VP RECORDS EXPANDS PARTNERSHIP WITH ADA
New Pact for Worldwide Digital Distribution & U.S. and Canada for Physical Product Distribution
ADA, the independent distribution and services arm of Warner Music Group (WMG), has announced the launch of a global partnership with VP Records, the world’s largest reggae label, to include physical distribution in the U.S. and Canada, and worldwide digital distribution. ADA and VP Records joined forces in 2009, although the label’s relationship with Warner Music dates back to 2002. Previous successes include releases from Wayne Wonder, Buju Banton, Elephant Man, Sean Paul, Maxi Priest, Jah Cure and the Reggae Gold compilation series.
“VP Records is a major player in reggae music, and they’ve been a great partner to work with,” says Eliah Seton, President of ADA Worldwide. “Their roster of artists enjoys a loyal and growing fan base and I’m thrilled to be expanding and strengthening our relationship to deliver their music and grow their following.”
“We are pleased to extend our distribution agreement with ADA,” says VP label President Randy Chin. “We think a global approach to digital will grow our business and ADA has shown to be a solid partner.”
“We’ve been working with VP outside of North America since 2009,” says Howard Corner, General Manager, ADA UK, “and like other key partners they’ve seen the benefits our global infra-structure offers to an independent label in the current digital landscape.”
VP Records based in Jamaica, Queens NY, is a major pioneering force in the reggae music industry. Home to global superstars such as Sean Paul, Gyptian, Elephant Man, Beres Hammond, Tanya Stephens, Lady Saw, I-Wayne, Morgan Heritage and others, VP is the only record label that represents the full spectrum of Caribbean music from roots & culture and dancehall to soca.
The leading label officially became the genre’s powerhouse with the acquisition of its long-time contender Greensleeves Records & Publishing in 2008. With VP and Greensleeves combined catalog, Greensleeves Publishing became the leading source for reggae music publishing worldwide. Since its acquisition, VP Records has also expanded the label’s operations with a Live Events and Touring division, new imprints including 17 North Parade, Dub Rockers and VPAL, the global distribution network for the genre’s independent artists and their label counterparts.
About ADA
ADA is a worldwide service organization committed to independent artist and label development. As part of Warner Music Group, ADA gives the indie community access to an unparalleled global distribution system and a dedicated team that provides a complete spectrum of marketing, merchandising, promotion, and music licensing services. ADA was created in 1993 to focus on the independent music business, where some of the most successful artists and record labels have built their initial followings. ADA marries the effectiveness and convenience of a major label with the marketing sensibilities of an independent. ADA’s partners include Alligator, Bar None, Beggars Group, Comedy Central, Defected, Domino, Dualtone, Epitaph, Macklemore & Ryan Lewis, Mascot, Matador, Merge, Mute, Nettwerk, New West, Real World, Rise, Secretly Canadian, Smithsonian Folkways, Sumerian, Sub Pop, Tommy Boy, UDR, Vice, and many others.
