Rockers warming to success
Tonya Parker Morrison
May 19, 2005
Before he had a rock radio hit with "Cold," bass player Mitch James of Crossfade had nothing. Well, The Nothing, to be more accurate, one of the group's first incarnations since forming in the late '90s.
After beginning in a homemade studio, longtime Columbia, S.C., friends James and vocalist/guitarist Ed Sloan became the architects of their destiny. While it's true they spent days on end perfecting their musical prowess and honing it to a razor-sharp edge, they also knew it would take more than just talent and determination to succeed.
That's right, they'd have to hit the books.
"We did our homework, read a lot of books, and they were all pretty graphic about telling you it won't happen overnight," James said.
"It really opens your eyes to a lot of things nobody really knows or talks about in the music industry."
While they researched the business end of the equation, the pair recruited Buffalo-based disc jockey Tony Byroads to spin for them. Spin? In a rock band? You bet (that's his voice in the refrain in "Cold"). Later, current drummer James Branham joined the brew.
But hiring a DJ as part of its regular dynamic isn't the only thing that sets Crossfade apart from the herd. Easygoing and lacking any hint of pretension, James explained how the band, currently on a US tour, traversed the slippery road to stardom without getting sidetracked. Unlike popular myth, success does not swoop in on gossamer wings but instead is born in the ashes and grime of years toiling in virtual anonymity.
"Anyone who walks into this business expecting to have instant money and fame, well, none of that's true. Some bands do get lucky and get a big break or know someone in the industry to help them along, but we never had any of that, all that time. We did everything ourselves -- recording, mixing, marketing -- and we loved every minute of it."
After spending several years becoming a fixture in Columbia's club scene, the quartet began slowly assembling a roster of songs and a home recording studio. Ultimately, its patience paid off. Instead of having to pay the hefty fees for a recording studio only to rush through the recording process, Crossfade took its time and did it right.
Crossfade released its debut, initially called "Cold," on its own, but only had to sit around with the 1,000 or so CDs in its arsenal for about two weeks. Bigwigs at Columbia Records, one of Sony's hordes of branches, signed the group after it tore through a set during a Los Angeles showcase. James says that the free-spirited quartet has found common ground with its label.
"We did everything on the CD, and in fact, the only thing they wanted to do was remix the tracks, but we were happy they didn't want to really change anything. It was nice not having to worry about some producer we didn't know coming in and taking over. But, ultimately, this is what these guys do, and if you don't listen to what they have to say, then you're stupid. They're all about finding a balance, a symbiotic relationship between the label, the band and radio. It's a huge business."
So huge that some people think inking a record deal automatically turns simple folk into millionaires overnight. Nothing could be further from the truth, James said. In fact, none of the band members own cars, and they all stay with their parents when they return home to visit. When you spend most of your time on the tour bus, owning a car must really seem frivolous.
In fact, when they do finally make it big and have money rolling in to fund their every whim or splurge, James and company plan to use the cash to pay back all the people who have supported them during their rise to the top echelons of musicdom. Sure, they have a hit video on MTV with "Cold," but they admit no amount of success should slice away at your modesty when so much great music abounds.
"Besides," he said with a laugh, "We have to stay loyal to them. They all have stuff on us that we probably don't want to get out."
It may not be an episode of "Lifestyles of the Rich and Famous," but life in a rock band is still pretty cool for this motley bunch of performers. They're still just four friends who enjoy spending time together, thrilled to be given a chance to do what they love and get paid for it.
For more information on Columbia Records' Crossfade, go to www.crossfadeonline.com.
After beginning in a homemade studio, longtime Columbia, S.C., friends James and vocalist/guitarist Ed Sloan became the architects of their destiny. While it's true they spent days on end perfecting their musical prowess and honing it to a razor-sharp edge, they also knew it would take more than just talent and determination to succeed.
That's right, they'd have to hit the books.
"We did our homework, read a lot of books, and they were all pretty graphic about telling you it won't happen overnight," James said.
"It really opens your eyes to a lot of things nobody really knows or talks about in the music industry."
While they researched the business end of the equation, the pair recruited Buffalo-based disc jockey Tony Byroads to spin for them. Spin? In a rock band? You bet (that's his voice in the refrain in "Cold"). Later, current drummer James Branham joined the brew.
But hiring a DJ as part of its regular dynamic isn't the only thing that sets Crossfade apart from the herd. Easygoing and lacking any hint of pretension, James explained how the band, currently on a US tour, traversed the slippery road to stardom without getting sidetracked. Unlike popular myth, success does not swoop in on gossamer wings but instead is born in the ashes and grime of years toiling in virtual anonymity.
"Anyone who walks into this business expecting to have instant money and fame, well, none of that's true. Some bands do get lucky and get a big break or know someone in the industry to help them along, but we never had any of that, all that time. We did everything ourselves -- recording, mixing, marketing -- and we loved every minute of it."
After spending several years becoming a fixture in Columbia's club scene, the quartet began slowly assembling a roster of songs and a home recording studio. Ultimately, its patience paid off. Instead of having to pay the hefty fees for a recording studio only to rush through the recording process, Crossfade took its time and did it right.
Crossfade released its debut, initially called "Cold," on its own, but only had to sit around with the 1,000 or so CDs in its arsenal for about two weeks. Bigwigs at Columbia Records, one of Sony's hordes of branches, signed the group after it tore through a set during a Los Angeles showcase. James says that the free-spirited quartet has found common ground with its label.
"We did everything on the CD, and in fact, the only thing they wanted to do was remix the tracks, but we were happy they didn't want to really change anything. It was nice not having to worry about some producer we didn't know coming in and taking over. But, ultimately, this is what these guys do, and if you don't listen to what they have to say, then you're stupid. They're all about finding a balance, a symbiotic relationship between the label, the band and radio. It's a huge business."
So huge that some people think inking a record deal automatically turns simple folk into millionaires overnight. Nothing could be further from the truth, James said. In fact, none of the band members own cars, and they all stay with their parents when they return home to visit. When you spend most of your time on the tour bus, owning a car must really seem frivolous.
In fact, when they do finally make it big and have money rolling in to fund their every whim or splurge, James and company plan to use the cash to pay back all the people who have supported them during their rise to the top echelons of musicdom. Sure, they have a hit video on MTV with "Cold," but they admit no amount of success should slice away at your modesty when so much great music abounds.
"Besides," he said with a laugh, "We have to stay loyal to them. They all have stuff on us that we probably don't want to get out."
It may not be an episode of "Lifestyles of the Rich and Famous," but life in a rock band is still pretty cool for this motley bunch of performers. They're still just four friends who enjoy spending time together, thrilled to be given a chance to do what they love and get paid for it.
For more information on Columbia Records' Crossfade, go to www.crossfadeonline.com.
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