A pebble tossed into the ocean won’t make a big splash. Roll a boulder off a cliff and look out. Georgia-based Daemon Records is trying to be that boulder in the face of corporate rock. Daemon Records is a motley collection of musicians, making the music drives them, not the Billboard charts.
Back in 1989 Amy Ray’s musical career took off when her band the Indigo Girls achieved smashing mainstream success. Amy parlayed the fruits of her popular success into a not-for-profit record label devoted to nurturing deserving underground talent. Her only stipulation: be diverse.
Unlike many indie labels who get pigeon-holed into a signature sound, diversity is key at Daemon. With albums as varied as trip-hop and folk, it is safe to say there is no signature Daemon sound.
"I watched while so many musicians that had inspired and influenced my fortunate career went unrecognized. As an Indigo Girl, I enjoyed being part of the indie scene and I wanted to remain supportive and open to the underground. I decided to stop complaining about the evils of the music business and do my part to support the arts. The next thing I knew, I was up to my ears in work, fulfilling all the basic functions of my own indie label." Amy writes on the Daemon web site http://www.daemonrecords.com .
What Amy envisioned was a label free from corporate influence on the artistic side. A safe haven where artists could hone their musical skills before moving on to the next level. Daemon would offer assistance with recording and media contacts. But this record label would be designed in the true spirit of a co-op where the artist would be encouraged to learn from Daemon and to put back into the community that helped them grow.
"It’s basically Amy putting back into the community. Her way of doing it is kind of like a rock-n-roll college", said Daemon Publicist Stacey Singer.
Like a normal college, this "rock-n-roll college," provides bands the opportunity for experimentation coupled with learning the real-life skills expected on the next level. It is a Daemon policy that all bands learn promotional principles and take an active role in their destinies. When artists join Daemon they are expected to work hard playing shows to promote themselves. What they get in return is an enthusiastic and dedicated label staff, plus full artistic freedom.
"We just care that they go out and work it because we’re in here working it." said Stacey.
While behind the scenes promotion helps Daemon’s artists, both Stacey and Retail manager Carla Schari, site the importance of live gigging in developing a fan base. Carla says Daemon’s bands are expected to build their names by playing regionally on weekends.
A Southeastern label, Daemon has developed strong fan bases in cities like Boston, Seattle and Chicago, primarily because of the popularity of the Indigo Girls. The Indigo Girls connection is many times Daemon’s artists’ introduction to mainstream music listeners.
Beware though, despite the folkier-leanings of the Indigo Girls, Daemon is not a folk label. A quick listen to the six 1999 releases stomps that myth into the ground. From the rump-shakin’ funk action of Mrs. Fun, the straight outta’ the garage pop-punk of Three Finger Cowboy and 6X, to the haunting voice of singer-songwriter Rose Polenzani’s; Daemon’s sound can best be described as eclectic. Further trashing the folk label myth, Daemon released two hip hop albums in 1999, the five-man Atlanta rap combo Justin Hale and trip-hoppers Ph Balance.
Having a platinum-selling artist as president hasn’t changed the fact that Daemon is a label that considers 1,500 units moved a success. Ph Balance got the closest to a mainstream breakout last year when it was featured on Atlanta alt-rock station 99X. Ph Balance’s brush with commercial acceptance thrilling as it was for label staff, isn’t Daemon’s priority.
"We’re not concerned with a big breakthrough, we’re concerned with hard work and respect for your music." said Stacey.
Respect for the art form is the impetus for the successful Saturday all-ages matinee club shows that Daemon sponsors. Once a month music fans are treated to a rockin’ afternoon showcase of local music for only a buck. Seeing the shows as a benefit to the Atlanta music community Daemon deliberately keeps the time and price the same, even if it means losing money.
Stacey and Carla enjoy the work they do getting Daemon’s music out to people. From Daemon’s Decatur, Georgia office, Stacey and Carla handle the press and ensure record stores in the areas bands are travelling through, have stock. Love for what they do doesn’t make them immune to frustrations. And one of the more frustrating situations is getting in touch with the student program directors at college radio. Since college radio is the avenue Daemon artists like Three Finger Cowboy can get exposed to wider audiences it is a frustration they willingly shoulder.
"That is our market, when they’re not playing out records that is a problem." said Singer.
Even college radio isn’t ready for Daemon’s wild eclecticism often passing on the over-the-top jazz funk of Mrs. Fun or the catchy rhythms of Ph Balance. That gap between college radio and commercial radio is filled nicely by the Internet.
Daemon, http://www.daemonrecords.com , redesigned its entire site in 1999. Carla says the label strives to keep their site fresh and inviting. Visitors to the Daemon site have access to the usual artist profiles and music uploads, as well as links to grassroots activist organizations and an active community board where staff and fans alike discourse on social and political issues.
Daemon’s un-moderated discussion groups have hosted debates on a wide range of issues, like the recent World Trade Organization protests, Native American issues and Nuclear proliferation. The label, Stacey says encourages all viewpoints so long as they remain respectful and do not get ugly.
Actively developing an affiliate-linking program, Daemon is a vigorous member of the on-line indie music community. This can be a daunting challenge to the three woman operation of Carla, Stacey and Label Manager Andrea White, but like Stacey says "they try." The Internet has opened doors for Daemon that two years ago, Carla acknowledged, wouldn’t be available. One such program is the Daemon Radio show, a monthly program where fans can download and listen to Daemon’s guest DJ spin their favorite indie artists. This month’s DJ is label President Amy Ray.
In Daemon’s 2000 catalog Amy writes "every time you patronize an independent label, record store, book store, or restaurant, you are helping to balance the scale." By staying true to its original premise, so is Daemon.

As always we asked the Daemon ladies to give us their fantasy 6-band line up.

1. 1968 Jefferson Airplane
2. 1968 Grateful Dead
3. Billie Holiday
4. Late 60’s Who
5. Original line-up Pretenders
6. The Replacements