Sigsaly Transmissions - It's been difficult from day one

Sigsaly Transmissions was formed in 2007 by Marc Goldfuss, a long time lover of EBM and Electronic music since the mid-eighties. After hosting a weekly show, "Electronic Warefare w/ helosix" on Rant Radio Industrial he decided to take the love of music a level higher and Sigsaly Transmissions was born. The first output was the "Machines Against Hunger" 2CD Compilation holding 34 bands/tracks. The compilation wants to bring awareness and support to hunger in the world today. All profit from sales of this compilation are donated to Action Against Hunger. All tracks being previously unreleased, you may expect side projects of Front 242's Patrick Codenys and JL DeMeyer, Nohno (formerly member of Clock DVA), K-BEREIT (Formerly of Cobalt 60 & Kriegsbereit) and much more. Time to have a chat with Goldfuss who enters a musicworld in troube. More info at www.sigmedia.us . (By Bernard Van Isacker)

SL. You started Sigsaly Transmissions back in early 2007. Why start up a label in these times when more labels shut down than they start up?

MG. I never really spent a lot of time thinking about the failure of other labels. The way we see it, we are starting this label as a partnership with our artists and with a new approach to things. Anyway, I would rather not spend my time thinking about how we could succumb to that fate. Small businesses fail everyday, most of them within the first year or two.

I am not surprised to see some of the new labels go under so quickly though. It is easy to under-estimate the amount of blood, sweat and cold hard cash it takes to actually stay afloat. When I see some of the "larger" labels in this scene go under, I wonder about their business model. Were they still living in the old days and not adjusting to today's market? Although, that is no easy task either, not without tearing it down to the foundation. It seems that this is what it will take to make the massive adjustments needed to survive in this jungle.

I see things is a positive light, the advantage Sigsaly has is that we never saw the "good ole' days". I have no idea how many CD's or records we could have sold five, ten, or fifteen years ago, I only know today. We set our own initial benchmarks, we don't see numbers as a loss of sales compared to the previous years, every sale is an increase!

I started the label simply out of my love for this style of music. Unlike others my age that have moved on to the more "mainstream" music, I still have a passion for the underground electronic scene. Over the last ten years or so I have been seeing the music in this scene shift and morph into something different. EBM is no longer Electronic Body Music, and Industrial Music is almost as generic as "Electronic" as a genre. In the U.S. today, "Industrial" music is usually defined by bands like NIN, Ministry, Skinny Puppy, etc.. more of the metal/rock edge to it and EBM is almost non-existent. So, I decided to do my part to change that.

SL. Tell us about your actual background in music, Rant Radio Industrial etc.

MG. Well, it all started back in the early 80's and my love for music in general. In High School when I was not hanging out at the local Record Shop or playing in garage bands, I was a DJ for our School radio station and had occasionally DJ'd for a local college radio station always pushing the early EBM, New Wave, New Beat and Industrial bands of the day. I can guarantee you it was one of the most hated radio shows! While working with the radio stations I learned a lot about the Radio Industry. How music was promoted, how charts were generated, and how to communicate with the labels. This would all become very helpful many years later.

In the late mid to late 80's I started to attend and eventually work for a infamous Chicago night club, Medusa's. Known for the underground scene and diversity, it was a were I was exposed to many people that formed the early scene. Ministry/RevCo, Thrill Kill Kult, Front 242, Die Warsaw... pretty much everyone in the early Wax Trax! scene hung out at Medusa's at one time or another. Working in the DJ booth, I learned quite a bit from the people I was exposed to both DJ's, music industry professionals, and inspiring musician alike. Many of which have become quite successful.

In the 90's I was exposed to net-radio and started to DJ for the now defunct, Industrial Nation.Net Radio. Then moved over to Rant Radio Industrial and pod casting my show, "Electronic Warfare w/ Helosix" and for the last few years I am the Program Director/Station Manager for Rant Radio Industrial.

SL. An Austin, Texas based record label specializing in Electronic, EBM & Industrial Music... you are one of the few in the area if I get it right?

MG. Yes, while Austin is a great place for music, especially live music, the majority of it here is Indie Rock. I only know of one other electronic label in the Austin area, but there are a few others in the nearby cities of Houston and Dallas/Ft.Worth. Things are changing though. Every year Austin is the home to the SXSW Music & Film Festival, which is mostly geared to the Entertainment industry for scouting and networking.

It started with mostly Indie Rock & Texas Country type bands., but over the last few years we see more and more electro, and electronic-rock bands performing. They come from all over the globe. The local bar for our scene, Elysium, they host the Japan night every year. All in all, it's a great time. I would love to see more industry people from our scene come out. Last year VNV Nation was to perform at SXSW but for whatever reason, that never happened. It's too bad, because I think that the more exposure the mainstream has to our scene it is a good thing and will draw in more fans.

SL. Tell us what kind of difficulties you have encountered while starting up the label.

