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10 Questions with ... Steve Strout
July 31, 2006
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NAME:Steve StroutTITLE:Director of National PromotionCOMPANY:Rocketown/RKTFORMATS:ChristianLOCATION:Franklin, TNBORN:Bangor, MaineRAISED:Bangor, Maine
Brief Career Synopsis:
I got into radio when I was 17 and programmed the Christian CHR in Bangor (WHMX) before moving to Provident to do promotions in 2002. In 2004 I moved to EMI CMG to work and learn from the great Grant Hubbard before going to Rocketown in Summer 2005.
1) What made you want to get into the music business?
The money and power of course, but then illegal downloading happened so I missed the glory days of the record business. My first job was in programming and it was the best training ground for being a record rep because I heard all the pitches from every label. I knew what worked on me and what arguments sounded stupid.
2) What do you think is the most important topic facing the music business and radio right now? Why?
I think the drop in sales of physical product is the biggest concern. Labels create the content for radio and when labels are struggling eventually that will damage radio. We are in a climate now where if a new artist sells 40,000 units that is a big success. Digital sales are growing, but the margin is significantly smaller. I think we will see labels branching out and becoming full service music companies that manage and book artists in addition to being the label. This will provide much needed additional sources of revenue.
3) Biggest changes in the industry you would like to see happen?
I would like to see radio catch a vision for why they need to help us sell records. Healthy labels mean more money to spend on promotions with radio and better music. I do not think most stations have any idea about SoundScan or who sells what. I still think the ultimate statement of passion from a consumer is buying the full CD. I think radio should pay attention to that.
4) In our highly competitive music field, where it seems more and more that every artist needs something special to get paid attention to, how do you position yourself, and your label, to get your artists the shot they need?
It sounds cliché but we have to keep pushing our artists to take their writing to the next level. Great songs can still sell records as we have seen recently with Aaron Shust, but getting a song played on radio is not enough. The song has to be emotionally compelling. I love artists who are not afraid to co-write or even look and consider songs from other writers. It is just as important to have a lot of different options going into the recording process. It is hard to tell an artist that they do not have the single yet, but they will thank you in the long run. Honesty is not easy but vital to this process.
5) Are you finding that today's "baby" bands are getting a fair shot at radio and more importantly are they being given the airplay they need to break through to the masses and be recognized?
Yes, research has opened the doors and leveled the playing field for new artists. Radio has to play the best songs regardless of artist. If a new band has a song that is testing well, they will not hesitate to play it. Many of the biggest songs of the last few years have come from artists' debut records such as Casting Crowns, Matthew West and Aaron Shust. The real crunch occurs because most labels are signing mostly bands now and radio gets a ton of similar sounding stuff so only the strong survive.
6) What's your take on current music?
I think it is getting better although we have a lot of stuff sounding so similar. I have been encouraged to hear some new bands that are breaking the mold such as Hyper Static Union (shameless plug). It does not involve a gruff, male vocal or the same old chord progression. It is more riff-based and Shawn Lewis has phenomenal range. The fact is, we have some really good songs not making it to radio anymore because of the depth and stations playing fewer currents.
7) Which character in the Bible do you most relate to? Why?
I guess I would say Jonah. He reluctantly did what God wanted him to do and often without the best motivation.
8) What is the most precious memory of your life so far?
My wedding day closely followed by the Red Sox winning the series in 2004.
9) If you could ask God about anything, what would it be?
I think I would like some insight into how much he converses with Satan like you read about in Job. I'd like to be a fly on the wall for some of those talks.
10) What is your favorite quote?
"When you come to a fork in the road, take it." - Yogi Berra
Bonus Questions
1) What is your favorite reading material?
I read ESPN.com and the Boston Globe online everyday and Blender every month after giving up on Rolling Stone for becoming so political.
2 ) If you could have any job outside the music business, what would it be?
Play-by-play guy for the Boston Red Sox.
3) What's in your CD player right now?
New Snow Patrol, Hyper Static Union, The Turning & Rock Kills Kid
4) Do you have Musical Guilty Pleasures?
Def Leppard & Brittany Spears
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