Easy-listening, adult contemporary, folk and country music markets have been fragmenting and in decline over the last ten years, not in terms of musical talent, but in the support structure behind the talent. Record companies have been reluctant to sign artists, finance recordings and engage in serious marketing in these genres. Whilst buying patterns have undoubtedly shifted, the labels’ business models have not embraced these changes or the challenge of balancing act low cost production with maintaining artist support. ISG are now breaking that mould and launching an exciting new “fair trade “ concept into the record business. Initially focusing on the Irish and country market, but able to embrace new opportunities as they arise.