Band from TV and Kurt Benjamin
President and CEO, Generosity Records
Kurt Benjamin, president and CEO of Generosity Records, is one of the engineers behind celebrity musical group Band From TV- which includes TV celebrities Hugh Laurie (House), Greg Grunberg (Heroes), James Denton (Desperate Housewives), Bonnie Somerville (Cashmere Mafia) and Bob Guiney (The Bachelor) - and their new album, Hoggin' All The Covers.
Benjamin, an entrepreneur known as much for his charitable efforts as his keen business sense, worked with the band to develop Hoggin' All The Covers, their first CD/DVD combo album. Since the members of Band From TV wanted to donate proceeds of the CD/DVD combo to charities including Save the Children, The Epilepsy Foundation, Art of Elysium, Donate Life and CAPP, Benjamin sought out the best distribution model to enable the band to maximize donations for these organizations.
With that in mind, Benjamin and Band From TV turned to CreateSpace, part of the Amazon.com group of companies.
"The reason I selected CreateSpace's on-demand model for our project is simple: we wanted to create a virtual company that would not saddle itself with inventory, manufacturing and packaging responsibilities," said Benjamin. "Without knowing exactly what the customer demand would be, CreateSpace gave us the opportunity to execute our business plan with the Disc on Demand platform, which conformed to our needs perfectly."
Using the latest Disc on Demand technology via CreateSpace, Band From TV's CDs and DVDs are only manufactured after customers place an order, resulting in low cost and low risk for Generosity Records. By avoiding the costs of creating and storing inventory, Band From TV is able to donate 100% of their profits from the sale of the album to their causes. Additionally, the on-demand model means the group makes more money in royalties for charity.
Through CreateSpace, Hoggin' All The Covers was made available to the millions of customers on Amazon.com and other channels. The on-demand nature of the title means that it's always in stock, translating to greater retail sales, which spiked after Band From TV's performance on The Tonight Show with Jay Leno.
"I found the CreateSpace team to be phenomenal, responsive and exceptional at meeting demands of volume spikes that are associated with my project because of national television performances and other events that create sales," said Benjamin.
Since its release, the Hoggin' All The Covers CD and DVD combo reached #1 in a variety of music categories on Amazon.com's bestseller lists.
"CreateSpace gives producers the opportunity to get product out, promoted and seen, which would otherwise be sitting in their minds or on their computer, not on a shelf - CreateSpace is a virtual shelf," said Benjamin. "I definitely plan to use CreateSpace again. I recommend it to many people and will continue to do so."