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Aware Records
Parent company	Sony BMG
Founded	1993
Distributing label	Columbia Records (In the U.S.)
Genre(s)	Various (Primarily Pop Rock and Acoustic Rock)
Country of origin	U.S.
Official Website	http://www.awarerecords.com/

Contents 1 History 2 Artists 3 Compilations 4 Marketing Strategies 5 Other Ventures 6 External Links 7 See also

Aware Records is a record label primarily existent to "scout" unsigned acts and to promote their initial album releases and increase general overall exposure. Once the artist decides to, in many cases they will elect to "graduate" to Aware's parent company, Columbia Records, a division of Sony BMG. Through Aware, many bands and artists in the USA have become recognised and have launched into success as a result. Each year, Aware has endeavoured to release a compilation album of their greatest finds, though have released 11 in 13 years and one greatest hits album also.

In 1993, Gregg Latterman founded Aware Records with the purpose to find the best unsigned bands in the country and increase their national exposure through inclusion in a compilation album.

In the fall of 1995, the label formed the inaugural Aware Tour ranging from Nashville to Boston, reminiscent of the rock music tours from the 1960s. In 1998, Aware secured national sponsorship from Levi Strauss and Nantucket Nectars. In 1999, Aware embraced the power of the Internet in the music business and secured sponsorships from Efollett.com and Liquid Audio. The 2003 Aware Tour was sponsored by Icebreakers and featured non-Aware label artist Toad the Wet Sprocket as headliner, with Aware bands Wheat and Bleu as supporting acts.

In July 1997, Aware entered into an agreement with Columbia Records providing the major label a conduit to grassroots artist development and Aware access to national marketing and distribution. This joint venture deal was renewed in the US summer of 2002. Through this relationship, Aware has released full-length albums by artists such as Train (whose first album was certified Platinum), Five For Fighting (certified Gold) and John Mayer (certified Double Platinum).

Note: These artists all had an affiliation with Aware at some point, though may not have released any albums through the label.

Dave Barnes Better than Ezra Bleu Dovetail Joint Farmer Five For Fighting Hootie and the Blowfish John Mayer Trio Mat Kearney Matchbox Twenty	Edwin McCain John Mayer Nineteen Wheels Alice Peacock Cary Pierce Glen Phillips (of Toad the Wet Sprocket) Melissa Polinar Red Elephant Kyle Riabko	Stepanian Stir Thanks to Gravity Riddlin' Kids The Thorns The Verve Pipe Train Vertical Horizon Wheat

Aware Compilation 1	Aware Compilation 2	Aware Compilation 3	Aware Compilation 4
Aware Compilation 5	Aware Compilation 6	Aware Compilation 7	Aware Compilation 8
Aware Michigan Compilation	Aware Compilation 9	Aware Compilation Greatest Hits	Aware Compilation 10
Aware Compilation 11

Aware uses a somewhat unique marketing approach encouraging word-of-mouth promotion over high cost advertisements, and even has a registered pool of "Aware reps" totalling over 1400 representatives. The Rep-Program was created in 1994.

Aware's presence on the Internet is prominent and the company's own store is directly accessible from their homepage, providing access to albums and merchandise for all artists.

Aware also formed a separate management division, A-Squared Management (Or A² Management), in October 1999, whose clients include Glen Phillips, Toad the Wet Sprocket, Liz Phair, Jackopierce, Motion City Soundtrack, Mae, The Working Title, Mat Kearney and The Fray.

• Aware Records - Official Site
• Aware Store
• A² Management

• List of record labels
• Columbia Records
• Columbia Records artists
• Sony Music Entertainment
• Sony BMG Music Entertainment