To serve the dedicated Elvis collector business in a more strategic way, RCA Records and its parent company, Bertelsmann Music Group (BMG), are pleased to announce the test marketing of an officially endorsed collectors label. Repertoire will be issued on behalf of RCA/BMG by Follow That Dream Records (FTD).
Its mandate is to complement the commercial and artistic level of RCA's retail release schedule by issuing repertoire that is considered unsuitable for mainstream use. This special material is being marketed directly to serious Elvis collectors through fan clubs, specialist magazines, specialist retailers and dedicated mail order companies.
The FTD label will not be canvassing directly to any regular retail outlets, however, any non-USA retailer wanting stock will be able to acquire it directly from FTD or from designated fan clubs in their area. In America, Elvis Presley's Graceland will be the exclusive distributor through its retail stores at Graceland and through its mail order operation.
This series has been instigated for the following reasons:
1. To make artistically and historically important material available for the dedicated collector. This will allow RCA's main retail focus to be maintained and ensure that Elvis' actual masters and substantial outtake material do not confuse general record consumers.
2. To create and promote product that satisfies the insatiable appetite of fans for material. It is also appreciated that the extraordinary maintenance of Elvis' dedicated fan base by committed individuals needs commercial support to ensure survival.
3. To steer fans away from buying illegal (bootleg) product. The volume of unofficial audio product in the market place has reached a level which BMG and the Elvis Presley Estate can no longer tolerate. As announced separately, BMG Entertainment International, the RCA Records label and the Estate of Elvis Presley intend to vigorously prosecute any company or individual who violates their copyrights, trademarks and other rights. Products have recently been seized and all conventions, record fairs, mail order operations and other activities will be monitored closely.
FTD plans to release three or four packages per year, providing there is sufficient interest and the producers feel assured that the releases add to the fans' enjoyment and understanding of Elvis Presley's unique recording career. In order to make this label financially possible, only product that has received enough advance orders from the distributors will be manufactured. FTD will only produce marginally more than the collective total of advance orders to avoid stock risk and warehouse expenses. Only if repeat orders from the distributors are very significant, will FTD reprint. Each release will follow a quick path: "It's coming - it's here - it's gone." Distributors, including Graceland, will receive information two to three months in advance to disseminate to the fans.
After many years of anticipation, RCA Records has proactively given the go-ahead for a collector's dream - rewarding the fans' many years of supporting the world's greatest entertainer of all time. Since 1986, when RCA became part of BMG, the company has been totally committed to excellence by instigating the complete restoration of Elvis' entire recording heritage. Both praise and criticism have been embraced honestly by RCA/BMG in an effort to do what is right. They have given producers Ernst Mikeal Jorgensen and Roger Semon nothing but total support for all these years. Both Jorgensen and Semon are honored to be custodians of this new venture. RCA Records in conjunction with FTD will work more closely with all customers who wish to continue supporting Elvis Presley in a dignified, passionate and professional way. It is the company's intention to expand commercial relationships for the new millennium. This new label is testament to its continued commitment.