Doxologist ContentRain City Hymnal: The Distribution Conundrum
Written by Brian “E-Pop” Eichelberger
On the advent of our first studio release since Mars Hill Christmas (2006), those of us that constitute the collective brains of the Mars Hill Recording Squadron have come to an all-too-familiar fork in the self-produced musician road. Will we put out the Rain City Hymnal ourselves, or should we pursue heavier streams of distribution?
It looks like we’re gonna give this thing a test run on the ground to buy ourselves some time and see how she does sales wise the first few months. With the upcoming Text and Context Conference hosted by Mars Hill, as well as our album release show on March 7th (see Pastor Rock Johnson’s recent post), we’re going to see what we can do to sell out of our first press of 2000 CDs locally at Mars Hill Church.
Obviously, we’ve got to consider how we’re going to approach the digital market in the coming months. The question is, do we bring you the mp3 as a part of a bigger package based on a more traditional record label by distributing the album nationally, and plopping it on iTunes? Or do we put it out on an internal website with “pay-what-you-want” options as our good friends in Radiohead have so cleverly modeled before us? While we prefer to take comfort in our DIY formats, we’ve got some really solid friends at a label that might push the record out in a way we could not do ourselves. Or could we? The plot thickens…
Stay tuned at the Doxologist for updated on where you can find the Rain City Hymnal in the coming months. But really, you should get yo’ bad self over to the CD release show at Mars Hill’s Downtown campus on March 7th. We’re gonna have a good time.
Chris Bristol throwing down the haunting and unmistakable pump organ on “The Solid Rock”. Notice the signature limeade within an arms’ reach.
E-pop mixin’ for the crucifixion.
I was actually wondering this same thing for you guys and this album. IT is a challenge to not become exaclty what you don’t want to and recreate the CCM cunundrum. What would be the purpose for large distribution?
Hi Craig
Well, the other guys can chime in here if they’d like but I wouldn’t say the issue really has anything to do with a avoiding a “CCM model”. We’re actually not anti-CCM at all. We’re just trying to find different modes of distribution that will free us up creatively, get the music out to as many folks that want it and forge ahead with progressive ways of doing distribution. There will probably always be a market for a physical CD but technology is taking us further and further away from that and it makes more sense to be forward thinking about how we approach things. Especially as we’re aiming to be missional. The purpose for a larger distribution model would be…larger distribution. :)
Mass distribution. So much church music sounds the same, and very few people put out anything original sounding, and then those that do come out with something different push it themselves and go mainly unheard. I think it’s time to mix up the pot a little bit. Go with a label. Do work!
I’v enjoyed the stuff y’all have up at iTunes already, I’m sure I’ll be looking for the RainCity Hymnal when I’m up for the conference in a few weeks.
I think one of the issues that we’re working through conceptually is what does “heavier streams” or “larger distribution” really mean these days anyway? If we can effectively get music into the hands of those that want it, then why not retain complete control and keep things simple by taking a digital, mp3 approach? Plus a “pay what you want” type radiohead model seems like a smart way to maneuver through the stickiness of gospel and commerce. But we also have to contend with the fact–and I don’t mean this condescendingly–that Christian folks are generally a little behind the times and there may be some value to getting a CD into the Christian book stores, into Best Buy etc. Jury’s still out….
I like the Radiohead digital stream model. Plus it is cost effective from a ditrubution standpoint doing everything online. If i was going to guess i think you guys will probably do a bit of both online and in store distribution.
I like the Radiohead digital stream model. Plus it is cost effective from a ditrubution standpoint doing everything online. If I was going to take a guess I think you guys will probably do a bit of both online and in store distribution.
I think you’re probably right, Craig. In the end, Radiohead did the same signing with TBD records in Europe and ATO records in the US. There’s good reason to do both. The key thing is audience & demand. Radiohead has a large degree of both.
It’s yet to be seen who our larger audience is and how strongly they want the music we create. If the demand exists, then the reasons for/against said options carry more weight. For now it’s an experiment. If this first 2000 copies sells out quick, then it will be a lot of fun deciding what comes next.
My biggest hope is that this does find a larger audience in the CCM mainstream, and that offers us a platform to speak into it theologically, influencing how the mainstream understands worship. Specifically, that it should not be reduced to a genre or a style of music, that it encompasses every aspect of living, of which the making of and listening to records is a small but enjoyable part.
It is definitely an exciting time in the world of music — scary, yes, but with so much more opportunity than was even available a few years ago. And with that comes a lot of responsibility to look at the opportunities from all sides — gone are the days when the obvious solution was to simply sign with a label if you had the chance.
I don’t think that CDs will go away anytime soon or that there won’t continue to be many situations where the best thing for an artist is to sign with a reputable, innovative label. But the times are definitely changing, and it’s encouraging to know you guys are keeping your options open.
Bobby Gilles,
Sojourn music rules!
Thanks! We feel the same about Mars Hill music.
Joe,
I appreciate the thoughtfulness of your comment. What you said about influencing the CCM industry is spot on. Thanks for your (the churches) commitment to the gospel even to those who call themsevles Christian.
So have you guys decided on how I can obtain a copy of the CD I’ve been tracking for so long now? :-) I don’t fancy driving 1200 miles to go and pick one up!
We’re waiting here in Georgia too. I’ve got Matthew beat on the drive so could you please, pretty please, tell us how to get a CD?
Waiting in Australia too!
Yes, but any of these smaller distribution models mean fewer people having access to and inspiration by good worship music. There are simply too many people in the world not computer saavy enough to download Radiohead-style, or even to request via webform on the MH site. Getting a distributor means people in England, Mississippi, NYC who are waiting for this album (and will loose interest eventually–I wonder how much buzz has died down already and what that has cost in terms of return on investment/persons served). If it isn’t available on itunes it doesn’t exist. And the existence of this project means more than Mars Hill Church; its a city on a hill! A light! No hiding under bushels (creatively motivated or not) for us!
Any updates guys? I found the ITunes model very easy to use and it was great way to get the christmas album.
Still no news, yet?
Same question here… hard to drive to Seattle from St. Louis, but I’ll order hard or electronic copies happily.
Still waiting… :) If you aren’t gonna make it available to purchase you might as well atleast make it available online for free or something. ;)