Zunior co-founders Dave Ullrich (right) and Terry Scott at Ullrich's home in Toronto. (CP/Adrian Wyld)

October 27, 2004 - 14:43

Zunior.com helps indie musicians take a DIY approach to distributing songs

ANGELA PACIENZA

TORONTO (CP) - A new kid on the music industry block is taking advantage of the Internet's power of digital distribution.

Toronto-based Zunior.com is a web-only label based on the DIY philosophy. Dave Ullrich, who founded the site with friend Terry Scott six months ago, says he's seen too many good bands struggle while trying to sell their tunes at gigs. Zunior allows indie artists like Halifax's Mike O'Neill and Toronto's The Dinner Is Ruined to make the music - often in their homes using Pro Tools or equivalent software - and get it to the masses instantly in a digital format.

It's is just one example of an ongoing online movement that gives fledgling musicians a chance at developing a fan base outside traditional means.

Zunior, Ullrich's childhood nickname, works like ITunes or Puretracks. For $0.88 a song or $8.88 an album, consumers not only receive MP3 or Wav files but also album artwork to print out. For an additional fee, a hard copy of the music, made by Ullrich in his home office, will be snail-mailed.

Right now, Zunior has about 19 bands in its roster.

"A lot of the bands that I know don't have record deals but want a way to sell their stuff," said Ullrich, who was the drummer in the now-defunct Inbreds. "They don't have an opportunity to do a download type of set up. There are no sites in Canada that do it for independents."

Puretracks and the soon-to-be-launched ITunes Canada, he says, "don't fly low enough."

"Even if they do, they take a large percentage of what they sell. Our goal has been to get that percentage as low as possible."

Currently, Ullrich and Scott aren't making money off the site; it's a labour of love.

The only fees are the cost associated with credit card transactions, which is covered by taking 15 per cent from the bands.

The site also helps musicians reach fans outside their immediate community. Prior to the Net revolution, independent artists would have to pay to ship discs to stores in Asia or Europe.

Generating publicity is up to the artist. The basic concept is to get the bands's fans intermingling through online networks. As well, the website offers free radio streaming so music can be sampled before purchasing.

Ullrich says in the six months of operation he's noticed consumers visit the site for one band but inevitably curiosity spurs them to purchase tracks by others.

O'Neill, a former bandmate of Ullrich, liked the idea so much that he released his second record, The Owl, exclusively through Zunior.

"It's instant. I don't have to have CDs made and manufactured. It's basically supply meeting demand," he said.

Sites like Zunior are the future of the music industry, he added.

"I envy artists that are starting out now and building. You could literally build your own online career if you were clever about it," said O'Neill, who's currently playing guitar in Sarah Harmer's touring band.

Calling Zunior a "neat concept," MuchMusic's Hannah Sung says it's just another outlet to spread the word about indie music to the masses.

"It really is just about links and community and people hearing about it," said the co-host of MuchNews and The New Music.

"The Internet is such a rich resource for music seekers, people who are very active about seeking out music that may not be on Top 40 radio. Zunior is another website where you can do that."

Since the late 1990s, music lovers have been using the Net to spread the word about favourite bands that may not get airtime on radio or TV.

Sung says Zunior is the first time she's heard of someone creating a web-only label and distribution centre. Still, she's skeptical of how much money there is to be made.

"Right now the people who are ready for a service like that, it's pretty small number," Sung said. "People want to walk into a store. It's not just about bringing music home with you, it's about the experience of getting excited to hold an album in your hands. Not everybody can download music and burn it onto a CD, get a case and put the artwork in. A lot of people don't want to do that."