Joint Marketing Program Aims to Increase Label's Sales through Individual
Plans for Every Music Territory in the World
NEW YORK and WASHINGTON, May 23 /PRNewswire/ -- Smithsonian Folkways
Recordings, the remarkable repository of culturally vital music from the
U.S. and around the world, today announced that it has selected The Orchard
as its exclusive marketing and digital distribution partner. This
relationship enables Smithsonian Folkways to reach vast new audiences
globally through The Orchard's distribution relationships with more than
125 leading digital music stores and more than 200 mobile carriers.
Based in Washington, Smithsonian Folkways is the nonprofit record label
of the Smithsonian Institution, the national museum of the U.S. The label's
catalogue encompasses songs of struggle and protest, blues and ragtime,
jazz and avant garde from the entire 20th century -- as well as local music
of islands from Hawaii to Indonesia. Folkways counts among its iconic
artists Woody Guthrie, Pete Seeger, and Lead Belly. The catalogue comprises
not just songs, but also sounds and teachings from across the globe, from
recordings of the mating calls of animals to music instruction and
spoken-word albums. The Smithsonian Folkways catalogue embodies the
potential of the "long tail" phenomenon-whereby niche music can be
efficiently and profitably sold through the burgeoning network of digital
retailers and mobile operators.
"At Smithsonian Folkways, we recognize the important role that digital
distribution can play for continued sales growth but more importantly, as a
phenomenal new channel to reach music customers and expand the audience for
our important catalogue," said Smithsonian Folkways' Director Daniel
Sheehy. "The Orchard's deep marketing expertise, strong digital retail and
mobile relationships, and incredible global network make them the perfect
partner for us. Smithsonian Folkways' music is our country's, and other
nations', musical cultural heritage, so expanding the audience for our
catalogue is more than good business -- it's a sacred public trust. We look
forward to working with The Orchard to bring this invaluable catalogue to
the digital marketplace in creative and innovative ways."
"It is a great honor for The Orchard to be selected by Smithsonian
Folkways, a repository of some of the greatest and most important music
ever recorded," said Greg Scholl, chief executive of The Orchard.
"Smithsonian Folkways represents a unique model of how a nonprofit can
maintain its obligations as a public trust, but also dynamically respond to
market opportunities to advance the institution's mission. In the face of a
slumping traditional record business, Folkways has proven remarkably adept
at A&R and marketing. We are committed to assisting their continued
evolution as they embrace digital retail."
The Orchard's marketing campaign for Smithsonian Folkways is designed
to support the label's 2006 schedule of new and innovative releases --
which includes never-before-heard folk revival rarities, new records from
important global territories, continued development of the company's Latino
Initiative series, and reissues from its deep catalogue of iconic
recordings. Ultimately, this marketing program is aimed at further growing
Smithsonian Folkways' business following a period of remarkable performance
by the label. In 2005, the company's CD unit sales rose by 18% and its
overall retail sales grew by 31%. By contrast, CD sales across the industry
were down 3% in the same period, according to the International Federation
of Phonogram and Videogram Producers (IFPI).
The Orchard distributes and markets an unprecedented digital catalogue
-- the largest in the world -- of the best independent music globally,
including landmark indie rock and punk from SST (Black Flag, Minutemen) and
Lookout! Records (The Donnas, Ted Leo), classic hip-hop from Delicious
Vinyl (Tone Loc, Young MC) and Nature Sounds (MF Doom, Immortal Technique),
world-renowned classical music from Analekta and Qualiton, Bollywood hits
from Saregama (Asha Bhosle, Lata Mangeshkar) and other top Indian labels,
and much more. The Orchard catalogue also includes music from
multi-platinum acts such as Green Day, Coldplay, and Ray Charles from when
they were "independent," and breaking bands like The Hold Steady and
Bedouin Soundclash. The Orchard works closely with all of the leading
digital retailers and mobile operators worldwide to market and sell this
catalogue, and assists them as a close merchandising partner with respect
to independent music generally.
About The Orchard
The Orchard is the leading distributor and marketer of independent
music in the world, representing thousands of labels spanning 73 countries
and every music genre. The Orchard supplies its catalogue of more than
800,000 tracks to all of the leading legal digital music retailers and
mobile operators throughout the world. The company is headquartered in New
York and London, with operations in Tokyo, Buenos Aires, Tel Aviv, Hong
Kong, Vancouver, Kolkata, Johannesburg, Moscow and Melbourne, and local
representatives in Paris, Milan, Berlin, Barcelona, Lausanne, Ramallah,
Nairobi, and Sao Paulo.
About Smithsonian Folkways Recordings
Smithsonian Folkways Recordings is the nonprofit record label of the
Smithsonian Institution, the national museum of the United States. We are
dedicated to supporting cultural diversity and increased understanding
among peoples through the documentation, preservation, and dissemination of
sound. We believe that musical and cultural diversity contributes to the
vitality and quality of life throughout the world. Through the
dissemination of audio recordings and educational materials we seek to
strengthen people's engagement with their own cultural heritage and to
enhance their awareness and appreciation of the cultural heritage of
others. Our mission is the legacy of Moses Asch, who founded Folkways
Records in 1948 to document "people's music," spoken word, instruction, and
sounds from around the world. The Smithsonian acquired Folkways from the
Asch estate in 1987, and Smithsonian Folkways Recordings has continued the
Folkways commitment to cultural diversity, education, increased
understanding, and lively engagement with the world of sound.
Media Contacts:
For The Orchard For Smithsonian
Andy Morris / Justin Kazmark Mark Satlof
The Morris + King Company Shore Fire
(212) 561-7465 / (212) 561-7466 (718) 522-7171
andy.morris@morris-king.com msatlof@shorefire.com
justin.kazmark@morris-king.com
All other Orchard inquiries: info@theorchard.com
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SOURCE The Orchard
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CONTACT:
Andy Morris, +1-212-561-7465,
andy.morris@morris-king.com, or Justin Kazmark, +1-212-561-7466,
justin.kazmark@morris-king.com, both of The Morris + King Company
for The Orchard; All other Orchard inquiries -
info@theorchard.com; Mark Satlof, Shore Fire, +1-718-522-7171,
msatlof@shorefire.com, For Smithsonian
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