ATOMIC TOM | UNIVERSAL RECORDS and iPHONE VIDEO PERFORMANCE| RECORD LABELS are EVOLVING

ATOMIC TOM’S iPHONE PERFORMANCE OF THEIR SINGLE “TAKE ME OUT”

• As of this writing the YouTube video of the iPhone enabled performance by Atomic Tom of their (Universal Records) single Take Me Out, has received 1.7 million viewings.  In a recent interview, the band indicated that the video was a well rehearsed publicity mechanism to promote the sale of their digitally released album The Moment. The success of the video has spiked sales for both the album and single, landing them each in the respective “Top” categories on iTunes. We’ve most commonly seen YouTube successes like these in connection to independent artists, but Atomic Tom and Universal seem to have harnessed the potential of the medium successfully.  Additionally, the video is now being promoted on both the iTunes homepage and through Apple’s new social music site Ping. The band has also indicated that it is in sponsorship talks with Apple and would be happy to perform in concert with their iPhone setup; smart. This kind of promotion didn’t happen for the “Bed Intruder” video.  Label’s are getting smarter. 
• Also worth noting is that the deal signed by Atomic Tom detailed an initial, sole digital release for their record prior to receiving the go ahead for the physical release (which has received the OK since the video’s showing). Are these the new development deals? The approach enables labels to better discern the market’s interest in an artist prior to spending the money on duplication and distribution costs for a physical release.  Moreover, these deals would presumably improve the artist’s financial situation; a smaller advance, coupled with lower recording costs (given improved production technologies) would give the young artist a higher probability of recoup. As with the previously mentioned Lil Wayne release, it also signals a movement on the part of the “majors” towards an entirely digital market for music.   

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