AFTER NUMEROUS INDUSTRY rumors of Steve Taylor starting his own label, Taylor has partnered with Word Entertainment, specifically Myrrh Records, to form Squint Entertainment. The new company, based in Nashville and Los Angeles, will be multifaceted, delivering albums, CD-ROMS and films. The first venture, an album from Sixpence None the Richer, is slated to bow Nov. 4 to the CBA market through Word Distribution.

Describing the Word/Squint relationship as "simpatico," Loren Balman, executive vice president of Word Entertainment, said this new venture is part of the bigger picture he alluded to in a recent article [THE CCM UPDATE, May 19], regarding Word's future development of "emerging genres." "We shared a common vision of wanting to see something broadly defined specifically on the modern art side," said Taylor, "to create modern art with Christians whose work and lifestyle honor God through beauty, goodness and truth, and to try to reach the widest possible audience."

Is Taylor concerned that the same financial scenario that plagued Charlie Peacock's re:think label [THE CCM UPDATE, June 23] could repeat itself? "I've really done my homework and talked with several people, including Charlie and Bob Briner," Taylor said. "They both echoed some of the same things. In summary, they said, 'Make sure you've got deep pockets.'"

Those "deep pockets" will be fashioned by Word Entertainment. Myrrh Vice President Jim Chaffee's responsibility, he said, is to "look over the business end and free up Squint's team to think creatively. They're going to operate as an independent. When we can cross over and help, we will and vice versa."

Myrrh will promote Sixpence's first radio single, "Love," to CHR and Rock radio (add date: Oct. 3), said Dave Palmer, executive director of marketing and artist development for Squint.

Other Nashville-based Squint staff include Communications Manager Jay Swartzendruber and Marketing Manager Tiffany Gillian. The Los Angeles-based staff will focus on Squint's general market efforts. Formerly with Reunion Records, Stephen Prendergast will serve as Squint's vice president while Jonathan Richter, creator of Taylor's "Cash Cow" video, will coordinate Squint's multimedia efforts.

A general market distributor has not been selected, said Balman. However, "several companies are interested. "We don't want to pass a record off to somebody and hope they like it," Taylor explained. "What we want is for the buck to stop with us."

Sixpence's album will release to the general market in early '98. Squint's first general market step is radio. The single, "Kiss Me," has been fingered as a "hit" by three independent mainstream promoters, Taylor said. Squint will also deliver films. "The idea of putting music and film under one umbrella seems like the future," Taylor said.

The company's first movie, a drama, directed and co-produced by Taylor, will be finished by late '98. "The biggest thing is that it has to be good. The movies we make have to be redemptive," said Taylor.

Balman and Chaffee have discussed the need for film for the past three years. "This whole deal is more a reflection about our beliefs than it is about business principles," Balman said. Chaffee added: "Our industry has talked for 10 years about how to expand this market, and we've pretty well beat the dead horse. With film, in one clean stroke, you allow the music we created to be exposed to a huge audience.

Estimating production costs of $1 million, Taylor has developed a 10-page marketing plan for the film. A marketing plan has also been devised surrounding the Christian community.

Taylor expects to release five albums next year from new artists and others signed to different labels. His own project is slated for a fall '98 release.

Giving connotation to the company's name, Chaffee said: "In light of the recent discussions on lyrical content, it's important for us to realize we don't reach the masses with a very narrow focused message. Sometimes to see with clarity, you have to squint."

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