What is Croquet Records?

Mission Statement:

Promote and develop local bands and songwriters by serving as an emerging artist incubator and independent, nonprofit record label in North Carolina.

The problem for local musicians…

• Major labels exploit.• Labels interested only in established acts. • Lose rights to their music.• No experience running successful crowdfunding campaign.• Can’t find best value for recording music.• Doesn’t include PR, photography, distribution, videography.• Lack of guidance and mentoring.

What if there was way to bridge the gap between record label and direct-to-fan publishing?

An arts organization that could provide full label services AND be an incubator for artists who haven’t had the chance to record their music?

A nonprofit indie record label focused on local bands and songwriters in North Carolina?

Let’s pause to look at the beer industry:Nationally, beer sales declined nearly 4% in last 5 years.Yet craft beer exploded in North Carolina – over 80 breweries:

How are local craft breweries succeeding?

1. Quality product

2. Engage with the community

3. Patrons prefer to support local small businesses

Introducing local craft music: Croquet Records

1. Quality, curated music

2. Active supporter of the local music community

3. Focus on local bands and songwriters while putting money back into local economy

1. Quality music curated and presented to a sophisticated audience, involving them in the process:

• Meet music fans where they are instead of trying to drive traffic.• Involve and engage fans during every step of the process.• As a nonprofit arts org we are free to produce artists based on merit. • Think NPR music, not Top 40 radio or gimmicky singing contests.• Music available where music fans what it – physical media, iTunes,

Bandcamp, Soundcloud, YouTube, Spotify, Vine, Instagram, Pandora.

2. Active participant and supporter of the local music community as a nonprofit arts organization

• Local NC indie music radio show/podcast coming to Charlotte Community Radio.• Partner with local record stores, indie labels, venues.• Use blog and social media to promote other artists, events, labels.• Hope to “graduate” artists from us to another, larger indie label.• Be a supporter of the local music community and the local music

community will support you.

3. Focus on local NC bands and songwriters while putting money back into the local economy

• “Local” trend - local food, local beer, local small biz, local music.• Network our artists with other local artists and industry mentors.• Partner with other orgs to help host charity shows. • Promote a safe, inclusive environment for live music.• Keep as much as 80 to 90% of our funds here in North Carolina.

How Croquet Records is different:

• Artist contracts are non-exclusive.• Artists retain publishing rights to their own music.• Highly flexible and scalable. Genre agnostic and platform independent.• No out-of-pocket expenses for artists. • Third way between “try to self-publish” and “try to sign with a label.” • Our metrics won’t be album sales but songwriters and musicians

empowered to achieve their artistic goals.

Our board members have diverse backgrounds with experience in:

• Writing and editing• Recording studios• Crowdfunding• Nonprofits• Music promotion• Digital platforms• Photo and video• Management and PR

Timeline:

• June 2014 – Incorporated in NC as a nonprofit• July 2014 – Formed 5-member board of directors• August 2014 – Approved bylaws, initial draft of contracts------------------------------------------------------------------------------------------• October 2014 – Submitting 501(c)3 paperwork to IRS• December 2014 – Receive 501(c)3 approval• Early 2015 – Initial fundraising effort• Spring 2015 – First record release

Initial fundraising goal: $5,000 to $8,000

• Total recording and mastering: $3,750 (Lower budget $1285)• Total equipment: $1,360 (Lower budget $1,160)• Total fees (filing fees, payment processing, licensing): $865• Total distribution & promotion: $1,125 (Lower budget $1,090)• Budged for extra costs/reserve funds: $900 (Lower budget $600)----------------------------------------------------------------------------------------------• First project: songwriter compilation, 2 songs each from 5 artists. • Songs from compilation can be “launching pad” for solo full-length.

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