Online pure-play CD Baby gets a multi-channel strategy

Another pure-play online retailer is adopting a multi-channel strategy. CD Baby, which markets CDs produced by independent artists, has signed a deal with Super D, a worldwide music wholesaler, to distribute CD Baby’s 160,000 titles to retailers worldwide. CD Baby represents over 128,000 artists who have consigned their CDs to be sold on CD Baby.

“This is a fantastic opportunity for the independent artist to instantly get worldwide distribution,” said Jeff Walker, president of Super D, which sells to over 1,300 retailers on a weekly basis and represents 216,000 titles from 24 countries. “CD Baby and Super D have joined up to provide a complete worldwide solution for the independent artist.”

CD Baby claims the largest database and selection of independent artists’ music in the world, which grows more than 3,000 titles per month.

“We’ve always wanted to offer a brick-and-mortar solution to our clients,” says CD Baby’s vice president of marketing and business relations, Alex Steininger, “because we feel many will do well in traditional record stores.”