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10 Questions with ... Scott Borchetta
September 27, 2005
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NAME:Scott BorchettaTITLE:President/CEOLABEL:Big Machine RecordsBORN:7/3/62RAISED:Southern California
1. So much has happened lately with the exciting launch of Big Machine Records and Show Dog Nashville. First off congrats on such a great start up, the building of a powerful staff and a "Most Added," record already! It has to feel awesome.
It's a Dream come true... I was talking to Toby last week and he said, 'man, this is almost surreal isn't it?' I said, 'if it's surreal for you, how do you think it is for me?!?!?'
2. For anyone who still doesn't know, can you explain the partnership between you and Toby and a snapshot of how the day-to-day operations will shape up at each label?
Toby and I were both smokin' down the road toward opening individual labels. I had already committed to the three artists I have now (Danielle Peck, Jack Ingram, Taylor Swift), as well as Denise Roberts, John Zarling and Greg Sax. He had already lined up Johnny Rose (mktg VP), Suzanne Durham and Lisa Owen and of course himself as the first Show Dog artist! Hahaha Anyway, we spent a lot of time on the phone and on the road trying to figure out how we could work together with both of us still keeping our own individual visions in tact. We finally hit on the model we have which is the umbrella company of Show Dog Nashville. We have two imprints under that umbrella, Show Dog and Big Machine Records. We have one staff with two A&R sources. Everything that comes out of the building will be straight up and we will be singular in our delivery. Promotion and marketing will be seamless and equal for all releases. Every release will have Show Dog on it. My artists will be branded Big Machine/Show Dog.
3. You've had an amazing amount of growth in the industry in a relatively short time period, from your days at UMG, DreamWorks, MCA, your role as an indie and even a stint with MTM (Mary Tyler Moore) Records. I'm sure that all of that has helped shaped you. Can you tell us a little about that growth, and the pieces that you have brought from each experience?
Man, how much room do I have? : Each piece has been extraordinary. I was Bruce Shindler's assistant national at MTM! We were dragon slayers. It was just Bruce and I as far as in-house promotion and we were putting up #1 singles with Judy Rodman, Holly Dunn and SKO - against RCA, Warners and Columbia! I was busting it out during the day for MTM and still playing music at night. Truly 24/7. Learned that desire, passion and hard work could beat the big guys...
MTM went out of biz and I went independent in January of 1989. I set up my company as the one to have to break edgier artists. Had big success with Carlene Carter (I Fell In Love), Kentucky Headhunters, Marty Stuart, Dwight Yokam, Lonesome Strangers (wow! hadn't thought about them in 100 years...), anyway, you get the picture. Learned that desire, passion and hard work could beat the big guys...
From there I went to MCA as Natl. Director Field Promotion in January of '91 - my first day was the first day of the Gulf War... hmmmm... I never knew what 'Field Promotion' meant so I just started lighting fires until we burned down the forest... some of the most extraordinary times in modern history of Country Music. From my first affiliation with MCA in '89, we broke a gold or platinum artist every year until I left in '97. Mark Chesnutt, Vince Gill, Marty Stuart, Trisha Yearwood, Wynonna as a solo artist, Tracy Byrd, The Mavericks, David Lee Murphy, as well as big hits with Conway Twitty, George Jones, Patty Loveless, McBride and the Ride, Mark Collie, etc. Not to mention the continuing build and super star level of Reba and Strait. The executive talent was just amazing. Bruce Hinton, Tony Brown, Walt Wilson, Susan Levy - really an amazing group of people. Learned that being the big guys could continue to be big guys as long as everyone still had the desire, passion and hard work ethic...
DreamWorks! What a long strange trip. On one hand I'll forever be proud of the staff I put together - we just simply believed that we were a major label and major force from day one. The label was so driven by the promotion department... anytime we could get our hands on a strong piece of music with a hardworking artist, we just killed. I realized very early that everyone wasn't on the same page and that's where the seeds for Big Machine started. I learned that you could beat the big guys with desire, passion and hard work... but I imagined what could happen if we built a label with everyone on the same page with one vision and one agenda... and no fat...
4. Tell us how you think a promoter's job has evolved over the years, in getting records played. And, just as importantly...getting them sold?
Relationships are still king. Relationships feed on credibility, honesty and consistency. The job has evolved as the business has evolved. There are fewer of us so you always have be open and aggressive toward learning and leading.
5. Tell us about the promotion staff that you hired for the launch of Big Machine and Show Dog. You have tapped some great people, such as Denise Roberts and others. Can you tell us about the process of picking a new team?
I'm a big believer in chemistry and balance. I've always thought that I've had a nice gift for putting the right people together. My teams have always had very intricate personalities - almost like artists themselves. It's like a PD that hires strong personalities. Great talent requires more attention but the payoff is extraordinary. I'm very conscious of each of the team member's personality strengths, relationships, etc. I also believe that it's very important to have a very balanced mix of male/female in the mix. Too many guys and it becomes Animal House. Too many girls and, well, you need a good mix!
