We chatted to Dom Elton from the multifaceted Mayfield Records Ltd about supporting local artists, staying positive during pandemics and the south coast music scene.
Portsmouth's Mayfield Records are an interesting hub of creativity. Boasting studio time, video production and publishing, their many arms offer a warm embrace for artists who don't want to rely on multiple organisations to help them navigate the tricky music industry.
We wanted to get the perspective of a label on the issues that artists face in today's musical landscape. Dom Elton, Mayfield's founder and director, while a relative newcomer to the music industry in an official capacity, is clearly somebody with a passion for art.
Championing local music and with a house band to boot, the venue is the go-to for creatives on the south coast.
Here's what he had to say to us.
Hi Dom! How’s life for you at the minute?
Busy, thankfully! We have several releases lined-up for Q1 of this year as well as commencing our Live Music Shows (livestreams) funded by Arts Council England this month.
Could you maybe give us a little overview of what makes Mayfield Records special?
We take an organic approach to everything we do and as such we have created a very community-based hub/business model. We operate 5 pillars, which are all mutually supporting. They are: recording studio, boutique label, video production, live-streaming and house-band.
Have you noticed a new-found drive for artists to create, now that we appear to be on the other side of the pandemic?
I don’t think the drive to create was ever diminished. In fact, during the pandemic we continued to release new music each and every week. The live music scene was hit hard, but it meant our artists were able to focus more on their song-writing. Our main label approach over the various lockdowns was to focus on those activities that “you can do” rather than those “you can’t do”.
Well it's great to hear a more positive perspective on productivity in lockdown! We’d be interested to know about you, and what your journey in music has looked like. How long have you been in the industry?
I’m actually a relative newcomer to the music industry, becoming full time in my late 40’s. Next year we’ll be celebrating the 10 year anniversary for Mayfield! It was always my plan to work in the music industry, it just took me 30 years, with previous careers in teaching and healthcare.
That's certainly an intriguing journey! What are the biggest changes to the grassroots scene that you’ve noticed, even in the short time since you started?
Sadly, the inequalities within the industry seemed to have worsened which no doubt is financially driven. This extends to national radio plays, streaming royalties and Festival representation.
Do you feel as though artists are supported adequately by those at the top?
In short “No”. Those inequalities I mentioned are palpable with the major organisations playing it safe far too often. The outcome being that the chances for a new, up-and-coming artist of breaking through commercially is (almost) impossible.
So from a small label’s perspective, how do you go about finding new artists to help?
Well, as I said, we take an organic approach to running the label, so the vast majority of our releases come via our recording studio, having worked with our own engineers and production team. The studio house-band is also on hand to offer additional support, if required. Think of it as a ‘Motown Model’!
As I’m sure you’re aware, there’s a push for labels and promoters to help level the playing field for artists from minority backgrounds. Is this something that you’re conscious of when working with musicians?
Absolutely. We’re very keen for the label to represent a wide range of music cultures. The only two criteria for each label release, is that ‘the song' must incorporate a strong melody as well as meaningful lyrics.
What’s the music scene like on the south coast??
Vibrant. There’s certainly ample talent. The challenge is creating a supportive infrastructure to connect these wonderful artists with the wider audience. That’s what we’re trying to achieve here at Mayfield Records.
Are there any releases you’re particularly excited about in 2023?
All of them! This year, we have releases from the following artists: Ben Lester, Hannah Reem, Mary Red, Ben Brookes, AstroModa, South Coast Ghosts, Levi Collins, Emilyah, Sabres, Alice Milburn, Mayfield Records’ House Band, Joe Johnson, Archie McKeown and Bella Estelle.
Well, it’s been great chatting and getting your perspective and hopefully, it can provide something to those artists reading this. Before you go, we’d like one piece of life advice from you!
NEVER GIVE UP! The journey required is most certainly a marathon and not a sprint, so requires tenacity, hard work, consistency and patience!
Well, Dom is certainly a testament to that.
Talking to him, it's clear that even to those who haven't spent their lives in the industry, the slow demise is obvious. Thankfully, institutions like Mayfield exist to help with artists who need somewhere to go to get all their creative work done. It's a fantastic space and a dedicated team.
I was also grateful to kick off 2023 with a slightly different perspective on the industry, and hope to continue that further into the New Year!
I'm not saying anything yet, but keep your eyes and ears peeled...
Mayfield Records Ltd site: https://mayfieldrecords.com
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