In an attempt to break out of the faceless corporate mould that is the Canadian music industry, BMG Canada has put company president Paul Alofs on a rock ‘n’ roll bus tour to radio stations and music stores across the country.

‘The only way we can slay the giants is to do something a little different,’ says Larry Macrae, vice-president of national promotion for Toronto-based bmg.

The company, which releases recordings under the rca and Arista labels, is going beyond the usual staples surrounding an artist’s recorded release – sign the artist, release single to radio, release video to tv, do up a few posters, organize a tour – to engage in a little pomp and circumstance for bmg’s entire band roster, says Macrae.

‘We’re going to make a real impression.’

The Sonic Boom Tour, which started in Halifax earlier this month and ends in Calgary on Sept. 6, will stop at over 20 cities and towns across Canada.

Macrae says the tour is an extravagant industry-oriented publicity stunt designed to keep the bmg name uppermost in industry minds.

To ensure that the tour won’t go ignored by the industry, Macrae says bmg spent between $60,000 and $75,000 to buy all ad space in the current issues of two trade publications, The Record and rpm.

Toronto-based agency Taxi put together the advertising package.

Alofs, who stepped into the presidency of bmg less than a year ago, hails from hmv Canada. As president of hmv, Alofs was credited with changing the look and feel of music-buying in Canada by concentrating on customer service and hiring staff who knew music inside and out.

Now he’s trying out something new with bmg, says Macrae.

‘(Alofs) has a whole new philosophy,’ he says, adding that there are not many corporate presidents who would be willing to go on the road as salespeople do frequently.

In Canada, bmg is an industry underdog barely nipping at the heels of the top three industry giants – Sony, Warner Music Canada, and EMI Music.

The company’s market share has at times dropped as low as 6% but now sits in the neighborhood of 8-11%, says Macrae, adding that bmg wants to take over one of the top three spots.

There are a lot of smaller markets that go unnoticed by the big three recording companies – and that’s where bmg hopes to make its mark, says Macrae.

‘We’re just going to pull up in front of a radio station and invite everyone out to the bus.’

The 40-foot tour bus has two bedrooms and an entertainment area complete with leather couches and a wet bar.

It’s been decorated by Toronto artist Kurt Swinghammer with representations of every bmg domestic band.

Not only will company bigwigs pull up to radio stations and music stores but they will also play host to industry insiders at breakfasts and outdoor barbecues where guests can watch a 12-minute bmg video showcasing popular and up-and-coming acts.

Macrae says the company is still calculating the cost of the tour but he estimates it will be somewhere in the ballpark of $250,000, including the media buy.

Labatt Breweries and Roots Canada are throwing in merchandise for prizes and giveaways, and Roots stores across the country will be playing the bmg cd sampler.

Meanwhile, there will be collection bins on the bus where donations can be made to Covenant House, a shelter for street kids in Toronto.