(CelebrityAccess MediaWire) –Warner Music Group has launched Cordless Recordings, the newest member of the company's family of labels. Designed to discover and develop new recording artists in a supportive, lower-risk environment, Cordless will aggressively utilize the latest digital products, formats and online and mobile technologies to implement innovative marketing programs to promote its roster of artists.
Rather than exclusively releasing music in the traditional album or single configuration, every few months, the label will release "clusters" — three or more songs — by an artist. By doing so, the label will increase the interaction between an artist and their fan base via a continuous flow of new music. In addition, Cordless will have the ability to draw upon the resources of WMG's Atlantic Records Group and Warner Bros. Records on select releases.
Cordless Recordings is the brainchild of Jac Holzman, the founder and former chief executive officer and creative head of WMG's Elektra and Nonesuch Records. Jason Fiber, the founder of Superfecta Recordings and The Ideal Copy, has been named president of Cordless Recordings. <.P>
"When we started to think about Cordless, certain lessons from the past kept returning to me," said Holzman. "The close, creative relationship with artists and their fan base by frequent release of records, keeping costs low and having a methodology that would let us use our medium to introduce our material to more fans. Cordless is a community intended to give new artists their chance, and a process that connects an audience to our artists' creativity. This is who we are and that is what we have pledged to do."
"As a lifelong music fan and a self-proclaimed computer geek," said Fiber, "I've always been drawn to the intersection of music and technology. With the Cordless label, the Warner Music Group is experimenting with a new approach to introducing tomorrow's great artists while offering a home for established musicians who want to make the most of today's online world. It's an exciting venture and one that is unique in the industry. I'm honored to be part of the team."
In addition to promoting its artists through online and offline marketing, traditional and lifestyle marketing, touring and radio promotion (college, specialty commercial, satellite and online radio), Cordless artists' music will also be available on a variety of online music services as well as through the leading wireless carriers. Cordless content will also be distributed on legal peer-to-peer networks.
Artists releasing the first clusters on Cordless include:
Jihad Jerry & The Evildoers,
Koishii & Hush and
Humanwine. –Bob Grossweiner and Jane Cohen