10 Questions with ... Gary Jay

1. What made you want to get into the music business?

I was very fortunate to grow up in a major metropolitan market with not one, but TWO incredible Rock radio stations in it (WMMR & the late, great WYSP)…and so, my love affair with both radio, and rock n’ roll, began there.

I spent my teenage years (in the mid-80’s) playing in (mediocre) bands and planning on becoming a rock star, but when it became apparent that probably wasn’t gonna happen (y’know, just cuz you LOVE music, doesn’t mean you can actually MAKE it), I decided to find a place within the business side of music.

In college, I interned at Columbia Records (w/Jim Pitulski and Bridget Roy), and I was also required to interview “someone in my chosen field”, and so, the school set me up to interview Paddy Rascona (@ MCA Records, at the time), and he seemed like the coolest cat I’d ever met, and he worked in RADIO Promotion.

I helped to run my college radio station in my senior year, and met some other smart and inspirational promo people, Rob Tarantino, Munsey Ricci, and Cheryl Valentine, and I thought that, maybe…one day…I could also get paid to do what they did.

2. What was your first job in the music business? 

I began my career in 1991, right outta college, working for the late, great Paul Yeskel’s indie shop, AIM Marketing in New Jersey. I wore a suit to my job interview, and Paul told me that I was hired, on the spot, provided I’d never wear that suit to work ever again. Paul taught me both a work-ethic (he would say, “anyone that ain’t making 100 phone calls a day, that’s a punk…and you can be better than that”) to the subtle craft of turning a NO into a YES, and some of the psychological and sales techniques that he used (effectively), as well as how to be a passionate (but not obstinate or ornery) advocate for your clients.

3. You spent quite a few years doing Rock Promotion at TVT. Tell us about those years and some of the bands you worked with. 

I spent 10 years @ TVT…and I’m beyond grateful that I was given the opportunity to learn on the job. As a national rep, I was asked to travel the U.S., and build some lasting relationships with many astute and visionary radio programmers, while developing a clearer understanding of how radio really works, and also what makes for great radio, in different regions of the country.

TVT had a crazy-eclectic roster back then - everything from Active Rock bands, AAA and Alternative artists, the Mortal Kombat and Blade film soundtracks that went Platinum and Gold...there was also Sevendust's legendary first four albums (3 are RIAA-certified Gold), Gravity Kills "Guilty", Default's platinum "Wasting My Time", a couple of terrific Guided By Voices and XTC albums...working on all of those records was a stress-fest, and a true trial-by-fire...sink or SWIM…and I'll always be proud of being a part of those.

4. After years working in Rock Promotion for TVT and Rykodisc, in 2007 you formed Land Shark Promotion Studio. What were some of the early projects you worked on back then?

In the early days, as a new company…we took on the business that we could get. Some of it was OK, some was better than that…but, it wasn’t until Steve Kline at Eleven Seven had us lean in and help him and his team at Eleven Seven break the first SIXX A.M. single, “Life Is Beautiful” at radio that we got to really flex and play a role in something blowing UP on a national level as a young, independent marketing firm. That record both elevated us and opened doors to other projects, and new clients for us. It was a first major step towards establishing our own independent identity. We also worked with Prospect Park on the first few Five Finger Death Punch albums – four radio singles from each one – and as that band became bigger and bigger, and ultimately a core artist and format-staple, we found that more and more musicians and artists who wanted to try and capture some of that luster for themselves, and their music, with our assistance.

5. Do you have any certain criteria for taking on a promotion project?

First, it has to inspire us – cuz if we don't believe in it...then, we can't sell it. Certainly, we try to take in account a band’s streaming metrics and profile, along with their social media footprint and activity, and touring schedule…although, that went by the wayside for most of 2020, while the pandemic raged, and NO ONE was able to play live.

Beyond that – we will often vet the process in much the same way a savvy radio PD/MD would - we have to ask what does the band have going on their own, before we try and push 'em to radio? Do they have solid management, a press profile, a booking agent? Are they a true touring/working band, or are they "weekend warriors", at best? What’s their work-ethic like? What’s their fan base like in their hometown, as well as in other markets? 

… and ultimately, we will ask ourselves if we believe that we can add value to what they're already doing... and if we can, and we feel that we can inspire other people to engage with ‘em and give their music an opportunity to be heard, then the juice is worth the squeeze, and we're ready to take the next step forward.  

6. What are some of the projects that Land Shark has worked on over the years that you are particularly proud of in helping break a band at Rock radio?

We’ve had the good fortune over the past almost-15 years to work alongside a vast number of incredible (even RRHOF-inducted) legendary Rock artists – from Alice Cooper and Ace Frehley, to Heart, AC/DC, Deep Purple, Judas Priest, Joe Satriani, as well as being a part of the assembled teams in the early days, breaking several now-BIG-to-the-format bands like 5FDP, as I mentioned, as well as Bring Me The Horizon, Of Mice & Men, Beartooth, Greta Van Fleet…please believe that I’m damn proud of each and every one of ‘em.

