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"Well my name is Andre, I started it long time ago. From 1994 up until 1998 I released solely on tape, with less than 50 copies per release. After releasing a first compilation ('98), things changed. The number of copies per release rose up until 500 and consequently it became a part time job. Two persons, who had always been folllowing my moves, started to take initiative.Jan is in charge of www.what-is-lvr.com
Why did you start up the label?
"Just as so many people who are involved behind the scenes, I started this label due to a personal lack of musical skills (remember Qualm?). I used to work in a place where many great bands performed (Doornroosje, Nijmegen). It was the main centre of hometaping in those days, you know. I met many fine bands and musicians who were did not at all worry about getting famous and all that nonsense. Priority for them was to make music. As, I said, I'm not much of a musician, and by releasing tapes I could also be a part of that scene I loved so much. As I grew older this was no longer the reason to release things. Nowadays I have the (perhaps vain) idea that LVR can add something to the dutch indie scene."
What was the first record you released? How was the experience like?
"The first tapes were by Qualm, but you can forget about this. The first 'real' record that was for sale in the shops was this year's 'hometaping is illegal (and it's killing music)' compilation. I wanted to give a (cheap) overview of the Dutch hometapers scene. The experiences I had during the process were overwhelming. I found myself back working with so many great (and motivated) bands. Sony offered me a good deal on making the actual CDs and Konkurrent distribution was very helpful as well. I was very pleased with the result, and the reviews and comments were great. Every single one was nice and we even received a postcard from BBC's John Peel, telling us he liked the cd! Within half a year we sold 500 copies and that was more than we hoped for."
If someone would ask you to define the label sound, what ingredients would be in the recipee?
"It's one of the big problems of this genre: it can not precisely be described. We call it hometaping, but this only partially correct. Hometaped is not a dogma, nor a quality trade mark! I think it somewhere in between indie- lofi- hometapers- experimental and college music."
What records should we be looking out for?
"We are currently working on two albums. First is by Damer, great fragile all girlie indiepop in the tradition of Belle & Sebastian. Second is by Louisa Lilani and John Prop. This music is so hard to describe. Sometimes it sounds like Nico and Nick Cave making a lovebaby. I don't know if this second record is gonna sell at all, but it's a record I really wanted to realease for a while."
How do you find new bands?
"They usually find me. I check Fake's an FRET's demoreviews and that helps. Lately I notice that many bands are being tipped by journalists (which is flattering, I think)."
Is the label your 9 to 5 job or is merely a side project?
"I'm so much not a businessman, pff. I try to keep it within a day a week. I will graduate in a few months and I hope I can keep doing it on the side. I think this work is mainly fun when you don't have to make money from it."
Your label is based in the Netherlands. How important is the location?
"Very important! I know my way through the dutch scene. It's small and friendly and there is still room and interest for youngsters like me. For example in the UK it's way harder to find distribution. Downside is that we are consequently neglected and underestimated by the best-read critics in this land. I feel that they have no idea whatsoever, that the scene is, in a broad sense, the strongest we've had in a long while. But their ignorance is part of the reason LVR exists, so perhaps I owe them?"
What are the pros and cons of running a label?
"No cons, really. Well perhaps sometimes that you have to deal with big ego's (remarkably enough: these egos are usually NOT the musicians). Pros: you get to see shitloads of great bands (for free) recieve cd's (for free) you otherwise would have bought or would never have heard of at all. Also a lot of terrible demo-CDs. They make great gifts for friends' birthdays, though. There are no groupies in this genre however..."
A music fan has no idea of what work goes behind releasing a record. Can you give an abridged version of the ordeal?
"1. Find a great band. 2. have a few beers with them. 3. make a deal about releasing a cd. 4. make a budget (I can't afford to pay 100 % myself) 5. wait a while till they finish recording that record. 6. send a copie to the Konk (see if they want to distribute). 7. make cd. 8. organise a cd launch. 9. have way too much beers with critics and ask them to write about the cd. 10. organise tour. 11 (optional) ask your friend to PLEASE buy the cd..."
Do you feel any form of kinship with other labels?
"haha Had to look that word (kinship) up! But yes: NON-dutch: (a.o.) Shrimper, Ajax, Flying Nun. Dutch: Muze, Konkurrent, Zalf, Luvable Nurse, grond and many others (we have a link to the labels we admire on our site!)."
The internet is rapidly changing the way people consume and listen to music.
What role does internet and email play in the day to day businnes of the label? How do you see the future role of internet and MP3s for example.
"I'm a bit of a nitwit when it comes to internet. The title 'hometaping is illegal' was, obviously, tongue in cheek. The LVR site is great and we sell a fair bit of CDs through it, but when I receive an e-mail of a band that I can listen to their music on www, I hardly ever bother. Email is something i could not live without. Let's see what Jan thinks:"
"I personally think the internet is the ideal medium for small labels like us to present themselves. While the music we release isn't the most commercial, the number of people who might be interested will also be quite small. However, all the people over the world who might be interested can now see what we're doing, order some releases and even listen to some of the songs. This is something that can't be achieved with any other medium! Therefore I think the internet can play a major role for bands and labels who are doing really nice things but are too "small" or don't want to be involved in the major music industry, the ultimate medium for DIY!"
http://www.kindamuzik.net/label/living-room-records/living-room-records/938/
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