As for the new team, I originally hired Denise in 1993 at MCA! We've always stayed in touch. She's become one of the premiere promotion people in the business. I had been watching John Zarling for the last couple of years - I was trying to figure out how to steal him when the DreamWorks/UMG merger happened. Once he and I got together it was like a bomb going off. I expect great things from him - and he knows it! Greg Sax I've known since his radio days. Anyone who knows Greg, I guarantee you the first thing they say about him is 'Passion'! He exudes it. I expect great things from him... and he knows it! Tony Morreale is a new friend and business relationship. He and I had a conversation; I checked around and uncovered an absolute diamond. I called up Baldrica and it was perfect timing for some of the changes happening in his building. Tom gave up a family member to me. Hey Tony, I expect great things from you! Suzanne & Lisa? They actually run the label; we're just the figure heads! Hahaha, Darcy Miller Lashinsky is our coordinator and secondary person. I've known her for several years and was thrilled when she called and said she wanted to get back into promotion. Great things...
6. So, what exciting things are happening at Big Machine and Show Dog? Tell us about some of the upcoming projects that you're excited about?
I love the fact that we opened with music. Our press conference was 8/31 and we overnighted Big Blue Note that day. The team was able to be #1 Most-Added on release date and achieve the highest chart debut ever for a brand new label's first single release.
We have the first Big Machine release out this week with Danielle Peck's "I Don't". We're getting great reaction to the single and her personal visits are off the hook. That's one of my favorite phone calls - an unsolicited call from an excited PD after an artist visit raving about the visit they just had. And I'm getting a lot of those!
Next up on Big Machine is Jack Ingram and his new single "Wherever You Are", due to land at radio in early October. Jack is ready to go bad and nationwide. The music is really headed straight for him. He's been a blast to work with and he's a great new friend. I think people are going to be more than pleasantly surprised and very excited about his new music.
Scotty Emerick is recording for Show Dog and I can tell you that he's making the best music he's ever made. We will have a Scotty set-up starting very soon with a new single early in 2006.
We also go into the studio with young female sensation Taylor Swift. All I can say is get ready...
7. How long have you been working on the concept for Big Machine? Is this a dream that you've had for years or did everything just fall into place after you parted ways with UMG?
I've had the desire to have a label for a little over three years. Toby and I actually talked that long ago about him having his own imprint under the DreamWorks banner that long ago - during our setup for "Unleashed". DreamWorks was then at a place that if we were going to continue to be a stand-alone and compete against Universal and RLG that we needed another label.
8. You were just recently crowned as the 2005 Dodge NASCAR Weekly Racing Series Champion in the Super Truck Champion division, your 3rd consecutive championship - Congratulations! Racing sounds more like a second career than a hobby. How do you fit running a race team in with running a record label?
Thanks! If I were 10 years younger I'd be gone! Due to the new label, I'm probably done racing for championships. Too many people responsible to me now. Nobody's going to understand if I get hurt in a racecar. So, my racing will be very few and far between now. Big Machine is my absolute priority.
9. Tell us about the move from being a Promotion Head to Label Owner. Focusing on Promotion must be enough to worry about, now you are in charge of the Marketing, Sales, Publicity and all other departments. How do you keep the "Big Machine" running without losing you sanity?
Ask me in 6 months...
10. Can you tell us who you think are a few of the possible future "promo" superstars in the record industry? Either at your labels or other labels.
I think everyone knows how good Denise, Suzanne and Lisa are, as well as Tony and Greg. Zarling is a future superstar for sure. Other labels, man, I have so many friends out there who are really strong and if given the chance could soar. Off the top of my head, Harnen's doing great at Capitol, Jon Loba, Chris Loss, Lee Adams, Jennifer Thorpe, JoJamie Hahr is going to do incredible work. There are entire buildings full of great promotion people at UMG & RLG.
Bonus Questions
1.What would be one musical "guilty pleasure"?
Outside of Country, which I have the radio on 24/7, I'll give you an alternative playlist:
Rodney Crowell: Say You Love Me
Rolling Stones: Rough Justice
Outcast: Hey Ya
Matthew Sweet: Girlfriend
The Replacements: Bastards of Young
Ray Wylie Hubbard: Screw You, We're From Texas
U2: Vertigo
Gwen Stefani: What You Waiting For
Black Eyed Peas: Don't Phunk With My Heart
Kaiser Chiefs: I Predict A Riot
The Clash: Safe European Home2. Obviously you are a car fan, with your involvement in racing. If you could own any car from anytime period what would it be?
So many cars, so little time... I'd take a new Ferrari 430 F-1 Spyder
3. Your wife Sandi is heading up the Creative Services department for Big Machine and Show Dog. Do you guys ever get a chance to leave the office and do anything fun?
Yes, but I can tell you we're looking forward to this year's holiday break more than ever... She loves to go to the movies and hide my cell phone, not in that order. We love going to beach locations, Hawaii, Turks, etc. We're long overdue to go to Italy.
4. Are you still playing the guitar and who is your favorite guitarist?
I'm not a 'practicing' musician anymore. I played bass and guitar. I still pick up a guitar around the house every once in awhile. If I'm cutting way back on my racing, maybe I'll get the band back together... favorite guitar players are Jimmy Page, Joe Perry, Chet Atkins, Vince Gill, Keith Urban, Brent Mason.
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