Digital Music Distribution Made Simple

Discover how to amplify your music's reach in this exclusive interview with EmuBands, the trailblazing digital music distribution platform.

Sharing your music with the world has never been easier, but navigating the distribution process can still be daunting, especially if you haven't done it before.

We released our debut single 'Mouth Breather' back in April, not really knowing what we were doing. Written, produced and performed by Skev, you can stream it now on all major platforms. It's also on TikTok and Instagram.

None of that would have been possible without the help of our friends at EmuBands, the Glasgow-based digital music distribution company offering commission-free distribution services for artists big and small.

Chris Blackmore | credit Andy Laing

Costs start at just £12.50 per release. Being newbies, we opted to sign up for their Pro plan, costing £60, because you also get a dedicated account manager to guide you and help with any technical issues. We're glad we did. 

Our account manager, Chris Blackmore, was great and very knowledgeable, answering our many questions and helping us set up our Official Artist Channel (OAC) on YouTube.

As many of you are musicians, we thought it might be useful to probe Chris more vigorously for his advice on how to choose a distribution partner, best practices, and things to watch out for. Happily, Chris was very generous with his time and had lots of great information to share.

Join us as we explore the essential steps to follow to get your music heard. Whether you’re a seasoned pro or just starting out, these expert insights will help maximise the reach and exposure of your music.

For solid advice, global names, emerging talents and a bit of mandolin, read on!

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Hello Chris. Thanks for doing this. Tell us about EmuBands.

CHRIS BLACKMORE － We’re a digital music distribution company, based in Glasgow. We’ve been around since 2005. We help artists and labels get their music onto all the major digital platforms, in a way that’s simple, affordable and fair. We make the process as easy as possible, giving artists the tools they need to stay in control.

With us, artists keep 100% of the royalties they earn. There are no hidden fees or percentages, just straightforward support to get your music out there.

Tell us what you do at EmuBands, as if we didn't know already.

I’m part of the Artist Relations team, serving as a key point of contact for the artists we work with. My role covers a bit of everything: from answering questions and providing technical support, to collaborating closely with our Pro and Premium users on their release strategies.

I’m also involved in onboarding new users, identifying common challenges, and feeding those insights back to our team so we can keep refining and improving the service. Ultimately, it’s about ensuring artists feel supported and empowered at every stage of their journey.

How long have you been with EmuBands?

For just over a year now. I’ve always loved working in music. EmuBands values artists and takes an ethical approach to the industry, and it happened to be based right here in Glasgow, so it felt like a perfect fit.

I get to hear so much incredible new music and help artists bring their tunes to the world. That never gets old.

－ Chris Blackmore －

EMUBANDS

What's the best thing about your job?

Honestly, I just love working with artists. It’s genuinely fulfilling to be in a role where we’re making distribution more affordable and accessible, especially for independent artists trying to carve out their own space. I get to hear so much incredible new music and help artists bring their tunes to the world. That never gets old.

In what must surely be one of the highlights of your career, you were our account manager. For anyone else considering releasing music with EmuBands, what’s your secret sauce?

We’ve got a team who genuinely care and understand how important your release is. We work hard to respond to queries quickly. For our Pro and Premium users, we offer instant support through live chat, and we’re always happy to jump on a video call to give more tailored guidance. This means artists and labels can focus on what matters most: making great tunes.

We also offer straightforward, transparent pricing with no royalty cuts. Artists keep 100% of what they earn.

We’d not released music before. You made the process nice and easy for us. Maybe you could talk a bit about the different ways you can use EmuBands. 

Sure. Our standard model is a one-time fee per release, simple and upfront.

If you’re looking for additional features and support, you can add one of our subscription plans: Plus, Pro, or our new Premium plan. Premium offers unlimited distribution for an annual fee, while Plus and Pro give you access to extra tools and faster support while still paying per release.

All our plans come with powerful tools to streamline your release process. With the Pro and Premium tiers you also get a dedicated account manager to assist with everything from technical questions to developing your release strategy.

Given your experience, what things should artists be considering when choosing a distribution partner?

It comes down to a few key things:

• Pricing: Are you paying per release or on a subscription? What are you actually getting for your money?
• Royalties: How much are you keeping? Are there any percentages taken from your earnings?
• Support: Can you talk to a real person when you need help? 
• Extras: Do they offer any added tools or advice to help you with your release plans?

Tell us the rookie errors you see artists make.

One of the biggest mistakes I see is rushing a release. Artists spend months, sometimes years, making their music, then drop it online without a proper plan. It’s a shame when something that’s had so much time and heart put into it gets lost in the noise because it wasn’t supported properly.

You’ve got to prep: update your DSP profiles, build a proper release strategy, pitch to playlists, get your assets in order. All of that stuff matters. I always encourage artists to zoom out and think long-term. Map out a 12-month plan that includes everything you’ve got going on: live shows, press, content. Treat your releases like part of a bigger picture. Don’t just throw songs out there and hope they stick. You’ve got to give them the chance to land.

