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"Ensight represents a smarter and more
aggressive ap-proach to advancing an artist's career and increasing sales amid the uncertainties in the entertainment environment,"
——Ensight's Gary Borman
BORMAN ENT. GETS BUSY
Management + Market Research = "Ensight"
During one of the leaner periods the music business has encountered, at least one management company is taking steps to improve the efficiency of marketing and promotion campaigns.

Enter Ensight, the brainchild of artist manager Gary Borman and the MCS Group, a Nashville-based entertainment and marketing research firm. MCS and Borman's Borman Entertainment have formed the new venture to target opportunities for both companies' clients by combining MCS's market research expertise with Borman's music-biz knowhow.

Borman, who manages Faith Hill and James Taylor, among others, and co-manages Alien Ant Farm with John Boyle and industry powerhouse Steve Moir, says Ensight will help make marketing and promotion dollars go farther. "By knowing the precise characteristics of the consumer and how to apply that information we can target all sales, marketing, promotion, media and tour strategies far more effectively," he says.

New partner Ken Sandridge, President of MCS Group, agrees. "Ensight represents an unprecedented integration of comprehensive market-based knowledge and extensive music business instinct and experience," he says. "It's a powerful integration that presents artists and industry professionals with an understanding of how to target and quantify decisions for maximum career impact."

As other management concerns explore ways to grow and branch out—Jeff Kwatinetz's The Firm, Allen Shapiro's Mosaic Group and the proposed Al Cafaro/John Scher management/label enterprise Artist Network among them—Borman Entertainment's move seems in line with the trend.

"Ensight represents a smarter and more aggressive approach to advancing an artist's career and increasing sales amid the uncertainties in the entertainment environment," Borman says.

"Uncertainties in the entertainment environment"? What the heck is he talking about?

Enisight will be based in Nashville, with offices in Santa Monica.
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