Magazine article The Advocate (The national gay & lesbian newsmagazine)

Crossing over with Twist

Magazine article The Advocate (The national gay & lesbian newsmagazine)

Crossing over with Twist

Article excerpt

The goal is not to have a rainbow flag implanted into their brain," says Matt Farber of the artists at Music With a Twist, the new LGBT-oriented record label recently launched by Sony Music. "Our executives are like-minded and embrace [the artists'] gay identity as part of who they are."

That's how it is at the first major-label home for gay and lesbian artists, where "crossover appeal" is the official mantra. Although independent record label Tommy Boy launched an LGBT imprint called Silver Label in 2000 that specifically markets to gays, Twist is aiming for broader success. "There hasn't been a platinum-selling recording artist in the U.S. that was out at the beginning of their career," says Farber, "unlike in Britain, where the first winner of their version of American Idol was ... Will Young," who came out almost immediately afterward and went on to top the charts as a solo artist. And, he points out, "Melissa Etheridge hasn't sold any less records since she came out. …

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