WORD RECORDS
We signed the agreement with A&M Records because we were most comfortable Word Records had two distribution agreements with A&M Records. The first 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. 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.) SOURCES: SOURCES: SOURCE:
with them. We had a lot of talks with other labels but we felt most comfortable
with their commitment to us, their commitment to excellence. They have a real,
sincere understanding that this is more than just a business. It is a ministry.
We knew we were on the right track when they expressed that understanding
during the negotiations. Our agreement with them originally called for only a
handful of artists. But they are firm believers in catalog so they were very
interested instead in a total catalog deal.
Ronald Lundy, President, Word Records
Billboard. Word Records: Breaking Down Barriers Still Top Priority in Campaign to Capture New Musical Trends. Bob Darden. October 11, 1986.
WORD RECORDS FORMATS AND PRICES
A&M Records retail catalogs.
WORD RECORDS GRAMMY® NOMINEES AND WINNERS
YEAR
CATEGORY
TITLE
ARTIST
WON
1985
Best Gospel Performance
by a Duo or Group Let the Wind Blow
Imperials
1986
Best Gospel Performance
(Female) Morning Like This
Sandi Patti
Won
1986
Best Gospel Performance
(Female) Voices in the Wind
Teri DeSario
1987
Best Gospel Performance
by a Duo, Group, Choir or Chorus Crack the Sky
Mylon LeFevre
Won
1987
Best Gospel Performance
(Female) Images
Kathy Troccolli
1987
Best Gospel Performance
(Female) Turnaround
Teri Gibbs
1987
Best Gospel Performance
(Male) Against the Wind
Dallas Holm
1988
Best Gospel Performance
(Male) I 2
Michael W. Smith
National Academy of Recording Arts and Sciences
