We recently connected with John Jordan and have shared our conversation below.
Alright, John thanks for taking the time to share your stories and insights with us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
Music has always been central to my life—whether as a consumer, concertgoer, or creator. Despite dreaming of a career in a more creative industry, I entered the corporate world and spent the last 25 years building a career in tech, relegating my creative pursuits to a hobby. Last year, as I turned 50, I decided it was time to finally pursue my creative interests more seriously.
As a musician who has been releasing music independently for the past few years, I found it quite challenging to gain attention in a crowded and noisy market. My market research revealed that 120,000 songs are uploaded to streaming platforms daily, with 90% coming from independent artists. Unfortunately, many of these artists only attract an audience of 20-30 active listeners, if that.
Recognizing this struggle, I wanted to help artists gain recognition and find their audience. Many artists, myself included, are not marketers and struggle with branding and promotion. This realization led to the idea of creating an artist first label that could scout talent, quickly onboard them, and provide networking, marketing, and creative services.
Our goal was also to rethink the traditional label model, which often preys on artists to capitalize on their work. As artists ourselves, we developed a model that allows artists to retain all their IP under very favorable contracts that prioritize the artist, not the label.
Once I determined this was something I wanted to seriously pursue. I conducted market research to understand the space better and connected with the community to see if our concept would actually resonate. We ran a soft pilot, and the level of interest in what we were doing was actually quite phenomenal. In a very short period, we validated our business model and saw significant demand for our approach. Now, we are excited to continue building our brands while also supporting independent artists and helping them achieve the recognition they deserve.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I am the Co-Founder and Head of Tech & Creative at Oblong Square Records, an independent record label dedicated to putting artists first. Founded in Atlanta, GA, in 2023, we emphasize artist development and creative autonomy. Our focus spans a variety of genres, including Ambient, Lo-Fi, Trip-Hop, Downtempo, Chillout, Deep and Progressive House, and Minimal Tech House.
At Oblong Square Records, we work with artists globally, offering a comprehensive suite of services such as distribution, production, marketing, promotion, and industry networking. We believe the recent shifts in the music industry have created a significant opportunity for independent artists and labels to thrive. Our mission is to help creatives develop their brand, find their voice, and reach new audiences.
In my role, I oversee both the technical and creative aspects of our operations. This includes ensuring our artists have access to cutting-edge production tools and platforms, as well as fostering an environment where creativity can flourish. We are passionate about supporting artists in every aspect of their career, from initial development to achieving widespread recognition.
Our commitment to artist-first principles means we prioritize the needs and visions of the artists we work with, offering them the freedom and support to create music that truly represents them. This approach not only helps artists grow but also enriches the music industry as a whole by bringing diverse and innovative sounds to the forefront.
What do you think helped you build your reputation within your market?
We are still actively building our brand, but I believe one of our greatest strengths is our authenticity. As artists ourselves, we genuinely love working with other artists. This passion and care not only shine through in our interactions and projects but also help us navigate frustrating or difficult times. It’s also incredibly infectious, creating a positive and inspiring environment for everyone involved.
From the outset, we wanted to be very deliberate about our brand voice and aesthetic. While it might have been easy to look at what other independent labels are doing and simply emulate their approaches, we were determined to stay true to ourselves and build something unique to Oblong Square Records. This commitment to authenticity has paid off, as it has resonated strongly with both artists and consumers.
Our focus on maintaining a distinct and genuine identity has allowed us to create a brand that stands out in a crowded market. We didn’t want to just be another label; we wanted to be a label that truly reflects our values and the diverse creativity of the artists we represent. By doing so, we’ve been able to forge meaningful connections with our artists, helping them to develop their careers while also enriching our own brand.
Building something unique and authentic has not only differentiated us from others but has also built a sense of trust and loyalty among our community. We’re not just about business; we’re about fostering an environment where creativity thrives and where artists feel genuinely supported and valued. This approach has been central to our growth and will continue to guide us as we expand our brand and reach new heights.
We’d love to hear about how you keep in touch with clients.
The music industry can often feel rather dismissive and faceless, but at Oblong Square Records, we strive for more personalization. We make it a priority to meet with our artists either face-to-face or over Zoom, getting to know them both as artists and as individuals. To facilitate this, we use a variety of tools, including Slack, email, and Zoom, ensuring we are always available and present for our artists.
This personalized approach extends to the wider music community as well. We actively engage with fans, respond to demo submissions, emails, social posts, and comments. My professional background in Customer Experience has been instrumental in shaping this approach. When developing our artists or fostering a fan base, I am very deliberate about the relationships we build and the experiences we create.
Our commitment to personalization and engagement helps us stand out in an industry that often overlooks the importance of genuine connections. We believe that by truly understanding and supporting our artists, we can help them achieve their full potential. Likewise, by engaging with fans and the broader community, we create a more inclusive and interactive environment that benefits everyone involved.
Contact Info:
- Website: https://www.oblongsquare.net/
- Instagram: https://www.instagram.com/oblongsquare.records/?hl=en
- Linkedin: https://www.linkedin.com/company/oblong-square-records
- Soundcloud: https://soundcloud.com/john-349531205
Image Credits
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