If you go straight up you'll die. Even though they already have a fan base in England, signing with Columbia can mean worldwide distribution. You can pay for your own travel to different countries, but you can't get your music to all these people whereas record companies do that, that's their job. But a band called Zebrahead is here for a different reason. They've already been showcased in places like the Warped Tour, and they've even opened for Cypress Hill.
Tonight is just one part of the label's grooming process.
So I'm very marketing driven, trying to get them exposed to as many people as possible and making sure they have the best chance of success, ultimately. Most of the folks here are college radio programmers, the people who set the playlists at their stations. But the label doesn't just rely on the programmer's taste. They've also brought in their own team, gophers who help get the music out to their communities. These college reps will go home and help sell the bands to their region of the country, but a showcase night like this is only a small part of the machine that makes major labels so powerful.