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10 Questions with ... Christine Chiappetta
July 12, 2022
Have an opinion? Add your comment below. Rock, in my opinion, is much more loyal to artists they have history with. It is still very lifestyle driven and less about what’s hot at the moment. The most successful rock stations (and there are many with huge ratings) may play less currents than other formats but the ones they choose, typically aren’t crossing over or vice versa so they don’t have the quick turnover as other formats.
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1. What made you want to get into the music business and who were some of your early mentors?
I was brought up listening to the radio and my parents had a decent vinyl collection as well, so music was a part of my life from an early age. There’s quite a few I consider my mentors over the years including Mark Gorlick, David Leach, Chris Woltman, Kevin Weatherly and Rick Sackheim.
2. Can you give us a rundown of the record labels and positions you’ve held over the years up to now?
We might run out of space but in order from past to current: Album Network/Virtually Alternative (radio editor), Mercury Records (National Director), Columbia Records (VP Promotion), Island Def Jam (SVP Promotion), Deckstar/YM&U Mgmt (head of radio) and now back at Sony Music at Epic Records.
3. Before we talk about your role at Epic, what are some of your proudest accomplishments promoting music to radio?
Well, after 25+ years doing promotion I’ve had the privilege of working with so many incredible artists from established acts like KISS, Bon Jovi and INXS to the very early days of breaking The Killers and Fall Out Boy. But hands down my proudest accomplishment has to be breaking System Of A Down at Rock and Alternative Radio. I don’t think I’ve ever had to fight quite as hard from their very first single “Sugar” in 1998 to their real breakthrough album Toxicity in 2001. The word “fight” there is no exaggeration. It was an uphill battle in every sense, but I knew they were something special and promoted with absolute passion, confidence and tenacity and it paid off.
4. You joined the legendary Epic Records in April 2021. Besides your role doing promotion for Hot AC, AC, Alternative and AAA, how does it feel to be handling Rock for such an iconic label?
Handling multiple formats like that on a National level has it challenges, naturally, but it’s helped me grow as an executive immensely. Epic is an iconic label. To work for the brilliant Sylvia Rhone and Rick Sackheim is unparalleled; they basically created this position to bring me into the team and I’m so grateful. Besides the amazing talent on our roster across all formats, our team is close, like family.
5. Let’s talk about some of the Epic Rock projects starting with the latest single from Ozzy Osbourne “Patient Number 9.” It’s off to an amazing start. What’s the latest with this project?
As a longtime fan of Black Sabbath and Ozzy Osbourne, I am thrilled to be a small part of his 50+ year legacy. His first new song in two years, "Patient Number 9,” features guitar hero Jeff Beck as well as longtime Ozzy shredder Zakk Wylde, Red Hot Chili Peppers' Chad Smith and Metallica's Robert Trujillo and is unanimously supported. We closed out the entire Rock panel in two weeks and just achieved Top 5, with no sign of slowing down. No question it’s going #1. The must watch video was directed by legendary comic book artist and Grammy Award winner Todd McFarlane who’s also known for his films like Spawn & Spider-Man and music videos for Pearl Jam, Korn and Disturbed.
6. Lamb of God is another Epic Rock band that has a new album “Omens” coming later this year. What’s the word on any new music coming from them?
Yes! Heavy Metal fans’ favorite Lamb Of God currently has a Top 5 Metal track “Nevermore” and a new album, OMENS, out October 7, 2022. The New Wave Of American Heavy Metal architects will support the new album with a massive Live Nation produced U.S. headlining tour, featuring special guests Killswitch Engage on all dates. We’ll be releasing and working the title track “Omens” to Rock and Metal radio later this Summer.
7. Are there any other Epic Rock projects coming in 2022 you can share with us?
There are some BIG announcements coming soon for Ozzy!
8. Let’s talk about doing Rock promotion in 2022. How important are streaming numbers and video views in working your projects to radio today?
All metrics are considered important in radio promo at any format but it’s a bit less of a deciding factor when it comes to something like Ozzy. When I was setting up “Patient Number 9” I can tell you the two things I heard from 99% of Programmers: first, they said, “We STILL have ‘Under the Graveyard’ in rotation (from 2019)” and secondly, “Wow, the song is really strong. I’m kind of relieved because I know we should play it no matter what because it’s Ozzy Osbourne, but I’m so glad that I genuinely like the track and I know our audience will too.” In fact, even though “Under the Graveyard” went #1 in 2020, not every station on the panel supported it. As mentioned earlier, “Patient Number 9” closed out in two weeks and it had nothing to do with metrics, it’s just passion for the song and an A level artist - that I also heard frequently, “the Rock format can really use right now.” Ultimately, radio wants to play records they think their audience wants to hear. And let’s be clear, the diehard fans want to buy all the different and cool vinyl from their favorite Rock bands, not stream it. We’re “old-school” like that!
9. With your perspective working other formats besides Rock, what’s your take on the health of the Active Rock format today?
That’s a great question! Rock, in my opinion, is much more loyal to artists they have history with. It is still very lifestyle driven and less about ‘what’s hot at the moment’. The most successful rock stations (and there are many with huge ratings) may play less currents than other formats but the ones they choose, typically aren’t crossing over or vice versa so they don’t have the quick turnover as other formats. They have more time and stability to build. For the most part, currently Rock radio has their own lane, and their audience is devoted, just like the format is to the artists, so the balance feels a bit more equal than other formats. Also, let’s face it, Rock people are pretty fucking fun, too!
10. Finally, with all that you have on your plate, what do you like to do for fun when you are not in “work” mode?
My 8 year old daughter Juliette is my sun, moon and stars and my greatest achievement in life!
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