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10 Questions with ... Danny Buch
October 3, 2006
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NAME:Danny BuchTITLE:Vice President Promotion and Artist DevelopmentCOMPANY:Sony/BMG RED
1 You spent over 25 years with Atlantic Records. What are some of your fondest memories of your time there?
We had an incredible staff and I had the privilege of working with many incredible acts, from AC/DC to The Spinners, Led Zeppelin to Genesis; all the "hair bands," through Hootie, Stone Temple Pilots, Matchbox 20, Jewel and Sean Paul. Over 50 Gold and Platinum acts. I enjoyed being a small part of a massive music legacy.
I have fond memories of the most fun and excessive times in the music business; running those insane "Atlantic Suite" parties (and getting intimate with police and fire marshals), to being arrested while undertaking true gorilla marketing (in a gorilla suit). I remember 3000+ guitarists plugged in and jamming with Pete Townshend in the KLOS parking lot and trying to break Phil Collins by schlepping him to radio in my car (and picketing WNBC). There was a time live frogs escaped in Bob Pitman's office (we were promoting Kermit's "Rainbow Connection"). Kevin Metheney trying to light my fuse when I was dressed as human bomb with firecrackers strapped to me. I recall mentoring Monte Lipman as a lifeguard on top of a building next to the congested NY highway low power radio signal. Organizing and playing in my industry cover band at Tippetina's, House of Blues, Slim's, Hard Rock - with acts like Melissa Etheridge, Hootie, and Cowboy Mouth opening for us (I met backup singer Crissy Zagami and now she works with me) ...and so much more!
2 How do you describe the differences between working at a major label, versus a 'distribution company' responsible for many smaller labels?
We are having a great and wild time working in the distribution sector as the industry reinvents. We have created an effective and competitive promotion/marketing infrastructure for the independent label community,
SonyBMG RED develops acts for Columbia, Epic, RCA, J, Jive, and Provident. We distribute and promote product from great labels like Victory, ATO, New West, Equalvision, Sanctuary, DriveThru, Immortal, Ferret, Trustkill, Megaforce, Metal Blade. The product is robust, broader and more varied than that from any one major label.
When I first started, I missed and longed for the major label world. Both the quality of the product and the ability to compete has shifted and now I'm loving the Independent Label Sector. I truly believe our unique model of promoting and marketing the independent label sector in a cost effect manner is the future of the music business.
There are no BS walls at RED. Everyone on my promo staff does each radio format, tour marketing, multimedia, video, television and much more. We use all our connections and contacts to get it done!
The best thing is that we can immediately affect local regions in marketing and sales. When something happens at radio we don't have to make a phone call - we just scream to our co-working sales staff sitting with us. How wild is that? RED reacts instantly and in real time. Our mantra is to exceed the job description, find a way to expose and sell product and develop the consumer base for our acts.
3 What is the first thing you do to begin your work day?
There is no beginning, because my previous day never ends. As nuts as that sounds, you need to understand there is so much going on 24/7, so many emails and calls that there is never an end or start to the day.
4 Tell us a little about your promotion and marketing team.
I am working with the best people in the business. Everyone I've picked are incredible and have all been somewhat "damaged or terminated" in this business. So they are intensely motivated and appreciative to be here. They want it bad!
We are attempting a new and bizarre concept for the music business in 2006. We are focused on having fun (ask my people) as we do our gigs. We are trying to honestly reinvent and break down some old ways of doing business.
We are more focused on causing buzz, developing real fan base, working with radio, internet, tours, TV, all media ... rather than merely pushing for adds and spins.
Lisa Cristiano was an eight-year VP Promotion for MCA. Kim Monroe programmed for Clear Channel, Entercom, and CBS all over the US. Crissy Zagami is the best AAA person in the business and a "not so" secret weapon. Tommy DeBenedictis worked with me at Atlantic in all formats in three different regions and is amazing. Billie Jean Sarullo was mentored by Mike Peer at WXRK and is the brightest new talent in the business. Nick Petropoulos is the best specialty person around. All of them are doing the best work of their careers.
Bob Morelli runs RED and has created the best marketing and sales force in the business. He gives us all the latitude and respect to get the job done.
RED's core executive team includes experienced guys like Howie Gabriel, Alan Becker, Lynn Hazan, Tony Bruno, Neil Ross, Lou Tatulli, and Frank Falkow.
The best, most creative A&R executive in the business, SonyBMG's SVP Michael Caplan, has chosen to work out of RED. That speaks volumes.
5 Who are some of the artists you're currently involved with?
We started with Matisyahu, Aqualung (two Heatseekers of last year), Hawthorne Heights, Atreyu, Bullet For My Valentine, Keb Mo, Spitalfield, Brandi Carlile, Gomez, Pete Yorn, Jars of Clay, Gin Blossoms, Smash Mouth, Hellogoodbye, Ben Kweller, Boys Like Girls, Camp Freddy, Mushroomhead, Pillar, David Ford, Trey Anastasio. Rodrigo Y Gabriela, Ryan Shaw, Priestess and EndEverAfter are about to blow up!
We work with the most significant and important managers and agents in the music business. There is an incredible hub of connectivity that we exploit at RED.
6 To what degree do you take advantage of viral marketing, You Tube, MySpace, etc?
We have 12 person computer station with interns both blogging and creating viral content. We go way beyond that with intensive lifestyle and tour marketing as well.
We have INTENSE presence at Bamboozle, Coachella, Lollapalooza, Bonnaroo, Warped Tour, OzzFest, Austin City Limits, Vegoose and more. All our bands are on tour and we do insane stuff around all.
7 Where do you see the Pop radio format heading?
The reality of Pop radio is that it is still dominated by the major labels. That is about to change. When bands like Victory's Hawthorne Heights have now delivered multi-format smashes that scan close to 2 million combined units ... when DriveThru's Hellogoodbye sells 100,000 units in a month on a Pop song via MTV2 and the intenet ... then Pop radio needs to be playing these bands. The Pop format is still driven by developing songs from other formats, or growing at other stations and reading and developing momentum.
We are seeing a radical shift, because the biggest Pop hits are now being developed outside Pop radio - coming out of internet, touring and from the street.
Pop's survival is going to depend on smart programmers finding the real hits. Thus the old system of pursuing "most added" and reading other Pop stations already playing a song might not the most effective means anymore.
8 What's you take on the advent of HD radio stations popping up everywhere?
More, more, MORE! That is the new model. The entire country will have Wi-Fi and more in a second. RED's philosophy is based on more ... on true 2006 artist development ...HD is just another tip of iceberg of more available content and more distribution channels for that content. We best represent and enact the new "Long Tail" economic theory.
The challenge is creating buzz and developing critical mass in a cost effective business model.
9 What advice would you give someone new to the business?
Set your goal and work your balls off. The computer age was supposed to make us work less. Yet the reality is the new model requires more work, since there is both more great content and more avenues of exposure. More, more, more, with less dollars and infrastructure. If you "want in," be prepared for the mission.
10 What fact about you would it surprise most people to learn?
It took me a long time to learn this. I have changed my priorities and now focus on giving back to others as the secret to my own happiness (credit: Tim Richards). And as dollars shrink and jobs get scarce, our best shot at survival is looking out for each other. The music business is more robust than ever.
So people would be surprised to know the effectiveness I've had in connecting people and helping as a mini-employment agency.
Also that I am an Ice Hockey goaltender in an adult league and still have a wicked left kick save move.
Bonus Questions
When can we expect to see a return engagement of your band?
Reunion tour imminent. Stay tuned. Working on our digital deal before proceeding.
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