Rhino charges onto the Net with exclusive e-imprint

Playing to teens' love of discovering the next big thing, Rhino Records has launched a Web-only imprint that will offer limited runs of albums from Rhino-controlled libraries including Warner Bros., Elektra and Atlantic. Releases under the Rhino Handmade imprint (www.rhinohandmade.com) will...

September 1, 1999

Playing to teens’ love of discovering the next big thing, Rhino Records has launched a Web-only imprint that will offer limited runs of albums from Rhino-controlled libraries including Warner Bros., Elektra and Atlantic. Releases under the Rhino Handmade imprint (www.rhinohandmade.com) will be pressed in quantities as small as 1,000 units, and will not be renewed when the initial run has sold out. Beyond the discovery hook, Rhino is hoping that this exclusive availablility will drive up demand for the Net noise among teens and start a collection craze. Wild Man Fischer was the first artist to join the new Rhino label for the August 2 launch, and Tower of Power and Devo are slated for future spots. The imprint site will change its featured title on a biweekly basis.