Music production firm spreads wings
Purchase of Toledo label, new distribution deal allow HM Live to focus on larger-scale projects

By JOHN BOOTH

May 26, 2008

Cleveland music production and marketing firm HM Live has turned up the volume again, bringing a Toledo record label in-house and signing a distribution deal with a Chicago-based affiliate of Sony.

The company also has formed three new divisions and is shifting the focus of its concert promotion business to larger-scale projects.

After buying Toledo-based StandBy Records from a former management client earlier this year, HM founder and owner Neil Sheehan pushed hard to find a distributor for the label, which has six bands signed. On May 21, HM announced a worldwide distribution deal with Victory Records in Illinois.

"The critical part of any record label is being able to get CDs in brick-and-mortar stores," Mr. Sheehan said. "Most people now are downloading everything off the Internet, but kids still love to see the CDs in stores."

Founded as Hardcore Marketing in 2001, HM Live employs 14 people at its 8,800-square-foot headquarters on West 80th Street. The company has secured record deals for 15 of its client bands over the past two years.

Victory Records founder Tony Brummel described Mr. Sheehan as "a true entrepreneur who has worn many hats."

"Neil has a solid vision and the staff in place to have a very successful label," he said.

HM also has established a touring division by hiring booking agent Ricky Marcus away from the Agency Group in New York, has turned its visual department into Media Science Design, which provides graphics and video shoots, and has formed HM Skateboarding, a company-sponsored skate and promotional team.

The promotional side of the business is moving away from organizing one-off shows and is taking on bigger projects such as the multiday, multistage Verus Music Festivals it started running nationwide last fall.

"The goal is to try and find a management client," HM operations manager Josh Vardous said. "Somewhere, there’s going to be a band that’s just amazing or draws a huge crowd. We’re always looking for that diamond in the rough."

HM is also behind the 40-city StandBy Records Battle to Get Signed, a contest with the grand prize being a record contract.