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New CD Marketing For DJs and Independent Retailers

Author: Genevieve Powers
Wednesday, May 7, 2003
It's no secret that the major labels have all but abandoned the single format, and with more and more DJs turning to the CD as a matter of convenience, and economy, the burning question is, how can independent labels and retailers, effectively market CDs for the DJ and Dance Music communities-

The answer comes from US Music Corp, a manufacturing and distribution company founded by industry veteran Steve Rosen. "We call it CDJ but what's new is the packaging, not the media itself" says Rosen. The package can be displayed side by side with 12" vinyl, and bridges the gap for independent retailers, allowing them to market CDs without having to replace store fixtures, or neglect their core vinyl business.

Probably the most amazing thing about the CDJ concept is that no-one thought of it before. "What we've done is mount a CD on the front of a 12 inch jacket, leaving the pocket available for advertising, premiums, promotional materials or even a bonus 12 inch. It looks great, and retails for the same price ($6.98) as a standard 12 inch, but contains up to as 70 minutes of music, making it a compelling value for DJs and consumers alike.

We decided to roll out a few titles at a time:

"Music Revolution" is the first single from The Scumfrog's Extended Engagement LP on our Effin label, with remixes by Roger Sanchez and Planet Funk.

Two great catalog releases from Henry Street Music:
Armand Van Helden "Funk Phenomena" features 11 versions including the new European mixes

The Bucketheads "The Bomb." Classics, bootlegs and unreleased mixes of Kenny Dope's masterpiece.

From Peace Bisquit Discs Jody Watley's "Whenever" featuring previously unavailable Junior Vasquez, mixes.

And, coming this summer, the red hot Dutch featuring Crystal Waters, a spectacular Boris Dlugosch package and a few surprises.

"We want to establish an immediate presence for the format" says Rosen, the one time Strictly Rhythm GM, who founded 23 West Entertainment in 1985, and helped to launch the careers of C&C Music Factory, Masters at Work, and a pantheon of Dance Music icons.

"With the entire industry in a tailspin, we have to be more resourceful, and find new ways to provide value for our customers. The CDJ does that without compromising the unique character, and personality of the independent music community, and points the way to the future, while helping to preserve the illustrious past of the 12inch single.

For More Information About The CDJ
130 West 29th Street, NYC 10001