no means feels excellent about any of it. What number of musicians that had been on main labels do you ever hear discuss wanting again on their time dealing their label with fondness? The label will normally recall the artists as pains within the ass, and vice versa. That’s not what we wish.
What does your “take a look at drive” mannequin appear like in follow for an up-and-coming band?
knifetwister data: That’s fairly easy. So music distribution nowadays is all do it your self – you don’t should be on a label to get your music onto the streaming platforms. You don’t want a label to press CD’s or vinyl. You don’t want a label to deal with the merchandise you promote at reveals. And for small artists like those we take care of, a label doesn’t guide reveals, We do attain out to our contacts at venues, however the members of the bands have lives, jobs, households – they know once they’re obtainable, and 9 instances out of 11 they’ve performed the venue earlier than and know the reserving process.
So, what does it come right down to – promo work and creative steerage, each of which we’re very accustomed to. And the promo work is mutual – we’ll promote you, you promote us, all people wins. You may put on our t-shirts, put “knifetwister data recording artists” earlier than your title on flyers, we’ll add you to the roster of bands on our web site, and many others. And we imagine that’s a good way to start. There’s no want to leap into a wedding instantly. Let’s ensure we’re best for you and also you’re proper for us, we’ll circle again after a set time period and see if we each wish to proceed working collectively. Every part’s copacetic, we’ll construction one thing a bit extra detailed.
How do you strike the stability between giving artists full freedom and nonetheless guiding them towards profession progress?
knifetwister data: It’s a reasonably easy idea regarding deferring to others when applicable, and trusting their judgment. We aren’t musicians, couldn’t inform an E flat from a C minor in one million years. It could be form of foolish for us to step in and attempt to change the bass line in a music or inform anybody to hurry up the tempo a bit. By the identical token, we’d ask that they belief us in one of the best ways to construct a strong basis for a band. Every part is up for dialogue, no one is laying down mandates, however we now have a confirmed monitor document of figuring out the best way to navigate issues the best method, and it’s in everybody’s finest curiosity to let the artist do what they do finest and for us to do what we do finest underneath a rubric of mutual belief.
What function do you see knifetwister data enjoying in preserving the historical past of NYC’s punk, ska, and metallic scenes?
knifetwister data: Our function is to do what we are able to. If meaning metaphorically standing on the ocean attempting to push again the tide with a teaspoon, that’s advantageous. However though we wish to assist the business as a complete, that’s probably not the place we see ourselves being of probably the most use. It’s that one band, or possibly a handful, that we are able to work with and supply steerage to. We’re wanting on a micro stage, as a result of the business received’t change for a small label; frankly, it received’t even change for a significant label at this level. However making a person distinction, that’s one thing we are able to do, and we imagine that’s the place issues ought to begin anyway. Let me draw a parallel. Is our financial and social system damaged? Only a few individuals would argue that it’s not, no matter your political persuasion. So how do you cease, for example, the rise within the variety of individuals having to stay on the streets? Positive, you’ll be able to put stress in your native representatives, that’s advantageous, however your influence will likely be essentially restricted inside a system the place the ruling class straight advantages from earnings inequality. You may take an hour and go vote each two or 4 years, however the odds of your single vote ever swinging an election are infinitesimal; voting is admittedly to appease your individual conscience and be capable to say that it’s not your fault if the opposite soccer workforce wins and begins doing belongings you don’t like. So how do you make a distinction? One individual or possibly a number of at a time, hands-on. We have now to assist one another. This idea spans throughout many elements of life, however it’s particularly related to the humanities.
How do you encourage mutual support and civility in a scene usually identified for its uncooked, rebellious vitality?
knifetwister data: I don’t assume they’re mutually unique. I used to be at a hardcore present earlier this yr out in Jersey, and the group is moshing round fairly aggressively, and somebody bought significantly injured. Unsure whether or not it was as a direct results of that, it could have merely been an unrelated medical situation, however an ambulance arrived and other people stopped what they had been doing and helped out, made positive she was alright. That’s not an unusual incidence. I don’t learn about different genres of music, you’re not going to see me at a Kanye West present or no matter, however beneath the aggressive photographs and personas of individuals within the scene normally are good hearts. Regardless of every little thing happening on the earth in the present day, and a few of it’s fairly horrible, I nonetheless imagine within the important goodness of humanity. To imagine the alternative is just not a highway I feel you wish to go down as an individual.
