EMI CMG is kicking of its What Rocks promotion to tap into the Christian-rock trend. The promotion includes a themed merchandising kit containing header, shelf strips and in-line talker/bin cards. It is designed to reach school-age consumers who are coming back into stores after summer vacation.

"Rock music seems to be more popular than ever, and several Christian rock acts are getting unprecedented exposure that retailers should take advantage of, even if it's mainstream radio or media that is providing the introduction of these artists," said Greg Bays, vice president of sales for EMI CMG Distribution. "We know from experience that CBA sales will increase when we remind consumers that the best place to buy this music is at a Christian retail store."

We think CBA stores can benefit even more by giving the band higher profile at their d its first week. The same song goes to mainstream radio on Sept. 12.

Artists included in the promotion are Switchfoot, Pillar, Kutless and Skillet.

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