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10 Questions with ... Adrian Moreira
November 29, 2010
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BRIEF CAREER SYNOPSIS:
I started out as a college rep for Sony Music, rose through the ranks of distribution there as a field marketing rep and then sales rep. Then I did marketing and sales for Geffen. After that it was on to Alternative promotion for London and local promotion for London-Sire. I then came to RCA about 10 years ago to work in the Adult department, before taking over the whole department about seven years ago.
1. What got you interested in the record business?
I've always loved music, but when the music that I listened to (more indie, Alternative stuff at the time ... the Nirvanas of the world) started becoming more mainstream and popular, I thought, "Hey, maybe I can make a living working for and with bands I really like!"
2. What was your favorite station to listen to when you were a kid?
When I was really young, KFRC/San Francisco and then KMEL back when it was rockin' as "The Camel." Later it was all about "The Quake and then "Live 105" in San Francisco for commercial Alternative. I never thought that years later, my best friend (Aaron Axelsen) would be the APD/ MD there. We also had a ton of great college stations in the area: KALX/Berkeley, KFJC/Los Altos Hills, KZSU/Stanford, KUSF/San Francisco and others. I was really lucky to be surrounded by great radio.
3. Now that RCA is part of Sony, how has your day-to-day job changed?
I don't think the parent company changing has had that profound of an effect on what we do day-to-day. When I first started with RCA, it was owned by BMG, then Sony-BMG and now wholly Sony Music. There have certainly been changes in staffing and structure, but the job itself remains the same no matter who owns the company -- to break records and get airplay.
4. Where do you get your greatest pleasure in doing record promotion?
The most satisfying thing is watching a band progress and grow from a debut single to an established, superstar act. Watching bands and artists from David Gray to Maroon 5 to Kings of Leon to Daughtry graduate from clubs to arenas -- often based primarily on the power of radio exposure -- is something that gives me goosebumps. Being even a small part of that process is immensely rewarding and never gets old.
5. What is the toughest part of your job?
Working a record that you believe in and know is a hit, but it not coming through for any one of a myriad of reasons. Sometimes luck, timing and a slew of other variables beyond anyone's control can prevent a great song from going the distance -- which can be heartbreakingly frustrating on a number of levels.
6. How does your label increase exposure of your artists outside of traditional radio promotion?
There are a ton of avenues of exposure that we run in parallel to our efforts at traditional, terrestrial radio. Obviously, online opportunities abound, especially with regard to social networking. And film/TV placement remains an amazingly effective way of quickly ramping up audience awareness and familiarity, especially in conjunction with radio airplay. Advertising, marketing, promotion, sales ... these are all radio promotion's comrades in arms.
7. 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?
I'd roll back the clock to the pre-consolidation era and also magically diminish the impact of both consultants and any form of research that was not statistically accurate/relevant (most) or taken BEFORE a record had reached 300 spins. I guess that's three things, but yeah. You asked ... heh!
8. Any new artists coming up on the label your are excited about?
Several. The new Lee Dewyze (last year's "American Idol" winner) record is really strong and I think has far exceeded our already high expectations in terms of both his writing ability and his musicianship. Funeral Party may very well be one of the coolest bands to ever be on the roster, and that's saying something, considering we have VERY cool bands like the Strokes, Kings of Leon, Say Anything, etc. 2AM Club share the same promise and have a lot of the same attributes and vibe that we felt early on with Maroon 5.
9. What would surprise people most about you?
The fact that I probably listen to as much hip-hop and indie/alternative music as I do pop and adult music.
10. If you were to leave the record business today and you could choose any other occupation, what would it be?
Travel writer or food critic.
Bonus Questions
What do you enjoy doing in your spare time away from work?
Lately -- running. But I'm also a rabid videogame addict ... love to read, love to travel and am as passionate about good food as I am about good music.
Last non-industry job:
Worked at Mod Lang records -- the coolest indie record shop in Berkeley before I sold my soul for rock 'n' roll. If that still counts as "music industry," then I guess delivering groceries for Peapod in San Francisco was my last "civilian" gig
First record ever purchased:
With my money? I think it was three at the same time: Talking Heads "Fear of Music" (used), Journey "Escape" and Men At Work "Business as Usual".
First concert:
Depeche Mode "Violator" Tour (yeah, late bloomer ... I had tix for REM/ NRBQ years earlier, but my mom wouldn't let me go!)
Favorite band of all-time:
Nirvana
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