Episode 114: Building a Record Label From Scratch in 2026 (with Jamie Sellers)

<p>I speak with hit producer Jamie Sellers about how music creation has changed now that artists can get a demo most of the way there on their own, but still need experienced ears to finish a record. Jamie explains why his role has shifted from building songs from scratch to acting more like a finisher and exec producer, and why that experience gap is still the difference between a good demo and a release-ready record. We also get into Jamie’s new label, Caledonia, including why he started it, what kind of artists he signs, and how he is thinking about ownership, licensing, publishing, and building a catalogue of assets for the long term.</p><p></p><p><b>Key topics</b></p><ul><li>Jamie argues that technology and tutorials can get artists about 60 to 70 percent of the way to a solid record, but the final 30 percent still comes from experience, instinct, and nuance.</li><li>He describes his production role as becoming more like a finisher or exec producer, helping artists bring projects to release-ready standard.</li><li>The conversation covers the shift in artist economics, where a more efficient model is to let artists build a strong demo first and then bring in experienced help to complete it.</li><li>He says a senior label contact encouraged him to stop waiting for a label job and instead build his own imprint, using his producer background and network.</li><li>Caledonia is designed to feel artist-first and music-first, with the values of older label eras but a 21st century approach.</li><li>He shares that he has signed two artists so far and both came through existing creative relationships.</li><li>Jamie and Jonny talk through deal structures, including licensing versus assignment, and the long-term goal of building a catalogue of assets through both Caledonia Sound and Caledonia Songs.</li><li>They finish on the importance of trust, artist motivation, and making sure the label relationship works both creatively and commercially.</li></ul><p></p><p><b>Timestamps</b></p><p>(00:00) Demo-to-record mindset</p><p>(01:15) Why experience still matters after the first 70 percent</p><p>(03:11) The final 30 percent only comes from time in the studio</p><p>(04:36) Why Jamie is moving toward a more selective, finishing role</p><p>(06:50) Why starting a label made sense</p><p>(09:12) Interviews, A and R conversations, and the advice that changed everything</p><p>(14:01) Why Jamie chose to start his own thing instead of chasing a label job</p><p>(15:26) The need for infrastructure after the studio session ends</p><p>(17:12) Caledonia’s ethos - heritage label values with a modern approach</p><p>(19:09) Working artist-first without big advances or big marketing budgets</p><p>(20:38) Imposter syndrome, then confidence from experience</p><p>(24:18) Signed potential versus evidence of momentum in modern music</p><p>(26:46) What Jamie looks for in artists he signs</p><p>(28:27) Producers as early-stage investors in artist development</p><p>(30:13) Why trust and work rate matter before signing</p><p>(31:09) How Dia Day became a key example of the label’s direction</p><p>(33:34) What her independence and momentum proved</p><p>(35:46) Balancing artistic instinct with market reality</p><p>(37:09) Why Jamie still thinks like a producer first</p><p>(38:08) Picking battles and keeping artists excited enough to promote</p><p>(40:30) Artists as CEOs of their own careers</p><p>(41:43) The future shape of the label and possible scaling options</p><p>(44:20) Assignment deal versus licensing deal</p><p>(45:19) Why one release was licensed and one was assigned</p><p>(47:16) Building a catalogue and the Caledonia Sound and Caledonia Songs structure</p><p>(49:22) Why the name Caledonia felt right</p><p>(51:13) Scotland, the song Caledonia, and the label identity</p><p>(52:43) Legacy, ambition, and what comes next</p><p>(53:16) Closing praise and plans to revisit the label in future</p>