[ HAWAII AT WORK ]
FL MORRIS / FMORRIS@STARBULLETIN.COM
Patti St. John
helps make music
Neos Productions Inc. brings young artists
to a record store near youMy husband and I run Neos Productions Inc., a record production company based in Mililani.
He spends 12-15 hours a day surrounded by recording equipment in his studio, which he calls "the cave." He's the producer, recording engineer, graphic artist and accountant. I handle marketing and promotions, provide secretarial and janitorial support, and help produce a couple of compilation CDs each year. Bob refers to me as "the boss," but I suspect it's just to make me feel special as I take out the rubbish.
One of the most frequently asked questions I get is, "So, what do I have to do to make a record?" That question doesn't come with a simple answer.
The starting point for most artists who get a recording contract is making a demo. If I were to write a how-to book on approaching a record producer, my model would be one of our newest artists, Kawika Regidor. He did everything right. He sent us three songs that he had recorded on a home cassette recorder -- the demo -- which enabled us to hear the quality of his voice. We felt his music was a good fit for us, so we called him in for an interview. Kawika arrived on time -- which is unusual! -- with his guitar and didn't even blink an eye when we asked him to perform an original song for us. He brought a list of his songs with lyrics, and produced a prepared list of thoughtful questions about the recording process.
Kawika's CD was finished in about eight weeks because he was organized, rehearsed and on time for all of his pre-production and recording sessions.
Most artists think this is where their work ends, but it's only the beginning. Timely promotional activities are a necessity for sales.
Once the CD is finished and sent to the mainland for packaging, an artist has about six weeks to get his or her live show together so they are performance-ready by the time the CD hits store shelves. The new artist has to put a band together, rehearse and do live performances.
Many of those who think they wanted to make a record fall apart within a couple of months. Television and radio interviews in the wee hours of the morning, restaurant and clubs at night, and afternoons filled with mall and in-store shows are fun at first, but quickly become exhausting, especially when you add work or school and other responsibilities to the picture.
The record label is working hard too. In the last couple of days I've scheduled three promo performances; had meetings with two artists to discuss promotions; negotiated in-store promotions for a new CD; mailed out press kits for the new CD; created a story board for a music video, scheduled the shoot and got approvals for locations; coordinated ads for a magazine and TV spot; e-mailed directions to a gig (artists frequently get lost); made sure a store is stocked for a Saturday in-store performance; got posters ready; sat in on new band's rehearsal; started a list of songs for the next compilation CD ... and, of course, took out the rubbish!
The music industry in Hawaii is very small, competitive and isolated,but we've learned many things over the years that helped us improve our products and services. And, even after so many projects, hearing our artists on the radio still brings a smile of pride to my face every single time.
Hawaii At Work features tells what people do for a living in their own words. Send submissions to: business@starbulletin.com
