Travis passed this on to me and thought it should be out there for everyone to see....
LA Times 11.23.02
Discerning Web's impact is a priority
By Steve Hochman
More than a decade ago, Priority Records made a name for itself with a notorious song by Compton Rap group N.W.A. titled after a common epithet directed at police.
Now, a new company with roots in Priority's legacy is firing the same invective at the music industry.
Believing the music business has gotten off track in marketing and development issues as well as in its fight against Internet downloading, the new independent label M.S.C. Music and entertainment is starting a campaign called F.T.I., the acronym for its broadside against "the industry."
The effor gets off the ground this week with the company's first album "Absolute Power" by Kansas City rapper Tech N9ne, a highly respected figure in hip-hop circles but one without a big national profile. The album was offcially released in September, but full promotion is just kicking into gear now.
It's a two-pronged effort:
First, promotion will bypass conventional radio and video avenues in favor of direct marketing via TV commercials; second and more controversally, M.S.C. is encouraging fans to download the entire album for free over Tech N9ne's website (www.therealtechn9ne.com). "The Major labels are in volved in lawsuits against file-sharing companies, and the (Recording Industry Assn. of America) has an ad campaign guilting fans into not downloading," says Dave Weiner, senior-vice president of M.S.C., which was founded by Mark Cerami, co-founder of Priority. "We believe that if you have a quality album and let people get it for free, it will translate into sales.
"Everyone is asking the same questions - is the internet good or bad for music?" Weiner adds. "We're willing to try this and we hope it works, and if not we'll walk away."
M.S.C. is hedging its bet a bit: The new retail version of the album includes seven bonus tracks not on the original album - nor on the downloadable version - plus a DVD.
M.S.C. has the enthusiastic support of its distributor Sony-owned RED, which specializes in independent labels.
"It's probablly going to be a little hard for some people to swallow," says RED President Ken Antonelli.
"But ultimately, if the music gets into more people's hands that's good, and (Tech N9ne) is in ads encouraging people to support him out in the field at retail. If it's real, people will buy it."
Nice article, and in the LA Times!!!! cant ask for better promotion than that!
Nick
LA Times 11.23.02
Discerning Web's impact is a priority
By Steve Hochman
More than a decade ago, Priority Records made a name for itself with a notorious song by Compton Rap group N.W.A. titled after a common epithet directed at police.
Now, a new company with roots in Priority's legacy is firing the same invective at the music industry.
Believing the music business has gotten off track in marketing and development issues as well as in its fight against Internet downloading, the new independent label M.S.C. Music and entertainment is starting a campaign called F.T.I., the acronym for its broadside against "the industry."
The effor gets off the ground this week with the company's first album "Absolute Power" by Kansas City rapper Tech N9ne, a highly respected figure in hip-hop circles but one without a big national profile. The album was offcially released in September, but full promotion is just kicking into gear now.
It's a two-pronged effort:
First, promotion will bypass conventional radio and video avenues in favor of direct marketing via TV commercials; second and more controversally, M.S.C. is encouraging fans to download the entire album for free over Tech N9ne's website (www.therealtechn9ne.com). "The Major labels are in volved in lawsuits against file-sharing companies, and the (Recording Industry Assn. of America) has an ad campaign guilting fans into not downloading," says Dave Weiner, senior-vice president of M.S.C., which was founded by Mark Cerami, co-founder of Priority. "We believe that if you have a quality album and let people get it for free, it will translate into sales.
"Everyone is asking the same questions - is the internet good or bad for music?" Weiner adds. "We're willing to try this and we hope it works, and if not we'll walk away."
M.S.C. is hedging its bet a bit: The new retail version of the album includes seven bonus tracks not on the original album - nor on the downloadable version - plus a DVD.
M.S.C. has the enthusiastic support of its distributor Sony-owned RED, which specializes in independent labels.
"It's probablly going to be a little hard for some people to swallow," says RED President Ken Antonelli.
"But ultimately, if the music gets into more people's hands that's good, and (Tech N9ne) is in ads encouraging people to support him out in the field at retail. If it's real, people will buy it."
Nice article, and in the LA Times!!!! cant ask for better promotion than that!
Nick
