Once a cast recording has been finalized, it’s time for its record label to distribute and market it to potential listeners. After all: If a cast album is created but no one gets to hear it, does it make a sound?
A label such as Sony Masterworks Broadway has dedicated teams for marketing, publicity, sales and operations to ensure that the meticulous work of the album gets heard. “We treat [cast albums] as Columbia Records would treat a Harry Styles record,” said Scott Farthing, executive vice president of Sony Masterworks U.S. “We’ve got a whole team of people dedicated [to cast albums] and we get them in as early as we can — whether that’s a workshop, previews, whatever — so they know the product they’re working on.”
The label coordinates with the show’s marketing and publicity teams to ensure maximum impact for an album drop.
