The Orchard Gets Physical; Launches TVT Distribution

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The Orchard is now moving into physical distribution, a move that closely follows its acquisition of the distressed TVT Records.

The Orchard, best known for its digital distribution and online marketing campaigns, has tapped Michael Bull to helm the expansion.

The newly-minted TVT Distribution will initially service a select group of independent label partners, according to the company.  Describing the diversification, Orchard chief executive Greg Scholl pointed to the acquisition of a “respected physical distribution operation,” one that will give label clients the ability to execute more coordinated distribution strategies.

Bull comes from Caroline, where he first started as an intern in 1990.

Story by news analyst Alexandra Osorio.