# 3 - Distributing ## Self-Releasing vinyl: what does it take? When you release through a label, you don’t spend a dime—they handle everything: cover design, mastering, manufacturing, distribution, and promotion. But when you self-release, all of that is on you. Luckily, Filippo, a mix and cutting engineer who works closely with vinyl production, gave me a crash course on how things work, the effort involved, and the costs. Here are some key takeaways: - 300 records is the minimum quantity for it to be "worth it." - Having a distributor helps, but it's not strictly necessary. - When selling through record stores, aim a 30% margin on sales. Now, let’s dig deeper into the process of pressing 300 records. ## The Vinyl Production Process Assuming you already have a mixed record, the first step is **mastering**. Mastering for vinyl differs slightly from mastering for digital or streaming. The main differences are: 1. **True peak control** is crucial to avoid distortion. 2. **Stereo imaging below a certain frequency** (usually 120-200Hz, depending on the track) must be collapsed to mono. This is due to the mechanical limitations of how a needle tracks the groove. Once the master is ready, the next step is **cutting the master record** using a specialized lathe. At this stage, you can determine the loudness of your record, add locked grooves, and even engrave messages or symbols in the inner part of the vinyl. The **master cut** is then sent to a pressing plant, where stampers are created through a **galvanic process**. These stampers are used to physically press the vinyl records. ## Breaking Down the Costs These numbers aren’t the exact amounts I paid, but they provide a reasonable estimate: - **Mixing:** €100-200+ per track (friend price) - **Mastering:** €35-40 per track - **Lacquer Cutting:** €200-300 - **Pressing (300 copies):** ~€1000 - **Printed covers + poly-lined inner sleeves:** ~€300 - **Shipping (to you):** ~€300 - **Graphic design & Promotion:** ~€400 For a **9-track album** with printed covers and a quality production run of **300 copies**, the total cost falls between **€3000 and €4000**—which is roughly where I landed. ### Profit Margins & Pricing - **Cost per record:** ~€11.50 (Ex. VAT) - **Selling price Direct:** €20 (incl. VAT) - **Selling price to record stores:** €15 (Ex. VAT) - **Selling price to distributors:** €11 (yes, this means I lose money when selling through distribution) Direct sales (e.g., via Bandcamp) offer the best margin, while selling through stores provides a small profit. Distribution, however, leaves little to no profit. I hope this gives you some insight into what goes into vinyl production. Per aspera ad astra.