The art of breaking and developing any artist nowadays often takes time and a commitment from both the artist and the label. It also takes an experienced forward thinking executive to put all the pieces of the puzzle together. Brad Davidson has done just that at S-Curve Records, an independent label that has introduced artists such as We The Kings and Andy Grammer. It’s not easy for a smaller company to compete but Brad and his team have proven that it can be done!
By Bob Burke
Brad Davidson
Breaking any artist nowadays can be a daunting task especially for independent labels with small budgets and next to no staff…but it can be done! The individuals in charge need to have a strong passion and work ethic that simply keeps them moving forward despite any obstacle. It’s about busting down barriers, going market to market, station to station. It seems pretty simple but can also be costly. But the end results often times can produce positive results.
Brad Davidson started out as Sony Music College Rep in the late 90s. During that time he would also be named National Director of College Promotion at Columbia Records. He worked his way up to Regional Promotional Manager Northeast from 1999-2001. He would then be named VP/Pop Promotion by the label in 2002. He later segued to VP/Pop Promotion at Warner Music Group/Reprise Records 2005. He also served as EVP at TVT Records from 2006-2008.
It was in 2008 that Brad headed to work for Steve Greenberg’s S-Curve Records as SVP/Promotion and since that time has done a remarkable job of developing talent and breaking artists at multi-formats. A tall order indeed but an enjoyable journey nonetheless with artists who “get it” and are willing to work in tandem with the label to help develop their own career by creating relationships and partnerships that in the process often times deliver a hit record or two!
You’ve worked in promotion departments at major and independent record labels. Define the upside and downside of both?
Having the opportunity to work for majors as well as independents is an experience I would recommend to everyone. There is so many different ways to learn and grow not only as a Promotion Executive but as a person. I started my career working for a major which became the boot camp of my career. I had a chance to learn from some seriously gifted thinkers and people like Jerry Blair who taught me the business and saw something in me that he believed in. I wouldn’t say it’s a downside of majors but after a while personally I needed to make a change. I wanted to grow more and my last year at a major my entire life became +2 and -3. I just wasn’t interested in being a Mediabase/BDS machine anymore.
I then made the change and went to work for small labels because I liked the opportunity to have a voice in a variety of areas. At small labels I became a much more well rounded music executive and have had the chance to work in the studio, signing artists, new media, touring etc. I always really enjoy the close working and personal relationships I have made with my artists. There is a certain connection made between a small group of people working towards a common goal.
Before going to radio to launch a project or single what key strategies are involved in the game plan to help maximize the promotional efforts for your artists?
Having a tailor made plan for each artist is crucial. A lot of people tend to make the mistake of rolling out artists the same way. Andy Grammer is an artist that broke and is continuing to break this year. When we wanted to launch him it was close to the 4th quarter. (S-Curve Founder/CEO) Steve Greenberg and I spoke for a long time about the best way to roll Andy out. It was a difficult choice because we knew we had something special in Andy but we had reservations of the 4th quarter traffic regardless of how good we knew Andy’s music was.
In the end Steve was able to free some additional money and (VP of Promotion) Dan Pearson and I just took Andy around to meet people for three months. There was no heavy push, no asking for a radio airplay commitment. I just knew how special Andy was and wanted everyone to know him before we rolled it out. There were a bunch of other similar artists being worked at the same time but I think the way we set it up was the difference maker. People wanted Andy to win and they believed in his music.
We The King’s Hunter, Travis, Drew, Brad, Eric Rosen, Danny
The label has broken some quality artists but most have had singles that define the term “work records.” What are the key points to building success stories where most of the time you’re being outmanned and out budged?
Focus on what you have and not what you don’t. Compete with yourself, not with money or numbers. Dan and I are the only two people that are involved in day-to-day promotion as part of a company of eight people. For Dan and I we try to utilize the artists to their full potential. When we roll out a We The Kings record both Dan and I have several talks with the band and we all make a plan together of how we are going to do it. We push our artists constantly to have them support everything we are doing. Once we get a song on the radio, that’s when the real work starts. Our goal isn’t to just get it on its how do we market and brand our song and artist with the station, city, community, etc. When you see Dan or I in the market place, we partner with sports teams, charities, schools, etc. When we review travel we make sure we hit any element of a city that will help us break the song or artist to its full potential. I think we owe that to the artists.
How is the label utilizing digital platforms and social media to help expose and brand artists?
Our online department is run by Becky Sake who is a young energetic individual who has a lot of passion for music and really lives in that world. I am constantly back and forth with her all day coming up with ideas mutually that we think best surrounds the airplay and the artist. Jennifer Grossbach and Michael Collins are our two VPs of Marketing who are also heavily involved. Everyone is maximizing on social networking, but the key is to have a direct relationship with the artist so you can help shape their interaction with the online community. Travis Clark, the lead singer of We the Kings is an artist that really understands social media and makes it work to his advantage. The key is to make sure you are not flooding your artists with “hey tweet this,” you have to let artists be artists and have a mutual understanding of how you can piggy back off each other while at the same time allowing the artist to form their own identity.
Steve Greenberg has always been a real forward thinker in the digital world and has come up with featured partnerships with companies like Interlude. Interlude is an Israeli based company that we partnered with for the Andy Grammer “Keep Your Head Up,” and the WTK “Say You Like Me” interactive video. It was the first time a music video and video game merged with interactivity.
