From The Guardian authored by Coco Khan:

“When Victoria Hesketh, also known as Little Boots, set up her independent record label, she was walking away from something many recording artists can only dream of: a contract with a major label.

Atlantic Records offered her what’s known as a 360 deal, where in addition to the artist’s recordings, the label receives a share in earnings from all of the artist’s activities, including touring, merchandise and endorsements. It’s a deal that reflects the changing music industry: there was a record 1bn audio streams in one week last December, for example, but less and less money is generated from traditional audio sales.

But, for Hesketh, the deal ‘wasn’t beneficial.’ ‘There’s so much more to being an artist than music these days,’ she says. ‘A lot of it is about branding and your visual representation, and this can mean something very different for a female artist, than it does for a male.’ Instead, she and artist manager and DJ Lauren Verge founded On Repeat Records in 2013. They joined a growing cohort of women starting boutique labels.”

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