1. Innit For The Money – Info
Brett Pracownik, owner of the independent record label, Innit For The Money, started his
career completing A Levels at Bridgwater College in Media, amongst other subjects. When
leaving college he moved to London where he set up the record label. Silent Front was the first
band in which he had dealings. Their 1st release was on vinyl, using Rough Trade for distribution
(a larger independent record label which also owns a few shops). This record sold quite well and
was soon released onto CD. It soon became clear that as soon as a band become pretty well
known or successful they were poached by a major label, for that reason and the rising costs of
producing and duplicating CDs and vinyl and the impact of illegal downloads, Brett soon branched
into management.
Brett considers Innit For The Money to be a national company, as they represent and promote
bands nationally and globally including one band from Australia. The internet has certainly made
scouting for new talent much easier and this was how Brett first become aware of the band in
Australia. Innit For the Money also uses a reputable French company for distribution and some
production called Kitsune.
Innit For The Money’s most successful band to date is ‘You love her coz she’s dead’. Their first
gig was a New year’s eve party 2008 and the first band that the label has signed solely as a
management deal. Since signing the band, Innit For The Money have worked hard to build the
reputation of the band but slowly resisting over-exposure and thus a temptation for a major
record label to sign the band before they are ready. ‘You love coz she’s dead’ (YLHCSD) have
had records on limited release on vinyl and CD distributed through Rough Trade and Cargo.
They have also appeared on a vinyl collection release distributed through Kitsune. Once these
songs have built a reputation, they have then become available as downloads, again distributed
through another company ‘Shell-shock’ for on-line distribution. As a management team, Innit For
The Money have arranged various gigs for YLHCSD, and as the band become more successful
these gigs must appear more professional, a feat for a two-piece band with only a half-hour set.
The band has appeared on ‘Skins’ in which they were favoured over Franz Ferdinand. At the
moment the management team are in talks with Adidas for a sponsorship deal and Top Man radio
for airplay. Innit For The Money do not own studios for production and would rather use local
studios to cut costs however most bands signed by the label are very DIY. YLHCSD actually
recorded all of their music in one member’s bedroom using an empty wardrobe as a sound booth!
YLHCSD have set up their own record label to release their own music as Innit For The Money
only act as management for the band.
The internet has been a godsend for Innit For The Money. For the management side of the
business, use of the internet has negated the need to pay a third party to conduct PR, and has
also made it easier to scout for new talent. For the label side Brett is able to download gigs
onto their MySpace page and allow for the music to be listened to and downloaded. There is
also the long-tail effect which basically means that the connections internet users make from a
specific member of a band which may not even exist any more, will eventually lead back to Innit
For The Money’s MySpace page or their music available to download.
In terms of what makes the money for Innit For The Money – vinyl reproduction used to take
place in the Czech Republic however due to the recession is now done in this country for much
more money, so generally a max of 500 duplications are made and sold to a very niche market,
however more money is to be made from these than downloads of which less money is paid and

2. the distribution company takes a larger percentage cut. The merchandise produced and sold
also makes more money for the bands signed by Innit For The Money. For instance, Andy Howl,
a fairly well known American designer was approached to design some of the artwork for
YLHCSD. He was paid £30 for his work. The T-shirt which carried the design has become very
popular and in may cases has been bought even without a customer knowing the band or hearing
the music. It is clear for Innit For The Money that the management deals create most of the
cash in terms of sponsorship, live gigs and merchandise.
Brett considers the threat from major record labels to be low due to the fact that they deal
with very different genres of music and therefore audiences, however he is aware that they
may be ready to pounce the moment a band becomes fairly well-known. He feels that this is not
good practice for bands as it is highly likely that they may crash and burn and therefore be
dropped by the major long before their third album if sales are not what are expected. He is
also aware of the practice of major record labels signing a band and then giving them money to
set up their own record label in order to release the bands initial creations. Silently the major
record labels ensure that the tracks and the band become successful and well-known and then
announce to the audience that they have signed the band. The audience are therefore under
the impression that this is a band produced on an independent record label which carries more
kudos than if it had been signed to a major from the beginning. The major record labels have
also been affected by the recession and no longer have in-house duplication plants to try to cut
costs. Live Nation has become an innovator within the music industry. Originally set up to
produce and promote huge live gigs and concerts, they recently signed a 360 degree business
model with Madonna. This means that instead of just being responsible for Madonna’s live
concerts they will also manage and act as a record label for her. Brett feels that due to the
loss in revenue of record sales, this is the future of the music industry and soon majors such as
SonyBMG will be signing artists using this model to try and make more money. This business
model will also include publishing deals where royalties are obtained for songs being played
through media outlets.
So, as to the future of Brett and Innit For The Money. In September they are hoping to
employ a further two full time members of staff and possibly move their offices back to
London. They moved to Bath to be closer to YLHCSD who are based in Bristol. Although Brett
feels that the music scene in Bristol is one of the best in the UK, London is where all the
contacts are. At the moment the company are concentrating on YLHCSD whose future Brett
sees as a couple of albums and possible acceptance on the festival scene, taking it slowly all the
while to ensure non over-exposure and therefore a real threat from a major.
Brett has recently been approached to join UMG, an offer he refused due to his love of the
music and commitment to the bands that he signs and represents. He expresses his concern
that bands do not know what they are entitled to and are open to exploitation from major
record labels. He hopes that the future of Innit For The Money will be as a management
company representing 10 or so bands using the record label side as a marketing tool. Brett feels
that the future of creativity within the music industry is an increased DIY ethic which he feels
is more beneficial for the artist and the consumer.