College reps link listeners to source of new sounds

Monday, September 22, 1997 College reps link listeners to source
of new sounds STUDENTS: Students help promote bands, open doors at
record labels

By Jeremy Engel

Daily Bruin Contributor

Music blasts from the speakers at noon on a sunny day in
Westwood Plaza. You weave your way through the crowd around the
stage, hoping to make it to class on time. Out of nowhere, a
stranger with a backpack swoops down, hands you a CD and a sticker,
then evaporates back into the cluster of students before you have a
chance to mutter, "Thanks."

Who is this phantom, this mysterious purveyor of aural pleasure?
Sounds like the work of a record-label college rep.

College representatives bring students closer to music and the
record industry, while giving record companies access to student
customers. For students looking to get a foot in the door of the
music business, becoming a college rep provides education,
experience and all-important connections. By employing college
representatives, record companies gain grassroots marketing,
publicity and promotion from people familiar with the lucrative
college market. And, the college community benefits by gaining
exposure to new music and bands and getting closer to the music we
already enjoy.

So, what exactly do college representatives do?

"Our college reps receive CDs and other marketing supplies and
distribute them at local retail stores," says Christina Biglin, who
manages a field staff of nearly 50 college representatives around
the country for Atlantic Records. "This could mean getting friendly
with skate shops, bars, clothing stores or whatever, and having
them play the music in the stores. They also give friends and
students free CDs and do their thing with flyers and posters if a
band comes to town."

"My job is to promote the label on campus and make sure everyone
knows what’s up," says Felix Flores, Jr., a fourth-year student and
campus representative for Def Jam. Flores distributes tapes, CDs
and stickers to students and supplies local restaurants like BJ’s
with Def Jam music to play during business hours.

"It’s a lot of fun," says Michelle Rodriguez, a third-year
student and Mercury Records college representative. "We had a great
time with Cake. We had the band and three or four reporters from
college newspapers kicking back around a table, real relaxed and
informal."

"We’re the middlemen, the intermediaries between the college
press and our artists," says Lee Korisu, Sony’s Southern California
college representative and a student at USC.

Other marketing efforts include listening parties in dorms or
lounges, club nights and promotional kits.

Promotional kits?

"When Romeo and Juliet came out, we had these date kits with
Cardigans CDs and a condom. Also, students got kits with different
goodies after ‘Food for Finals’ in the dorms," Rodriguez says.

But the college rep gig is just as much about education as
production.

"Learning is a big thing for the students," Biglin says. "This
opens so many doors. Of all the Atlantic college reps that
graduated last year, I think only one is still looking for a job in
the industry, and she’s almost there."

Record companies measure the sales influence of college
representatives several ways. By checking with retailers, record
companies can determine how many coupons have been redeemed. "Also,
we check SoundScan each week, and the effectiveness of college reps
absolutely pays off for us," says Biglin.

How much work is required of college representatives and how’s
the pay?

"The work load can be intense. Over the course of one week, I
can go to three to five shows, do a lot of other promotional things
and it can add up to 50 hours. I love music and I’m passionate
about what I do, so the low pay doesn’t phase me," Korisu says. How
low is the pay? "Low," he insists.

Rodriguez says she makes $150 a month. She considers her job a
passion as well, and believes it will help her advance in the music
business.

"I don’t want to talk about the pay, but you’ll notice I don’t
have a Mercedes or a cell phone yet," Flores says.

In the upcoming school year, Flores plans to organize all the
college reps on campus into a group. "We should utilize the
resources on campus to make students more aware of the music we
work to promote. Sure, we’re all from different companies, but we
have similar goals."

One common goal is to establish a career in the music industry.
Korisu aims for a career in product management. "The product
manager is a liaison between the label and the band management,
sort of the creator of the whole game plan," Korisu says.

And, like any good businessman, he always keeps his clients in
mind. "You’ve got to mention Mansun, Teenage Fan Club, Groove Rider
Project and Josh Wink’s Ovum album, too." There you go, Lee.

Part of the advantage of pushing all those groups is getting
their records and going to their shows. Perks and freebies more
than make up for dismal monetary compensation. Korisu toured all
summer with Lollapalooza, and Flores has wined and dined with most
of his favorite hip-hop stars.

"I prefer the perks to any money," Flores admits.

And the college rep looks to pass on his fortunes to you. So, if
an unfamiliar student leans over in class and slips a Warren G
sticker into your backpack, if a strange kid spikes your soda with
an Oasis cassette during lunch or if someone unexpectedly balances
a Cardigans condom kit on your head, be thankful that you are the
lucky target of a record company’s college representative.