In fact, part of the challenge I face at MCA is bringing more of an artist-development sensibility to the label. Orchestrating an Industry To understand Boberg's point, it's helpful to look at how the music industry functions. Labels such as Arista and RCA, for example, fall under BMG's umbrella, while Boberg's MCA, the jazz label GRP, and Interscope all belong to Universal. Then there are the independents, those labels, such as Rounder Records and Priority, that have either little or no financial affiliation with the majors. Independent labels traditionally account for roughly 20 percent of music industry revenues.
Labels acquire music in two ways.
One is by signing an artist who has already produced an album. Along the way, they talk to anyone - reporters, radio DJs, retail operators, managers, and even friends. Once an act is on board, the label begins what it hopes will be a long and intimate creative collaboration, providing the artist or band feedback on songs and setting them up with just the right producer and recording engineer to create a harmonious chemistry. Part of the process involves educating the label's entire staff about the artist. Marketing campaign managers generally choose one of two strategies.