10 Questions with ... Jon Nardachone

NAME:Jon Nardachone TITLES:Director/Promotion, A&R & Marketing COMPANY:DRT Entertainment in New York City BORN:Newark, NJ, 12/18/70

BRIEF CAREER SYNOPSIS:

Besides DRT, I have worked for Atlantic Records, Top Dog Records, WSOU-FM, WDHA-FM and WPMR-FM.

1. 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?

Tour the act regardless of the airplay story. If a new band isn't willing to sweat it out with "limited" tour support and play 200+ shows in the 18 months surrounding the record release, it tells me they are looking for a shortcut, in which case they won't work with DRT.

2. 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 "one" that got away recently for me was Lynam's "Tanis." Debut song from an unknown retro-style rock 'n' roll band. Charted after six weeks and developed great research in 10 markets fairly quickly for this day and age. But with no national tour and no video love, it was impossible to sustain.

3. What made you want to get into the music business? First job?

I was lucky enough to make a "name" (whether bad or good is a different story) for myself when I was in college at WSOU and playing in my band Murder 1. I was even luckier to work some incredible rock projects at Atlantic Records by the time I was 25: Stone Temple Pilots, Rush, Trans-Siberian Orchestra, Kid Rock, etc.

4. Who were your early mentors, and what wisdom did they impart that stuck with you?

I think my biggest personal "boosts" were given to me by two former Atlantic presidents, Val Azzoli and Danny Goldberg. They're very different personalities, but both were heartfelt "music guys." The biggest influence early on, though, was Ahmet! He looked me in the eye when I was 22 and told me to "kill for the music I believed in and have fun doing it."

5. Repetition breeds familiarity. How does your label increase exposure of your artists outside of traditional radio promotion?

First by focusing on the right audience. The music we sign at DRT is road-driven/hot-doggin' rock 'n' roll music. Our fans are mostly blue-collar, hard-working guys and gals who appreciate bands who do the same. We're not going to compete with the newest acoustic Korn remake that has a six-figure budget per single or any flavor of the month press darlings, but our website has a pretty decent reach, especially for an indie. I host a monthly DRT podcast that has boosted our Internet presence in a big way too.

6. What is the strangest record you ever worked, and what ended up happening to the band?

The strangest record I've ever worked is Kid Rock's magnificent release "Cocky." He followed up a 6 million-plus-selling hard rock record with the most enigmatic record I've ever heard -- true meaning of the term "crossover." Hit top 10 at Metal radio, Active Rock, Heritage Rock, Top 40, AAA and Country! He went on to become one of North America's premier touring acts after this!

7. In your opinion, what is the biggest "missed" record in the last year?

Hands down, the biggest MISSED record in recent times is "Age of No Reply" by the band Soundtrack Of Our Lives.

8. What current-based rock artist do you see having the ability and skills to stick around for several records in today's instant gratification-oriented society?

At the present time in rock music, only bands with above-average self-sustained touring foundations will survive multiple projects. As far as new American rock bands who can/will accomplish that, I'd put money on Blackstone Cherry and Silvertide to start.

9. 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?

AC/DC "Powerage"
Rolling Stones "Sticky Fingers"
Kinks "Sleepwalker"
Thin Lizzy "Chinatown"
Golden Earring "Moontan"

10. What five movies?

Papillon
French Connection
The Shining
Usual Suspects
Lord of the Rings (any of the three)