CBS Records Redux: Venerable Music Label Returns Digitally

But corporate parent CBS Corporation announced Friday that it will resurrect the CBS Records brand name. The original CBS Records was sold to Sony in 1988, and its assets are now part of Sony Music Entertainment. The difference this round is the focus. Instead of the eponymous vinyl product, or even CDs, the initial target will be digital distribution of the music online.

The primary reason for the label’s return is media synergy. The goal of the new label will be to build awareness for CBS Records’ artists and songs by integrating music into CBS television series.

The big-picture plan is to harness the powerful marketing reach of CBS’ mass-media platforms to promote its music and talent directly to millions through the network’s television schedule. That means shows produced by CBS Paramount Television (which includes shows on NBC, The CW and USA), on CBS’s broadband "innertube" channel, the college-targeting CSTV Networks of Web sites and broadband channels, and on YouTube and other digital outlets and wireless carriers.

CBS Records will be launched primarily utilizing the existing infrastructure of CBS Entertainment and CBS Interactive. Larry Jenkins–a 23-year music industry veteran with vast experience at major labels and currently head of his own management company, L J Entertainment–has been brought onboard to consult for CBS Records during its initial phase.