Surveying the music industry around the world, one can easily realize that there is a vast undergrowth of independent labels, agencies and artists satisfying any niche imaginable. There are courageous projects and visionary people from some small remote country facing off against the giants of the music business.
Like David versus Goliath.
Is the case of Paraíso Modular, an independent label based in Ecuador, entirely dedicated to electronic music “played” with machines. No DJs to be clear.
But there is more. Not only does it focus on a very specific target, but it does so away from streaming platforms. The entire catalog is sold online and directly from the label to the consumer.
A strategy that might sound anachronistic and risky, but are we sure?
We talked about it with the founders, recognized artist of the national live electronic scene Diego (We And The Machines).
How did this adventure begin and especially why?
It began with the need to find and to escape from the regular model business labels, I was signed by a couple labels through out my career from different countries, and I was totally unhappy with how I was left hanging with my project, therefore, I decided to create my own label in order to move forward and at the same time to find and support other local artists, that I like; and because of the character and style of their music, most likely they wouldn't be signed by any major label.
How do you select artists? according to what parameters.
I selected them with different parameters, but it does depend on each specific case. The musts are: It has to be a one man project, the music has to be played and produced with electronic instruments such as synths, drum machines, samples... The genres we prefer are more artistic than commercial.
How’s the industry in Ecuador?
I think that, to use the term “Industry” to the music status in Ecuador, it is not accurate, and it could be misleading, in my personal opinion it is more a small market, that it has been in constant loop restarting since the 80's, which it has few parallel issues that affects its development, nonetheless, I have to clarify that issues that are slowing down the grow of the Ecuadorian music market does not apply in the same way to the different genres and subcultures in the country, for example, traditional Ecuadorian artists have a more stable and advance market than others like one I am in, which is really far behind and fragile.
In my opinion, the steps that need to be taken to create an industry like the oil or the banana one, it has to come mainly from the artists and later on supported by the government.
What do you think are the main obstacles of running a label in a relatively small country? And having to compete with giants.
The biggest problem we face and from which we can not hide, it's the effect of globalization through technology in society, it determines the way people consumes music, in which most of the musicians don't see benefits; and, most of important, globalization creates trends which becomes mandatory references for artists, forcing them to shift at all cost to commercial projects over the artistic ones.
To be honest, I don't fight majors labels or pay attention to them, instead I try everyday to find my own path and surf around the opportunities that come with this quest. So far I can't complain, as a label we are growing slowly but steady, I have no rush.
How do you see the future of independent labels seeing how the music business is evolving?
I try to face reality as objective as possible, but what I can perceive now, it is that globally is forming a wave of devaluing arts, music included, I have a strong sense that arts will turn out to be like in the 17th hundreds, where payed music will be only accessible for just a few, meanwhile the rest of music enthusiasts will become part of a social act that will be not payed.
It doesn't mean we will stop pursuing our dreams, and at the same time we can tell there are opportunities that can be created upon this grim situation with creativity, innovation and tons of resilience.*
Undoubtedly, Paraíso Modular's history and politics can be an inspiration to all independent artists who do not fit the standards of the main stream and are not satisfied with the treatment they receive in the industry. Literally a little artist-friendly paradise.
We invite you to take a look at their online catalog, where you can buy music you can't find on any other platform.
The Daily Eggs wishes Paraíso Modular all the best in continuing with this noble mission.
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