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10 Questions with ... Edie Lundeen
October 6, 2020
Have an opinion? Add your comment below. Something that really has stuck with me is what Brett Gurewitz said in our first conversation. He wants Epitaph to be looked at like a major label with an indie sensibility.
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BRIEF CAREER SYNOPSIS:
L.A. Regional Promotion at Atlantic, Virgin, Lava, Capitol, Roadrunner. VP/Alternative at Sony RED, Head of Promo at Cult Records, founder of Black Dog Music Marketing, Head of Alternative/West Coast at AMPLIFY Entertainment Group and now Epitaph!
1. What led you from AMPLIFY to Epitaph Records?
Epitaph has been a client of AMPLIFY’s for the past couple years. So, when the position was open, it was an easy transition that just made sense. I’m happy that I still get to work with my team at AMPLIFY just in a different capacity.
2. How does it feel to be part of the Epitaph family and working for Brett Gurewitz?
I’m so thrilled to be here! Everyone has been so welcoming that it really does feel like a family. Brett is an incredible boss. He has been so supportive and encouraging of my thoughts on our artists. The passion in this company is super infectious. Some days I feel like I need to pinch myself to make sure this wasn’t all a dream!
3. Give us the 411 on your current projects at Alternative Radio and what’s coming up.
Currently we have Cold Hart’s “Me And You” out at the format. It’s just off the chart and continuing to grow every week. The emo-rap sound is new to the format so it’s a lot of work, but this song is continuing to show that it has the goods! Unlike other songs of this sound, we only have this at Alternative radio and the song is streaming just under 2 million a week and outstreaming 26 of the 40 songs on the chart. Shazams have really skyrocketed in our airplay markets as well!
I’m so excited to get the new Bad Suns’ song “Baby Blue Shades" out to the format. Think Walk The Moon meets Bastille with a little Vampire Weekend sprinkled in. It’s so catchy! A lot of programmers got to see the band perform live at the The Gathering in 2019 and saw first-hand they are rockstars. I feel they are really positioned to really take off at the format and this could be the song that makes that happen.
We also just signed Fleet Foxes who released an incredible new album with the single “Can I Believe You” that was immediately added to WEQX, featured by Nicole Alvarez on “The Fix.” That played on numerous Alt stations.
Teenage Wrist has an incredible new album coming that is reminiscent of a modern Catherine Wheel and Teenage Fanclub.
4. Music consumption has become a big piece of the promotion puzzle. How has this changed how you work singles to radio?
It really adjusts your plan of when you start working artists to radio. When I first started in promotion, radio was the key driver at the beginning of an artist’s release. Now, if it’s a baby band, you need to have so many other things built up before taking a song to radio. Radio wants to know there is traction and a fanbase before investing airplay.
5. Your weekly updates are very detailed and you even illustrate how your priorities are streaming compared to other songs. How would you describe your promotion style?
My style is no BS. I’m not going to be that promo person that calls you up and says that every one of my songs is a hit. I lay out the facts and show why a song deserves a shot. Also, I do tend to get passionate about my artists and I feel that comes thru when talking with programmers.
6. What should people know about Epitaph Records?
Yes, we are a legendary punk rock indie label but the reality is Epitaph is so much more than that. Epitaph has so many different genres of music on its roster and it’s only going to keep growing. For example, we have a solid foothold in the active rock world with artists like Falling In Reverse, Parkway Drive and Thrice but also recently broke The Interrupters at Alt Radio. The label has been signing artists in the emo-rap gene like Cold Hart and our new artist guccihighwaters.
Also, our sister label, ANTI has Tom Waits, Ben Harper, Wynonna Judd and more. Something that really has stuck with me is what Brett Gurewitz said in our first conversation. He wants Epitaph to be looked at like a major label with an indie sensibility.
7. What is your favorite part of the job?
It’s always the music. If I didn’t have a love for music, I wouldn’t be in this career. I love being a part of what helps break an artist and seeing them grow from something small into a household name. There is no greater feeling to think about first seeing a band play to 10 people in a club to selling out large shows and knowing that you played a part of it.
8. What is a typical workday like for you?
Alarm goes off...check email on phone while still in bed…send a couple emails…out of bed…brush teeth and hair and make sure I don’t look like a Muppet for our daily morning Epitaph staff zoom…more emails….more zoom meetings…get new music from Brett and listen at loud volume a few times over…calls, texts, emails….pass out.
9. What would surprise people most about you?
A year and a half ago, I started managing a great band out of Colorado named Lady Denim. We are still in the growth stage but this band has incredible potential and I want to help them achieve their dream.
10. What has been your biggest take away from 2020?
Biggest take away from this crazy sh*tshow of a year is that it’s important to have supportive people surround you in life. I have an amazing husband and family that have been incredible. My friends have been great about picking up the phone, texting, zooms, etc. since we don’t get to be together. I have to give a special shout out to my girl gang - The Poop Troop - that formed at The Gathering years back: Leslie Scott, Michelle Rutkowski, Allison Smith and Erin Gellert - I could not have survived this pandemic without you!
Bonus Questions
What are weekends like for you?
Not much these days! Staying at home, doing yard work, swimming in my pool and maybe a Target run wearing a mask.
Tell us about your nickname Vodka Toxic.
I played roller derby for 11 1/2 years (retired now for over 2 years) and this was my derby name. I will always turn around if someone yells Vodka thinking it’s an old friend from derby.
Favorite drink?
Tito’s & Soda with extra lime, a glass of great wine or champagne, maybe a White Claw or just a Coke Zero.
How often will you get back home and what are your top priorities when you get back to Phoenix?
In a typical year, I’m back in Phoenix at least 5-6 times - mixing both work and personal. Priority is always my parents and spending time with them.
Favorite new band over the past year that you’re not working?
I love Finneas. I think he’s incredible and his newest song “What They’ll Say About Us” brought me to tears on the first listen.
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