London-based UMI retained Tsunami to initiate US releases for its priority and developing international artists.  The goal was to significantly build a US audience for UMG global artists that were not yet on the radar of the major US labels.  This process was implemented through Tsunami Label Group, one of the first ‘label services’ options in the US at the time.

Tsunami as the ‘virtual label’ handled all aspects of the US releases for a diverse mix of artists, including Rammstein, Nick Drake, Apocalyptica, Children of Bodom, McFly, and Elisa.

Tsunami’s role included;

• Providing P&L’s for each project with detailed marketing budgets

• Overseeing the production and manufacturing for each release

• Generating and implementing the marketing and promotional plans within budget, including hiring the various outsourced vendors to support the marketing goals

• Liaising with the independent distribution company on all sales and retail marketing activities

• Coordinating all artist tour initiatives and promotional appearances in the US