The Virtual Label
CEG's Virtual Label has become the blueprint and acknowledged model for releasing independent music in which independent contractors are hired and managed to orchestrate the complete release of an album. CEG has sold over 3 million albums in the past few years this way, including Billboard-charting albums by Collective Soul, Jackson Browne, Elliott Yamin, Tommy Lee, Jerry Lee Lewis, Filter, Blind Melon, Everlast, Smokey Robinson, Ruben Studdard, and others.
The Virtual Label operates like a wheel with CEG at the hub. CEG performs a label's central functions, acting as the General Manager. It oversees the entire marketing process for a particular project - establishing the marketing plan, setting the budget, and ensuring everything is executed properly. The other companies put in place around CEG are outsourced to perform specialized tasks within the project (sales, internet marketing, publicity, radio promotion, etc.)
Why The Virtual Label Succeeds Where Other Labels Cannot
- Flexibility: The model fits with a variety of distributors, promotional partners, and can be altered to adapt to industry changes.
- Profitability:- Artists can sell as little as 50K units to turn a profit.
- Low overhead: The Virtual Label eliminates unnecessary costs, and all players are outsourced contractors that are only utilized on an as-needed basis.
- Cost-effective: Fiscal responsibility and complete transparency is applied to all actions taken towards a record release.
- Customized/tailored plans: A custom label and marketing plan with budget are put together for every artist that uses the model, instead of "marketing by rote."
- Creative control: Artist input is valued and taken into account when creating the assets for each project (music, artwork, photography, video, etc).
- Fast responses/decisions/execution): Fewer moving parts allow for a quicker process (a Learjet as opposed to a 747).
Design / Production
Creates album packaging and all assets used in a campaign, formats artwork and liaises with vendors to manufacture and fulfill materials, sets up all proper metadata (UPCs, ISRCs, etc.), and creates audio/video streams, etc.
Social Networking
Utilizes the latest online tools and social networks to build the online following, interact with fans, and hype an artist's release from the ground up.
Photography
Creates proper imaging (that exemplifies the vibe of artists and their music) to be used in all visual elements of a marketing campaign.
New Media
Leverages relationships with major music & entertainment portals, lifestyle sites, blogs and online radio to build awareness of artists and their releases online.
Web Design
Designs the infrastructure to communicate directly with fans, capture data, disseminate news, sell content, etc. and integrates those functions into a design that complements the rest of the marketing campaign.
Licensing
Pitches music to TV shows, movies, trailers, ads, etc. to increase the revenue streams and awareness of an artist within the overall marketing campaign.
Sales
Leverages retail relationships to ship product to stores, set price points and discounts, coordinate in-store programs/ads, report weekly sales, and manage inventory.
Videos
Creates long and short form videos that are used as marketing tools at traditional video outlets and virally online to raise awareness and brand an artist/song.
Radio
Promotes singles to terrestrial and satellite radio to gain mass exposure for an artist's music, as well as uses the medium as a platform to promote via interviews and in-studio performances.
Sponsorships
Aligns artists with brands that provide mass awareness, promotion and financial support for artists and their music.
Press
Obtains coverage for an artist on TV, syndicated radio, print and other media outlets and guides the formation of an artist's public image.
