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10 Questions with ... Motti Shulman
July 6, 2010
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BRIEF CAREER SYNOPSIS:
I always loved music and my younger brother was a bass player, so at about 16, I started managing his bands. One of them (Double D Nose) in the early to mid 80s started to become successful on an indie West Coast level. I then started in 1990 at Def Jam as the Urban local working out of my house. In 1991 I was promoted to a National Crossover position (then called Churban). We were partners with Columbia at the time. I left Def Jam in 1993 to start my own record label (MoGold Records) with the band I had been managing on the side. In 1995 I came back to Def Jam (now with Polygram and a Los Angeles office) as Sr. National Dir./Crossover Promotion. I was at Def Jam through several mergers for the next 9 years where I partnered with Marthe Reynolds at Island Records and we had a great run on the Rhythm Charts with a huge number of hits. With the LA Reid version of Def Jam I was let go along with most of the rest of the original staff. I did some in indie work and started another indie label that ADA distributed for about a year. In 2005 I started with the newly formed Special Ops Division of the Warner Music Group. We handled all the Bad Boy product and some of the Atlantic projects along with working some of the bigger Pop projects with the Atlantic proper staff. I have been running the Rhythm Crossover side of Special Ops under Azim Rashid since then. I also assist the Roadrunner staff and work with John Boulos and Mike Easterlin when they have a record that can cross to Rhythm. I am currently working the Travie McCoy "Billionaire" record with them.
1. What makes Special Ops...special?
Our original slogan was "Doing what needs to be done" and I think that says it all. We have some tough records and some smashes, but we do what needs to be done. Not always normal or easy promotion jobs, but we are passionate about our artists and their music. It can be a dirty street record from Plies like "Becky" or an R&B record from Pleasure P, Jahiem or Tank, or helping with a Pop record like Travie McCoy "Billionaire" or working a through the roof left field hit like B.o.B... we get it done.
2. What was your first job in the business?
Like it says in my bio, managing bands as a teenager. The first one that really paid the bills (though barely) was as the Urban Local Promotion Manager at Def Jam.
3. What's the biggest way that your job of record promotion has changed over the last 5 years?
Budgets, consolidation, and digital delivery. With less money, creativity and relationships are more important than ever.
4. Which Rhy-Crossover PD and/or MD have you been working with the longest?
Well, I just realized this year is my 20th anniversary in promotion. It's hard to pick one so hear are a few. I know Kevin Cruise just had his 10th anniversary at KUUU and I know him for pretty much all of that. E-Man at Power 106 I'm pretty sure has been their 10 + years. Fred Rico was 24 or 25 I think when he was first MD at KOHT in Tucson. Eric Powers at KUBE, Julie Pilat at KIIS, Marcus D. Michael Martin I first met when he was doing mixshow and MD at KIIS in LA in the early 90's. I know there are a lot and I am bad with dates but that gives you a few.
5. Blackberry or iPhone?
Blackberry for sure, have been forever, not ready to switch, though I have been tempted to iPhone as a toy, but I feel like Blackberry is for work and gets the job done.
6. Where do you get your greatest pleasure in doing record promotion?
Breaking new artists. When I see somebody that makes me love music as a fan again, not as a business and I get the pleasure of bringing that to the people it's amazing. Right now that is B.o.B (in the stratosphere) and Janelle Monae (who is next), Laza Morgan (who is just getting started). Also when I realize that going out to dinner with one of my radio friends who I really love is considered work!
7. Who do you consider to be your mentor(s)?
Demette Guidry, Johnny Coppola, Kevin Liles
8. What do you do to relax and unwind?
Hang out with my kids, listen with or to them play Jazz. Have a good meal and a bottle of wine. Not think about how expensive and what a pain in my ass my divorce was ;)
9. What's coming up from Special Ops?
More from B.o.B, Janelle Monae, Pleasure P, Tank, Maino, Laza Morgan (from the Step Up 3 soundtrack)
10. Which programmer that you work with, could you clearly see having a successful career...in record promotion?
Fred Rico, John E Kage, Julie Pilat, JD Garfield
Bonus Questions
Sushi & sake or Beer & pizza?
Depends on the day, but if I had to pick, how about sushi, beer & sake.
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