How do you assist artists translate their stay vitality right into a digital presence that also feels genuine?
knifetwister data: Personally, I’d a lot reasonably hearken to a stay efficiency than studio materials. There’s something a bit extra genuine, a bit extra human, about listening to one thing the place vocals aren’t multitracked, the place you’ll hear flubs right here and there, and it isn’t polished within the studio. There’s additionally vitality that you just received’t get on a studio monitor. Now I acknowledge that I’m within the small minority right here, that’s advantageous. However, what would stop a small act from placing out a stay album on their Bandcamp and even on streaming providers? What’s the draw back? A bit of out of pocket for skilled recording tools at a present, and somebody to provide it, which we’d do at no cost. It’s actually only a matter of arduous limiting the audio (we wouldn’t tweak anything) and including fade ins and outs to the tracks to make it circulate a bit extra easily. Would actually like to see it completed extra usually.
You search for range past “one trick pony” acts—what are some shocking musical mixtures you’d like to see extra of?
knifetwister data: The chances are countless. There’s an NYC band that we’re good mates with. They’re a salsa-punk band. How might that presumably work? Properly, it does. That’s in all probability probably the most attention-grabbing mixing of types we all know of. However why ought to issues be restricted by some synthetic assemble? There are lots of bands that mix classical music with metallic. Hop hop and hardcore. Punk and rockabilly. Blues and metallic.
If somebody goes to inform me one thing isn’t attainable, and that goes particularly for this query in addition to for our complete endeavor, I’m going to reply with my favourite phrase (and favourite letter, I suppose): “why?”
Along with your deep tech background, what’s probably the most ignored digital software that underground artists needs to be utilizing proper now?
knifetwister data: Typically talking, I a lot want to see artists eschewing know-how as a lot as attainable. I miss the times of bands on the market placing up flyers. However that’s me personally, I’ve been in tech lengthy sufficient to see the ugly aspect of it, and most of the people haven’t. However I feel most bands have a common sense of the instruments concerned, though there are issues that may be completed, whereas strictly talking could not essentially be thought of instruments, that may profit. A common rule of the commerce is have an expert web site, or have none in any respect, however don’t have a dogshit web site, in the event you’ll pardon the phrase. Get your lyrics up on each web site you’ll be able to. Create background canvases for streaming providers. Get your reveals out to native web sites. Emphasize high quality over amount when posting on social media. Study on-line dropshipping your t-shirts and merch as an alternative of getting stock in a field in your closet that will by no means promote, is an upfront funding, always being out of inventory on sure sizes and/or colours and having to make a visit to the submit workplace twice per week. Study the best way to optimize your self for search engines like google – if you put your self on the market as an artist to venues or labels, the very first thing they’re going to do is stick your band title into Google. They’ll take a look at the primary two or three outcomes. What would you like them to see?
What does success appear like for knifetwister data in 5 years, figuring out you aren’t measuring it in revenue margins?
knifetwister data: We’re probably not wanting that far down the highway for the time being, simply because the business is altering so quick proper now. I imply, who is aware of, in 5 years there could also be document labels created and run solely by AI – there’s simply no method to predict issues. The present three labels that at the moment personal 85% of the market share might (however doubtless is not going to) be damaged up as monopolies. Within the previous days, it was the aim of each band to get signed to a significant and even medium-sized label. Now, you don’t want a label to get your music on the market. You can also make your individual CD’s on-line for about 2 {dollars} every plus delivery. You can also make a video your self without having 100 thousand {dollars} up entrance for an expert videography outfit. So, we really feel that the mannequin has actually shifted from distribution to steerage. Will it proceed to shift additional? Most likely.
knifetwister data was based on the precept “Both love what you do, or don’t do it.” How does that ethos form each choice you make?
knifetwister data: If I’ll supply one other private anecdote, I turned 50 throughout the begin of the pandemic. It actually set the stage for lots of time to assume, and a few critical re-examination of issues, and – this was type of an epiphany – I noticed that there have been method too many issues in my life that I did simply because they had been socially acceptable and everybody else did them. That’s not a ok cause to do issues. Take fireworks. I fucking hate fireworks, at all times have. And but I went yearly with my children. That was it, have by no means gone once more. Why did I put on a wristwatch? Had by no means actually thought of that. Removed them. Socks – goodbye. Swimming – hated swimming, adios. And so forth.
So, it’s actually a matter of self-examination and deciding what you actually take pleasure in, after which giving these issues a better precedence in your life or chopping out what you don’t take pleasure in. That’s what this venture relies on. If we didn’t love doing it, we wouldn’t be doing it. There are lots of issues in your life that you just don’t actually wish to do however must do them – coping with your boss, going to weddings that you just’re form of obligated to go to, getting your oil modified, and so forth. Why voluntarily add to that checklist?
If you happen to might be remembered for one particular contribution to the NYC music scene, what would it not be?
knifetwister data: We did it the best method. We did it for others. And that we cared.
OFFICIAL LINKS:
RECORD LABEL: https://www.knifetwisterrecords.com
MAGAZINE: https://www.knifetwistermagazine.com
INSTAGRAM: https://www.instagram.com/knifetwisterrecords
YOUTUBE CHANNEL: https://www.youtube.com/@knifetwisterrecords
