Most people talk about the fact that the economy has changed. On Monday, November 19th, we had proof.
Usually in the afternoon, some sort of rep stops by to show us some work. To lure us into their viewing, they bring food, key chains, zip drives, cake, cookies, CDs, tee-shirts.
A couple of days ago, a guy wanted to spend some time with us. He was coming to talk about up and coming bands. He didn’t bring any cake, cookies, or barbecue. But the room was packed anyway.
Maybe it was because he hosts a radio show called Little Steven’s Underground Garage. Or it might have been the fact that he’s a member of Bruce Springsteen’s E Street Band. Then again, he also played Silvio Dante on the The Sopranos and there are a lot of fans here. He goes by the name Little Steven.
To have Mr. Van Zandt show up at Hill Holliday to discuss the idea of selling us some up and coming bands is a bit like having Tom Brady show up to chat up some athletes with undiscovered potential.
In a packed conference room, Little Steven shared his view of the musical landscape right. He believes that there’s a lot of good music out there isn’t being heard.
He said that right now, for new bands, MTV isn’t happening. Radio isn’t happening. The one thing that is happening is commercials.
He wants to get exposure for up and coming bands by getting them to work on major advertising campaigns. To read it in a newspaper is one thing, to hear it from a primary source is quite another.
Another cause he is passionate about is his non-profit, Rock and Roll Forever Foundation. According to the website, their mission is, “To educate and promote the history and achievements of Rock and Roll music as well as other traditional and modern music forms.” Little Steven believes it’s time to get rock and roll on the public school curriculum.
“Enough with the tubas, already,” he said.
Joe has worked in both Boston and New York on accounts including AT&T, Coca-Cola, Fidelity, Business Leaders for Sensible Priorities, John Hancock, and Chili’s. His work has been honored with numerous industry awards including Hatch, the One Show, the Athena Awards, CA, and Andy. A former freelance journalist and competitive sailor, he began his career in advertising as an intern at Hill Holliday. In 2006, Joe rode the Tour de France as a fundraiser for a co-worker who was battling cancer. 
Perhaps more people should have watched Jack Black’s movie, “School of Rock.” It’s one of my favorite films, actually. Jack Black stars as a wash-out rocker who pretends to be his friend who was accepted as a teacher in a respectable stuck-up elementary school. Basically, what happens is that he taps into his class’ musical side and turned them into a great rock band complete with a band crew. It’s a kid-friendly movie but very entertaining for grown-ups as well.
Couldn’t agree more. Play more music. I remember in high school class we got to listen/study the current music we liked, only if we all passed the end of the week quiz. I got more out of studying the new stuff than trying to remember how many quartets Beethoven composed for the piano in 1785. Plus, listening to John Bonham play the drums behind Page’s riffs can’t get any better.
as a former music manager in LA helping so many talented underappreciated individuals try to make a living and now as someone who now makes a living executing smart marketing ideas together….. Van Zandt thank you for stepping up and making this agenda a priority!!