Word: canvasback
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Dates: during 2000-2009
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...fall, when Once was still in theaters, the Swell Season's record label launched another tour that rolled into Once's DVD release in December. "The film drove the album from the beginning," says Jack Hedges, marketing manager for Canvasback Music, the Sony BMG imprint that released the album. "But unlike most soundtracks, we had living, breathing musicians. These weren't actors who were singing songs." Rather than utilizing Top 40 radio or expensive TV ads, the label relied on the old-school marketing techniques of touring and press to sell their way to a gold record...