Interview Magazine: Interview with Butterfly Records

Interview Magazine sat down with electronic musician October to have the first interview solely focused on her label: Butterfly Records. After having released four albums between 2010 and 2011, October, then named Luna, decided to embark on an adventure that would become her very own record label. Stellarium Records was founded in 2011 with a strong message in the mind of its founder, Luna - to create a stronger link between music artists, record stores, and fans. The first album to be released on Stellarium Records was October's fifth studio album: Venus. After signing artist Pedro J., then having dropped that artist due to deadlines not being able to be met, Luna continued releasing albums on Stellarium Records. It wasn't until October 2011 that Luna decided to change her stage name to October, along with changing the name of Stellarium Records to Butterfly Records. February 2012 arrives and so does October's sixth studio album: Horoscope. Here we are in August 2012, and October is getting ready to release her seventh studio album: Cloud Living. Releasing on her 25th birthday, Cloud Living will not only be an album, but a film, releasing to theaters in October.

Interview - October, why did you decide to create your own record label?
October - I felt it was something I had to do. My music couldn't be free unless I created my own label. I knew I had certain values that big name labels could not meet. With my own label, I could breathe.

I - Was it hard to get the message across to everyone?
O - Not really. I just, announced it. People thought it was cool. Well, people didn't really know what it meant at first. They kind of went, 'oh, okay, good for her', because a lot of fans probably didn't know how big of a difference it actually was. But, that's okay. I'm releasing new music for them, that's all they care about.

I - Were things drastically different after creating the label?
O - It didn't feel like it then, but I realize now that it was a big step. I'm really glad I did it.

I - Why are record stores so important to you and your label?
O - I don't know... I suppose, physical products give me a warm feeling inside. Being able to buy music then hold it in my hands and just smile. I don't think I'm the only one! Record stores are so important to the music industry. Well, they used to be. Everything has gone digital, and there's no effort in music anymore. Artists are becoming more focused on selling single after single, getting those #1s on the charts. Then when I think about my goals in music, charts are at the bottom of the list. I care about getting my music to the fans in a loving way. Albums are just the right way to release music. And record stores are the outlets for fans to buy the physical music. That was the main goal in mind for revamping my label to Stellarium Records. Reconnecting the bond between record stores, artists, and fans. I guess some may find it silly or useless. But music is the world to me. I don't want to see it all crumble.

I - Do you fear that artists will no longer release physical media - just digital?
O - Oh, yes. It is a frightening thought to me. The problem I have with digital media is that we are teaching people to be lazy. With a click of a button, fans can individually pick and download the song they want. Many don't even pay for them, illegally downloading! Music is a joyous and very intimate thing. Not something to be scraped off and plopped into unfamiliar territory. But I can't really blame people. I'll say it: the economy is sh*t right now. People don't have the time nor the money to be going to the record store and spending 10 times the money for an album when they could easily sit at their computer and download a song they like for a dollar. It's fast, it's convenient, it's cheap. Hey, I'm not innocent! I do this with television, my phone, etc. But, music is the one exception people should go out of their way for. You cannot ever replace music in your life.

I - Suppose all physical media becomes extinct. Would you be able to find a way to get it to fans?
O - Of course. Nobody can ever make me not release physical music to people. Not ever. If this happened, it would just be a sad, sad day for the music industry. A very sad day.

I - On another subject, tell us how you signed Jo, The Elephants, and Thema.
O - I met Jo in England. He split up from a band and was trying to make it as a solo artist. I was actually in a club when the DJ, who was Jo's friend, played one of his tracks. I never heard it before, so I had to know who it was by. Turns out the artist was unsigned, and I jumped on him! Jo and I are best friends now. We're really close. As for Thema, I met her in Egypt. I got invited to a village festival where Thema lived, and of course, her talent was very recognized throughout her village. She performed at the festival and I fell in love. Signed her. I discovered The Elephants online. Scavenged through the Internet for fresh new talent, fell upon these four, signed them. They're all sensational. They're all becoming huge.

I - What do you expect to see from each of them in the future?
O - Big things.

I - Do you plan on signing any more artists?
O - I am always alert for new talent. Always ready for the next big thing.

I - Moving on, what made you decide to extend Butterfly Records into physical record stores?
O - It's definitely a lot of what we were already talking about. Connecting the artists to the record stores to the fans. It gives me such a ticklish feeling in my stomach to know that I will own record stores all over the world. This is my dream right here. Things are just getting better and better.

I - Will there be any special events or offers to those who shop in the stores?
O - Definitely. Events all the time. I have a lot of exciting ideas. In-store parties are going to be a big thing. Signings, appearances, etc. It's going to be a blast.

I - You have so many stores being built, are you going to visit all of them?
O - Each and every single one of them.

I - Where will you be on the official opening day of all stores - November 12th?
O - I'll be stopping by the Los Angeles store during the day, I perform at the Staples Center that night for my tour.

I - You tweet your fans about your meetings with the heads of Butterfly Records a lot. How do these meetings run through?
O - It's a big conference, with everybody involved. Everybody speaks and everybody reveals their ideas. It's not like me telling everyone how everything is going to go down. It's a collaboration so whatever we are releasing is successful. There are a lot of talented minds in Butterfly Records.

I - When did Butterfly Records start working with The Vinyl Factory?
O - I have admired The Vinyl Factory for some time now, and it wasn't until right before Horoscope's release that we contacted them and planned releases. We continue to work with them because we love to.

I - Why did you decide to create an online digital shop if your main idea for the label was to release physical media?
O - The Digital Shop is mainly in place for the music quality. The Butterfly Records Digital Shop offers all music with a variety of file options fans choose to download. iTunes only offers one type of music file that you have to have if you download there. We just wanted to please all crowds.

I - Butterfly Records have also recently become partners with 'ZinePak, but only one release has occurred. Will there be any more in the future?
O - I think so. It's all about what the artist wants to do. If Jo, or The Elephants, or Thema say they want a 'ZinePak released, it'll happen! It's all about the artist's direction.

I - Where do you see Butterfly Records in the future?
O - Still at the top of its game.