In this clip, Andy Allen, president of Alternative Distribution Alliance, talks about the many jobs and responsibilities of a distributor. He discusses in some detail how distribution works. The limited amount of shelf space in record stores requires the distributor to promote the artist in such a way that their CD is included in the stacks. He goes on to discuss the importance of creating demand for a record and how that impacts sales. ADA works with a very successful roster of independent artists such as Bright Eyes, The Shins, Death Cab For Cutie, Nirvana, and more.