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Nacional Records in Target Push for 'Oye'

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LOS ANGELES Nacional Records said it would advertise Oye, the latest CD from Colombian band Aterciopelados, on local bilingual youth network LATV to build support for the album's Oct. 24 launch. Ads premiere Oct. 17 and will run for about four weeks.

This marks a first for the independent record label, and the campaign includes ties to mass retailer Target Stores, which will carry the CD.

Though Nacional has been successful with a digital platform, the label still works with retailers such as Target, Wal-Mart and Starbucks Hear Music stores, a handful of coffee shops in select cities where consumers can listen to music on listening posts and purchase albums while sipping coffee.

Said Josh Norek, Nacional vice president of business affairs and media relations, "The traditional old-school record store unfortunately is going the way of the buffalo, so we can't really leave any stone unturned. We saw Target in so many largely middle-class Hispanic areas. If I'm going to run TV spots, I need to partner up with someone like Target for this kind of record."

The media buy on LATV cost about $15,000, said Norek, and affords the client a chance to look outside the Los Angeles area and develop spots for other bands after gauging this initial marketing effort. "It's a wait-and-see attitude," he said, adding that 40 percent to 50 percent of sales in the Latin alternative music genre take place in Southern California. "If you buy a national spot, it adds up pretty quickly, whereas LATV covers my demographic pretty well."

Norek is the first to admit that there are no guarantees with the new marketing efforts, but getting Aterciopelados in the store is no small accomplishment. "It's not easy [to work with Target]. Stores like Target and Wal-Mart, typically they stock 200 titles total," he said. "But [Target] was convinced with the TV spot and some of the unconventional things we're doing. They [told us] they would give it a shot."

Though the campaign may prove gainful, Norek said he still looks at CDs as "a loss leader [while] digital sales, ringtones and licensing for films and TV as where we make it up."