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10 Questions with ... Tommy Delaney
July 18, 2017
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1) What made you want to get into the music business? Who were some of your early mentors?
I wanted to attend Seton Hall so I could get a job on WSOU. That is it in a nutshell. Be on the radio playing Rock and Metal. Done and done. It was after I got there and was exposed to labels and their record reps bringing bands to the station, I knew where I wanted to go in my career. My early mentors were all the reps who called on me as MD as WSOU. A ridiculous roll call including Cheryl Valentine, Mike Schnaap, Charlie Londono, Karen Rait, Chuck Slomovitz, Mike Rittberg ... I could go on.
2) What was your first job and give us a rundown of the labels and positions you've held over the years?
I turned what was an internship calling college metal radio into my first full-time gig. That was working for Bob Chiappardi's Concrete Marketing, where I worked pretty much everything in the metal world. After that, I moved onto a short stint at Atlantic Records, followed by six years at Virgin. I started with college promo and moved into the National Alternative role. I moved onto short run at Disney, working for a label they had acquired called Mammoth. The label was shuttered after 20 months and I caught on at the newly formed Lava Records, starting as NY Local and moving on to become National Rock Promo. After six years, Lava was folded into Roadrunner, and I was traded to the Independent Label Group for cash considerations and a player to be named later. ILG was then merged into ADA, becoming the services division when I currently reside.
3) Tell us about the origin of ADA and some of the services you provide for your label clients?
ADA has been distributing independent music for over 20 years. The Services division has only been around for the last five years or so, but basically it allows our label partners to take advantage of services available to them if they were signed at a major. Promotion, publicity, online marketing, etc. Projects can be set up as full services or they can choose to hire us project to project, dept to dept.
4) Let's talk about some of the bands you are working with on ADA starting with DED. Getting this Top 20 makes it a very successful project for you guys, right?
Absolutely. That milestone for a new band with zero history at the format is definitely something to crow about. This project has been about building everything from the ground up. They don't have a touring history either, but they have worked non-stop in the lead-up to the record coming out by playing all the festivals and now are set to go out on arguably one of the biggest rock tours of the summer supporting Korn and Stone Sour. They will be back at it in the fall with FFDP, so things are on the right track for sure. This also is a statement release for ADA since it comes from Suretone Entertainment, a management company partnering with distribution outside the boundaries of third-party label involvement.
5) The latest Of Mice & Men single, "Back To Me," is also out there. Tell us about your promotion strategy for this project at Rock radio?
With the unfortunate circumstances surrounding Austin Carlisle's departure from the band looming large, this is really about setting the reset button with these guys. They had a few top-20 tracks over the last couple years, but with Aaron taking over lead vocals now, we are treating this song as if we are starting from scratch. They wanted to take an approach of not being tied into an album cycle. They wanted to get the music out to the fans as quick as possible. They released two songs within a month, the second of which we are out at radio and approaching top 30. We are making sure they are speaking to radio direct as well, so they can show how excited they are about the new music and the future of the band as a whole.
6) Give us some of the other bands you are working with now and how these projects are progressing?
We are working alongside Beggars Group on the new Queens Of The Stone Age track, "The Way You Used To Do." Reaction could not have been better. The song is Top 20 in just under a month out at radio. Our partners at BMG can't keep us busier. In addition to new tracks from Thrice and Nickelback, we just serviced the new Kid Rock and welcomed radio back to the "Greatest Show On Earth," and in two weeks we will usher in the return of Hollywood Undead to rock radio with their new single "California Dreaming."
7) You've been in the record promotion business for a long time. What are the most important tools/resources you use to stay on top of the Rock formats' growth and constant daily changes?
I keep an astrologer on the payroll to guide me through these tumultuous times.
8) Let's talk about the Rock format as a whole. What's your take on the state of Rock radio today?
The music is fine. There are plenty of new bands making headway and getting their shot at radio. The toughest hurdle of the moment seems to be getting these records to sell. The bands themselves are taking the necessary measures ... Playing live, selling vinyl, offering VIP ticket packages, but our report card at the end of the day, is what these records are doing once we secure them airplay. Ultimately, that will be the deciding factor, as programmers want to see records react off their airplay.
9) What can ADA and other labels, both major and indie, do a better job of to help break the next major Rock acts to Rock radio?
It's simple. Sign and develop great bands. Make records people want to listen to straight through. In ADA's case, as a distributor, help our partners take shots on bands that can grow album to album. Take advantage of the commitments we get from radio to help launch the next one. You can't run to radio saying you have the next big thing every time you pick up the phone or send an e-mail.
10) Finally, congrats on celebrating your 15th anniversary with ADA/WMG this week. In this up and down business, that's quite an accomplishment. Can you share some of your thoughts on reaching this milestone?
Muchas gracias. I feel blessed to work for a company that has not only taken care of me over the last 15 years, through three different business units no less, but has the creative vision to keep innovating and changing for the better. ADA continues to push the boundaries of this ever-changing business and I am without question still excited to come to work every day to watch it all unfold.
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