Down to Business Issue #28

Norah Utley takes a no-shit approach with her Chicago record label

By Marisa Torrieri
Published: June 1st, 2006 | 12:00am

BUSINESS: Shit Sandwich Records
FOUNDED: 2003
URL: Shitsandwichrecords.com
OWNER: Norah Utley, a 30-year-old indie music jane of all trades and the keyboardist for Headache City
STAFF: Only Utley, with help from buddy Jay Castaldi, who maintains her Web site and graphic design
MISSION: “I just want to put out records I’m proud of by bands I like,” says Utley, whose label releases mostly seven-inches by garage pop bands including Tyrades, Fuses, and Submarine Races.
PREP WORK: After working eight years at Choke Distribution, Utley had learned the ins and outs of the music industry. First she looked for a vinyl pressing plant and did comparison shopping for print shops. Then, with her experience and a savings of $1,100, Utley launched the Web site and put out the first seven-inch record.
HISTORY: Utley went from runs of 300 and 500 of every record to 2,000 and even 15,000. Today she works with a couple of distributors (including Choke), and in 2005, the label put out two full-length albums on vinyl and CD. A bit of word-of-mouth, promotion, and knowing the desires of record collectors helped Shit Sandwich grow. “I had a seven-inch go for 60 bucks on eBay because it was a [green] vinyl version,” she says.
GOALS: To break even. “If I could make a living, that’s great,” says Utley, who runs a “craft stuff” company on the side. “I would not put out something that I know would sell if I didn’t like it.”
ADVICE: “Don’t build your hopes up too quickly,” Utley says. “You have to be accessible to people. Start it out as a hobby.” And while networking is important, she adds, “don’t be too business-y ... in the schmoozy sleazy sort of way.”