Are They On To Something?

I've seen a trend recently: the release of the new major label artist via an EP.

The clearest example has been over at EMI CMG with its "Now Hear This!" new artist campaign. The company has released or will release seven brand new or relatively new artists under the slogan "$5 New Voices Great Prices." The artists include Danyew, Sarah Reeves, Abandon, Seven Stories Up, Future of Forestry, Philmont and Jason Allen Rich (interesting that only one of them is a female artist).

Elsewhere, Curb Records and Mikeschair have been working together in development for some time now. The band just recently released a three-song EP on iTunes. Centricity Music feels the buzz growing around new artist Lanae Hale. Her debut with the label: an EP as well. On the same label, Daniel Kirkley just released an EP on iTunes as well.

Many of the above artists have been hittin' the road on promo tours, visiting radio folks around the country as well.

Where will this trend lead? There are still new artists releasing full-length projects. There are established artists releasing EPs. Does it mean anything? Or is it just an attempt by labels to see what might work better in introducing new artists?

On a side note, former Reunion Records artist Joy Williams recently launched her own label, Sensibility Music, and released her own EP. Her first single recently went for adds at radio and she's joined the Brite Revolution to spread the word about her new music. With her grassroots efforts and marketing brain in her husband, is Williams on to something even better?