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10 Questions with ... Ray Gmeiner
February 12, 2008
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NAME:Ray GmeinerTITLE:VP/PromotionCOMPANY:Virgin RecordsFORMATS:Active Rock, Rock, AAALOCATION:Hollywood, CABORN:Brooklyn, NYRAISED:mostly in the Hudson River Valley
BRIEF CAREER SYNOPSIS:
Peaches Records & Tapes/Denver; Mile Hi One Stop; MCA Records; Elektra Records -- Denver local, LA Regional, West Coast National, VP Rock' Ace Entertainment (indie Active Rock promo); Zoo Entertainment VP/Promotion; Virgin Records VP/Promotion.
1) What made you want to get into the music business? Early mentors? First job?
Playing in bands, college radio, then actually having to work for a paycheck to pay the rent while trying to get a band off the ground. Early mentors? A man named LeRoy Sather, MCA Sales Mgr in Denver. And MCA Regional Promotion MGR Brad Hunt. Then Dave Urso and Lou Maglia at Elektra Records. Also, Denver Local Promo guys Michael Brannen, Jeff Cook, Dick Merkle and the late Don Zucker .
2) Too many records, too few slots. What data seems to be most important to you when jockeying for an open slot on a radio station and why? Ticket sales? Tour info? Prior success? Retail? Other stations?
Believe it or not, most important is still a song/hook that is better than the competition.
3) It seems that set-up is more important now than ever. What do you do to inspire your staff for success in the field on a daily basis with the amount of material that recording companies are releasing in today's marketplace?
Always have their backs and prioritize!
4) Things are changing rapidly in our business. Were it up to you, what would you change in our "system" to give your bands a better shot?
Spend less on videos, more on tour support .Unless a video is going to be spectacular, it' s a wank.
5) Who do you consider the current tastemakers in the rock world?
Besides the bands? A few smart managers, booking agents and promoters, along with people like Warren Christensen and Cheryl Valentine.
6) It has become apparent that in this research-driven time, records are taking much longer to "test." How do you go about making sure that your record will be given a fair shot?
Work my ass off, network with gatekeepers and stay on top of results in different key markets.
7) Repetition breeds familiarity. How does your label increase exposure of your artists outside of traditional radio promotion?
Online , press , song placement in tv & film , retail promtions , etc
8) Every promotion person has a record close to their heart that for one reason or another never broke through -- "The One That Got Away." What is your "One That Got Away" and what did you learn from that record?
THE THRILLS' second album. I went along with the CEO's choice of first single when I knew it was a mistake .
9) What are the most important tools/resources you use to stay on top of the Rock formats growth and constant daily changes?
Airplay data, my gut and accumulated knowledge.
10) Artist development. The lost art of Artist Development. What do you do to ensure your artist is building a career as opposed to just breaking a song ... or does it even matter anymore?
Yes it DOES matter! I always try to put the artist in a discussion/situation where they learn about how it all works and what they can do to contribute and make it more personal, more real while advancing success for all parties involved .
Bonus Questions
You are the remaining survivor on a remote tropical island with no chance for rescue. You have a CD/DVD player with endless power. What five CDs are a "must" to have with you? What five movies?
CDs:
Jimi Hendrix - Electric Ladyland
The Who - Tommy
Miles Davis - In A Silent Way
Roxy Music - Avalon
Tool - AenemaMOVIES:
Casablanca
The Godfather II
Apocolypse Now
Deer Hunter
Raging Bull -
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