An Indie Ignites Eruption Music Group takes DIY path to launch diverse new roster.
Dream loud. It's the slogan of Eruption Music Group and words to live by for company CEO/artist Marco Bosco and his partner, president/co-founder Aaron J. Braunstein.
After Bosco's deal with a Universal/Fontana-distributed indie label fell apart in 2009, he and Braunstein-who previously worked in the financial business-decided to form EMG. They created not just a record label, but a full-service operation that offers artist management and a number of other services, including radio promotion, marketing, branding and distribution. Bosco is EMG's flagship artist and house producer, but he's just one of several talents affiliated with the company. Other acts include Argentine rock band Infierno 18 and solo artists Moses Stone, Ryan Castle and Maddie Lauer. Bosco's latest single "Senseless," a hip-hop pop collaboration with rapper Shawn Mims, and "Angel," an epic power ballad from Castle that features Bosco, Stone and Lauer, are both now available through iTunes and other digital retailers.
Working with the outdoor ad firm Van Wagner, EMG will continue to employ the billboard strategy it used in promoting Bosco. "We really want to get in people's faces and start building a connection with the brand," Bosco says. The company is also promoting its music through Delta Air Lines' in-flight programming and plans to participate in Movie Tunes' marketing program at Pacific Theatres.
As Braunstein says, "We focus on the people, the consumer, rather than focusing on the system or impressing people in the industry. We also position ourselves to work with clients across all industries, not just music in areas like business development, art design and branding." As for the future, Bosco has plans for a package tour in 2012 for EMG acts. Here's a look at the EMG roster:
| MADDIE LAUER
Lauer, a 21-year-old singer/songwriter from Columbus, Ohio, began performing as a child in local talent shows and church on Sunday mornings. Participation in the Orlando, Fla., "Talent Rock" competition led to a deal with an indie label. By 18, she relocated to Los Angeles and spent a year in a girl-group quartet before pursuing her dreams as a solo artist, influenced by Musiq Soulchild, Toni Braxton, Mariah Carey and Sade.
| INFIERNO 18
This Argentine trio was formed by cousins Tomas Taranto (vocals/guitar) and Nicolas Taranto (vocals/drums) and bassist Sergio Munich. Infierno 18 made its official debut in 2001, playing the 50th birthday party of Leon Gieco, known as the Argentine Bob Dylan, who soon invited the band to serve as a support act. When they recorded their debut album, the band members were a mere 12 years old. In the decade since, they've shared the stage with acts ranging from Green Day to Katy Perry, and their version of "My Way" is currently being heard in a Coca-Cola campaign in South America. They are believed to be the youngest act ever signed to Sony Music Argentina. EMG A&R director Ronnie King, who has worked with 2Pac and the Offspring, brought the group (and later Ryan Castle) to EMG for the United States. The trio's first U.S. single, "Facil," is set for a spring release.
| RYAN CASTLE
Singer/songwriter/pianist Castle isn't just a musician: He's a serious student with a master's degree in music theory. The 27-year-old from New York's Howard Beach neighborhood cites Frank Sinatra, Ray Charles and Billy Joel as influences.
| MOSES STONE
This rapper/singer/musician/dancer first made his mark on MTV's "Say What? Karaoke," BET's "106 & Park's Wild Out Wednesday" and "Showtime at the Apollo." The 24-year-old from Washington, D.C., relocated to Hollywood two years ago to attend the Musicians Institute and worked at Universal Music Group Distribution while honing his mix of hip-hop, pop and Motown. He worked in the EMG office for six months before signing a management and development deal with the company. He's been confirmed for a blind audition on season two of NBC's "The Voice," which debuts after the Super Bowl.