EDGEOUT RecordsCurating the Next Generation of Rock Bands: In December 2018, Universal Music Group signed an exclusive global label services agreement with independent label EDGEOUT Records. Launched by 25-year industry veteran Tony Guanci, EDGEOUT is designed to find and develop the next generation of radio-friendly rock bands with an emphasis on building acts through touring and live performances. Their tag line is: “We discover, develop and curate young rock & roll bands and artists.” Guanci brings decades of experience in the live music sector to the mix. In addition to being a longtime partner of The Maloof Family in various entertainment ventures, he is currently serving as Vice Chairman of Danny Wimmer Presents, the country’s largest independent rock festival producer. He is also on the board of Big Noise, a multi-faceted media company offering artists a robust and creative playground to develop their careers.
A Unique Deal with UMG: “Watching the rise of (Grammy-winning hard rock band) Greta Van Fleet, it felt like the pendulum was swinging back to the kind of rock & roll I am most passionate about,” Guanci says. “I realized that within the music space, no one has paid much attention to developing rock bands. I met with Boyd Muir, COO and Executive VP of UMG, and he got it right away. Our deal is structured so that EDGEOUT Records sits at the center of Universal, not under any of their affiliate labels, yet with the option, if the circumstance arises, to upstream the band with one of those labels.” EDGEOUT will focus on signing and breaking artists by developing their fan bases through recorded music as well as touring and festivals. The label’s mission is to develop artist in every aspect from sound and songwriting to personal wellness, live stage performance to business dealings. UMG will handle global distribution, marketing and promotion.
A unique approach to A&R: One way EDGEOUT expects to discover and sign the next wave of talent is via its STUDIO EDGE artist development program, created by label co-founder Cheryl Benson. Held in Los Angeles, each STUDIO EDGE session consists of three separate sessions over the course of two full days. Participants are given a GoPro camera to document their careers between sessions, and their footage is analyzed to determine how they are developing. Sessions conclude with various goals and deadlines set for each act. At that point, EDGEOUT can exercise their option and sign them. To be considered for STUDIO EDGE, Artists must be referred by a third party, such as managers, agents, lawyers, or other music industry leaders.
The Jacks: EDGEOUT Records’ first signed band, Los Angeles based rockers The Jacks, include three members who grew up together and are graduates of USC. They are currently working on their upcoming debut EP with producers Matt Wallace (Maroon 5, The Replacements, Train) and multiple Grammy and Latin Grammy winner Joe Chicarelli (Morrissey, Jason Mraz, Christina Perri).
