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10 Questions with ... Tyler Freese
July 26, 2021
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BRIEF CAREER SYNOPSIS:
I started off my journey into radio by being the MD at my college station, WBWC/Cleveland. Through that, I got my first industry job with artist development and radio promotion company co-sign in 2013. After five plus years of heading up the College and Alternative Specialty radio departments at co-sign, I moved over to Mute to be their Head of Radio Promotion in 2019.
1. What got you interested in the record business?
Working at my college radio station, WBWC. I went into school 100% undecided on a major. I met a friend early on who told me I should take the Intro To Radio class they were taking. So, three weeks into school, I dropped my math class and joined the radio class. I used to want to be on-air talent my first few years at the station, but after working as the MD for two years, I quickly realized that record promotion is where I wanted to be.
2. What was your favorite station to listen to when you were a kid?
CD101! Or as it is called now, CD92.9. I’m a Columbus, OH native and that was the absolute best (and really only) station for true alternative music.
3. How did you end up with an adventurous label like Mute?
Before I joined co-sign, my music tastes were very limited. Working there expanded my knowledge and taste into the realms of hip hop, electronic, afrobeat and beyond. Since co-sign worked with so many adventurous artists and labels, it’s only natural we would start helping on Mute releases around 2016. I was able to help promote Mute releases at co-sign like Fever Ray, Yeasayer, Daniel Avery, Goldfrapp and more. Ultimately, working so closely with Mute on most of their releases over the span of a few years is what led me to start working at the label.
4. Where do you get your greatest pleasure in doing record promotion?
By getting other people to be as excited as I am about my releases. You can only convey so much to someone on the phone, or via email about an artist, but when you start to see people beginning to appreciate something that you also appreciate, it’s very special.
5. What new projects on the label are you most excited about?
Ora the Molecule! She is an avant-garde pop artist from Norway and her debut album is coming out this summer. It’s fun music and one of the strongest debuts I’ve heard in years. Think The Knife, Oh Land, Austra, etc.
We also recently signed South African artist Desire Marea, which I’m crazy excited about. They put out their debut album last year, which is an incredible collection of experimental dance/club tracks. Super stoked to see what their second album brings.
6. What are some of your biggest challenges as an independent record label?
It’s probably a cliché, but definitely cutting through the noise. Mute has some giant acts that are generally easier to promote (José González, New Order, M83, etc.), but 90% of the label is smaller artists or groups that don’t fit nicely and squarely into most radio boxes. Programmers and stations get bogged down pretty quickly with larger names and major label releases, so trying to convince them to play smaller artists or groups that don’t necessarily sound like everything else they’re playing is a big struggle.
7. How does your label increase exposure of your artists outside of traditional radio promotion?
Mute is constantly looking for creative ways to promote our artists or engage a certain fan base on a new release. One of my favorite things we do is Remix Competitions. Since Mute is a heavy electronic label, it’s natural that we would be all about remixes. Occasionally, we’ll allow fans access to the stems of a certain song and ask them to create a remix. We often partner with a brand to provide prizes and have even put those remixes out as an official Mute release. I think it’s a really awesome way at engaging some of the most hardcore fans of a certain fan base and getting them hyped for the new release.
8. What do you view as the most important issue facing radio today?
The first thing that comes to mind would be radio consolidation. In the past few years, we’ve seen so many stations let go of their local on-air talent, replacing them with syndicated shows. The reason I loved CD101 so much growing up is because it was truly so different than anything else I’d normally hear on the radio. A great mix of true alternative music, local music, unsigned bands, etc. If consolidation continues, we’re going to start losing true adventurous radio formats with every major city playing all the exact same songs.
9. What would surprise people most about you?
I don’t drink any coffee during the workweek.
10. Fill in the blank: I can't make it through the day without …
… close to two gallons of water!
Bonus Questions
First record ever purchased:
Middle of Nowhere by Hanson, on cassette
First concert:
Pat Benatar and Night Ranger. I think I was 10.
Favorite band of all-time:
Motion City Soundtrack
What do you enjoy doing in your spare time away from work?
Exploring upstate New York and hanging out with my dog.
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