Stay True Sounds

Label Profile

 

Stay True Sounds is one of the many South African based labels putting out an incredibly high standard of music, discovering new talent, introducing its audience to new sounds, challenging expectation and developing a global name for itself far beyond the hardcore South African Deep House heads. Run by Kid Fonque (DJ, Radio Host, Label Owner, Promoter and TV Presenter and Jullian Gomes it’s a label I’ve been enjoying a lot of lately, so I wanted to know more…

 

How did the label come to be?

My good friend Jullian Gomes and myself always said that if things had to change at Soul Candi where I was working we would open a record label together.  I got retrenched 4 years ago and we opened Stay True Sounds.

 

What’s the story of how why you created it?

I felt that SA was only focussing on music for radio, only hits…  No one was paying attention to independent and underground music and that’s always been my passion so that was the birth of Stay True Sounds.

 

Why the name, Stay True Sounds?

When Jullian and myself opened the label we were struggling to find a name for the label,  Jullian came across the words Stay True and they really resonated with us our on own musical philosophy so we decided to name our label Stay True Sounds.

 

What were the biggest challenges you had to get to release one?

Don’t understand the question?

 

What was the best piece of advice anyone gave you?

If you are not happy about something, change it yourself.

 

What makes the label unique?

I now run 2 labels, Stay True Sounds – House Music & STY TRU BTS – Electronic and experimental music.  I am not sure either labels are unique, I have followed the international independent music scene since my teens and I feel both of my labels and a extension of what has been happening for years overseas.  What is unique is that I mainly focus on South African independent electronic music which not many labels do here.

 

What’s your musical policy - what do you look for?

No policy at all, It’s a feeling and always has been.  It’s the same way I curate my radio show.  If it moves me its included or with my label, its signed.

 

What producers have you had on the label that sum up the style you want best?

Every producer is unique from each other and I love that, I don’t want all the releases to sound the same.  I want the releases to sound individual.  From Bruce Loko to Dwson to China Charmeleon and Fka Mash.  Everyone is amazing but different from each other.  I want someone to own their own creativity and sound.

 

How do you go through demos, how do you like people to send them, what’s your process?

To be honest there is no demo e-mail, no inbox for promo’s to be sent and this is how it has been since day 1.  The truth of it I spend so much time on the labels that I don’t have 2 days a week to go through promo’s.  All the music I have signed to the label has been totally organic.  Someone I know has introduced me to the artist or I have discovered them in my own way, digging for music weekly for my radio show.  I love it this way, the organic approach and it has worked for both labels so far.

 

How long do you plan between signing a track and release?

All depends on how quickly I can get all the elements of the release together.  The quicker the artist can get me crucial info the quicker I can brief in artwork and schedule the release.

 

How do you go about creating the artwork?

It has changed a few times since the start, but the general approach for 2020 is illustrated covers for albums and generic ‘record label’ style covers for singles and EP’s.  Check http://www.staytruesounds.com/ for examples.

 

Do you work with artists to help them develop their brand/audience?

I have a lot of experience in running labels and representing artists so if I feel something can be added or changed with an artist I will always discuss it with them but generally I want an artist to release the their music how they want and for the label to be the vessel.

 

What’s your view on artist albums?

I love artists albums… I was brought up listening to so many great albums, they should tell you allot about the artist and what they want to say or represent.  They are like artists canvases, open for the artist to create what and how they feel.

 

What’s been the most successful release to date and your personal favourite?

Dwon’s Impuliv album has been the labels most successful release to date.  I can’t chose a favourite, all the releases are special to me in one way or another.

 

What do you do around a release - promotion etc?

Every release has a different plan and strategy.  I like to use all our social media platforms leading up to release as I have organically grown the bases and get to show the labels consumers what’s coming up.

 

Do you have merchandise?

We do but generally like to sell them at Stay True Sounds events only which keeps in exclusive and hopefully gets a few fans out the house for a good night out.

 

Do you run events or label nights in support of the label?

Every single month I run a night with PUMA called Stay True Sounds where we showcase new artists that have released on the label with some of the guys who have released in the past.

 

What’s the labels point of view on retail sales vs streaming revenue?

Physical has disappeared.  I do a few Vinyl deals when we have a good album and it makes sense.  There is very little money in streams but I run the label for the love of the music and with every release I am able to build a strong catalogue which can make financial sense in time.

 

How often do you have a release?

At the moment every week.

 

Do you use a promo list and what do you get out of it?

I do have a list and I get to send my music to taste makers and get to find out if a release is going to do well or not based on DJ’s feedback and spins in clubs and radio shows.

 

Can people apply to get on the list?

If they have a platform that could assist the promotion of release either through airplay or spins they can drop me an message on my Soundcloud.

 

Do you use a PR company or the services for that a distributor sometimes offers?

Depends on the release, all full length albums get PR support internationally and locally with PR companies and promo services but again every release gets is dealt with uniquely.

 

How important to the release is airplay, DJ support, artist self-promotion?

Fortunately the labels have build such loyal local fans that radio support does not mean too much to each release but if we organically find a song for radio it does help with sales and exposure.

 

How much work do you put into social media promotion or paid advertising on social media?

I work on all the social media platforms weekly, showing what’s coming up, what to look forward to and who is releasing.  Stay True Sounds has a very engaged social media following.  I do spend on promotion on releases where I feel its necessary.

 

What releases have you got lined up for the year ahead?

So many, so much.  My schedule is up to August at the moment.  Stay tuned to find out more☺

 

What do you think the big issues ahead are for labels?

If you know how to run a label and keep costs down and account to artists I don’t see there being any issues.

 

Where would you most want people to buy the music?

Anywhere where this is a financial transaction.  If you are pirating music you are not supporting the artists or the labels.  Pirating of Stay True Sounds music is so bad in SA but hopefully streaming and cheaper internet will solve this moving forward.

 

Where can people follow the label?

Stay True Sounds on IG, FB, Twitter

Website