|
|
|
CHICAGO GOT LARGE!
|
How could we ever forget about those glorious daze which were to put Chicago on the map as the birthplace of… house music, with a whole bunch of peeps considered nowadays as legends, from the late Ron Hardy, to Frankie Knuckles, Farley JackMaster, Ron Trent, Cajmere, Lil Louis & Marshall Jefferson to name but a very few!!! No need to say how things have moved since with the arrival of new names, technology, labels in addiction to a drastic change in terms of economical balance as far as the latest are concerned. Large Music CEO Jeff Craven has his words to depict the current situation…
Hella, Jeff. Long time no spoken. How have you been?
Hey Brother! Great to speak with you. I have been really good over here in Chicago. We have just been working hard to get Large all caught up in this digital age.
House music has entered its third decade. What’s the balance sheet you’re drawin’ up?That is an interesting question. I think we are entering a very crucial time because House Music has suffered from what I call an identity crisis. Younger generations are having a hard time understanding what House is about… and that has concerned me greatly. Who would have ever thought that House would be considered “old people’s music”… Waow the thought of that is hilarious, isn’t it? We have to figure out how to stand out to this younger generation and do it quickly before it is too late. I think building a brand that is strong in the digital stores such as iTunes and Traxsource is critical. I also think we have to think a little more out of the box; what I mean is that we have to experiment a little with the sounds and let other influences be a part of what we do. It seems the tastes of some of the younger generation vary greatly and I think our sound should vary as well.
Do you remember the first house record you’ve ever heard? What & when was it? What has been your first impression ?
‘Time Marches On’ by the Jungle Wonz in a smoky, dark underground club in St. Louis around 1988… That rolling bassline was the sweetest thing to my ears I had ever heard. I still get chills thinking about it.
What has decided you to launch your own company? How was the competition at the time?
At the time… around 1990/91, the initial wave of Chicago house was dying out a little bit. There were all these younger artists like DJ Sneak, Glenn Underground, Johnny Fiasco, & Lil John who were desperate to get their music heard. I decided that a new label could be a great outlet for what I consider was the second wave of Chicago House. Large Music arose out of that second wave along with Cajual, Prescription, & Guidance.
Miami has changed quite a lot along those last 10 years. Does it have the same impact as back in the days?
I think that the Conference still has the strongest impact on dance music as a whole. It’s a wonderful way for labels and DJ’s to expose their music to a wide audience.
You’re far from being a nu comer there. D’you feel as excited as the very first time?
To be honest Frederic, I do get really excited once I land… and start to feel that Miami magic all over again. The biggest thrill for me is seing people pour into our Get Large event and feel that special energy. I have always strived to pick DJ’s for the night that have a unique ability to connect in a positive way with the audience through their music. Many people have often told me that the Large party always has the best vibe of any party down there.
The differences as compared to nowadays... In terms of atmosphere, environment???
Well, I find it to be much more commercial and less industry focused. Thousands of people stream into South Beach just for the parties, and I am one of the industry types that things this is very positive. I hear so many complaints from some of my peers that they can’t get any business done anymore there… That the Conference is saturated with people who just want to party. I think this is wonderful actually, and gives labels a chance to showcase our music to new crowds who are hungry for fresh, unique sounds.
In regards to the promotion of music?
We certainly don’t see everyone one walking around with vinyl promos anymore! Remember those days Frederic! Seriously though, its much harder to promote that “hit song” like the old days. I just try and concentrate on making sure our party is successful and let that speak for itself.
If there was one souvenir you would keep firmly in mind after all these years?
Just the memories of the wonderful Get Large parties we have held over the years...
Looks like Large Music is the most important structure nowadays in Chicago. Somehow ironical in this city reknown for being the birthplace of house music...
It is ironic isn’t it? I think Chicago labels and artists tend to get overlooked somewhat with the strong talent pool that is found in New York. I have always tried to represent this wonderful city of Chicago with the label…and I will always strive for that goal.
The Chicago scene?
We have some wonderful DJ’s and new clubs right now in the city… but I would really like to see more up and coming producers get innovative and push the boundaries of our music a little more.
Any new name/sound to check out in the weeks/months to come?
I have a huge amount of excitement about an artist named Scott Wozniak although far from being a new comer. He recently did a track called ‘Breathe’ for us in the fall… and it has done really well. I think he is going to be a top name this year. Also I have been working with a band called White Lotus Society… It’s a wonderful funk and jazz outfit that features the former drummer from Eryka Badu’s band. I have a new single planned with them and I love their sound.
Back to your label. Your best seller in terms of 12’’, albums?
The seminal release “Gabriel” by Roy Davis Jr.
Your biggest flop?
There are always records I wish would have done better… but I never really consider anything a flop.
Your biggest disappointment?
Probably the way our CD distribution has gone over the last several years. Every time we find a company that seems to do a good job, they go bankrupt on us! It’s been really really frustrating.
Suppose you would have to do this all over again, would you do it the same way?
I believe in the saying “no regrets”. It has been a wonderful journey with all of the talented artists we have worked with over the years.
Your view as far as house music is concerned as a whole nowadays?
Like I was saying before, I think we really need to learn how to appeal to the younger generations who are discovering house music for the very first time. We have struggled with an identity for a few years now… and we all need to try harder to understand and then explain who we are and why our music is so vital.
The future of Large Music?
We want to concentrate of course on the digital market, and make sure we have a strong digital brand across the world. Also, I want to focus on CD compilations because I still think there is a viable market for good, well packaged DJ CD compilations.
Forthcoming projects/Releases?
We have a brand new CD mix from DJ Jask, who has been a solid artist the last few years. It is the third installment in the Get Large series. We have Julius Papp following up with the 4th installment after that one.
As far as singles, look for new cuts from Scott Wozniak, Solar House, White Lotus Society, and a special appearance from vocalist Lisa Shaw! MFSB
INDAMIXWORLDWIDE.COM: Only the best, No time for the rest!
INTERVIEW
