Sony BMG Launches Burgundy Label To Service Adult Acts And Consumers

(Excerpted From CelebrityAccess MediaWire) – The Sony BMG Strategic Marketing Group (SMG) is launching a new record label, Burgundy Records with signings of Chaka Khan and Aaron Neville. The label, which is spearheaded by Executive Vice President Joe DiMuro, is will sign legendary artists and release new titles in conjunction with marketing campaigns that promote through traditional and non-traditional channels.

Burgundy Records will sign additional artists who have retained strong consumer affinity and produced a catalog of music that is still relevant and appreciated today. The label’s primary target audience will be adult consumers who may consider themselves fans of the artists’ earlier work and are eager to hear new material. The label will also bring widespread exposure for these iconic artists and their new music to a contemporary audience.

"Central to every project executed by SMG is the concept of a "360-Degree Approach." By operating much like an agency, the Group analyzes artists from every angle and promotes them through a variety of channels, including licensing, strategic partnerships, mobile applications, DRTV, tour marketing and publicity.

"Artists and their labels can no longer rely on exposure through radio and video to get their new music into the hands of existing or potentially new fans," said DiMuro. "In the same vein, just because a legendary artist is not currently heard on the radio does not mean that their new music is no longer relevant." 

Original Article By Bob Grossweiner and Jane Cohen