CD Baby Partners with Alliance Entertainment to Expand Distribution for Artists

May 8, 2012{ 14 Comments }

Your music will soon be available for purchase through the largest wholesale distributor of entertainment products in the United States.

We are thrilled to announce a new partnership with Alliance Entertainment, the largest wholesale distributor of home entertainment audio, video, and software in the United States. Our catalog of almost 400k titles from over a quarter million artists around the world will now be available for purchase at all online and brick & mortar retail outlets affiliated with Alliance– including independent retailers, big box retailers, .com sites, and vendor managed accounts in the US.

In the first phase of this partnership, we’ve delivered over 5000 of our top-selling titles to Alliance, but this is just the beginning; the scope of the partnership is set for major expansion. In the coming months, Alliance will offer CD Baby’s entire eligible, in-stock music catalog (more than 260k SKUs at any given time).

How our partnership with Alliance helps independent musicians

“The past 10 years has seen an explosion in music discovery options,” says CD Baby president Brian Felsen. “It’s more important than ever that an artist’s music be made available through every possible channel— social sharing, download, streaming, direct fulfillment, and physical retail; you just never know how a new fan will first encounter your music, or how they prefer to purchase music. That’s why CD Baby’s partnership with Alliance will be incredibly helpful for independent artists. Distribution to the mega retailers was the last piece in the puzzle for CD Baby to ensure our artists’ music is available everywhere.”

Alliance president Mike Davis adds, “CD Baby’s excellent services and customer support have helped them build a huge amount of trust with the artist community; Alliance strives to forge online and brick & mortar retail partnerships with companies that exhibit this level of service and trust. We’re extremely happy to partner with CD Baby on what will be a quality end-to-end experience– from the artist selling the music, right through to retail discovery, purchase, and ownership of recorded media.”

So, to recap: we’re really excited about this deal (can you tell?)– since a partnership with Alliance will greatly increase your distribution reach and help drive more sales. But we’re only in the first phase of getting our catalog all linked-up with theirs, so please be patient, and in the coming months we’ll make sure every in-stock title is available to Alliance Entertainment’s retail network.

Sell your music in over 2,500 brick-and-mortar record stores, on all the major download stores, and on CD Baby!

  • Cole Powell

    If I'm not mistaken, Alliance Entertainment distributes to Target, Sears, Best Buy, and Kmart–some pretty big retailers. Does this deal mean that eventually all CD Baby artists (including new/low-selling indie artists such as myself) will have their albums available at these large retailers?

    • Eventually, every CD Baby artist whose CDs are in-stock with us will have their music available through all Alliance-affiliated retailers. BUT… that doesn't mean the stores are going to stock product on their shelves. It gives them the ability to easily purchase an item for their customers, or to have the option of ordering a quantity if they think something is going to sell.

  • Dean Calin

    Doubters aside, this is nothing but a great opportunity to be seen by a much larger demographic than we'd previously enjoyed. It is all about increasing the odds of an interested party discovering our music. Thanks, CDBaby!

  • Hey Brian, well… it's a great augmentation to our existing deal with Super D. It doesn't replace it. So your music will be available to all the brick-and-mortar and online stores Super D works with, AND all the big and little retailers Alliance works with.

  • Pingback: CD Baby Expands CD Distribution Network with Alliance Entertainment Partnership | Disc Makers’ Echoes - Insight for Independent Artists()

  • Thanks, Linda!

  • The process for stocking us will remain the same. We'll keep you posted on how many to send.

  • If you're planning to send all those fans to CD Baby to handle the order fulfillment, you could work with one of our artist reps to make sure we have the appropriate inventory. Send an email to with the details.

  • This is fantastic news; thank you CDBABY. Due to your reach, you have become our #1 place to stock and sell music. Please keep us posted on this partnership.

  • Taking a loss on sales through Alliance? You can always change your wholesale price in your CD Baby members account if you set it too low.


  • Thx Christopher I did do that. I didn’t realize how low it was to wholesalers

  • Nice. Glad to hear it. Thanks for distributing through us!


  • Sorry for the long delay on this response. What exactly are you asking about? How the payment will work? If you sell something through CD Baby (to Alliance, or one of its affiliated retailers) you will receive an amount equal to your selling price, minus the wholesale discount you set in your account, minus CD Baby’s cut ($4).


  • Yep. We have your title listed in our system (and in Alliance’s system) as a DVD so anyone that purchases it will be aware of the format.