Arista Rolls Out DVD Singles Line
BY ED CHRISTMAN

NEW YORK--Retailers say they are intrigued by the Nov. 21 rollout by Arista Records of a line of DVD Video singles in an attempt to capitalize on the popularity of music DVD, but merchants have questions about pricing and the merchandising of the configuration.

The series is dubbed ASAP DVD, standing for Arista Signature Artists Program Presents Digital Value Discs, according to Jordan Katz, senior VP of sales at the label. The titles will carry a $9.98 suggested list price and carry a boxlot cost of $6.33.

Katz says that Arista is coming out with the series for two reasons: because music is the fastest-growing area for DVD and the success generated in the marketplace by the recent Madonna DVD single from Maverick.

"What opened our eyes was the Madonna DVD single," says Katz. But he points out that Arista has some of the best-selling full-length DVD titles, such as Whitney Houston's greatest-hits video package, Carlos Santana's live video, and Sarah McLachlan's "Mirrorball."

With its DVD singles, Katz says, the label is making sure to add material that gives the consumer a compelling reason to buy them. Furthermore, while DVD long-players so far appeal to the older demographics, Katz says, Arista will try to reach younger demos by putting out rap, R&B, pop, and alternative titles.

Following Are Some Of The Titles Scheduled For Release:

- OutKast will back "Bombs Over Bagdad" with the yet-to-be-released video "Miss Jackson." The DVD is timed to follow the Oct. 31 release of the duo's album.

- Toni Braxton will have two DVD singles. The first features videos for "Just Be A Man About It" and "Spanish Guitar," the new single from her album "The Heat." The second Braxton DVD single will be "He Wasn't Man Enough For Me," backed with "Un-Break My Heart" from Braxton's second album.

- Pink will have videos for "Most Girls" and "There You Go," along with extra footage.

- Whitney Houston will offer "Fine," the single Arista is working now.

- Spiritualized's single will contain "Electricity," "Come Together," and extra footage.

- Usher's "Pop Ya Collar" will feature material from the artist's electronic press kit and other live footage.

- The company will also give the DVD single treatment to two new acts, Dream and Joy Enriquez. In total it will release 10 titles: seven on Nov. 21, one on Dec. 5, and two on Jan. 9, 2001.

"These titles will be a part of a continuing series," says Katz. "It's a good way to expose our artists' videos to a younger demo."

Katz says he hopes that the DVD single is merchandised in both the singles section and the DVD section. He points out that sales of DVD singles are counted as singles by SoundScan. At the very least, he hopes to have a merchandiser or bin card in the singles section for each artist, directing shoppers to the DVD section for the DVD singles titles.

Rita Donato-Edwards, VP of stores at 11-unit South Plainfield, N.J.-based Compact Disc World, says she plans to try the configuration. "Music DVDs are our fastest-selling configuration," she says. "I think it will probably sell."

Vinnie Birbiglia, Trans World Entertainment's music merchandise manager, is also intrigued about the possibility for the DVD singles configuration, although he points out that there are some unresolved issues like "How do you display them, and how many copies do you buy? Do you put them in a browser bin, on the wall with singles, or in DVD?"

Still, he concedes that there might be a place for them in the store and in the homes of consumers, particularly with PlayStation 2 just around the corner. "They will have to make this a configuration that people have to have, just like they did for the CD-maxi," Birbiglia says. "It has to have something that you can't get anyplace else, like behind-the-scenes footage. You have to make the proposition compelling, with extras attached to it."

Storm Gloor, director of music at Hasting Entertainment, however, wonders if the "price is too high" for the DVD single. "We did OK with the Madonna singles, but it is Madonna. I would expect her to do a little better with that kind of [configuration] than some other artist."

Nonetheless, Katz says he is optimistic about the opportunities, noting that the first titles will be released on the Tuesday before Thanksgiving, which means that they will be in stores for Black Friday.