Over the past several years, the dynamics of music marketing and promotion -- both locally and nationally -- have drastically shifted under the tectonic changes in the old school music industry and its marketing institutions. Corporate radio playlists by the likes of Clear Channel have done away with diversity on the airwaves, while the once-novel MTV is hardly an option to sort through new music. Today’s music connoisseurs often resort to digital downloading both legal and illegal, while artists themselves are turning to empowering internet tools like MySpace and Purevolume in order to bridge this new gap between producers and consumers.

Fans now undertake their own epic searches for new sounds listening to hours of music and reading opinion-based underground music sites and blogs directing them to the next big thing. In fact, DCist recently discussed the phenomenon of music opinion becoming dogma, and literally making and breaking bands, as in the case of Pitchfork. There have been success stories in this new generation of music commerce -- see, for example, Clap Your Hands Say Yeah -- while others such as local rockers Army of Me have had their hard work and relentless touring rewarded with a major label record contract.

Still, many music fans in the Capitol Region have voiced their dissatisfaction with the DC music scene, often citing a lack of variety and feeling alienated with seemingly few new music options.

In speaking with many local music fans, and drawing from my own healthy appreciation of local bands, I found a general consensus that there is a full spectrum of music available to D.C. music consumers but the exposure of these groups -- through radio, print and internet media -- is scant at best. Indeed, there are musical alternatives beyond the scenester band du jour. For the most part, the only advertising available to local artists is the ubiquitous random MySpace messaging of strangers inviting you to listen to the band’s songs, leaving your next concert’s fliers on the tables at Black Cat, or that old dog word-of-mouth. Sites like DCist and Here’s a Hint have succeeded in increasing exposure of local music to fans, but there are still few marketing options available directly to the artists themselves. In other words, there is great music out there, but it appears the necessary effort to dig through new music to find your match -- if you’re out of the new music loop -- is as arduous and unpleasant as blind dating, resulting in music fans spending more time vocalizing frustrations than truly exploring what is available.

Well, disgruntled local music fans, rejoice! The void between pop radio and DIY indie music is the driving catalyst behind Gypsy Eyes Records, a new D.C.-based record label which is kicking off things in gallant Columbian fashion as their first two signees, Shortstack (***) and Revival take the stage this Saturday night in an early set at the 9:30 Club starting at 6:30 pm sharp. These bands will be joined by Brandon Butler and These United States in what figures to be a fantastic start to a new era of the D.C. music scene. Shortstack will also soon be releasing their second LP “History of Cut Nails in America” as the debut album under the Gypsy Eyes Records label. Saturday's show has earned a spot on this week's 9:30 Club email, which notes:

"Some of Washington, D.C.'s biggest musical hipsters have joined forces to create a record label to support some of the area's best bands. Shortstack combine dark, bluesy country with a little bit of rock and roll, while Revival, formed from the ashes of Canyon, brings a blend of Austin, TX-style alt. country to the District. Sometimes the biggest bang for your buck is no further than your own backyard."

In essence, Gypsy Eyes Records looks to better the relationship between local artists and music fans across the country through increased marketing and licensing of more traditional sounding local music, while also offering artists an opportunity to nurture their musical development in a secure and supportive environment. The label is the creation of four well connected D.C. music fans -- Rob ‘Kalani’ Tifford has worked with ESL Music and Thievery Corporation; Joshua Read is in Revival and plays with many local musicians; Nick Pimentel is an art director who owns Planaria Records, puts on the D.C. Spelling Bee, and runs The Warehouse Next Door; and Craig Harrison is a friend who was brought in to help manage the label’s finances. The company has high hopes and a tremendous passion for increasing the global exposure of D.C. music. DCist chatted with Gypsy Eyes co-founders Rob Tifford and Joshua Read, and with Shortstack guitarist and vocalist Adrian Carroll recently to discuss the label’s creation and goals for the future.

Who: Gypsy Eyes Records

Visit them at: Gypsy Eyes Records website; Gypsy Eyes Records Myspace page

See: Debut label signees Shortstack and Revival along with Brandon Butler and These United States Saturday, May 13th at 6:30 p.m. at 9:30 Club, 815 V St. NW, Washington, D.C.

Questions for Gypsy Eyes Records and for Adrian Carroll of Shortstack:

What was the motivation behind starting this label?

Read: We were realizing how many bands are out there who have been disenfranchised by the major label/indie label subsidiary thing. Labels used to stick with artists for the long haul; what's known as 'artist development.’ Nowadays, you either get indie labels expecting unknown bands to start making money just because they've got a record, or majors expecting huge returns on a single hit. A band needs to exist for a while -- ideally in the public eye -- before it can really start to grow in the organic way it needs to. We want to give our bands the simple opportunity to work. At the end of the day, that's all it is for these guys: a really great job. Also, specific to DC, no one's really been paying attention to what's been happening musically on the scene. We see a number of dynamic, singular acts who've been existing on a local level with absolutely no support and no press. The idea is to bring these acts to the world.

