We*Are*Free (And So Can You)

By: Corey Tate

With the perception of a recording label evolving by the minute, we're seeing a lot of innovation on how music is delivered to the masses; from Radiohead's spark of releasing music directly to its audience for an open fee (starting a tidal wave of followers) to the idea of a giant recording label becoming incapable of moving fast enough to keep pace with today's web-based world.

So what's a label to do? Innovate. Evolve. Try new ideas. The new Baltimore-based label We*Are*Free took the idea of an innovative spark and rolled with it to start the kind of label that can thrive and be quick to adapt.

"I don't think it was a spark, more like a cluster bomb, said Jason Foster when talking about how the idea for the label came about. "I decided to create a new label that could be the size of a boutique label release-wise, and work heavily with the few bands on the roster in developing their careers, creating better visibility, and finding alternative ways of making money other than album sales."

We*Are*Free is focusing on being the home of a few bands allowing the kind of dedication to artists necessary in today's crowded musical environment. The roster currently includes Indian Jewelry, Ponytail, and Yeasayer.

"You can see this now as major labels are quickly crumbling to the ground because of their inability to change and their inability to stop bleeding money. Instead of concentrating on artist growth they have bowed down to the buck, and its coming to back to haunt them. I am not saying I can have my videos premiered on MTV or anything of that nature, but who is to say in 10 years that indies won't be on the same level as the majors. They are losing their grip, they aren't as necessary as before, and by God do they fill stores and magazines with a lot of shit."

We*Are*Free debuted with the new Yeasayer album, which was just released on October 23rd.

The forward-thinking Jason Foster is also taking We*Are*Free in the direction of licensing, merchandising, and touring, so as to not be focused around the almighty album sale. This allows the bands and label the freedom to build a bigger movement around an artist without being trapped by whether or not the album sales are piling up. Call it a more wholistic approach.

As for the future, We*Are*Free will move next to releasing Ponytail's second album and then giving Indian Jewelry a release. Adding a few more bands might work, as long as the label's ambition doesn't grow faster than reality will allow.

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