FLAVOUR OF THE MONTH - SEPTEMBER 2005
Zunior.com - the little label (http://www.zunior.com/)

"I believe technology is the new punk rock."

By sin_baldy

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Dave UllrichBy this time next year, everyone will be jumping and popping at the opportunity to boast, "hey, we we're the first to bring you the concept of the indie/digital/online record label." But before all you know-how cranky hipsters run out to get onboard the online digital choo-choo, I have to break the news to you and inform you it has already been done. Dave Ullrich (one half of the Inbreds!) has been tinkering and plodding and slowly building up a catalogue of interesting, honourable mention, and outsider Canadian digital music available through his little label that could: Zunior.com. One hefty browse through the website and you are instantly overwhelmed by the plethora of diverse talent that Ullrich has corralled into the fold of his little online/digital experiment. I recently had the opportunity to converse with Dave via the interweb and he filled me in on where things are at, where they've come from and what we can expect from his little online engine in the ultra-hyper-future. Cheers, sin_baldi

!earshot - Upon visiting Zunior.com, one thing becomes apparently clear: that it has finally been done! Someone has at last put the idea into action by combining the record label & the distribution company into one entity, cutting out the middle man and making the whole process of music-making&promotion more accessible to independent artists. How long has Zunior.com been around for (as an idea & online?)? Has the project always been web-based? Comment on your approach to the organization of the label?

Dave Ullrich - Well, I'm glad you like it. It's been around since last summer and started as fully digital and fully online. We have since done a few traditional-type things such as pressing CDR copies of some albums (Mike O, Ben Gunning, Rheos) but the focus is still on being fully independent and fully digital. It's still pretty much just me, with my friend Terry helping on the tech side. My goal was to prove it can be done. A lot of people want to complain about the business, but I just wanted to do something about it for myself and my friends. It's worked out pretty well so far, and I've been really happy with the reaction out there. The biggest challenge right now is getting people into buying a digital format. Once you get the knack, it feels good!!! (particularly when you know most of your money goes right to band, not some corporation).

!e - Does Zunior exclusively peddle Canadian music, or is the label more far-reaching than that? Where does Zunior fit into the scheme of things in the Canadian music landscape?

DU -Zunior does pretty much focus on Canadian music, but it sells it internationally. That's the magic. Our store is open 24-7 worldwide, and it is fully independent. We call the shots. I think it is a really great way to enjoy music immediately...no waiting. With the current popularity of Canadian music worldwide, we've really seen the result of things like Radio 3 podcasts that feature Zunior bands. You see the reaction immediately as people seek out the albums to buy. I love it.

!e - Zunior doesn't seem to cater to any particular style or genre. By opening up the playing field to all styles and genres, do you find that the label is able to shine the spotlight on a diversity of sounds & styles and bring them to the forefront? Is this consciously done or is it merely a by-product of the label's on-line catalogue format?? What obscure artists and acts are you proud to be able to feature/expose?

DU - Diversity is definitely part of the plan. You'll notice we don't separate music by format (like a regular record store) but there are quite a few formats represented. Some of my favourite unusual records are probably Dinner Is Ruined (Toronto), The Feminists (BC), Palooka (St.Catherines) and of course The Scribbled Out Man...the best unknown band in Toronto.

The Dinner Is Ruined!e - Tell me about some of the artists on Zunior, working through Zunior, etc�?

DU - The original batch of Zunior bands were all one degree of separation from my old band days. These days we do have plenty of people that write, but we can't make it work for everyone. One of the best bands on Zunior is As The Poets Affirm, who I wrote after hearing them on Radio 3. The really get it. They work hard, promote their stuff, and get out there. Some bands are less interested in that, and as a result they don't understand why they can sell music. You know what Lou Reed said man, 'the most important thing is work'. I think there is a need for something like Zunior, as it does fill a certain niche, but I think the message for every single band/artist in Canada is to sell your own stuff...set up a website, make some quality music, and sell it yourself digitally. Don't press discs if you don't have to, and use digital to test the waters. You don't even need Zunior... all you need is yourself.

!e - What is Zunior's connection to Weewerk & Endearing? Are there any future plans to bring additional labels into the fold?

DU - The Scribbled Out Man - www.thescribbledoutman.com - Paul Linklater playing with Don Kerr and Doug Friesen. Three cool guys playing an orchesta of pop. The Golden Seals - www.thegoldenseals.com - This band is Wings, without (?) Paul McCartney - The Odds and Sloan and pure class. Clark the Band - http://www.clarktheband.com/ - John Tielli's trip into the future. Odd rock that sounds like the best of The Talking Heads. Camera is a hit.

Greenfield MainThe arrangement with Weewerk and Endearing is that we are their Canadian digital distributor. I couldn't be happier to work with bands like Great Lake Swimmers, Julie Doiron, and Elliot Brood. We have a plan to start carrying Sonic Unyon music very soon as well. My wish list in the future would include labels like Three Gut and Mint.

Working with existing labels is great because they are a good filter of music that I may not have the time to ever find out about. The key is that the labels are true indies. Mint has to be the greatest Canadian indie label of all time...think about it.

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