Unlike the original Loud, which launched in 1991 through BMG Distribution in the era when there were six major record companies, the new incarnation is setting up shop as a pure independent, with no formal ties to any major labels. The companyIn line with some of theSteve Rifkind,“We’re distributing ourselves, building our own platform,” says Rifkind . “What we do is a distribution deal, which could be 90/10, 85/15, 80/20, and then whatever services artists need, we add on.
Overseeing public relations is Juliana Plotkin, who was previously VP of Publicity for Capitol Records and a publicist for PR/branding shop 42 West. She launched her own publicity business, JPLA, in 2017. Rifkind says Loud will be self-sufficient except for cases when a track gets enough traction to knock on Top 40 radio’s door. “Radio is expensive,” he says. “What we might do is, if one record is really starting to go, I can make a deal with any of the majors and say, ‘Hey, I’ll give you XYZ amount of money or I’ll give you XYZ amount of points.’ I’m only going to need radio at the Top 40 level. I’m not going to need it at the urban and crossover level; we’ll be able to do that ourselves.
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