Time Warner Thursday announced formation of a new record distribution company , Alternative Distribution Alliance, to specialize in alternative rock music.

The division, which follows similar moves by other major record distributors to tap into the indie market, will concentrate on moving the product through independent retailers, usually the tastemakers for the genre.

Tommy Boy ties

Time Warner already has ties to the independent rap and dance music community through Tommy Boy Records, a wholly owned subsidiary based in New York.

ADA was formed by Atlantic Recording Group, Elektra Entertainment, Interscope Records and Warner Bros. Records, with independent labels Restless and Mute additional partners.

Restless and Mute have not surrendered any equity to join the division, according to a Time Warner spokeswoman.

The new alliance will distribute exclusive product and select releases from Atlantic, Dali, Def American, EastWest, Elektra, 4AD, Interscope, Matador, Medicine, Mute, Restless, Seed, Slash, Twin Tone and Warner Bros.

Exex who will run the new division, slated to start in June, were not revealed Thursday. A Time Warner spokeswoman also refused to say how many staffers will be added to the company.

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