The aim of an artist is to survive and succeed. (My belief is that) Music has become weak and predictable and not just at the major label level. PureFire exists to find and construct the most viable avenues to produce and promote music we find valuable. As a result, it has diversified in the genres it represents.
There are fewer obstacles for independent labels than ever before - which is why so many exist. The industry has become very "do-it-yourself", constantly moving toward new ways of digital recording, digital production, and digital distribution.
Another primary advantage that independent artists have over their major-label counterparts is creative control. The role of the indie-label is to find the right balance for artists so they may succeed, more or less, on their own - becoming informed, organized, and mobile. PureFire records is one of many indie-labels who act as middleman and protection from the larger powers. Our collective job as entrepreneurial revolutionaries is multi-fold: 1) Bring unknown artists to the forefront. 2) Establish and develop identity strategies for these artists so that they can get to the people who need to hear them (still the largest advantage that major labels have). 3) Create product. 4) Promote product. 5) Help the artist receive attention and success at the next level. At some point, we all want to get these artists into areas where they can advance beyond the limited stretch of the underground.
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