Aware Records
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Aware Records is a record label primarily existent to "scout" unsigned acts, to promote their initial album releases and increase general overall exposure. Once the artist decides to, in many cases they will elect to "graduate" to Aware's parent company, Columbia Records, a division of Sony BMG. Through Aware, many bands and artists in the USA have become recognised and have launched into success as a result. Each year, Aware has endeavoured to release a compilation album of their greatest finds, they have released 11 in 13 years and one greatest hits album also.

History

In 1993, Gregg Latterman founded Aware Records. It began releasing sampler CDs that year, featuring many acoustic rock, folk rock, and country rock artists from across America; many of the artists on the CDs would go on to have significant and successful careers. The label founded a yearly tour starting in 1995.

In July 1997, the label signed an agreement with Columbia Records which enabled it to distribute nationally; the agreement was renewed in 2002. The 2002 renewal also granted Columbia 'first dibs' on Aware artists. In the past, artists were allowed to choose their new label, with Columbia getting first offer. Post 2002, the artist had no choice but to move to Columbia (as did John Mayer and Bleu).

Artists

Note: These artists all had an affiliation with Aware at some point, though may not have released any albums through the label.

Marketing Strategies

Aware uses a somewhat unique marketing approach encouraging word-of-mouth promotion over high cost advertisements, and even has a registered pool of "Aware Reps" totalling over 700 representatives. The Rep Program was created in 1994.

Aware's presence on the Internet is prominent and the company's own store is directly accessible from their homepage, providing access to albums and merchandise for all artists.

Other Ventures

A² Management

Aware also formed a separate management division, A-Squared Management (Or A² Management), in October 1999, whose clients include Leslie, Brandi Carlile, Liz Phair, Jackopierce, Motion City Soundtrack, Sanders Bohlke, Mat Kearney, The Fray, Vedera, Sing It Loud, and The Heyday.

External links

• Aware Records - Official Site
• A² Management
• AwareReps.com

See also

• List of record labels
• Columbia Records
• Columbia Records artists
• Sony Music Entertainment
• Sony BMG Music Entertainment