With dynamics of the music business changing 10 years ago, VP Records launched a subsidiary label that catered to independent music producers and artistes. The new company, VPAL Music, would expose product to VP’s massive network based on a fluid arrangement.

VPAL, according to its general manager Donovan Williams, has grown since inception. Located in Queens, New York, it not only distributes music digitally, on CD and vinyl, but offers social media support, marketing and booking services to artistes.

“We think long term and you want to work with a team who are dedicated to help you grow your music. If you want to compete in the same set-up as a major label, we know how to make it work,” Williams told the Jamaica Observer. “Our distribution deal comes with a global team and we have reps in different territories that pushes releases internationally as well as domestically.”

The VPAL arrangement sees artistes or producers signing on to access its network of over 600 online and mobile destinations in 100 countries. CD and the resurgent vinyl, are promoted in over 500 outlets in Japan, the United Kingdom, Australia/New Zealand, United States and the Caribbean.

VPAL earns a percentage from sales with the artiste or producer having the right to end the partnership. Williams said the biggest commercial impact is felt with streaming, with growing demand for vinyl.

“That (streaming) is big for us now and continues to grow across all mediums. Vinyl is also a strong seller for us. Kabaka’s (Pyramid) Kontraband and Freddie’s (McGregor) True to My Roots are just some of our latest vinyl releases that we had to bring to market because of demand,” he explained. “CDs still sell, definitely an asset (for venue sales) and artistes who tour. Most of our sub-distributors still request CDs on touring artistes,” Williams added.

Dancehall’s elite has worked with VPAL. They include Busy Signal, Kumar, Chris Martin, Lutan Fyah, Konshens, Agent Sasco, Richie Stephens, Dovey Magnum, Romain Virgo, Gyptian, Popcaan and Beenie Man.

Roots artistes like Luciano, Israel Vibration, Droop Lion, Mighty Mystic, Taj Weekes (of St Lucia), Train To Roots (Italian band) and The Emeterians from Spain, also have deals with the company.

Williams points to VPAL’s growing discography as evidence of success. It contains albums by Ziggy Marley, Sizzla, Ijahman Levi, Federal Records and The Grace Thrillers.

“Honestly, long-term partnerships, especially with all our P&D deals (physical and digital agreements) are still active with VPAL,” he said.

Producer Fitzroy Francis is an example of those long-term bonds. VPAL Music has distributed songs by his Mightyful13 Records since its launched; he credits Williams and his team for getting their product to a wide market.

“As one who used to travel the length and breadth of Jamaica distributing songs in the vinyl era, I envisioned the importance of digital distribution which has enabled Mightyful13 Records to be known on the platforms worldwide. I also learned that availability is not distribution,” Francis said. “VPAL Music is an essential part of digital evolution to bridge the gap between the products and purchasers, streamers and listeners, because they have access to an international database that others don’t.”

The advent of companies like VPAL has been a game-changer for Jamaican artistes and producers, who have a long history of bad arrangements with American and European record companies.

Many of them said they suffered from inadequate marketing and a failure by the companies to place their product in key markets. Some had problems getting out of questionable contracts.

Born in Kingston, Donovan Williams got his start in the music business as a distribution clerk at Randy’s Records, a one-stop purchase store in Brooklyn, New York, owned by Victor Chin. Four years later, he joined the VP Records Distributors in 1995 as a “music buyer”; five years later, he was appointed the label’s purchasing manager.

Williams is holding plans for 10th anniversary VPAL celebrations close to his chest, but said a live show in Manhattan featuring some of its artistes is on the cards. VPAL will also release albums by Ijahman Levi and Federal Records.