Abstract Logix's Souvik Dutta: From Living Room to Center of the Universe
Attention to detail is another hallmark of the Abstract Logix way of doing business, and this can be seen in the professional, attractive artwork on the CD packaging. The Creative Head of Abstract Logix is Amol Tikam, though Dutta is very quick to highlight the important contributions of CD cover designer Arjun Mitraresponsible for the covers of John McLaughlin's Floating Point (Abstract Logix, 2006), the Alex Machacek/Jeff Sipe/Matthew Garrison CD Improvision (Abstract Logix, 2007), and Machacek's 24 Tales (Abstract Logix, 2010). Then there is Robert Cairns, who oversees the physical infrastructure of the office as well as customer relations; Dutta describes him as "one of the most important people in the growth of Abstract Logix."
It's evidently a team effort, and as in the best teams, each person's role is seen as vital to the overall success of operations, something which Dutta is at pains to express: "Everybody that works or contributes to us is 100 percent about the music. We don't have anybody on board who we just hired off the street as a paid employee; this is not about that. All these people are an intrinsic part of our success. The logo, the covers, the advertising every bit of it is so important. "
If Abstract Logix's artist roster is expanding, so too is its role as a distributor, though once again in its own inimitable style, and one at odds with traditional distribution methods: "We make it clear and transparent," affirms Dutta. "We have a roster of our own label artistswho play whatever you want to call this style of music, instrumental, progressive, improvised musicwho need a platform to get their music known. They may have their own websites and they sell through other websites, but with the platform we havea very niche platformthey have become a very important part of our success.
"Anybody who sells music with us gets to keep 75 percent of the retail price. We have created a business-to-business interfaceand we have to thank our programmers at King Webmaster herewhere people from anywhere in the world can upload their CD, they can price it themselves, insert their own description, everything themselves, and with one click of a button we turn it out for sale. Twenty-four hours a day, the artist can log into a certain part of the website and see who bought the music and how much they've paid for it. And on the first day of the month, everybody gets paid."
Transparency? Artist control? Everybody paid on time? 75 percent of retail for the artist? This is a record company we're talking about, right?
Like any business, it is necessary to strengthen and expand horizons in order to grow and compete in an ever more competitive market, and Dutta's talent-spotting antenna is permanently switched on: "I'm always listening to new stuff," he says. "I've just been introduced by Scott Kinsey to a guitarist called Chris Taylorhe's somebody I've never heard of, but he is a fantastic guitarist. He has a unique, minimalist way of playing guitar. I haven't heard another guitarist like Chris Taylor; he's another fresh, new sound in my ears. "
Artists working with Abstract Logix get a platform to connect not only with the fans but with other musicians as well, as Dutta points out: "I'll give you an example; we have a new record coming out November 16, an amazing record by the drummer Ranjit Barot. It's a spectacular album featuring lots of Indian musicians like Zakir Hussain and U. Srinivas, and western musicians like John McLaughlin, Tim Garland, Tim Garland's Underground Orchestra, Wayne Krantz and Matthew Garrison Ranjit was cruising on our website one day and he was listening to different CDs, and he heard this French guitarist called Marc Guillermont, and Ranjit loved the music, connected with him and now the guy is playing on his record."