Today we’d like to introduce you to Todd Crosby.
Hi Todd, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I started Cravedog Records in 1993 as an independent record label. Before that, I had some experience in sales, selling advertising for the Willamette Week and newspaper subscriptions for The Oregonian. Around the same time, some of my friends were in bands and needed managers, so I started managing bands a year or two before launching the label.
When one of those bands was ready to release a full-length record, I approached my friend Dave Craven, whose nickname was Cravedog, and asked if he’d invest. I ended up naming the label Cravedog Records after him. We started out putting out 7-inch vinyl records, and a few years later, it was time to release a full-length CD.
There were a lot of different manufacturing options at the time, so I started comparing them and realized there was a substantial amount of money to be saved by working directly with manufacturers. That led me to start a CD manufacturing brokerage, which eventually grew beyond the record label.
Now, 33 years later, we still handle CDs, although the bulk of our business is vinyl records and merchandise. And, interestingly enough, CDs are starting to make a comeback.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not. There have been plenty of ups and downs over 33 years. The music business has changed dramatically, and we’ve had to change with it.
I remember going to SXSW way back when we were there representing Cravedog CD Manufacturing, as we had been for several years. At that point, most everyone was already poo-pooing the CD format and talking about how it was on its way out. It was a good reminder that things can change very quickly in this business.
As music moved toward digital downloads and streaming, we had to find things that couldn’t be downloaded—apparel, promotional items, stickers, posters, brochures and other printed materials. That actually opened up a whole new world for us. We were no longer limited to working with musicians and record labels.
We started working with plumbers, restaurants, construction companies, breweries, cannabis businesses and all kinds of other businesses that needed branded merchandise, apparel or printed materials. Today, we cater to pretty much anyone who needs those things.
There have also been the normal challenges of running a small business— competition, finding good people, and taking risks without knowing exactly how things would turn out. But I think one of the things that has helped us survive for 33 years is that we’ve never been afraid to adapt.
Looking back, some of the things that seemed like major obstacles at the time ended up creating new opportunities. In a way, one of the biggest challenges we faced ended up forcing us to expand our business far beyond where we started. I think that’s probably been one of the biggest lessons over the years: you have to pay attention to where things are going, adapt, and be willing to reinvent yourself when necessary.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Cravedog started as an independent record label in 1993 and evolved into a company that helps businesses, bands, artists and organizations get their ideas out into the world. We specialize in vinyl records, CDs, apparel, merchandise, printing, stickers, posters, brochures, promotional products and pretty much anything else you can put a logo or design on.
We’re probably best known for our work in the music industry. We’ve been helping bands and labels manufacture and package their music for more than three decades. But today, our customers come from just about every industry you can imagine—restaurants, breweries, construction companies, plumbers, cannabis businesses, nonprofits and small businesses of all kinds.
What sets us apart is that we’re not just a commodity printer or manufacturer. We’ve been on the customer side of this business ourselves. We understand artists, small businesses and entrepreneurs, and we know that sometimes you have an idea but don’t necessarily know how to make it happen. We can help figure out the process, find the right products and manage the production.
I’m probably most proud of the fact that we’ve been around for 33 years and have continued to evolve without losing the personality that Cravedog started with. We’re still a small, independent company, we still work with a lot of creative people, and we still genuinely enjoy helping people turn an idea into something they can hold in their hands.
I think that’s what I’d want people to know about Cravedog: **if you can imagine it, there’s a pretty good chance we can figure out how to make it.**
What’s next?
After 33 years, I’m not looking to completely reinvent Cravedog, but I’m always looking for ways to evolve. The interesting thing about this business is that there’s always something new—new products, new ways of manufacturing, new technology and new ways for people to promote themselves.
We’re seeing a real resurgence in physical media, especially vinyl, and even CDs are making a comeback, which is fun to see after watching those formats go through so many ups and downs. At the same time, our merchandise, apparel and printing business continues to grow, and we’re working with customers far beyond the music industry.
I’d like to continue expanding that side of the business while maintaining what has always made Cravedog special: being accessible, creative and willing to figure things out for our customers.
I’m also excited about the next generation of people getting involved in the company and bringing new ideas to the table. After 33 years, the goal isn’t just to keep doing what we’ve been doing—it’s to make sure Cravedog is still relevant and having fun 10, 20 and 30 years from now.
Contact Info:
- Website: https://www.cravedog.com
- Instagram: https://www.instagram.com/cravedog_inc/
- Facebook: https://www.facebook.com/CravedogInc
