Interview: Seattle's SFI Records on the record
First off, what’s your name and where do you come from?
My name is Andrew Crawshaw, I'm originally from Massachusetts but I have lived in Seattle since 2004.
What lead to your interest in creating a music label?
I had initially started the label as a way to release several of my own projects (New Frontiers, SOMAFREE INSTITUTE, Old Dark House and Meridian Arc) that all had records finished and no prospects of being released. I run a screenprinting shop (Broken Press) that mostly prints concert posters and one of my bandmates also has their own record label (Parasitic Records) that they have run for many years. Between my relationships with people in the music industry from my day job as well as some feedback and insight from my bandmate it seemed like the most reasonable option if I wanted to be able to get those records released.
There are so many more artists and bands out there than there are record labels. Being on a record label isn't like what it used to be 20-30 years ago. For better (and in some ways) for worse anyone and everyone has access to the tools and platforms that record labels have. There is also far less money both to be made and to be spent by record labels. A good record label that is well curated will often have a built-in audience that you wouldn't necessarily have access to otherwise. But, it seemed like being my own champion was going to be my best bet. As the label has evolved in the past 5 years I have actually now been able to build my own audience by keeping SFI very specifically curated and working with artists that I think all have an invisible throughline between them. Which hopefully is reflected to people that find the label and our releases.
When did the label begin?
I sent the first releases off to the pressing plant in mid-2020 and they were all released in January and February of 2021. It was maybe not the best time to be starting a record label.
How much is radio or online streaming important?
Bandcamp is definitely an invaluable tool. I rely almost 100% on Bandcamp as our platform to release new music. We only recently required distribution in the US and Europe for vinyl. Otherwise if people want to learn about or buy our releases they have to do it through our Bandcamp page. I certainly believe that radio is still a valuable asset to helping people hear new music. I don't know how much radio play any of our artists / releases have had? As I alluded to earlier, putting out music these days is kind of like screaming into the void. It's so hard to know where people find out about new music and how they're listening to it.
How many physical formats do you make and how many only online are there?
Almost everything we release digitally also has a physical version, either vinyl or cassette. All of our packaging is screenprinted, die-cut and assembled by hand (by me). Physical media is very important to me. Living in a time when people are constantly being bombarded with new music coming out every day I think it's important to have a physical version of the music you are releasing. Artists spend a lot of time and energy to create their music, I think that should be reflected in the final product by making something that also looks as good as it can that you can hold in your hands.
I grew up in the 80's / 90's and I have vivid memories of buying my first cassettes and being a teenager in my room looking at the jackets and flipping through the booklets / inserts while I was listening to records and cds. I think that experience is universal and timeless. A record isn't just a collection of music made by someone, it's a full package that includes a visual component. I think that the visual component and the physical item itself help influence how that music is heard by the listener.
Since a lot of the music we are releasing may have a limited appeal or a niche audience I generally don't do multiple formats for one title. That may change as time goes on, running a label is such a tightrope act and almost every decision has a financial corollary. Releasing a record in multiple formats may then mean not releasing something else. I am constantly second guessing myself when it comes to formats and quantities for each release. I do have one release that was originally put out as a cassette in 2021 that I am getting ready to send off to be pressed on vinyl for re-release later this year.
What’s the craziest thing about operating a music label?
Everything?!?!? hahaha. Every project is a learning lesson trying to run a record label. Since it's just a one man operation I've had to learn how to do every single aspect that is involved with getting records released (mastering, vinyl pressing, packaging, promotion, etc). Even after 5 years of running the label I'm still not sure that I really know what I'm doing.
What kind of artists are ideal for the label to release?
It's hard to say, musically everything kind of falls in the general realm of electronic or ambient. But, within that we have released a fairly wide spectrum of artists. Anything from new age inspired minimalist synth records to pseudo-soundtracks influenced by 60's / 70's giallo scores to dark almost industrial records. I would say the unifying theme is more about the aesthetic and ethos of the artists and how that aligns with the label. I grew up as a punk / hardcore kid and that heavily influenced how I see and experience music. Since the label is a manifestation of DIY (do-it-yourself) in every way, shape and form it's important that the artists we work with also understand and hold similar beliefs in that regard.
Tell people where to find your releases.
The easiest place to find our releases is Bandcamp, everything we put out is available on there to listen to or buy. I personally keep many of the record stores in the Seattle area stocked up with everything that is still in print. Record stores around the United States can now buy our releases through Midheaven Distribution as well.
For anyone in the Seattle area we will be at the Independent Label Market at Stoup Brewing on Capitol Hill on Thursday July 9th from 5-9pm along with several other local labels. I am currently pulling out a number of sold out titles and test pressings for that night.
Favorite quote?
"Every man should pull a boat over a mountain once in his life" - Werner Herzog
