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Dave Field was sure he had a hit CD - at least on
a local basis. He had gotten together with Joe and written 10 rock tunes.
When he performed them in the club the audience went wild, even though they were
original tunes. Friends, family and the "regulars" at the club strongly
encouraged him to put out a CD. So $3500 later he had the songs well
recorded and mixed, with 500 copies made for the "initial run" of his CD
entitled "Dream On.".
The packaging looked sharp, the CD looked sharp, and anyone that heard it, loved
it.
The first thing Dave did was take 120
records to supply a dozen different record outlets and "consigned" them into these
stores. With consignment, Dave didn't get any money from the store when
the records went into the store stock, but is to get get $6.50 a CD once the stores
sell them. He gave away 25 copies to friends that helped him make the
record, sent out 20 to local radio stations. He reserved 450 copies to
supply to stores when they ran out and also planned to sell copies at his weekly
4 night a week gig at the club.
When he contacted the radio stations he was
invited to do several "homegrown" type of shows that featured an interview and
playing selected cuts from the CD. The DJ's liked the CD's and there were
supportive calls from listeners. Several listeners made a point of saying
that they would come out to see him play and would pick up a copy of his CD. One
radio station even agreed to some "after midnight" play on a limited basis.
The scene at the club was even better.
Each night that Dave played a few original tunes in his sets and he sold several
copies of his CD. He sold more than a dozen copies on each busy Saturday night.
Visions of limousines taking him to arena
gigs with 10,000 fans began to dance in his thoughts. Within 90 days his
"stock" of CD's began to dwindle down to nothing. Dave began to wonder why
he hadn't received a call from the stores for more stock. To his great
disappointment, Dave found out that his total store sales in the same period
totaled two CD's! He had ten copies in each of 12 stores and yet he
only sold two CD's!
What went wrong?
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