Steve,

I doubt that this will reach you but I figured I'd give it a shot.

As a fellow entrepreneur I find it quite strange how your "music" people have treated my company. I am not like the guys at the major record labels. I am a self-made entrepreneur. My counterparts are ultimately employees that do not have the flexibility or ability to operate with real creativity in an industry that requires such.

Victory Records is a lifestyle company and a brand that has always marched to the beat of its own drum and operated contrary to industry standards. That is a major reason why we are the #1 Independent label in the country. The entire music industry and many music fans also know that we are not in business with iTunes.

I have tried to engage your folks in proactive discussions regarding how we can work together since April 2004. Unfortunately, they showed no interest, creativity or entrepreneurial thought regarding a relationship between our companies/brands. In fact, the dialogue was extremely disrespectful and typified everything that I thought your company was not. Wal-Mart has shown us more respect. We currently have our second Victory Records only endcap at Best Buy. Why are we the only label that Best Buy has ever worked with in this capacity? Because the Victory consumer is a coveted one.

The majority of the people that buy our albums are 12-24 year old music fanatics that are typically two steps ahead of the next big trend. As the leading independent label in the country we are very in synch with our supporters as they are with us.

From a business standpoint I was always a fan of your work and Apple. Was everything I read false propaganda? I'd prefer to see our companies working together in a proactive and revolutionary way but your "music" people elimated that via their pompous, uneducated and condescending demeanor. That does not help you. It does not help me either.

I believe that there are synergies that could benefit us both. I hate to see collectively wasted opportunity.

Regards,

Tony Brummel

PS: Right now, the Victory Records Podcast is the 9th most popular 'Music' category podcast on iTunes.

So what do you want that we are unwilling to agree to?

Steve

I want to work with people that respect and care about our brand beyond being sent a weblink to fill out an "app".

For Victory and iTunes to work together it should be something special.

"The #1 Independent label joins forces with iTunes"…. its a great headline/story and business. More importantly, its a great PR campaign if people are prepared to think outside of the box and see the bigger picture here. It would be cutting edge, "anti-corporate" (which fits the Apple image) and revolutionary.

Everyone would win.

I am always looking for new allies and partners where everyone can mutually win.

I don't see us doing a major PR campaign around this - we have too much on our plate that's more important to our music efforts right now.

But we can get your music on iTunes. What's holding that up?

Steve

At least I now know that being the #1 Independent Record Label in the biggest music market in the world has no meaning to Apple.

The majors were not thinking when they gave you their content for free without negotiating a % of each hard drive sold and/or equity in Apple or bonuses on increases in the company's valuation. I have had 4 iPods die on me already (I ripped my 'physical' music collection). Kudos to you though- it was a masterful plan and you preyed upon and capitalized on the major record company's desperation for a new revenue stream.

The Independent sector is where new trends, ideas, thought processes and innovations always originate. Apple's corporate image projects innovation, individuality and being 'ahead of the curve'. My small, 40 person, privately held operation had three albums on my industry's Top 200 last week- two of which were in the Top 50. Not alot changes in the music industry though so Apple seems to be fitting right in.

Your response will save me alot of time and effort moving forward. I appreciate the courtesy of you responding to my attempt to be in business together.

As a human being - congratulations on beating cancer last year. Take Care.