The New Music Business with Ari Herstand How This UK Indie Label Sold 25K Records For 1 Band First Week
Mar 18, 2026
Mark Orr, founder of Lab Records and long-time indie label exec, walks through indie deal evolution and running a lean international label. He covers marketing tactics, the vinyl and physical comeback, how a 25K-first-week physical launch was built, fan engagement strategies, D2C chart tactics, and building sustainable artist development.
AI Snips
Chapters
Books
Transcript
Episode notes
Use Short Licenses And Options Not Long Ownership
- Offer artist-friendly licensing deals rather than long-term ownership; Lab moved from 50/50 to deals weighted more in artists' favor.
- Use album-plus-option or EPs-with-album-option structures to limit commitments while keeping skin in the game.
Label Value Is Marketing Not Studio Control
- Lab's core competency is marketing and A&R from a market perspective, not deep studio intervention.
- They steer records modestly (singles, intros) and focus on positioning for DSP, retail, and tastemakers.
Press Small Physical Runs Early
- Press physical releases early even at modest runs; selling 1,000 vinyl can move a project into profit and out of recoupment fast.
- Treat physical as both revenue and fan engagement, not just merch at shows.
