WHEELS 2.0 COMES ALIVE, RACES
A BIG MACHINE

This week, Wheels brings you a hot new rock group from Florida, along with an interview with Jamie Roberts of Big Machine Media, who tells us how the company helps new bands with branding and development. Keep feedin’ my inbox: [email protected]

SPOTLIGHT
It’s Alive (www.myspace.com/itsalive): Recently signed to Wind-up, this Florida rock band will be going on tour with Sick Puppies and Janus in July and August. Their new single “Pieces” is available now, and their Human Resources album streetis next Tuesday(5/25). For a band whose members are still in their early 20s, It’s Alive has a polished, veteran sound and is poised to do big things in the coming year. This will definitely be a band to keep an eye on; check em out and let us know your thoughts.

EMAIL Q&A WITH JAMIE ROBERTS FROM BIG MACHINE MEDIA
How did you get started in the music business?
In my sophomore year of college, when I was home for the weekend, I got a hold of a Village Voice and saw an ad in the Help Wanted section that said, “if you like hip-hop and alternative-rock music, fax your resume to this number.” I did, and got my first internship at Set to Run PR, working for amazing people who taught me a lot, like Jocelynn Loebl, Susan Mainzer and Leyla Turkkan. That knowledge and those relationships took me through the rest of my career.

At what point did you find yourself more interested in PR than working for a label?
I’ve worked in PR at an indie label, a couple of major-related indie labels and a major label, and enjoyed each job for different reasons. In 2006, I just felt like it was time to step out, explore my interest in new media and make as big a difference as possible for as many different bands as possible. The best way to do that was to go independent.

Can you tell us a little bit about what Big Machine Media does
We work with our clients to create integrated publicity and new media strategies to take brands to the next level. We explore client interests and areas of expertise to obtain alternate angles to pitch unusual media that brings new audiences to you. We also refine your online presence to give these new audiences the most effective experience when they go to your sites.

What do you think separates your company from other PR companies?
I don't really call us a "PR company" anymore. We are more of an artist development company. We become part of your team and bring ideas and connections to the table that go beyond that of traditional PR. What we can give you is limited only by your willingness to interact with us. We also have an office in London and are a truly international company that can cross acts over to both markets.

Most companies don't seem to wanna work with baby bands. Why is your philosophy different, and who are some of the young bands you’ve helped.
I’m really proud of the work we’ve done with baby bands. We’re currently working with the No Label Needed series sponsored by Scion and Metalinsider.net, and the featured band, Iron Thrones from Minneapolis—they are really starting fresh. I love this series because I get to work with them and everyone gets to learn from what we do with them. We are in the throes of it now and it is exciting [readers, check it out at www.metalinsider.net/nolabelneeded ]. Another great example is Mile Marker Zero; they have an awesome album that press really dug. We helped them sequence it, we helped with the photo shoot, introduced them to the designer who did their album art, introduced them to the guy who put their songs on the Rockband network, set up an industry showcase in NYC, and got them in the studio with a great producer to record even more material. We also did some great work with a band called TV TV—we had them in Blackbook, AOL, the Associated Press, Seventeen, PopStar and more.

Final question: thong or granny panties?
A lady never tells!