Description:

Jon Vanhala is the VP of New Media and Strategic Marketing for Verve Music Group. Mr. Vanhala compares and contrasts the way music used to be advertised and distributed with today's methods. He discusses how digital music has spawned a new marketing approach. Nowadays the distributor is driven to promote exclusives to the Walmarts, Targets, and Best Buys of the world to get a song or record promoted. He points out that coop advertising doesn't exist in these relationships, but has been replaced by exclusives. Every dealer wants an exclusive for their store. It's a whole new world for distributors and those that see it are taking advantage of it.