WORD RECORDS

"The A&M connection has meant continuous growth for us. They really care about the product and have helped move us in an urban contemporoary direction in sales. They appreciate that ours is not a narrow audience and that it's not just grandparents who buy gospel."--James Bullard, Billboard October 10, 1987

 "Sales are indicative of the product you release. Give us good gospel music and we will bring you growth and sales. We strive to be sensitive to the mom and pop situations as well as the big retailers to create trust. At the same time, we're working with good product from Word that serves more than one format."--Dick Bozzi, Billboard October 10, 1987

WORD RECORDS HISTORY. (U.S.)

Word Records had two distribution agreements with A&M Records. The first one, finalized on December 12, 1984, ran from early 1985 until 1990. The agreement was reworked in 1987 and was in effect through 1992.

Bob Darden reported in Billboard on October 11, 1986, "Word has enlarged its share of the marketplace in the last year. Depending on who you talk to, Word has anywhere from 49% to 65% of the total Christian music market. An any given time, 10, 11, 12, 13 of the top 15 albums on the Billboard contemporary charts are from Word or Word-distributed labels."

From Word's inception, it had a number of label divisions including Canaan Records, Exit Records, Myrrh and Myrrh/LA Records and Rejoice Records. Word established the What? Records label around 1985. What? was designed to capture new musical trends--youth-oriented contemporary market. A&M showed interest in two of the artists on that label, Tonio K. and Dave Perkins. Albums by both were released under the old Horizon Records SP 700 series.

Word sold 80-85% of its products in Christian bookstores, not retail record stores. About 80% of Word's sales were cassettes in the mid-1980s.

With the distribution agreement with A&M, Word began to achieve crossover success in the secular market through Amy Grant's Unguarded album which went was certified gold in 45 days and went on to platinum status. The album received airplay on pop radio and Christian stations. When a gospel artist is marketed to a gospel audience, print media works better. With a secular audience, the overtly religious element is downplayed in order to get television and promotional appearances.

A&M's succeeded with Word Records where other major secular labels failed in their distribution of gospel and Christian labels. A&M developed separate marketing strategies for the contemporary, inspirational and black gospel products within the Word line.

In 1986, Word re-signed its distribution deal with Reunion Records to last until 1990. Word also had arrangements with DaySpring Records, Home Sweet Home Records, I Am Records, Live Oak Records, and Maranatha! Records.

In 1987, Word began exploring CDs but had not made much progress with that format.

Word Inc. moved its headquarters from Waco, Texas to Dallas. Most of the employees did not make the move.

By the time Word dissolved its association with A&M Records in 1992, it had five gold certifications from the RIAA: four to artist Sandi Patti and one for Evie. (Amy Grant's certifications are listed under A&M Records history although a number of those releases were due to the Word/A&M pact.)

WORD RECORDS FORMATS AND PRICES

WORD RECORDS HISTORY (CANADA)

In February 1985 A&M Canada and Word Records of Vancouver announced that A&M would manufacture, distribute and market Word recordings in mainstream market while Word would do the same in religious markets. A&M would release the Word catalog and represent the ten labels under the Word Records group. The first albums worked under the new agreement were Amy Grant's Age to Age and Petra's Beat the System. 

SOURCES:

A&M and World Pact Distribution Deal. RPM, February 2, 1985. 
Word Records: Breaking Down Barriers Still Top Priority in Campaign to Capture New Musical Trends. Bob Darden. Billboard, October 11, 1986. 
A&M Records retail catalogs.
Gospel Majors: Big Sales, Big Problems In the Big League. Bob Darden. Billboard, October 10, 1987, G-3.
Black Gospel: Rocketing to Higher Prominence. Billboard, October 10, 1987, G-6.