It is critical that Fifth Column maintains a reputation for working with the highest level of talent: artists and bands that have most, if not all, of the elements necessary for success in the music business. Great songs, a high level of musicianship, a strong vision, good work ethic and a dedication to their craft and to their career - all the things that media, venues, and record labels look for when they seek out new content. If an artist is working with Fifth Column, then you can assume they have that elusive "what it takes."
Another primary goal is establishing and maintaining a strong reputation within the Austin music community, and in the music industry as a whole. The company is working (and in many ways, already succeeding) towards becoming a "touchstone" for the Austin music community, especially press and venues, providing a direct conduit between them and some of the country's most promising artists. The Fifth Column newsletter is read and requested by a wide-range of people who spend their lives in the music scene here, and the address book grows on a daily basis.