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10 Questions with ... Heather Luke
November 8, 2016
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1. What made you want to get into the music business? Were there any early mentors?
I fell into the music industry simply by helping the owner of KJEE 92.9 launch his new station with my CD collection. Next thing I know I am helping build the radio station from the ground up and learning what a PD was. It was in incredible experience and I am grateful for the opportunity and guidance from Jim Evans, Del Williams, Doug Ingold and Kevin Weatherly.
2. Can you give us a rundown of the record labels and positions you've held over the years?
My first record gig was working for Zoo Records as their San Francisco local reporting to the fabulous Ray Gmiener and Doug Ingold. Could you ask for better people to work with? I was there long enough to break Tool, then move on to my next adventure as West Coast Regional at V2 Records working with Richard Branson, Matt Pollack and once again, Doug Ingold. This boutique label was my passion and home for nearly five years, until I moved over to Warner Bros. Records as Dir./Rock and Alternative.
3. Before we talk about some of the hot new music on Warner Bros, can you give us some of your proudest past achievements in breaking "new acts" with this label?
I've had such an enriching experience developing the Rock/Alt roster over the past decade-and-a-half. It's hard to highlight just a few successes as I've been fortunate enough to have a successful run with many. Linkin Park was my first project and maybe one of the most exciting ones. Muse was such a labor of love. I enjoyed watching them grow out of small clubs gigs into stadiums. We all know that seeing is believing and one show is all it takes to see the brilliance in this three piece. The Black Keys is another personal favorite with incredible talent in producing, writing, and one of the best live acts out there and now, we have Royal Blood taking the stage as the next band to break and they are well on their way.
4. Now let's talk about the success of Disturbed's latest album, and in particular, their incredible remake of "The Sound of Silence." I noticed recently that YouTube views of the video are almost up to 125 million. In your wildest dreams, did you ever think this song would become such a huge hit at Rock radio and beyond?
Disturbed's remake of "The Sound of Silence" has been a phenomenal journey. I knew that we had something special with this song, but never could have predicted it would be a chart-topper at Rock and then cross to other formats. The way it evokes emotion in people is incredible and it was the highlight of conversation for months. This album cycle has been an incredible run with half-million albums sold, four successful tours, three #1 singles and a current single in the top 5 and climbing. It's been an incredibly gratifying experience working on this project alongside the hardest working band in the business.
5. You've also had #1 Rock singles from major acts like the Red Hot Chili Peppers and Green Day. Can you give us an update on these two projects?
Red Hot Chili Peppers and Green Day have both had great success with #1 singles at Rock/Alt/AAA and are still paramount to the Rock formats. Red Hot Chili Peppers are on the rise at radio with "Go Robot" and will play a sold-out arena tour starting in early 2017. Green Day just locked a #1 album release, announced an arena tour, and shipped their new single, "Still Breathing." This track is going to blow people away. I'm excited to say that both camps are on top of their game and the best is yet to come.
6. What else does the label have coming down the pipeline in the future?
In 2017. we will hear new music from Biffy Clyro, Royal Blood, Linkin Park, Sleeping With Sirens and Mastodon.
7. As a promotion person, what are the most important tools/resources you use to stay on top of the Rock formats' growth and constant daily changes?
Music consumption is evolving quickly these days. We are lucky to have so many resources at our fingertips to help us evaluate record performance. I look at streaming numbers, Shazam charts, SoundScan, BuzzAngle, online research, Mscores, Mediabase and the list goes on. Most importantly I talk to radio to stay on top of what is reacting and changing in their market.
8. Let's talk about the Rock format as a whole. What's your take on the state of Rock radio today?
Rock is not dead, Rock is evolving. Most new artists are not making music that sounds like it did back in the '90s and 2000s. We all need to open our minds and take chances on new sounds that are the future of Rock. We need to change the philosophy of denying airplay to artists that live at other formats. The bigger the profile the better. It takes multiple formats and multi-media outlets to truly create a hit. Think Twenty One Pilots, Kings Of Leon, Arctic Monkeys and Cage the Elephant. Can we stop putting music into lanes and start playing hits?
9. As a National Rock promotion person, you travel a lot and see many live shows.
What is the best live show you have seen this year on yours or another label and why?
That is a hard of a question to answer because there were so many amazing shows this year. Lukas Graham is a favorite because I can remember today how I felt the first night I saw him live at the Troubadour. His lyrics were so moving it brought tears to my eyes, and the energy on stage was powerful. I knew that I would never see him on a small stage again.
10. Finally, it took me months to get you to sit down and do these questions. Being as busy as you are, what do you like to do for fun and relaxation when you're not in your "work" mode?
There is a mode other than work mode? HA! Time off is spent with family and friends, scuba diving, traveling and hanging by the pool with a good book.
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