By Livia Brown
At first glance, the small studio apartment that houses Topshelf Records looks like nothing like an office. The walls they have built themselves sector off both their workspace and living space. The clutter of mail orders lines the hallway; a drum seat doubles as a desk chair. The do-it-yourself ethos emanates throughout the office where the two co-founders of Topshelf Records both work from. It dawns on anyone who walks in here that this is not an office: this is a home not only for its inhabitants, but a home for music.
In an industry packed with media moguls striving to find the next hit artist and chart topping single, Topshelf Record’s emphasis is on distributing noteworthy music with sincerity. The record label was formed out of a passion for music, and continues to hold the same values that were central to Topshelf’s founding.
Topshelf Records is a Boston-based independent record label that is headed by co-founders Kevin Duquette and Seth Decoteau. Founded in 2005, Duquette and Decoteau started the label with the intention of promoting their own band. After Kevin and Seth’s band went on hiatus, they continued the label as a way to help promote and release their friends’ music. Today, they have expanded the label to include musicians across the nation. Their clientele has grown from just their band to a complete 24-piece roster. Topshelf’s ability to adapt to the industry’s fluctuating mediums and ideals, has allowed them to remain afloat in this ever-changing industry.
Three-quarters of the artists on the label are not signed to a contract. Most of the artists simply come to Topshelf under a verbal agreement of distributing and promoting a particular album. Artists are not tied to Topshelf for any specific amount of time, they are free to come and go from the label as they please. It is the integrity and honest love of music that Duquette and Decoteau share that keeps the artists coming back to Topshelf.
In fact, this is not even the co-founder’s full-time job. Decoteau works at Bridge Nine Records as a label manager during the week, while Duquette recently quit his full-time job at the Boston Globe to spend more time working on Topshelf Records. When he is not working at Topshelf, he is helping an eco-friendly van rental company, Green Vans, redesign their website.
“Kevin and Seth really stand out as dudes who love music, and believe that the work they put in and the bands they stand behind are a gift and a contribution to the evolution of music.” Andy Reitz, co-owner of Green Vans, says.
As music lovers, Duquette and Decoteau refuse to sign any musical act that they would not listen to themselves. Not once have they deviated from working with a band that they would not want to support. Topshelf Record’s pure passion for music has enabled them to become one of the front-runners of a natural progression towards a community setting between artists, fans, and independent labels.
Jeff Cassaza, owner of Run For Cover Records, lives and works in the same space as Topshelf Records. Seth Decoteau, who works at Bridge Nine Records in Peabody, stores most of Topshelf’s mail orders in the Bridge Nine warehouse. Topshelf even has support on the West Coast. Huntington Beach based label, No Sleep Records, constantly promotes Duquette and Decoteau’s bands. They have created an all-encompassing environment that distinguishes these independent labels from the industry moguls.
“It is sort of like we’re all kind of in cahoots in some way or another, just helping each other out or giving each other pointers on even just small things like a good place to go to get LP labels printed,” Duquette says. “We’re all working with the same kind of bands, musically; we are dipping into the same pool so there is a lot of crossover and opportunity for cool collaborations. Why not build on that sense of community?”
In a “cut-throat” industry that focuses on monetary sales to determine success, these labels have proven that community can overpower competition. Artists on these labels hop from one label to the other for releases. The label owners constantly attend one another’s shows in support, and social media has become a tool to promote one another. It seems as if their community of labels has become a family
Reitz says, “Obviously, labels need a good product to sell, but there’s so much to be said about the people that are working their asses off to promote their bands not just because they want to exploit them for their money, but because they have a genuine personal contribution to make to music as a music lover.”
As music lovers, Duquette and Decoteau understand the need for high quality records. Every vinyl purchase is sent with a free digital download copy. Topshelf provides multiple bundle packages that include t-shirts, vinyls, CDs, and other novelties. They even distribute other independent record label’s records. They make sure there is something for everyone, and all at prices that will match anyone’s budget. CDs range from five to twelve dollars, and vinyl are only a few dollars more. For collector’s they even create specialized pressings of vinyl in different colors.
“The biggest thing for us is we are catering to a niche. The people we are releasing music for have fans that are really passionate about music. As long as we are giving a really good physical product and putting a great deal of effort and time into artwork and packaging, it will always be something people are going to want to buy. Something both musically and physically needs to stand out otherwise there is no incentive,” Kevin says.
Their quality of customer service reaches far beyond the shopping cart button on their website. Duquette spends much of his time making sure fans of the artists and label are content with the products they are receiving. They have created a Formspring, a website that allows people to ask questions, a Tumblr, Twitter, and if that’s not enough, a plain old e-mail account to reach out to Kevin or Seth at any point during the day. The accessibility for consumers into this small community provides a personal level that most companies struggle to achieve.
“I think people can really connect with interacting on a one-on-one level. There are countless people who order ever record from us, just because we have established this is what we are doing if you like this maybe you will like this. People start picking up on that and just giving stuff a chance without ever having heard of bands before. I guess there is a taste-making element to it, where if people are digging what you are producing they will pick-up records regardless of the size of the bands popularity. Might not be something they typically listen to.”
For Duquette and Decoteau, everyone involved in music is on the same level. Connecting to artists, fans, and fellow labels in such a small community allows everyone to feel they play a role in supporting quality music. The accessibility to this community differentiates Topshelf from other labels nationwide. “I think that part of it- connecting with people on a real level-seeing people [who buy the records] at shows and setting up a little distro [merchandise table]. That part of it is really cool,” Kevin says. As avid music lovers, the co-founders do not see any reason not to involve everyone. The company does not run under a hierarchy; everyone is simply part of this music community. They are there to support one another: fans support the artists, artists the label, and from label to label.
As people, Kevin and Seth’s passion for music and desire to provide something that they would support themselves, regardless of if they owned the label, shows the dedication these two men possess. Kevin remarks, “The biggest thing is we if we don’t like listening to it we don’t want to be associated with it. The moment that changes, I really don’t want to be doing this anymore.” The humble attitude of Kevin is reflective of the honesty and integrity that Topshelf holds as a company.
Topshelf Records exists as a side project that was started by two guys with a deep interest in music; however, the label’s essence exceeds a mere side-project and continues to be built on the sincerity and community they have created.