Surviving in a Major Label World
Necessity isn't the only mother of invention. Ambition sires a few
discoveries, too. This is demonstratedly apparent among Country
artists who record for independent labels-often their own. Without
the promotional resources major labels provide to ensure national
distribution, major market airplay and relentless publicity, indies
have to find other avenues and methods to sell albums and tickets.
But, with digital technology lowering recording costs and the Intemet
providing a worldwide storefront, many such acts are thriving. CMA
Close Up polled several indie artists to ask how they survive in
the increasingly competitive marketplace.
|A former marketing
executive, Lynn Bryant put that experience
to work to sell her current album, Woman
Enough, on Sunrise Productions.
"As an independent artist," Bryant said, "I
knew I had to come up wilh a way of marketing mysell beyond the normal
channels of distibution".
"She struck a deal between her company, Sunrise Productions,
and Ferguson Enterprises, a chain that sells plumbing and construction
supplies to both wholesale and retail customers. She picked Ferguson,
she explained, because it represented an industry with which she was
already familiar. Although Ferguson
|| has more than 3,500 locations
woridwide, Bryant began her campaign with 21 stores in Georgia and
Under this agreement, Sunrise Productions purchases the cd’s
and then sells them to Ferguson Enterprises
on a no retum basis. Sunrise also provides Bryant’s and other
artists music videos to play on the store’s monitors at each
of the locations. Bryant said she hopes to include other new artist
in this campaign once it gains momentum. "It's
just rolling out now," she said, "but
the opportunity is very large."