DiFranco's rapid rise in popularity in the mid-1990s was fueled mostly by personal contact and word of mouth rather than mainstream media. Label independence Ani cites her anti-corporate ethos for the main reason she decided to start her own label. This has allowed her a considerable degree of creative freedom over the years, including, for example, providing all instrumentals and vocals and recording the album herself at her home on an analog 8-track reel to reel, and handling much of the artwork and packaging design for her 2004 album Educated Guess. She has referenced this independence from major labels in song more than once, including "The Million You Never Made" (Not a Pretty Girl), which discusses the act of turning down a lucrative contract, "The Next Big Thing" (Not So Soft), which describes an imagined meeting with a label head-hunter who evaluates the singer based on her looks, and "Napoleon" (Dilate), which sympathizes sarcastically with an unnamed friend who did sign with a label. The business grew organically starting in 1990 with the first cassette tape. Connections were made when women in colleges started duplicating and sharing tapes. Offers to play at colleges started coming in and her popularity grew largely by word of mouth and through women's groups or organizations. Zango and Goldenrod, two music distributors specializing in women's music, started carrying DiFranco's music. In general they sold music to independent music stores and women's book stores. In 1995, Righteous Babe Records signed with Koch International for DiFranco's release of Not a Pretty Girl. Her records could then be found in large and small record stores alike. DiFranco has occasionally joined with Prince in discussing publicly the problems associated with major record companies. Righteous Babe Records employs a number of people in her hometown of Buffalo. In a 1997 open letter to Ms. magazine she expressed displeasure that what she considers a way to ensure her own artistic freedom was seen by others solely in terms of its financial success. Activism From the earliest days of her career, DiFranco has lent her voice and her name to a broad range of social movements, performing benefit concerts, appearing on benefit albums, speaking at rallies, and offering info table space to organizations at her concerts and the virtual equivalent on her website, among other methods and actions. In 1999, she created her own not-for-profit organization; as the Buffalo News has reported,