Putting passion into practice: the birth of a jazz record label.
On Track was hired by a phenomenal jazz producer from St. Louis who was passionate about creating a record label that would serve a group of less famous but no less talented vocalists. When we began the brand development and launch package for the record label, it included four women of enviable stature in the jazz universe, all of whom had been in the business for 15-20 years. The only thing they were lacking was national attention.
WHAT CAN MARKETING DO?
Sometimes, it can change the world. Within four months of the launch of Max Jazz, half of the label experienced stratospheric success. Laverne Butler's album went to #4 on the jazz charts, and Carla Cook was nominated for a Grammy Award. Retail giants Borders and Barnes & Noble began offering the Max Jazz CDs to their customers. There is nothing more gratifying than helping artists of such immense talent and integrity get the attention they deserve.