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10 Questions with ... Joanne Grand
February 20, 2007
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NAME:Joanne GrandTITLES:Sr. Director/PromotionsCOMPANY:Jive RecordsFORMATS:Rock - Active & Heritage, Modern - a bit; Hot ACLOCATION:New YorkBORN:Yonkers, NYRAISED:Yonkers, NY
BRIEF CAREER SYNOPSIS:
I started out at RCA Records in 1991 in Promotions and have held similar positions ever since.
1) What made you want to get into the music business? Early mentors? First job?
Can't even remember now -- it probably had something to do with a guy who was cute. Some of the bosses I've worked for became the "how NOT to manage" mentor, so I'm grateful for all whom I've worked for, for different reasons.
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?
It varies per station, obviously (as I say that with gritted teeth). There's some who I'll send loads of info and they don't care; others over-think a song to the point of driving me insane.
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?
When it comes to Hot AC and Rock artists, Jive has never (well, not in the four years I've been here) had the "throw it out to see if it sticks" mindset. We're very strategic and focused, which makes set up for success inspirational because we know we're in it for the long haul.
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?
Hmmm. When we do pre-tests, get radio and the label side to utilize it more as they're moving forward.
5) Who do you consider the current tastemakers in the Rock world?
Tony Labrie really has a great ear, and I like that many stations are using their HD stations to get a true vibe from their P1s.
On the Hot AC side, Nevin Dane. He's a fan of music, all types, and will take a chance on an artist who may not be the traditional Hot AC format, but doesn't assume because his listeners are not teenagers that they've lost all taste in new music.
6) Are you finding that today's "baby" bands are getting a fair shot at radio, and more importantly are they being given the airplay they need to break through to the masses and be recognized?
With the consolidation of record companies, I think even though there are many releases out there, there's a LOT less than years past, ensuring that if a new artist gets radio exposure it wont have the standard six-week push then gone to make room for another new artist. Both radio and labels seem to be much more understanding of the long-term commitment made now to develop a new artist.
7) Repetition breeds familiarity. How does your label increase exposure of your artists outside of traditional radio promotion?
We have an amazing Sr. Director/Marketing, Dan Mackta, who's created quite the cohesiveness between us, new media and other marketing outlets. It's really exciting to brainstorm with all the creative sides.
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?
I can honestly say I don't feel there's a record that I've worked in my career that wasn't given 100% of myself or the staff I was working with. The records that became hits deserved to be; the ones that didn't still got a better shot than they would've.
9) What are the most important tools/resources you use to stay on top of the rock format's growth and constant daily changes?
Listen to Joe Riccitelli, read, ask questions! If all else fails, call Warren Christensen.
10) 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? And does it even matter anymore?
Personally, I wish Rock artists had more of a "face." I think with the exception of Chris Daughtry, many people would have no idea of what most artists look like now. Blame many factors, but I still think, in the end, look at a band like NB -- they sold 4 million records last year, and it doesn't matter WHAT they look like or how cool or uncool they are. They are a hit-making machine and deserve to be successful. Three Days Grace are on the same path -- they finished with the #1 song at Active Rock in 2006, with a stronghold on #1 with their latest single for eight weeks. As Top 40 embraces this band, they will be on the same path!
Bonus Questions
1) 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?
As long as my hubby and baby are with me, I don't give a *!?# about movies. We'll just chill under the sun.
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