In this installment of our interview series with bluegrass label heads, we’ll look at how they see the distribution model for bluegrass changing in the near term. As before, we spoke with Dave Freeman of Rebel Records, Ken Irwin of Rounder Records, Sam Passamano of Rural Rhythm Records and Tom Riggs of Pinecastle Records.
The first question in this realm we asked was “Have you seen the promotion of singles (via radio play, videos) drive increased CD sales, or primarily the sales of single downloads?”
Sam Passamano, Rural Rhythm Records:
“It takes a total marketing mix containing single airplay, video exposure, album reviews and articles, print advertising, banner ads, general media exposure, retail merchandising program and artist tours to increase CD album and digital album sales. A really good single can go a long way in accomplishing increased CD sales, but you need a real cohesive marketing effort to significantly increase sales. I don’t think there is enough data available right now to actually determine if there is a single download market that will only purchase singles based on new single radio airplay, videos, etc. exposure. This market trend may develop over time but it is too early make this judgment now. “
Ken Irwin, Rounder Records:
“Our video and radio play drives CD sales, not the sale of tracks.”
Dave Freeman, Rebel Records:
“We can’t comment on singles because we don’t produce any conventional singles.”
Tom Riggs, Pinecastle Records:
“Outside of Prime Cuts, we do not service radio with singles, so I do not have anything to add on this question.”
We also asked “Do you see a time when you might go to an entirely digital distribution model ‚Äì or abandon the album format?”
Tom Riggs, Pinecastle Records:
“Yes, but I think for Bbuegrass, that time is at least five years or more away. When downloads become 50% of our sales, in dollars, then we will become more selective in CD releases. Dropping the album format will depend on industry trends.”
Dave Freeman, Rebel Records:
“We don’t see abandoning the CD format in the near future, because between our own retail sales and a few good outlets like Amazon, and what the artists sell, there is still enough action to justify minimal pressings and re-orders. But we can no longer justify hiring outside promotion for records, because no matter how well they perform it doesn’t generate any significant sales (for the same reason‚Äîthere are essentially not enough stores, period.).”
Ken Irwin, Rounder Records:
“We do not see abandoning the album format in the foreseeable future. We feel that cd sales will level off and we have noticed in recent format changes that bluegrass has been slower than many other genres in making the change. Many bluegrass fans very much value the personal contact with the artists and buying their music directly from the artists and that will likely continue for some time.”
Sam Passamano, Rural Rhythm Records:
“The bluegrass music consumer has not indicated that a digital music only distribution model is what they want. Actually digital music sales for singles and albums is still under 20% of music labels overall business.
As I have stated earlier, I look at digital downloads as a product line extension of the album and part of the product mix in a labels product delivery network to the music consumer. I think there is a place for both product lines, in most music consumer’s collections. Digital downloads are great for exploring new artists and new release titles and collecting important individual songs that are special to the consumer. However, there is no substitution having the physical CD product in your collection containing all the packaging photo’s and information the artist wants their fans and listeners to have, which truly makes it a better experience for the consumer.”
We’ll have one more post in this series, and then we’ll try to draw some conclusions from what these label heads have shared with us.