Great advice. We’re planning our next release now. Please give us more tips.

Know your audience and how you’re going to reach them. Before anything else, ask yourself, 'Who do I want to hear this?' Think about the radio shows, blogs, playlists － editorial or otherwise － where your music fits.

Will you run a digital ad campaign? Which artists or interests align with yours? What are the existing communities you can tap into? This should all feed into your release strategy. Don’t skimp on marketing; a big budget helps, but there’s a lot you can do with a DIY approach. You don’t need to spend a fortune to get traction.

This is gold! More!

Build a community, not just an audience. If you’re growing a fanbase, connect with them directly. Set up a mailing list, talk to them, bring them into your world. Don’t rely on algorithms alone; people engage when they feel like they’re part of something.

Use every tool you can: mailing lists, pre-saves, behind-the-scenes content. Your releases are the perfect moment to bring fans closer and reach new ones. Check out Kevin Kelly’s 1,000 True Fans. It’s a great mindset.

We'll definitely check it out. Anything else?

Think long-term, and give yourself enough lead time. Dropping a single or two can help get you established, but don’t stop there. Regular releases help build momentum; they show DSPs you're active and that can lead to algorithmic and editorial support.

Give yourself time to plan and promote properly. A well-executed release opens more doors than a rushed one ever could.

That’s really useful advice that we completely ignored. I think we gave ourselves just 10 days from upload to release! We'll do better next time. Have you always had a passion for music?

Absolutely. Music’s always been a huge part of my life. I play a bit of mandolin, poorly, but my real love has always been supporting the scenes behind the scenes.

I started a DIY label and promotions company, back in 2013, as a way to give a platform to underground roots and folk artists who were doing incredible things but flying under the radar. That led to managing acts in a more hands-on role, and eventually to programming festivals. Music has always been there in one form or another.

Aside from us, tell us some of the artists you're working with that you're especially excited about.

We work with a huge range of artists, from global names to emerging talent. It’s always a privilege to be part of that journey. We’ve worked with well-known acts, like Ghost and Caribou, but there are also so many brilliant independent artists on our roster who are doing amazing things, like Valtos, Beluga Lagoon, LEAP. 

I also manage Alice Faye and Tom McGuire & the Brassholes, incredible artists who also distribute their music through EmuBands. Getting to support artists I really believe in, both through my own work and through EmuBands, is incredibly rewarding.

Who are your musical heroes?

There are so many! I’m drawn to great songwriting, so artists like Brian Wilson, Gerry Rafferty, Randy Newman, and Tom Waits really stand out. I also love the eccentric brilliance of Aldous Harding. I have a real soft spot for folk, especially the Irish and Scottish traditions, so legends like Dick Gaughan and Archie Fisher, as well as contemporary voices like Lisa O’Neill, The Langan Band, and Ye Vagabonds.

I’ve always been a bit of a mosher at heart. My first favourite band was System of a Down, who I still love. I’m also a big fan of country, blues, and Americana. Ralph Stanley is a staple. More recently I’ve been obsessed with Sierra Ferrell. Hip hop’s a big one for me too, especially artists like Little Simz, Wu-Tang Clan, and Del the Funky Homosapien.

Then there are the icons: Nina Simone, Yma Sumac, Sister Rosetta Tharpe, Howlin’ Wolf. The list goes on and on. I’m into a bit of everything. If it moves you, it’s worth listening to.

You have an eclectic musical taste. Give us 3 albums everyone should own.

Now you’re putting me on the spot! Shooting from the hip, I’m going with:

• 'Pet Sounds' by The Beach Boys
• 'Little Girl Blue' by Nina Simone
• 'Closing Time' by Tom Waits

Nice picks. If you could be in any band at any time, which would it be?

Easy. Throw me in with the Wrecking Crew － legendary session musicians who were the backbone of so many iconic records.

You’re on Death Row. What’s your last meal?

Oof! I’m a big foodie, so that’s a tough call. Let’s go with a meal I’ve been loving recently: orange gochujang tofu served over black rice, paired with fresh summer rolls packed with mango, chili, herbs, and crushed nuts.

Going out in style! Better than a deep-fried Mars Bar. Cheers for chatting with us and sharing your advice and tips. And thanks again for helping us release our Grammy Award-worthy debut single.

My pleasure. TEN OF CLUBS is the best thing to happen to music since the invention of rhythm. But seriously, big love; you're smashing it!

Can’t help but feel you might be overpraising for comic effect, but we'll take it nonetheless. Cheers, Chris. Any final words?

If any of this resonates, come check out EmuBands. Whether you’re a label or a bedroom artist, we’re here to make distribution simple, transparent, and empowering, so you can focus on what you do best: making great tunes.

♣︎ ♣︎ ♣︎

▶︎ Our song 'Mouth Breather' is streaming now on Spotify, Apple Music and elsewhere.

▶︎ Photography by Andy Laing