Secrets of the Superstore

How does an album get in the front racks at stores like Tower? What deals are being made for music at the listening stations? How does a retail superstore work, and what, if anything, can an independent band do to get their music out front and in the eyes of the music buying public?

The question posed for this article used Tower Records as an example of the major music retail chain, and for good measure. Having serviced the Tower empire as a Sales Representative for over 12 years, I participated in the programs and stratagem that has allowed the chain to earn its reputation as the very model of the modern retail record outlet. Tower Records’ efficient and innovative atmosphere (the first to introduce multiple listening stations) may have grown from cheaper technology as well as commitment to selection and service, but more so, it was response to the ever-changing sophistication of their customer base. F.Y.E. (For Your Entertainment), another retail record store, has even taken the next step by introducing multiple listening stations that read a barcode from any CD to play clips from every song. Buyers can try out any CD in the store before making the decision to drop $10 on an untested artist.

Rack space, listening posts and other means of product positioning are determined by the record distributors requests for shelf space and high profile exposure. However, Tower was one of the first retailers to recognize and offer such opportunities to up-and-coming independent artists.

Most, if not all, Tower Records and Virgin Megastores employ “consignment buyers.” These are very savvy staffers (usually musicians themselves) who are very clued into the local music scene, charged with the ability to offer shelf space and exposure to artists of every conceivable stripe. In cooperation with many of the stores’ other genre buyers, they are given the flexibility to use what are called ‘discretionary listening posts’ or ‘discretionary end caps’, to promote CD releases of their choice. If a band’s fan base extends as far as their out of town or out of state touring area, the same coverage can be achieved in the better independent record stores in those locations, also providing a chance to advertise show dates.

One fantastic example of an independent artist's ability to get coveted shelf and display space in a major chain can be found in the distribution of Michelle Albano's debut release Second Guesses. After some discussion with the Tower Records in her hometown of Huntington, LI, Ms. Albano was fortunate enough to walk away not just with a place on the racks for her disc, but a huge, backlit 3' X 3' poster of the album cover prominently displayed in the window. Not content with one store, Michelle pushed the consignment buyers at the West 4th Street Tower in Manhattan and was able to announce to the NYC fans that they too could purchase her music at the all-important downtown Tower outlet. Coupled with availability in Manhattan was a listening station slot, an amazing feat of exposure when you consider the thousands of people who shop the location daily.

In addition to alerting fans which specific store locations are currently carrying your product, large chains that sell online can also offer a wide range of features to expose, sample, review and recommend a variety of music to a discerning and sophisticated consumer via their websites. Combining your efforts to reach indie online outlets like Cdbaby and Awarestore with major outlets like iTunes and Tower will ensure greater exposure and open new areas of opportunity, especially considering the state of the major label industry. Most A&R reps want to see significant independent effort prior to any talk of contracts, and the more ammo you have in your distribution arsenal, the better your project looks to the moneymen.

Another option unknown to most independent bands looking to announce a CD release and/or an upcoming tour date at a prominent local venue is the “advertising/p&p (or pricing and positioning) opportunity.” It entails placing a small print ad for a predetermined amount of time (usually in a local indie weekly like New York’s Village Voice, the Chicago Reader or the L.A. Weekly) with guaranteed sale pricing and prominent positioning in a set number of those chain locations. Prices may vary (meaning it’s not cheap), but this is another discretionary tool usually controlled by a local chain’s Advertising Manager or District Manager of a national chain, who oversees a number of area locations.

I continue to stress what I believe is of utmost importance - that artists and bands put as much effort and attention into this aspect of their development as they put into creating and performing their music. It is critical that every member of the group is involved in selling and promoting your product, not just delegating this responsibility to managers, agents, or other support staff not involved in the creative process. It is also important to be organized, dependable and professional, as many of the relationships you form at this critical phase, will only benefit and prepare you for bigger tests down the road.