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10 Questions with ... Steve Ford
April 30, 2007
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NAME:Steve FordTITLE:VP/MarketingCOMPANY:Centricity RecordsFORMATS:All Christian formatsLOCATION:Home office in Seattle / Satellite office in Franklin, TNBORN:L.A.RAISED:L.A.
Brief Career Synopsis:
The question is not where have I worked but where haven't I worked. I started my career in music being a recording studio rat for over 10 years. I worked in a couple of major studios in L.A. and had the chance to work with some amazing artists. I started working in A&R at Sparrow Records 18 years ago then moved into marketing there. I went to Star Song and Myrrh Records where I was VP/Marketing. I went over to Inpop Records as GM then to SRE Recordings where I had the same title. I am now over at Centricity Records as VP/Marketing.
1) What made you want to get into the music business? Who were your early mentors?
I have always loved music. I was the geek that read every liner note on every record I owned. I would lay between the speakers in my room with the album jacket in my hand (yes, I am that old) absorbing every nuance of every song. There have been many mentors in my life, depending on which stage I was in: whether it was Jack Puig as an engineer, Peter York in A&R, Bill Hearn in marketing, Jeff Moseley in marketing and the business side, and Jim Chaffee as a leader.
2) What makes Centricity Records just that much different from other labels?
Centricity is more of a family than any label I have worked at. Because we are able to take the time to sign artists, we have taken the time to really get to know them, understand their call and embrace their mission. This time brings ownership and relationship with it. That also fuels the passion that drives us all.
3) Where and how are you finding new talent nowadays?
Talent is all around us. The playing field is level for all unsigned artists for the resources are there for everyone. We find talent via the Internet and personal relationships. Everyone has a MySpace site and everyone needs to work it hard. The same way any unsigned artist needs to perform any time they have the opportunity or the chance. With the advent of MySpace, YouTube and the various other social networking sites, a label does not have to be in your town to hear a new artist, but you also never know when they are out in the audience.
4) Brag on your artists for a bit. What are a few of the exciting things happening at Centricity right now?
It has been an exciting year at Centricity, as we feel we are laying the foundation for the future. We have downhere which has had their best selling record with the best radio they have ever had. There is Jaime Jamgochian who had a No. 1 hit for nine weeks and was named Inspo Artist of the Year. Circleslide, one of the hardest working bands in the business, absolutely kill live. Our newest additions to the family include Jason Gray who had a top 15 single and is getting outstanding reviews. His artistry is quite moving. And the newest to the roster is Daniel Kirkley whose voice resonates with purity and power. We have been focusing a lot on television with him and currently have about 20 different markets where he will have exposure.
5) What's your current take on the music in general?
I am not sure a year is a large enough gap to measure change. I believe the industry is in a MAJOR time of change, both Christian and mainstream, and those who adapt survive. It is a time where indie artists have many of the same resources at their fingertips as the major producers. There is no longer the limit of having to be signed in order to make a viable and credible project. Once again the playing field has leveled. I think overall sonics have been sacrificed for convenience, i.e. the lower quality of downloads versus CDs. We are in a society where the consumer controls the choice. They don't care what label an artist is on as long as it moves them emotionally. And when it does they want it right now.
6) How do you inspire your team, in-house and out, for success in the field with the amount of material that record labels are releasing today?
What is nice as a smaller label with limited number of releases, we can get passionate about each record. We are able to take the time to brainstorm and even fail on some things. How do you motivate a team of people outside your company that have more records than ever to sell and fewer people to do it? That is another major question that needs to be answered. And if you can answer it, please give me a call for I am at a loss. The greatest gift you can give to your outside team is a hit, for that will drive all other areas.
7) What do you think is the most important topic facing the music business and radio right now?
I believe it is the ever decreasing sales of the CD balanced with the ever increasing consumption of music. Seems ironic, doesn't it? There is music everywhere, yet CDs are tanking. For radio, figuring out how to build new consumers in the "I want it when I want it" society that we are in. How do radio stations grow the next generation of consumers when they are listening to iPods, burning their own discs, listening to stations on the Internet from all over the world, or (here is the big problem) talking on their cell phones?
8) What are the most important tools/resources you use to stay on top of the format's growth and daily changes?
We sit in front of computers all day. What we once used fax machines and phone calls for we now do via email and IM. This is an instant world. It moves fast. I get most of my info from emails, blogs, news items, RSS feeds and good ol' word of mouth.
9) Who has had the biggest impact on your life spiritually, personally and/or professionally?
I have been in this business long enough to be impacted by many people, from the artists I have signed to the people I have worked with. I am lucky that I have had the opportunity to work with Godly people who are trying to do what is right and a few who were trying to do what was right for them. The list of those who have invested in me is way too long. All I can say is I have a rich life because of those who have taken the time to walk this journey with me.
10) If you can imagine your life outside the music business, what would you be doing?
I love the power of word so I would probably be on the book side. I am also a movie fan, so my dream job is to cut movie trailers. I know, I am a dork.
Bonus Questions
1) Do you read everything?
I read everything! EW, CCM, Wired, Fast Company, Time. I am a news junkie. All types of books. If it has words on it, I will read it. Heck, I read the Captain Crunch box.
2) What's in your CD player right now?
The CD player in my car has a burned disc of some Andy Stanley Podcasts on prayer. My iTunes has Brandi Carlile, Brett Dennen, Regina Spektor, Tim Hughes and Fountains of Wayne.
3) If you were stranded on a deserted island, what three things would you want with you and why?
I would want my Macbook Pro with the full iTunes and endless battery. (Of course, no email because then what would the benefit be of being stranded?) Some good sunscreen and an endless supply of Diet Green Tea (my new addiction that replaced Diet Coke)
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