Institute of Art Design + Technology
Dún Laoghaire

Paul Jennings 

BA [Hons] Creative Music Production

Paul Jennings is an electronic music producer, DJ, radio host, and most recently, a label owner. Having began making music at the age of 13, he has released on labels such as Extended Play and Neverending Records. He takes influence from music from around the world, from Jamaica's sound system culture to Detroit Techno. His latest project sees him enter into the world of record labels as he co-runs 'Reasons To Dance'.

Reasons To Dance - Project Description

Reasons To Dance (RTD) is a Dublin based label with the goal of sharing music from Irish based artists with a similar approach to music.

RTD’s sound aims to combine a forward thinking approach to dance music with the optimistic and feel good tones of music from the past. Think soulful Detroit techno and euphoric rave meets the percussive sound of contemporary Bristol and uk funky. We are a small DIY label, focused on grassroots movements and communities.

Research was conducted in the field of independent record labels with the goal of finding out what steps are required to set up a record label, in anticipation of its debut release. The findings were used to inform each step of the process when creating Reasons To Dance, from the conception of the ethos of the label to the business plan and artwork creation.

What Are The Required Steps In Setting Up An Independent Record Label?

The Thesis aims to examine the steps required to create an independent electronic music record label in today's climate. Through analysis of studies conducted in this field a step by step guide was made to inform the creation of an independent record label.

Small labels throughout the world are producing some of the most exciting music at the moment. Timedance in Bristol, Haus of Alter in New York and Principal from Lisbon, to name just a few. Supporting a grassroots scene and local community is the goal, rather than exponential growth.

Independent record labels provide a platform for alternative and experimental music, which wouldn’t exist without them. Lesser known music genres are often seen as a risk by the major record labels and thus rarely given a chance by these companies. Independent record labels are crucial to the survival of niche genres. They are seen as the only sector that is still genuinely run ‘for the love’ of music. This project investigates how a record label can be set up and run with a DIY approach, and how it can survive in a saturated market.