Crossroads signs Michael Frost

Crossroads Music distributed a press release earlier this week that they were signing singer/songwriter Michael Frost to do a recording on their Pinnacle label:

Frost has already had cuts by many major artists, several of which have climbed The Singing News Top 40 chart. The new partnership will offer this talented writer even more opportunities to have his songs recorded. …

Frost offered, “I am thrilled about this new partnership with Crossroads. While seeking God’s direction as a recording artist and songwriter, this is where I felt I needed to be. The company has a strong reputation for quality and excellence and it is a true blessing to know my music will be represented by the same standards.”

The recorded project and radio single will appear in Spring of 2009.

But the point of interest in this announcement is not so much Frost himself. (No, despite that it’s in his mySpace music player, he didn’t write “Long as I Got King Jesus” – that was James Cleveland.)

The interesting thing is how Crossroads is distributing his project. They will probably be funding production of the project, but in what to my knowledge is a first for a major label in this industry, they will be distributing it solely digitally:

Pinnacle Records, a division of Crossroads Entertainment and Marketing, Inc., is proud to welcome artist Michael Frost to the label. Michael is in Crossroads Studios this month to record a new project that will be digitally distributed by Crossroads on-line web store. In addition to this agreement, Frost has also signed a writer contract with Asheville Music Company and Chris White Publishing.

Is this the first step of the wave of the future?

At a very minimum, it’s a creative way for labels to minimize their risks with a new act.

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