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Carolyna Loveless

Musician and online promoter, Carolyna Loveless has teamed up with her partner Michael Loveless to launch indiehigh.com , an online music distributor with a difference. Initially a vehicle to promote her own music, Carolyna had a vision of uniting top calibre musicians, promoters, writers, producers from around the globe to create an OMD for the musicians, by the musicians. I spoke to her from her studio in Vancouver...

Carolyna: Hi Mb.
Mb: Hello Carolyna. So tell me about your project www.indiehigh.com.
Carolyna: Indiehigh.com is a portal to bring Global indies together for the purpose of promotion and distribution of the work.
Mb: What made you think to do this?
Carolyna: I am a STAUNCHLY independent musician of more than 25 years. I have friends that signed the highly sought after "deal" and are still paying for it! I have always found the greatest writers, musicians and performers outside of the mainstream.
Mb: So you wanted to give musicians a new place to promote from?
Carolyna: Yes and a bit of shameless self promotion never hurts.
Mb: So you must be watching the other OMDs (Online Music Distributors) and seeing what a tough time they're having, what makes your endeavor different?
Carolyna: I think the difference is the project in its entirety. We have some fantastic ideas for the radio program and a great t.v. program called The Attic Boy and Daisymaypo Show, as well as a contest to put together a band made up of real performers, musicians, writers and producers etc. from around the globe. A POPSTARS for real musicians.
Mb: So it's the people involved that are going to make difference? I'm trying to get to the heart of how you'll compete in an already heavily competitive area.
Carolyna: I have to disagree here on one point. I believe the independent 'scene' is growing but is not at this time a "heavily competitive area".
Mb: I mean, the OMD world.
Carolyna: Well, there will always be the big boys but every year their cut gets smaller and the indie cut gets larger and those who are willing to DO for the indies (who are mostly famous for not helping themselves) will have a music biz all their own. There are those who already have a thriving indie setup but there is sooooo much room for competition. I reckon it is absolutely necessary for the growth of this industry.
Mb: So are we talking about successful indie artists or indie online music distributors?
Carolyna: I would like to see them become one in the same. Forget about having to give up such a huge cut of artist/label profit to outside distribution companies when the technology is coming here to do it all. Now it just has to become pervasive infrastructure and we're laughing.
Mb: You're describing something the industry is wrestling with. How do you make money with it?
Carolyna: I don't believe there is a heap of cash to made with it at THIS time, but there will be. Our intention is to be poised and ready for that time to arrive.
Mb: So what's the first step? To sign up artists?
Carolyna: Gathering a database of global indies, determining who the leaders of the global independent industry are and will be, and forming the types of partnerships that help all parties get what they need done.
Mb: Are you going to be selective or is it open to any artist to get involved?
Carolyna: Any artist can get involved as far as the sites database goes. Any forward thinking/acting individuals that possess the necessary skills/talent/etc. to gather, promote, produce the cream of the talent are the ones who we will be THRILLED to hear from.
Mb: What are you offering them as an enticement to get involved?
Carolyna: We intend to raise enough capital to take this company public by years end. We will offer sweet deals to those whose experience demands a sweet deal, and to those artists we wish to break, we will offer the audiophile worthy productions.
Mb: How should the interested get in touch with you?
Carolyna: Thorough the site.
Mb: General contact? Should they describe, after reading this, whether they're interested in something more than loading their music onto your site?
Carolyna: They can get an idea of the calibre of artist we are looking for by listening to the radio program, and an idea of projects to come by searching through the site. They should contact Michael (Loveless) at: mje@indiehigh.com and should have a site where we can view what it is they have to offer. Or, a package can be sent to Loveless Entertainment Group Ltd. P.O. box 37054 North Vancouver, B.C. V7N 4M0
Mb: What's the pitch to the online artist. What would you like to say to them to get them over at your site?
Carolyna: The operators of indiehigh.com are working to connect Independent artists from around the globe. We intend to promote globally, in a print/t.v. media campaign as well as an extensive online campaign. We hope to unite artists and producers and directors and engineers and media and give them an international opportunity they may not otherwise realize is only a few clicks away. For me, packing a knapsack, with guitar strings and panties, and taking my guitar to more than 20 countries on four continents, was a thrill! This I did by just sussing out the 'right' sites and finding who ran the indie scene in each area and just getting out there. Many artists think it impossible to just GO! But I want to hook them up with all the others looking to do the same thing.