Some older music does get reissued or born again as part of a newly released compilation. About seven years ago, Rutberg began calling major record labels to inquire about the treasure-trove of old Jewish and Yiddish music these companies had gathering dust in their vaults. During the 1920s and 1930s, an incredible number of artists were recording in Yiddish. Even Irving Berlin wrote some Yiddish tunes. But, listen, when you can write 'White Christmas' and sell millions.
Jewish music is really a small segment of the total marketplace.
A Jewish artist is lucky to sell 6,000 albums. These companies drop artists if they sell only 200,000 records. It's those inflated sales expectations that make big labels lukewarm about re- releasing old stockpiles of specialty music, he says. Still, Rutberg has begun to persuade them to open their vaults to him. What he hopes to do is ferret through these musical inventories and with the approval of company licensing departments, produce new compilations on his own - an effort that has already begun to bear fruit.