Essential Records/Brentwood Music recently announced details of a partnership with sister label Silvertone Records that will bring the self-titled debut of Jars of Clay to the mainstream market through extensive promotion and distribution.

Essential Director Robert Beeson said in a prepared statement, "As the initial success of Jars of Clay began to build in the Christian market, Silvertone approached Essential with an interest in taking the album to a larger population. We didn't go out of our way to pursue a mainstream opportunity for Jars of Clay; it came to us. Silvertone firmly believes that Jars of Clay is both unique enough and talented enough to appeal to a secular audience."

According to Beeson, the distribution agreement is more than a traditional one, in that Silvertone has basically added Jars of Clay to its artist roster. Beeson says Silvertone plans to support the band with a substantial marketing investment both financially and creatively.

Michael Tedesco, Director of Silvertone Records, stated, "I believe truly great music and artists always transcend whatever categories the industry applies to them. Jars of Clay is one of the most refreshing and inventive groups I've heard in many years and I am confident that these qualities will propel Jars to be one of this year's breakthrough artists."

Silvertone will be marketing Jars of Clay at the mainstream level through radio, advertising, publicity and video promotion. Initial responses to the band have been overwhelmingly positive.

Jars of Clay is #4 on this week's (Feb. 26) SoundScan-compiled mainstream retail chart in The CCM Update, indicating sales of Christian product through mainstream retail outlets. The album is also currently on Billboard's Top 200 Album Chart. The "Flood" video has been serviced to all major mainstream outlets and has already entered rotation on MTV's "120 Minutes" alternative music show and VH-1's "Crossroads" show.

"We released the first single, 'Flood,' to stations on January 15th and in the first week it was the #1 most added Triple A [alternative] and the #2 most added Modern Rock song in the country," said Silvertone Director of Radio Promotions John Butler. "Jars of Clay has the potential of being the breakout artist of 1996 alternative radio." In recent weeks, Essential Records has been fielding questions and calls surrounding rumors of secular touring plans. Beeson said, "Certainly mainstream touring is an option that is available to us now. I'm not at liberty to reveal any further details at this point, but there have been several discussions