10 Questions with ... Sheila Volpe

BRIEF CAREER SYNOPSIS:

One of my first jobs out of high school and into college was as a bank teller for Chemical Bank. I was, by far, the worst teller in the history of banking. But I was very lucky because the bank I worked in happened to be next to Max's Kansas City in New York and was the banking establishment of Andy Warhol. He came in all the time and one day offered me a job as a gofer. I was working my way through college and this was the perfect part-time job for me. I was very young, and didn't pick up on how cool that job really was because at the time, I just needed money for books and transportation. I learned a lot working for Andy, even though I was really just a schlub picking up his laundry and running errands. After school, I decided the winters were too harsh and I wanted something different. Something warm. So I moved to California, worked as a waitress, a movie extra, even did some time at a computer software company, until luck smiled on me again and a friend got me my first job in the music industry at what was then known as MCA. Basically I've always just put one foot in front of the other and have had the good fortune to recognize the right opportunities and have been blessed with some generous mentors.

1. What got you interested in the record business?

Mostly it was the excitement of being around music 24/7. I love the whole creative process of making music, from start to finish. The environment suits me. It encourages "out-of-the-box" thinking and allows the creative mind room to go anywhere it wants.

2. You have been at Savoy for a long time; tell us about your tenure there.

I love this label. Steve Vining and I have worked together since the old Windham Hill days, so stepping into another label seemed like a natural fit. It's been a great ride watching the label grow ... and we've managed to keep it a grass-roots/hands-on operation. We actually answer our own phones around here, and Steve and I even painted the offices ourselves. There is no separation of job descriptions, so if something needs to be done, whoever has free hands does it. Even if it's taking out the garbage.

3. What may surprise people the most about the Savoy Label Group?

Well, I think everyone knows about all our current 429 Records artists, but I don't think everyone is aware of the size of our Classical and Jazz catalogs. Our Jazz catalog carries some of the heavyweights in that genre like Charlie Parker, Miles Davis and the like. And we have thousands of classical releases -- even I don't know them all!

4. What is the toughest part of your job?

Hmmmm, depends on what day you ask me; every day presents a new challenge. Overall, I would say it's trying to tactfully manage an artist's expectations. The creative does not always blend with the reality of retail and radio, and what it takes to penetrate both successfully. It's a sensitive line to walk. There is the music, and then there is the business of music. Both can be very tricky to navigate.

5. As an independent label, what do have to do to compete with the majors?

It all comes down to delivering great music. You can ring all the bells and whistles you want, but if the music isn't good, then everything else is futile. These days, it applies even more; it doesn't matter the size of the label, but the quality of the music, along with the stamina and determination to get it heard by the masses.

6. Who do you see as the next breakthrough artist for the label?

Anyone who knows me in this industry knows I have a special place in my heart for Jackie Greene. His talent goes beyond explanation and I know the world is going to see that. My job is to allow them to see it.

7. How does your label increase exposure of your artists outside of traditional radio promotion?

We have a really strong online/viral outreach team that continually works at coming up with new and interesting campaigns. In addition to that, I have always felt the importance of personally connecting the artist with the retail buyers. Once a buyer shakes an artist's hand, they become invested in their career. They feel they now have a personal interest and want to get behind that artist's career. So I guess it's about getting that personal connection between the artist, their music and everyone else.

8. Biggest change that you'd like to see in the music business?

I'd like to see more of a team effort mentality when it comes to breaking an artist. I'd like to reverse the myth that the label is always the enemy and out to ruin the artist. Breaking an artist requires the label, radio, retail, the artists and press to work better together for the common goal.

9. What do you view as the most important issue facing radio today?

I guess it's the same issue facing the entire industry. Coming up with the next-best way to deliver music to the public and enforcing the idea that illegal downloading hurts everyone. My favorite book about change is "Who Moved the Cheese" and I recommend anyone who hasn't read it yet, to spend a little time and read it. It applies to all different life issues, but I find it particularly relevant to what's going on in the music industry right now. The basic premise is to adapt to change or go down with the ship. I could sit and complain all day about the state of affairs and at the end of that day, all I will have is a sore throat. But if I wake up each day and try to think of new ways to do my job, then at least I'm moving forward.

10. If you were to leave the record business today and you could choose any other occupation, what would it be?

Anything that has to do with animals. I am at my happiest in a barn surrounded by horses and saddles, hay and horseshit...

What are your interests outside of the business?

Let's see, you mean after those 60-70 hour weeks? Well, I ride horses a lot. It's the one thing that you have to give your complete focus to or you could have a 1,200-lb animal standing on you (trust me, I know, it's happened to me). It takes 100% of my focus, which means anything to do with the stresses of my job is completely out of my head -- if only for those few hours. I become relaxed and recharged ready to go hit the record trail again with a new perspective. I also keep busy working with several dog rescue groups. I've learned more from abused and neglected animals than from any person I know.

Last non-industry job:

Vet tech at a small veterinary clinic -- a complete DISASTER!

First record ever purchased:

Either The Monkees or The Beach Boys

First concert:

Led Zeppelin (I snuck out my bedroom window and made it to the city to the Filmore East.)

Favorite band of all-time:

Hands down -- The Beatles.