The Major labels have been infiltrating the independent distribution system in many clever and innovative ways. The Major labels have also been making moves into non-traditional retailing areas. Fast food chains have aligned with record labels to offer selected titles from various superstars to their customers. Coffee companies have featured Jazz and Blues CD's, and national magazines offer limited edition sampler CD's that feature the latest pop releases from the labels. As it stands any co-promotional idea is open for consideration in the music business of the 90's.
Radio continues to fragment it's music formats into smaller and smaller sub formats.
On the one hand this trend may make it easier to target a specific audience for a record, but the control of the airwaves by the Major labels in each format continues to be the bugaboo for independent artists and record labels. Radio stations will be entering the Digital era, as soon as the new hardware and technology for digital satellite broadcasting is completed. There will be an expansion of the radio frequencies adding more choice in programming to the listener, but the verdict is still out on how this will affect the exposure of new music. This new technology will probably require the consumer to purchase new equipment, which may delay the impact of this new technology on the industry. MTV, VH-1, The Box, and other cable music stations were long ago locked up by the Major labels.