Hall also sees MAD Records as a unique enterprise in that its focus isn't limited to music — that community of artists he hopes to build would be transmedia. He said the record label will launch a YouTube channel to highlight music videos and web series. On top of that, the label has already been promoting the work of graphic designers and has even helped highlight the novel of one of one of the co-op's members.

MAD Records, like many of the smaller labels in town, functions as a vehicle for local branding and promotion. If an artist buys into the model, Hall said, they'll be able to use the MAD Records brand, which comes with the "co-promotional" potential of having other artists in the collective rep their work. Plus, Hall said he'd be able to help artists access resources to do things like record releases on vinyl — a typically expensive endeavor.

He said that signing bands can be a tough sell, given the degree of independence that most local acts have become accustomed to.

"A lot of the time, bands aren't going the route of trying to get a record label. A lot of bands, that's not a goal anymore," he said.