Define the importance of Dan Pearson’s role in the overall picture of S-Curve’s success at radio?
Without Dan we simply as a company would not be able to do what we do. If you want to be a great promotion executive, you have to start with being a great person. Dan brings so much to the table in terms of work ethic, character and ideas. There are no politics in our company and specifically none in promotion. That means all our time is focused on breaking artists not working each other. Dan continues to surprise me all the time. He doesn’t just do things well, but does it in ways that are in his own unconventional style. Dan started his career working as an assistant for Todd Glassman and I at Sony. We both knew right away he had potential to be a next level guy. In the ten years I’ve known him I have seen him grow into one of the top players in the game. Radio never has a bad word to say about him and everyone at our company loves the results he brings.
What kind of a commitment is needed from the artist nowadays in terms of understanding what the label is looking for from them to ensure they build a foundation at radio and beyond?
Full. I give everything I have and I expect nothing less from the artists. If I call Andy Grammer on a Saturday morning and say you need to fly here tonight, I expect he will. At the same time he knows I will cancel whatever I have to be there with him. My only focus is winning and achieving greatness together with the artists. Our motto is “No sleep till #1.” I live by those words every day.
I have been on promo tours with Travis and Hunter from WTK and sometimes we don’t set an end date. We just get in the car and go. When we need to eat we do. It’s a ton of work but the reward well outweighs the sweat.
Steve Greenberg has long been a well respected music executive within the industry. What’s it like dealing with such a creative out-of-the box thinker in a numbers world?
Steve is one of the most unique individuals you will ever meet. He brings a wealth of experience and knowledge to myself and our company. I consider myself a left of center thinker but Steve is constantly forcing and pushing me to go even further left. His experience has taught him that when someone says it can’t be done, it’s worth doing. It’s a balance with Steve, and there are times when we don’t always see eye to eye, but that’s the nature of what we do.
That being said he has always allowed me the complete freedom and opportunity to state my case. His office is directly across from mine and we are constantly having quick unscheduled meetings all day long. His ability to openly communicate and allow you to state your case, only creates a better end result. It’s one of the major attributes that separates him from other top execs. Steve also has a great deal of passion for music and can get you really amped up about a new artist or song he is working on. There is also a different personal relationship that grows from a small family type label. Steve is results oriented and doesn’t get caught up in any of the politics that I personally feel kills companies ability to succeed. He definitely understands the history of music as well as a general wealth of knowledge in most areas. If you’re playing pairs Trivial Pursuit, pick him as a partner.
Dan Pearson VP of Promotion, Tony Mascaro PD WPLJ, Andy Grammer, Brad, Steve Yegelwel President S-Curve
How important is synergy within a small company and what are some of the important steps taken to ensure everyone is on the same page in making it all happen?
That’s the simplest part. It’s all about open communication and lack of agenda. Small companies have to allow everyone to be in the know. We are communicating constantly all day about how we can utilize each other to better our efforts. In our staff meeting there are no lanes. A few weeks back Steve wanted to see about getting Andy Grammer on Good Morning America. Although it’s not my primary day-to-day, I had a relationship there and volunteered to take that on. I met with them and we’re in the middle of putting something together for Andy to appear this summer. With all my interactions I keep not only Michael Collins involved but everyone in the company.
What’s the key to staying in a positive mindset when a developing artist’s single is not growing at the expected pace?
The ability to enjoy the ride through the bumps in the roads. I trained myself to always appreciate the ride the most. The relationships I have created and grown through some of the difficult work projects will always hold a special place for me. The times where Dan and I are hustling to keep a record alive for another week have really created a great bond. Also Steve Yegelwel, the President of S-curve is someone I am constantly speaking with seven days a week. I probably talk to Steve Y more on weekends than anyone else in the company. Steve Y is someone I bounce a lot of strategy off of and we like to discuss where the record is, where it’s going and how we get there. He can help motivate me in getting through some of the difficult parts of a record.
What’s the biggest challenge nowadays in breaking a new artist?
Mentally training yourself for battle and surrounding yourself with great people. The challenges are always going to be the same, but the way you challenge yourself and raise your game for the moment changes everything. My original mentor Coach John Caliparitaught me that. He just won a NCAA Men’s Basketball Championship with five freshmen so he is following his own advice. Go Kentucky!
What’s the best thing about working for an independent label?
Hands down the reward of achieving what no one else thought was possible. We set up a lot of small goals en route to the end result. Anytime we hit marks we set is an unbelievable feeling of achievement that you are doing your part to make another person’s dreams come true. Andy Grammer was a street musician on the Santa Monica Pier. A year and half later he’s been on The Tonight Show with Jay Leno twice, toured with Gavin DeGraw, Colbie Caillat, Taylor Swift, and had the first Top 5 record at Hot AC from a new artist in close to ten years, the other being Jason Mraz “The Remedy,” and is the best person you could ever meet. To be a small part of his greatness is pretty special.
What’s on the horizon for the S-Curve Records team and its artists?
The two most exciting projects are the follow up to Bible Belt from Diane Birch and the new record Steve G is making with Joss Stone. Both are superstar talents and I can’t wait to get out there and convince everyone else!
[eQB Content by Bob Burke]
