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Riding a Straight Edge of Success

10 Dec, 2009 By: Jacqueline Renfrow Response

Razor & Tie’s Cliff Chenfeld and Craig Balsam have built a major entertainment company by capitalizing on the power of direct response.

R&T started as a DRTV seller of music compilations and today is also a music label, a music publishing house, a home video production company, a media buying agency and a direct marketing operation.The toughest part of R&T’s children’s division is the rules and regulations that go along with posting content on the Web and creating videos geared toward children. “Anytime you’re going to get into the kids world, there is an entirely different set of rules and regulations on how you communicate with those kids,” says Chenfeld. “Kids also have to be engaged. So, if you’re going to have a Web site or spots on TV, different rules and aesthetics apply. Plus, extra precautions have to be taken and extra care in molding the message to make it appropriate.”

Beyond the monetary success that Kidz Bop has brought to R&T, Chenfeld says he’s also proud of the “feel good” aspect of creating and marketing these products.

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