www.musicconnection.com

CAREER CONNECTION
By Brett Bush
Launches New Label, Studio Complex for Artists
The Yamaha Corporation recently launched the Yamaha Entertainment
Group (YEG), a one-stop boutique label and artist development
initiative. Based in Nashville, TN, YEG is working directly with rising
and established artists, and has built a new studio complex for both sound
and video recording. The label will support artists from recording to publishing,
licensing, branding, publicity and video. YEG has partnered with
ADA (Alternative Distribution Alliance) for the marketing, promotion and
distribution of the releases.
Isn’t this a risky time for anyone, even the world’s largest musical instrument
manufacturing company, to launch such an ambitious effort? “This is
a very focused initiative,” says Chris Gero, founder of Yamaha Entertainment
Group. “For many years, Yamaha has helped
to brand talent through endorsements, which work
for both the artist and for us. We have a lot of experience
in the development of artist careers.”
The roots of the Yamaha Corporation go back
to 1887 when founder Torakusu Yamaha built his
first reed organ. Since then, the company has become
one of the most influential and successful
international companies, not just for the keyboard
instruments it is best known for, but for a series of
innovations. From recording equipment to motorcycles,
Yamaha has developed and successfully
marketed an array of products. So why not work
directly with artists to create careers?
Yamaha is already structured much like a label,
with an international presence in the music business,
an iconic name closely associated with all
forms of popular music, long-standing relationships
with major artists; concert, film and television
ties, and existing artist relations departments.
Taking that one step further by building a dedicated
recording and video facility in Franklin,
TN, YEG is able to streamline many elements
of the production process. Additionally, with the
resources of the Alternative Distribution Alliance
and utilizing the Yamaha Artist Relations divisions
the Group oversees in New York, Los Angeles,
Nashville and Indianapolis, YEG has assembled
the components to create a powerful machine to
address all phases of artist development and marketing.
Having some heavy hitters such as Elton John on your team doesn’t
hurt, either. One of the first bands signed to Yamaha Entertainment Group
is LEOGUN, a London-based band represented by Elton John’s management
company, Rocket Entertainment Group. The band has released a
single and an EP on the YEG label, with a full-length album in the works.
Not restricted to audio releases, YEG is producing a documentary on
the making of the custom-designed Yamaha piano featured in Elton John’s
Las Vegas show, Million Dollar Piano. Yamaha Entertainment Group is
also producing the DVD release of the live show. Such video projects are
planned to be an integral part of YEG, utilizing and expanding the existing
in-house video production infrastructure.
“We look at everything,
and are actively seeking
exceptional talent.”
––Chris Gero
Other artists closely involved with Yamaha Entertainment Group include
Sarah McLachlan and Jon McLaughlin, who participated in the Group’s
first sweepstakes and contests. Via the website, http://yamahaentertain
mentgroup.com, ongoing contests and sweepstakes are offered for fans to
win opportunities for meet-and-greets at live performances, autographed
items, and to purchase one-of-a-kind products. A recent contest invited
aspiring producers to remix the LEOGUN track “Let’s Be Friends” for a
chance to win a trip to Nashville, to record (one song) at the Yamaha studio.
YEG plans to develop new talent in addition to enhancing its existing
relationships with established artists. “We look at everything, and are actively
seeking exceptional talent,” says Gero. “The best way to submit is
through a manager directly to us.”
According to Gero, this initiative is about getting to the talent and creating
careers. “Yamaha has a long history of involvement and support of
artists and their careers. This is a critical time for music, but there is great
opportunity for developing careers. There will always be an audience and
a market for music, and we want to be in it.”
Contact David McTiernan / Shore Fire Media / dmctiernan@shorefire.
com, http://yamahaentertainmentgroup.com
DAVID BEAN
48 February 2013 www.musicconnection.com