I will add that one of the most-exceptional aspects of what we do, is when we’ve had both the honor and sublime pleasure of seeing a number of our independent artist clients cease to be indie, and sign a global record deal, largely as a by-product of the radio airplay that we’ve helped to accrue for ‘em, including: SAUL, Starset, and most recently, Any Given Sin. Playing a part in helping to make a hard-working band’s dreams come true…that never, ever, ever gets old, man.

7. Now let’s talk about some of the current projects you are working on. Can you give us the scoop on who Land Shark is rocking with now? 

Atreyu’s “Warrior (feat. Travis Barker)” is becoming the biggest radio single of their 20+ year career, and we’re about to release a cool ‘surprise’ from the band, Gemini Syndrome are BACK with their most-successful single since 2016, it’s been a blast re-introducing them to radio, the next SAUL single just landed (“Looking To Fight”), and it might be my favorite song on their phenomenal debut album. We’re also helping to push the powerhouse new Dead Poet Society and Light The Torch singles, we’re a part of the very-talented teams working on the (Top 20!) Beartooth and Pop Evil singles, plus we have some exceptional independent acts on our roster, who we think could be the next-big-things, including Another Day Dawns, Within Temptation, Dead Eyes, Awaiting Eli, Etched In Embers, and Twelve Foot Ninja. We’ve also just launched a genre-expanding new single with Virgin Music by an astounding, and totally of-the-moment act named Poorstacy that is gonna push boundaries, and help to blur the lines between Rock, Metal, Hip-Hop, and Punk.

8. Can you also give us some of the new artists and projects we can look forward to hearing soon from Land Shark?

There’s a monster new We Came As Romans song out now (“Darkbloom”) that’s a total banger…but, the next track that drops in September is a collab w/Caleb Shomo, lead vocalist of Beartooth, and I hope that radio hears this like I do…it’s a dynamite song. There’s a brilliant new Tom Morello record coming, that’s jam packed with all-star contributions by some very BIG (even R&RHOF-inducted) names…the next Bullet For My Valentine radio single (coming in September) is gonna be a very BIG deal, that band is back with a vengeance, and has delivered a monster of a new album. I’ve heard the full-length, debut VRSTY album – and it’s nothing short of mind-blowing. The new Boston Manor album is almost finished, as well, I have always believed that band is capable of making some very next-level music. We also have some independent acts that we’re really looking forward to taking to and breaking at radio – keep an eye (and ear) open for sexy/goth-y Canadian rockers, Living Dead Girl and an extraordinary FLA-based band, GEARS with a killer new song that’s totally gonna knock people square on their ass.

9. What’s your take on the current state of Rock Radio in general?

I’m gonna say it…I’m PROUD of the way that Rock radio stations and programmers quickly adapted to the new normal…in a year that was anything but normal…in a seamless and seemingly-effortless manner, they were able to pivot and continue providing their audience, who were also stuck-at-home, with a sense of both stability, and community…delivering the message that we’re all in this together, while also offering some much-needed escapism. Now that things are, kinda sorta, returning to pre-pandemic levels, and people are going back to work and commuting again, radio will continue to be both entertainment and a live and local link to the town that you live in, and provide the pulse of your day, for as long as you let it.

10. Finally, Land Shark has been successfully doing Rock promotion since 2007. What are some of the key reasons why your company continues to Rock?

Don’t get it twisted, my friends, LAND SHARK is a TEAM effort…we’re a collaborative group, this is 100% not a solo act, and a chain is only as strong as its weakest link…lucky us, LAND SHARK has strong AF links. John and Rob, not only help me light the fires, they also pour gasoline on ‘em each and every week, and I applaud ‘em and have to give ‘em the credit they deserve…I am #blessed to serve alongside my brothers in arms.

Beyond that, I would suggest that it's a lot of what we discussed earlier - we are all passionate about what we do, and we take the mantle of responsibility with our clients very seriously. It’s a big TRUST thing. These artists and bands are entrusting us with their work, their music…their ART. It’s a duty and a privilege that we don’t take lightly. It's more than just showing up to work every day, it's about staying late, and making that extra phone call, even when you wanna go outside and maybe enjoy some sunshine or something... it's continuing to push, even when you're having a bad day and you can’t stand the sound of your own voice anymore. We take pride when our clients tell us they feel like we have made a difference for them. We want to win, of course…who doesn't? More than that, though, we make it a point to roll our sleeves up every day and do whatever is in our power to contribute towards that win, and that, I believe, how we maintain our sustainability.