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Rising Sun
A Berklee-born band displays some school spirit.
By Nick Balkin
Berklee.edu Correspondent
September 9, 2005
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| Sam Cohen performs with Apollo Sunshine at a Berklee Performance Center concert in 2005. |
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| Photo by Nick Balkin |
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How does a record company go about selling music to a Napster-bred generation accustomed to getting all its music for free? "It's a different psychology," says Jeff Price, president of the New York indie label spinART records. "We have to figure out how to work with these consumers, not against them."Price, taking his own advice, has spent much of the past year working with his target market—quite literally—by teaming up with Berklee's student-run record label, Heavy Rotation Records. "Having the Berklee students on board allows us to exchange ideas with the demographic we're trying to reach," says Price. On September 13, the two labels will co-release the new self-titled album by Apollo Sunshine, a band whose roots in the college and with Heavy Rotation make them the ideal choice for such a project.
A collaboration between spinART and Berklee may not at first seem like the most conventional strategy. But Apollo Sunshine, who seamlessly meld avant-garde noise, ultra-melodic pop, country, rock, and punk—sometimes all within the same song—is no conventional band, and it can't exactly be marketed the same way as, say, Matchbox 20.
"We've had a great experience working with spinART," says Apollo drummer Jeremy Black. "And now we also have Heavy Rotation, which is basically 30 kids dedicated to us and psyched about working on our record."
Years before they'd earned their own Berklee street team, Apollo Sunshine's original members, Jesse Gallagher, Sam Cohen, and Black (they later added guitarist Sean Aylward) were Berklee students themselves. They wrote, practiced, and gigged religiously, developing a one-of-a-kind sound and live show along the way. The band's complex, shifting arrangements, three-part vocal harmonies, penchant for swapping instruments mid-set, and off-beat sense of humor helped them build a loyal fan base at Berklee and throughout Massachusetts.
Apollo's reputation as an explosive live act spread quickly, and it wasn't long before a big indie label like spinART took notice. Price, after receiving a tip from the band's booking agent, caught Apollo playing in Brooklyn. "The musicianship was unlike anything I'd seen in my life," said Price. "I loved the songwriting and the intricate mix of instrumentation." That night, Price decided that adding Apollo Sunshine to his label's already potent roster (Frank Black, Apples in Stereo, Clem Snide, and The Dears, among others) was a priority.
While Price and the band talked real life record contracts, Black, in his last year in college, was taking a class on contracts with Jeff Dorenfeld, a Berklee professor who also teaches Heavy Rotation's credit-earning course. "I brought in a rough mix for Jeff and he really liked it," said Black. "That was probably the first time Jeff noticed me in his class because I missed it. A lot."
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Apollo Sunshine's Jesse Gallagher
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Photo by Nick Balkin
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Skipping class in order to negotiate one's record contract was, at least to Dorenfeld, a pretty good excuse. In 2003, he signed the band to Heavy Rotation and the label released Dorm Sessions Vol. 1, the first in a series of artist compilation CDs; Apollo's song "I Was On The Moon" was the album's leadoff track.
2003 was also the year Apollo Sunshine signed with spinART and released their acclaimed debut album, Katonah. The record—which was produced by Music Production & Engineering Professor Andy Edelstein—was a critical success with the New York Times, Alternative Press, and the Boston Herald, who placed them #3 on the Top 5 Things To Change The Face of Boston Arts and Entertainment in 2004 (#4 was the Democratic National Convention). Meanwhile, a string of shows opening for some of the most recognizable names in indie rock such as Sonic Youth, Built to Spill, The Walkmen, and Hot Hot Heat, helped introduce the band to thousands of new listeners.
A dialogue between spinART and Heavy Rotation opened when Dorenfeld invited Price, whom he'd met through the band, to speak on a panel for students studying music business/management. Afterward, they discussed the possibility of co-releasing Apollo's sophomore album. As the project came together both Price and Dorenfeld began to realize all the reasons why a collaboration could be mutually beneficial. "The upside is that Berklee has great connections and I believe that by working together we will accomplish more for Apollo Sunshine than we would have alone," says Price.
Price has been impressed by the students' energy and ability to promote the band on a grassroots level. "They came up with the creative strategy, not in terms of selling records, but for branding Apollo Sunshine," says Price, who has made several visits to the Heavy Rotation class throughout the semester. "They've been a great resource." Student initiatives have included blog postings, creating iTunes play lists, ecards, and album streaming; they've also used social networking websites like myspace and friendster to hype the band.
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Cover of Apollo Sunshine's eponymous new CD. |
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The unique experience students gain in Heavy Rotation is no small reason why music business/management is now Berklee's most popular major, with more students choosing it than performance. After all, how often does a college student get the opportunity to work hands-on with a successful indie label to promote a band on the verge of commercial breakthrough? It's not exactly something you can learn from a textbook, and it's certainly a nice addition to your resumé. Heavy Rotation alumni have gone on to careers at major and independent record labels, management companies, publishing companies, and music agencies.
Since 1995, Heavy Rotation has released several compilation CDs under the guidance of Dorenfeld, formerly the manager of the band Boston, tour manager for Sammy Hagar, and tour accountant for Ozzy Osbourne. The label made a splash with 2002's Shekinah: 13 Artists, distributed by Epic Records. The release was the first such collaboration between a college label and major record company. Apollo Sunshine's CD is the first full-length one-artist release for Heavy Rotation.
"We're very excited to have our name attached to an artist like Apollo Sunshine," says Dorenfeld. "It brings exposure and credibility to our label, and I hope, in turn, we've helped them kick-start their career."
Nick Balkin is a publicist in Berklee's Office of Public Information.
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