Unstarving Musician | What 20 years of distribution deals taught Jesse Flores about artist success

Happy Friday!

What actually makes a distributor want to partner with an artist?

Most independent artists think it's about having great music. Jesse Flores, VP of Artist and Label Partnerships at Intercept Music (and former Senior Director at Virgin Music Group), has spent 20+ years negotiating deals with major artists and independent labels. He knows what separates artists who succeed with distribution deals from those who struggle.

Spoiler: It's rarely about the music quality.

Three Insights from our Conversation

THE ADVANCE TRAP THAT KILLS FUTURE REVENUE The biggest contract mistake Jesse sees? Artists wanting large advances. Here's the problem: advances are always recoupable by the label—meaning they deduct it from your future earnings. A good entertainment attorney will advise you to take a smaller advance so you'll actually see money down the road. The artists who negotiate smarter deals prioritize better distribution fees over big upfront cash.
WHY HAVING A TEAM MATTERS MORE THAN TALENT When Jesse evaluates potential partnerships, he looks at commercial fan base size, previous releases, social and streaming followers, existing team infrastructure, and—critically—the artist's work ethic. Artists who succeed have a team in place: manager, distributor, entertainment attorney, publicist, and social media manager. They also have a strategic plan for each release tailored to every DSP platform. Just having music live on streaming is one thing. Having marketing support behind a release is the difference maker.
THE ONE THING ARTISTS CONSISTENTLY OVERLOOK According to Jesse, the most under-invested area that impacts partnership success? Listening to your distribution partner. Trust their experience. Give them a chance to advise you, augment what you're already doing, and provide tools for your success. Artists who treat their distributor as a strategic partner—not just a service provider—see significantly better results.

Listen to my conversation with Jesse Flores of Intercept Music 🎧

Get the Complete Distribution Strategy Frameworks

This week’s Liner Notes Insider includes:

Distribution deal evaluation checklist: What to look for before signing
Contract negotiation guide: Terms you can negotiate vs. non-negotiables
Release planning template: How to create a strategic plan distributors actually want to see
Streaming profile optimization checklist: How to make yourself attractive to partnerships

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Peace, love and more cowbell,
Robonzo

P.S. - Jesse also shares how the power dynamic between artists and labels has fundamentally shifted. Eight out of ten deals with established artists are now licensing deals where artists retain their rights—a complete reversal from the traditional label model. If you're building toward that level, understanding these partnership structures now will help you negotiate from a position of strength later.

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