Thursday, January 15, 1998
‘Moonshine Over America’: How an economics major becomes a major
player
MUSIC: From humble beginnings he built himself, his business
into a force in the world of electronica
By Vanessa VanderZanden
Daily Bruin Staff
Up until five years ago, the world of electronic music had no
commercial vehicle for reaching its audience. Only by smuggling
tape recorders into clubs and underground parties could techno fans
procure albums of their favorite artists. That is, until former DJ
and promoter Steve Levy began Moonshine Records with his brother,
Jon.
"For me, it’s just been a gradual process," Levy explains. "I
originally used to put on parties here in LA, and DJ-ing and
everything’s been kind of a natural progression. My job’s
definitely changed and I definitely get up earlier in the morning
than when I used to DJ and run clubs."
Though he continues to spin tracks in his spare time, Levy now
dedicates most of his work day to the creative end of his
electronica-based label. Currently, the label focuses its attention
on four well-known acts: Keoki, Cirrus, Carl Cox, and The Wizard of
Oh, though in the past it has helped to produce acid-jazz and
rock-electronic groups as well. The process involved in each
artist’s recording varies from that of standard rock bands.
"(They) rent a high-end studio, rent a high-end agent and spend
months tracking and writing while they’re in the studio," Levy
notes. "Generally, by having their own studios, these guys are
writing constantly. You set a deadline for when you need an album,
obviously, and a lot of the writing you’ve done all the time."
Levy also concentrates his attentions on selecting the DJs which
Moonshine records. He usually draws on his previous DJ and
promoting experience to attract artists. Other times though, a
rare, mailed-in demo will catch Levy’s ear.
"Keoki used to come out and play at my clubs back in late ’90
and ’91," Levy says. "Through the whole thing, we’ve just been
friends working together with a common goal … With Cirrus, that
was the classic situation where a demo got sent in and I loved
it."
Yet such means of breaking into the business remain uncommon.
Though Levy attempts to sort through as many demos as possible, few
make the grade. Even those that do may not be guaranteed an entire
album.
"We’re fortunate being able to do our compilations," Levy says
of Moonshine’s multi-artist recordings. "If I like something, I can
test the water with it, putting it out and not having to tie anyone
down to any long-term contracts. I can get a good idea just from
hearing it on a compilation and how it’s received that way."
Though Levy admits that operating as a small label allows him to
help develop the acts Moonshine carries, he feels that the artists
would be as successful without his efforts. And he believes that
mainstream radio station-sponsored events, rather than destroy the
unique underground sound of the genre, merely make the music more
accessible. He would even like to work with such media centers as
KROQ in the future.
"As long as we’re not changing the music and keep doing what
we’re doing and the music is coming from where it’s coming from, I
don’t think it matters who listens to it," Levy stresses. "We’re
trying to publicize it too. I don’t think it has any affect on the
quality of it. I think if you’re trying to mold the music to fit
the audience, then you’re getting into the credibility issue, and
we’re definitely not changing anything."
Whatever Moonshine has been doing, seems to be working. Sales
are up, reflecting increased interest among youths across the
country in the electronic music scene. Though Levy admits the L.A.
environment remains jaded, after nearly half a decade of
submergence in the techno world, new cities are opening up to the
market.
"The appeal of our music is it’s just fun to listen to," Levy
explains, suggesting the possibility of it outliving this century.
"It strikes emotions in people and it’s something people can
identify with. I think the difference between that and what disco
became – pop, manipulated by the different labels – is that you
can’t manufacture this music."
For that reason, part of Levy’s concerns have centered around
providing his artists with venues for performing live. And, since
most British DJs only travel to the States for a few dates each
year, Levy promotes only American acts that can make the rounds to
many a techno party. His label will be hosting a multi-act
extravaganza entitled "Moonshine Over America" this year, to follow
the success of last year’s like-titled tour.
"It was something we had been planning for about a year as a
kind of a reaction to the fact that we find it very hard to get our
artists out on an organized tour, because they’re not traditional
modern rock bands and they’re not really suitable for playing in
traditional club venues, like, maybe The Whisky or something," Levy
says. "I didn’t really know how to handle getting a show nationally
in an organized way, so we did a lot of research, found out who the
promoters were in each city and what the venues were."
Such an accomplishment seems a far cry from Levy’s original plan
of investment banking with an economics degree from Pepperdine.
Although his interests always lay in spinning and promoting, he
never imagined it would become his life. Not that it was an
altogether easy ride to the top.
"Most hard-up times?" Levy ponders. "Six packs of tacos at Taco
Bell for a buck 29. Luxury was a dinner at Norm’s, $4.95. I was
working out in the back of my house, the room in the back of the
garage that I was renting, and we had buckets collecting the rain
water in the winter, with the rain pouring."
Now, Levy has a successful label. The money’s rolling in, and
things only seem to be looking better in the future.
"You’re going to be seeing a lot more bands using electronics to
bring together all the various influences in music," Levy predicts.
"And that’s really how electronic music is going to the mainstream.
I think there’s going to be continuous experimentation at the
underground level that’s always going to push the envelope on
production. I hope it’s a couple of our bands that are out there
doin’ it."
Moonshine Music
Moonshine Records owner Stephen Levy.