Hoping to generate immediate street-level credibility for the debut release from quasi-punk rockers That Dog, Geffen Records subsid DGC has chosen to release the band’s self-titled debut through indie distrib REP. The move bypasses the label’s existing arrangement through Uni, the distrib of MCA, Geffen’s parent.
By using REP, a joint-venture of Rykodisc and Rounder Records, DGC gains use of the indie’s promotion and sales force, which is capable of spending significantly more time to hype the disc due to its smaller release slate.
The move assures DGC that the crucial time necessary to market the release to music retailers and industry tastemakers is given to the new act, and signals the label’s willingness to accept a smaller initial sales tally.
Often, the result of using an experienced indie is modest to minimal sales, but the distrib is helpful in generating a significant industry and consumer buzz on the artist. A strong buzz could translate into future sales levels more acceptable to a major label.