903 Music Aims to be Artists'
BY ERICK ANDERSON / CMA
Music recording artist Neal McCoy.
2007 CMA Close Up News Service
As a performer, Neal
McCoy had all he could hope for - except a record company that loved
him as much as the crowds did. So he started his own label, dubbing
it "903 Music" after the area code of Longview, Texas,
his hometown. So far, the new enterprise has done well. For starters,
it generated McCoy his first Top 10 single in nine years. It's also
developed enough muscle and confidence to take on two more acts:
Darryl Worley and the Drew Davis Band. Worley's first 903 album
was released on Nov. 21, while Drew Davis Band is scheduled to make
its recording debut the second quarter of 2007.
After working with Charley
Pride for six years, McCoy signed to 16th Avenue Records, Gaylord
Entertainment's short-lived label, in 1988. In 1990, he migrated
to Atlantic Records, where he would spend the next decade. His first
few singles fizzled on the charts, but his career appeared to skyrocket
in 1994 when "No Doubt About It" went to No. 1. He followed
it with "Wink," an even bigger hit that stayed at the
top of the Billboard chart for four weeks. Throughout the next three
years, he scored six more Top 5 singles. Then things began tapering
off. From 1997 until "Billy's Got His Beer Goggles On"
came along in 2005, none of his singles rose higher than No. 22.
When Atlantic shut down,
McCoy moved to Giant Records and then briefly to Warner Bros. Records.
But despite being plagued by label closings, executive turnovers,
priority shifts and a frustrating indifference at radio, the lanky
singer was such a dynamic live performer and tireless touring act
that he still racked up one Gold and three Platinum albums.
Allied with McCoy in
903 Music are two silent-partner financial backers and his long-time
manager, Karen Kane. They launched the label in July 2004, Kane
said, but didn't announce it until the following February, after
they had a staff in place. In the interim, McCoy completed his album,
That's Life, and shot the music video for his rollout single, "Billy's
Got His Beer Goggles On."
"We realized that
as an independent [label], we had a lot of things working against
us," Kane said. "But, luckily, when we did launch the
label, it was the perfect time for one in the marketplace. We needed
to have a really strong promotion team in-house. That's the first
thing that we did." (Prior to becoming McCoy's manager, Kane
spent 13 years in marketing and sales with Warner Bros. and WEA
Kane's first hire was
Bill Mayne, a former General Manager and promotion executive at
Warner Bros. whom she once described as "Vice President of
anything and everything." He was put in charge of promotion
and artist development. Then came four regional in-house promotional
reps, a digital content staffer, a marketing consultant and an independent
publicist. Recently, Kane added Chris Rogers, the veteran music
video director, to the marketing staff. The label uses independent
"The landscape has
changed completely," Mayne said. "To me, the exciting
part is understanding the changes in the marketplace and adapting
to a new methodology to getting music exposed. First and foremost,
you have to have credible people and credible product. We've got
a smaller staff than anybody out there in the marketplace, so it's
a matter of working hard and working smart. It's not about unlimited
resources and large staffs. We're forced to be more creative."
To raise both McCoy's
and the new label's visibility, 903 signed on as a sponsor of the
2005 Country Radio Seminar. This enabled the video for "Billy's
Got His Beer Goggles On" to be played prominently throughout
the Seminar, including at the heavily attended New Faces Show. That's
Life was released in August 2005, and "Billy" peaked at
No. 10 in late November.
Once it became apparent
that 903 was gaining traction for McCoy, the principals decided
to "grow the label" by signing other acts, Kane explained.
Worley was a natural choice. A casualty of DreamWorks' closing,
he had a catalog of hits that included "I Miss My Friend,"
"Have You Forgotten" and "Awful, Beautiful Life."
More important, as far as the label was concerned, he had an organization
So did the Drew Davis
Band. "They're a new act, but they already have a business
in place," Kane said. "They've been touring for three
years. And that's really our criterion - signing acts that already
have businesses in place. The way our business model works is that
we view ourselves as sort of a link in the chain of the artist's
business. One of the issues with Neal was that we felt like our
organization was working on all levels except for our records. We
decided if we did everything else in-house, why not pull that in-house
Based in Los Angeles,
the Drew Davis Band, Kane said, already has a publishing deal and
a booking agent and is managed by Doc McGhee of McGhee Entertainment.
Currently, the band is shopping for songs and a producer. And so
is McCoy, as he looks toward his second album.
Kane speculated that the label's album budgets will vary widely,
"depending on which producer you have and what kind of deals
you cut. But I think the budgets that we have for albums are comparable
to what the majors have. We want to put out quality products."
While 903 products are
available via all the major digital providers, Kane said that most
of the company's sales are through conventional retail outlets.
She turned to another former colleague at Warner Bros. - Neal Spielberg
- to advise the label on how to get its albums into the marketplace
most effectively. "Because we have a real seasoned professional
advising us in Neal, we're pretty conservative on what we manufacture
as opposed to what we ship. We want to make sure that we don't have
a lot of returns. Because of Neal's experience, we've been able
to keep that percentage pretty tight and not over-manufacture. Our
Navarre, and they've been really great about turning around product
Kane admitted she couldn't
comprehend the gulf that exists between McCoy's enormous crowd appeal
and his generally tepid reception at radio. "After 10 years
with Neal, I still scratch my head about that. Of course, every
station wants him for its listener-appreciation show. We try to
explain to radio that their consumers are buying tickets to his
shows, putting out cold cash to see him and that he has a real impact
in the market. But sometimes there's just a disconnect there that
I haven't really been able to explain.
"I know that [radio
programmers] love Neal personally. It's not that they've turned
their backs on him as an artist. But they just haven't felt - this
is what they're telling us - that he's had the right songs. And
then we came with 'Billy,' and they gave us that support. They felt
like their audiences demanded that song. Neal's biggest successes
have been from songs that consumers have demanded."
Kane estimated that McCoy
does about 120 shows a year. "He would do many more,"
she said with a laugh, "if we would let him. He's really in
heavy, heavy demand as a live performer." Later on, McCoy plans
to give the Drew Davis Band a shot as his opening act.
tours on his own," Kane observed. "He's headlined his
own tours from the very beginning because nobody would follow him."
On the Web:
BY JEREMY COWART / CMA
Music recording artist Darryl Worley.
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