MG. I have to laugh a bit, it's been difficult from day one. After deciding to start the label I decided a compilation as a first release may be a good way to start. This way, I could learn about what it takes to look at all aspects. Label & artist relations, licensing, art design, audio mastering and master engineering, production, etc.. the list goes on and on. It was a bit more than I expected and took about a year to finally bring to the market. I have been fortunate enough to have a life long friend that works in the music industry for almost twenty years now. Having worked for large labels such as Arista & EMI and now as Managing Director for a large indie label, he has been an incredible help to me with his knowledge and guidance. Without someone to help guide me through this mess called the "Music Industry", I am sure Sigsaly may have already gone the way of the Dodo.

So far, the most difficult part has been bring the music to the customers. Getting connected to a quality distributor is next to impossible for a new label. While I understand the situation the distributors are in, it angers me a bit. Especially for the distributors supporting the "underground" scene. I one breath they say they support the Independent music scene and two seconds later say, "sorry we can not work with you... not enough volume to make it worth our while." Once again, the corporate monsters step on the little guy.

While many of us are happy to order music online, either CD or digital. But, there is a large segment of the population that does not buy online, especially in Europe. Finding ways to get our releases promoted to and get in front of these people is not easy and to be honest, quite expensive. As of today, about 90% of our sales are to Europe and Asia. While we intend on promoting in North/South America, Japan, & Australia, Europe is quite a bit more costly for us due to the weak US Dollar compared to the Euro. However, there are some advantages. With inflated European costs, the fans can get more for the money when ordering from us and at the same time we can sell our releases to European distributors and shops at a higher rate then we can here in the states.

All said, with some creativity and pulling of strings we managed to work a deal with a distributor to have Sigsaly releases available in Europe and Asia. We recently negotiated a deal for better US & Canada distribution too. So, as long as we release quality music and properly promote it... we should see more sales than returns and our world is a happy place.

SL. With the 2CD "Machines Against Hunger Project" you have actually been able securing some nice names, (side projects of Front 242's Partick Codenys & JL DeMeyer, Nohno (formerly member of Clock DVA), K-BEREIT (Formerly of Cobalt 60 & Kriegsbereit)...how did this come along? What has been the response so far ?

MG. Well, after deciding to make our first release a compilation I happened to see a news program about Action Against Hunger, they are an NGO (Non-Governmental Organization) providing aid relief in placed like Darfur, Indonesia and Central America. I was moved by the work these people do and thought that the compilation CD would be a good way to show our support for their efforts. All too often people assume that "Goths" and "RivetHeads" are nothing more than angry and anti-social types. Maybe, even in some small way, we could show this is not always true.

Once we had the goal, it was just using the contacts I already had from radio. I contacted some of the artists directly and some though their respective labels or publishers. For the bands I actually got in touch with, the response was very positive. They all loved the idea and were quick to say yes. Artists like Darrin Huss (Psyche) and The Weathermen are no stranger to efforts like this either, they have appeared on and supported many grass-roots efforts over the years. The project was far more work than I expected though. As I mentioned earlier, it took about a year to bring to the market and to be honest... the work is still not finished today. We are still working hard to promote the release and will continue to do so until the last available CD is sold.

When the CD was first released I was a bit disappointed at the lack of response and sales. After a year of literally hundreds of positive comments and praise in the social networks, sales were rather slow. I guess I expected it sell like crazy from day one. Since then, as word spread, reviews were posted and once the release was picked up by a distributor sales have increased. Now, if everyone that reads this interview buys one, sales will be even better! In my mind, it's a "no-brainier", 34 bands on what will one day be a collectors item release. All that for cheaper than download, what more can one ask for?!

In the last few months I have been approached by a large number of bands including some rather large scene names, about a second Machines Against Hunger. While I would love to do it, we'll have to wait this one out for a bit. If all continues to improve, we'll do it.

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SL. You currently have 4 bands on your roster, do you have plans to grow fast or first work on these 4 to see how things will evolve ? How did you scout the current acts?

MG. As for scouting, mostly word of mouth and internet really. For example, I have been a member of the Rants242 fan group since almost the start of it in the mid to late 90's. Over the years the group members have worked together on projects and shared info on bands they may have run across. It was through another member I came in contact with K-BEREIT. After many months of chatting and comparing methods of preparing a BBQ, the men decided working with Sigsaly Transmissions was a good fit. Same thing with Autodafeh and NTRSN, we had to get to know each other a bit first, before making any commitment. Sigsaly is not just a label but we are a sort of family partnership with the artists we help each other where and when possible, and in some cases even share costs. It's a 50/50 partnership.

That said, our focus is to put all of our effort into promoting the bands we have at this time. I think it is better to focus on a few artists first, rather than spending less money and effort on a lot of releases, it's too much of a gamble. I am not opposed to working with a new artist and signing them, but they would have to be the "right" band. The band has to have not just good music but the right attitude too.

SL. With Autdafeh I think you have a band in house that could get big. What are your plans with them?

