Photo credit: SoundCloud + Elasticstage
SoundCloud announced a new partnership with ElasticStage, aiming to make vinyl production accessible to artists through print-on-demand. Artists should be wary of vinyl-on-demand outfits, however—here’s why.
The collaboration features a print-on-demand model that allows creators to offer vinyl to their fans with no upfront costs, minimum orders, or inventory management. Soundcloud Artist Pro users can now join a waitlist to access the service. Once approved, artists can select tracks from the SoundCloud catalog, upload custom artwork, and submit their release for review.
Each vinyl release receives its own website, allowing fans to purchase records directly. Once orders are received, Elasticstage handles manufacturing, shipping, and customer service. Currently, the vinyl manufacturer can ship records to over 90 countries. The service debuts with releases from artists including Am.Radio, Blonde Maze, Diorvsyou, Kelcey Ayer, and Raina Simone.
“We created ElasticStage Vinyl On-Demand technology to make physical music as accessible as streaming for artists and music fans everywhere,” said Steve Rhodes, CEO and co-founder of ElasticStage. “Soundcloud’s artist-centric platform is a perfect fit for us, and we’re thrilled to partner with them to help independent artists connect with fans and build long-lasting music outlets.”
On-Demand Vinyl Printing Services Cautions
For artists, the promise of vinyl printing on demand can alleviate many headaches. No inventory to manage, a freely available website for superfans to discover, and physical albums printed for those who want them. But there are some considerations artists should be aware of before deciding to jump on the vinyl-on-demand bandwagon.
Print-on-demand platforms often take a significant cut, leaving artists with less revenue per sale than traditional print shops. Artists also don’t directly oversee the production of these vinyls, which can result in inconsistent product quality or errors in the final product .
Many platforms retain customer information, limiting an artist’s ability to build direct relationships with superfans who buy physical music. Despite the platform’s reach, artists still need to drive demand and visibility for all the vinyl they plan to release. And if the provider fails, artists and fans may be left without records or refunds.
This last concern is highlighted in recent history, where on-demand vinyl stores like Leesta Vall in Brooklyn and Qrates in Colorado have folded. Leesta Vall closed its doors, with some artists reporting no notice and being left with undelivered records and unpaid royalties. Meanwhile, the unexpected closure of QRATS left artists with outstanding orders for unrealized and unrecovered records, as the print-on-demand store faced financial difficulties.
Both closures highlight the risks of the on-demand vinyl business. When they falter, artists can lose revenue, and Superfans can be disappointed, sometimes permanently.