Tifford: We want to become a label that people associate with quality, progressive music. No sugar coated pop. The music we will be releasing is going to be defining a new movement in music. Bringing back songs of protest and revolution. Trying to create a positive change and wake people from their TV-induced slumber. We don’t want to be classified as just another local label. We want to take the vibe of the Gypsy Eyes worldwide.

What is the label going to offer artists?

Tifford: The chance to work with a label, in way that they normally would not be able to. We want to become equal partners with the bands. Sitting down and working out the best ways to market, promote and tour that will benefit everybody involved equally. Taking on roles of management as well as traditional label roles. Trying to create a symbiotic relationship between label and band.

What are your feelings on the DC music scene and "the DC sound?"

Read: The ‘DC sound’ is not the same as it was, and no one outside of DC has noticed. The DC scene is amazing: varied, vibrant, and there is incredible talent. There's a really good feeling amongst the artists -- trust and kinship. All we really need is for people to start going to the shows again, and it'll all fall into place. The labels that were operating heavily in the nineties made a huge impression; people think DC is all post-punk hardcore and emo. What we're seeing is a number of wicked bands and songwriters drawing more from the well of folk, country, seventies rock, bluegrass, and psychedelia; creating a brand new sound, a brand new scene, just American rock'n'roll. As far as venues, we have no complaints. People are really trying to present viable options for the artists out there working.

Why Shortstack and Revival as the first signees?

Read: Two really great unsigned bands. That simple.

Are the bands going to be paid?

Tifford: Of course! Often times bands feel like they are not getting the fair end of the deal financially when it comes to working with labels. We want to create an environment in which both the band and the label can succeed. Everybody should be able to make a living doing what they love. We want to try and make that happen.

Where did you come up with the name ‘Gypsy Eyes?’

Read: We were sitting there, thinking about names. Anyone who's tried to name a band, or a painting, or a business knows what that can be. A record was on and in a silent moment we realized that the phrase 'gypsy eyes' had been uttered maybe fifteen times in a row. It seemed like a good vibe.

Have you been in contact with, or heard from, other record labels in DC?

Tifford: I’m not sure too many people know about us yet. It would be great to team up with other labels and create a strong collective to represent the needs of the artists and labels. Try and take on some of the major labels and change the philosophy and current business model of the record industry. Who knows, maybe we can all go bowling or something, grab a beer and get to know one another.

A kickoff party at 9:30 Club is a great idea. What are your thoughts on the concert?

Tifford: We are really excited and honored to have been given this opportunity. In reality, these bands deserve to be playing, and selling out, venues like the 9:30 Club on a regular basis.

What has Gypsy Eyes offered Shorstack so far?

Carroll: Gypsy Eyes will manufacture, distribute, and promote our new album. Promotion includes both print and radio. They're also going to have a booking agent work for them, not necessarily on an exclusive basis, that can set up tours for Shortstack, Revival, and other bands on the label in the future. Another thing they're interested in is licensing. Traditionally a lot of people in the indie world have been turned off by this, thinking it's selling out. Though more indie folks are realizing that licensing your music -- to films, TV shows, commercials -- can be a good source of money that helps fund your music making lifestyle. Of course we're not about to do ads for an oil company, but we'd certainly be open to licensing our music for commercial means. There's an interesting trend in the licensing world now where a lot of advertisers, TV shows, and filmmakers are approaching indie artists because their music is cheaper to license than major label artists, and also lends them a certain amount of ‘underground cred.’ One of the many good things about working with Gypsy Eyes too will be that the label owners all have years of experience in the music business, and as such they have lots of contacts with distributors, promoters, and other folks in the music business. And they also have first-hand experience in how to run a record label. All this will avoid having to reinvent the wheel on a lot of things.

As an artist on the label, what are your feelings about Gypsy Eyes and what they hope to achieve in the DC music scene?

Carroll: A number of factors led to the creation of the new label. One thing they hope to do is create a new sense of community among bands that may otherwise be overlooked in the heavily post punk-inspired DC scene. The idea is that we're creating our own scene/collective because we share certain creative ideas and a somewhat similar aesthetic. There's been a lack of new indies in town, and Gypsy Eyes seeks to fill the gap. We've realized that we share a lot with certain other local groups -- Revival, Brandon Butler, Benji Ferre, These United States -- and that by banding together we can get more accomplished, and also foster a creative environment where people can inspire each other.