MG. I could not agree with you more! I not only think they could be big, they will be a big name in this scene. These guys have a lot of talent and spirit, they work non-stop. They continuously work together with each other and with me on ideas, promotions and writing new music, etc.. they not only have the talent, they have the desire. In my opinion, that is what it takes these days. Recording a great album is not enough by itself, you have to have the desire to make it big, constantly working to promote yourself. Some artists will tell you that they have no desire to be famous or make it big. Well, if that is the case, find another label. Both the artist and the label have to work hard everyday to promote. Without this, the CD's will never get sold.

As for Autodafeh, they are doing their part. The debut album, "Hunt For Glory" was finished in early 08' and mastered by Andreas Andersson at Servant Studios in Sweden. He is a well know engineer having worked with some really big names in the scene like Colony 5, De/Vision, Covenant, Cryo, Dive, Menticide, Portion Control, Run Level Zero, Severe Illusion and many more. The album is set to be released in N. America July 08' and then worldwide in September. Before September we'll be running numerous promotion campaigns, interviews and gigs.

At the moment, I am also working with the band to get connected with a decent booking agency. Even before the release of the album we are begging to see a demand for live shows and are getting requests from promoters and festivals. I think we may even see Autodafeh at the next Electric Tremor, I think hat would be great fun for all!

In addition to the CD we decided to release some merchandise as well. We'll be selling a limited combo pack. CD, T-shirt and bumper stickers. It's been doing really well in pre-sales and we actually sold all the shirts we had made and we are going to have more printed. I am really excited about this album, I have a strong suspicion it will reach the DAC, DUC and other charts right away.

SL. What are your biggest positive surprises so far as far as promoting your label?

MG. I think it's still early yet and I am sure there will be many positive experiences over the coming years. So far, I am really pleased and grateful to all the hardcore EBM fans that help spread the word about the label and about the bands. As for surprises in general, not necessarily all positive, I am surprised at how difficult promoting our releases really is. Even in the age of the internet getting the word out on the street is no easy task. I hope to find some motivated fans that will be willing to run street teams to help us in that regard.

SL. What are your tactics in order to counter the not so steady music market of today? How do you see things evolve?

MG. To be honest, I think that all we can do is to release quality music. With continued promotion, and positive motivation we should be able to ensure each release is at the very least, not a loss. We are also working on other sources of income like merchandising and syncing music for TV, Film and Video Games. Actually, it looks like we may have already made our first video game deal! I will have to keep the details quite for now though. In my view, the future is what you make it. With a positive attitude, cooperation, and creativity the future is still bright.

SL. Lots of labels shift from physical to digital only. Is that something you have thought about or is a physical product still important to you?

MG. We are looking into releasing music and/or video content on other mediums such as vinyl, SD Cards, and USB. While it seems many people would prefer a song or two via digital download, there will always be the music lover that prefers a physical release of some sort. While I don't want to get into the whole CD versus Digital debate, as for me, I can not see things ever being 100% digital. At one time we thought vinyl was dead and now sales of turntables are increasing every year. If we go all digital, I guess that means the Music Collectors are dead too? I don't like the sound of that at all. I am sure we may have some releases digital only. But for major releases I would prefer to focus on both physical and download. As for me personally, I still prefer to buy a physical product.

SL. You also started up a DJ service so I noticed. What labels are using your service so far and tell us why a label should be considering doing this.

MG. Well, at the moment all the effort is going into the the label and the upcoming releases. So, right now we are only promoting our releases. However, in the the next few weeks we'll be devoting a great deal of effort into establishing Sigsaly Promotions. Having worked in US college and independent radio I am quite familiar with how things work as for getting the music in the hands of the right people and getting it spun. In cooperation with one of the oldest and largest Independent College music charts, we have access to hundreds of North American College, Commercial and Independent stations. We'll leverage our knowledge and connections to offer labels or bands a service whereby we get their releases to the stations or DJ's that would potentially play their music. In our case, we'll primarily focus on the Electronic/Industrial scene.

I really don't think that labels are properly promoting their artists in the U.S., focusing on small web zines and a handful of club DJ's just is not enough. There are quite a few really good artists releasing quality music in this scene and they are not getting the attention they deserve. The answer is to start pushing this scene into the College market, this is where most new independent artist begin, and that is where we come in.

The idea behind it is similar to what HardBeat Promotions does for Germany, but maybe a bit more extensive since we'll cover not only Club DJ's but radio as well. Now is the perfect time for good European labels, like Alfa Matrix, Out of Line, Infacted, etc... to work with us. With the power of the Euro, it's cheaper for the European labels to invest in the U.S. music market. It all goes back to the old rule in the music business, people can only like the music if they hear it, you'll never sell your music if nobody hears it first.

SL. What will be the biggest challenge for the next months?

MG. Well,I am not really sure just yet. A few weeks ago I would have said obtaining European distribution would be a challenge, but I recently managed to get that done. We'll have the Autodafeh worldwide release in late September to early October and we hope to have K-BEREIT's debut album finished around the same time. So between that and continuing to push our current releases, there will always be plenty to keep busy with.

Again, for us it's all about a positive attitude, teamwork and motivation. Whatever challenge comes our way, we'll work though it to a positive outcome.