But Paper Bag president/CEO Trevor Larocque notes that being slapped with the “indie” label can also have its drawbacks.
“Maybe when you’re taking stuff to radio,” he said. “Ithink the tag probably holds us back a bit.
“But then at the same time, it’s a Catch-22. If you didn’t have that, you might not get onto those ‘indie-rock’ websites that exist out there that are only reviewing those types of records.”
That same conundrum once frustrated Jonathan Simkin, the entertainment lawyer and music manager who co-founded 604 Records with Nickelback singer Chad Kroeger.
Simkin’s label had achieved chart success with several artists, including radio-ready hard-rockers Theory of a Deadman, Marianas Trench and Thornley.
But Simkin found that when he approached bands with a more off-beat esthetic, that same reputation for middle-of-the-road hit-making worked against him.