Continuing our series on a new generation of record labels, here is a Q & A with David "Duke Mushroom" Schommer, owner/producer with Yoga Organix™.
1. How do you describe your label in five words or less?
Yoga Lifestyle World Music
2. What’s different today about running a label than running one ten years ago?
Pretty much everything. The greatest difference is there are more potential entry points of exposure for independent music, but then it is more challenging to penetrate the dwindling retail market.
3. What do you offer that artists can’t do themselves?
Yoga Organix gets involved with every aspect of developing and focusing on an artist, and offers an experienced background in the art of recording and packaging albums. We also offer distribution directly within the yoga community and beyond, through our partnership with White Swan Records.
4. What is your release schedule for the rest of this year?
We are releasing two more titles within "The Yoga Sessions" series: Go-Ray & Duke, and the Dave Eggar Quartet, as well as starting new material with Masood Ali Khan to be released for the Holiday Season.
5. When it comes to marketing strategies and tools, what are you most excited about these days?
Word of Mouth from first hand experiences--playing for yoga classes, playing shows/festivals, and personalized social media--are still the most valuable. No one particular "new" tech or web based product or site stands out. I think listeners are concerned more with a desire for positive vibes and truth than a slick gimmick--especially within the Yoga community--and listeners from all walks will ultimately embrace something that touches them, so, first and foremost we focus on cultivating and recording great, positive music.
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