Unsigned artists are often faced with a dilemma. They'll spend thousands of dollars recording, pressing, and packaging a CD, but at the end of the process they're left with one big question. Now what? Many of those CDs should be used for promotional purposes. You can send them to venue promoters with hopes of landing gigs, radio programmers with the hopes of gaining some airplay, press outlets with the hopes of gaining some ink, and record company executives with the hopes of landing a recording contract. But those CDs can and should also be used to make a few bucks, right? And just importantly to build a story at retail. All record labels like to see a history of self-released sales before they invest in a new artist. The major labels in particular like to see sales at retail; they talk to stores regularly and they know that retailers will give them honest data on which unsigned artists are selling. Labels will also look up artists on SoundScan, which is the electronic system that tracks record sales and compiles the data for the Billboard charts. If a label looks an artist up on SoundScan and sees a thousand units sold in the artist's local market they will feel much more secure that the artist has a true following. Almighty can tell you which stores report to SoundScan (to make sure sales of your CD register on SoundScan you must have a unique bar code on the disc and the CD must be submitted to SoundScan - your CD manufacturer should know how that works). So - NOW you want to get your CD in stores. The music retail experts at Almighty know that most music retailers won't carry CDs released by unsigned artists unless they are available through a distributor that store happens to buy from. And most distributors won't even think of carrying a CD unless the artist has some sort of sales history. However, the folks at AIMR also know that there are more than 3,800 stores that do take CDs by unsigned artists on a consignment basis. That means that you don't get paid until the CD is sold so there no risk in the retailer stocking your CD. You will need to mail, call and visit retailers to get them to stock your discs- show them the local shows you are doing, send them a play copy, etc. That is where the Almighty Institute of Music Retail comes in. We have data on every record store in the country. Although full, searchable access to the Almighty database may not be affordable to many DIY artists, Almighty offers a list service specifically for unsigned artists. You tell us what parts of the country you are interested in and what genre of music you play and we'll put together a list of stores that take CDs on consignment. There is a $150 minimum and the price is generally $1 per store (although it may vary based on the amount information you request). If you do manage to get a distributor to pick up your self-released CD, odds are you will still need to "work" the record. Getting distribution is important because once you have distribution you will be in the databases that stores order from, and if customers come in and start asking for your CD the store can look it up and order it in. But distributors carry thousands of CDs and if you think they are realistically going to give your release any more attention than the others in their catalog, then we humbly suggest that you don't even consider leaving your day job anytime this millennium. If you want your record to stand out, you will need to find the right stores, mail them a promotional copy (or better yet, visit them), and show them why they should bother to order your CD in - tell them about your live following, or the great press you've received, or maybe just impress them with the music alone. Keep in mind there are over 35,000 CDs released in the U.S. every year and most stores only can afford to stock 10% or less of that amount. Plus stores get penalized when CDs don't sell and they have to return them. It's tough - but if you want your band to stand out from the pack, retail is absolutely essential, and most unsigned artists are frankly a bit too lazy to do the crucial retail legwork, so when you make it happen and show sales at regional retailers and post some SoundScan numbers, you will stand out from the thousands of other artists trying to make it. For an affordable price we'll provide you with the information you need to sell your CDs in stores. Are you up for the challenge? -- Craig Rosen, Almighty Institute of Music Retail For more information, click here.