December marches to dozens of new CDs

Until 1998, December rarely saw any music releases. But sincethen, the month has quietly evolved. Now it's loaded with titles asbig as those in the other months in the crowded fourth quarter.

This December's lineup includes "Eminem Presents the Re-Up," GwenStefani's "The Sweet Escape," the Pussycat Dolls' "Live in London"DVD, the Black Eyed Peas' "Live From Sydney to Vegas" DVD, the"Dreamgirls" soundtrack, self-titled albums from Taylor Hicks andFantasia, Ghostface Killah's "More Fish," Snoop Dogg's "Tha BlueCarpet Treatment," Mary J. Blige's "Reflections -- The Journey," MosDef's "Tru3 Magic," Young Jeezy's "The Inspiration: Thug Motivation102," Nas' "Hip-Hop Is Dead" and Bow Wow's "The Price of Fame."

The month's releases are heavily slanted toward hip-hop, rap andR&B, but the titles coming out Dec. 26 are almost exclusively inthose genres. Those titles include N.W.A's "Greatest Hits," theDiplomats' "Dipset: More Than Music Vol. 2," "Death Row: 15 Years onDeath Row," Johnta Austin's "Ocean Drive" and Omarion's "21." Alsoout that day is a Matisyahu CD/DVD, a new Family Values tour CD/DVDand Switchfoot's "Oh! Gravity."

Until 1998, December generally was bare because store ownersdiscouraged new releases, theorizing that their employees are toobusy dealing with customers then. But "that changed once Island DefJam started to play the game of 'We want to be the No. 1 label atChristmas,' " said Newbury Comics buyer Carl Mello.

That year, Island Def Jam released albums from DMX, Redman and DJClue in December. Actually, two other rap releases arrived at thattime from Busta Rhymes and Mystikal. Because of Island Def Jam'soverwhelming presence that year and the fact that the label followedup in 1999 by announcing four releases for December (only two cameout), retailers back then started calling the month "Def JamDecember."

Since then it has blossomed into just another month on therelease schedule, at least for the majors. Retailers say thereleases drive traffic, and they particularly like the ones arrivingDec. 26, one of the year's best shopping days. "It makes sense tohave releases that day, particularly if you look at all the kidscoming into stores with gift certificates," said Super D's vicepresident of purchasing and marketing Thuy Ng.

In fact, "the gift-card business has grown substantially over thelast 10 years, so titles that come out on that day benefit" fromthat phenomenon, Trans World music divisional merchandise managerJerry Kamiler said.