Channel Twelve25's concept is simple: provide a casual place
where musicians can record themselves without the formal, methodical hindrances
of "going into the studio." Yet, this concept isn't new. In fact, it dates back
to the origins of rock 'n' roll itself. Don't believe me? Open up the Gospel of
Rock and leaf back through the pages to the Genesis section where you'll find
that tale of a young guy from Tupelo who walked into a Memphis studio, laid
down seven hard-earned dollars, and cut a record for his mama.
The truth
is that the early days of popular music, especially after World War II, were
filled with "do it yourself" studios that allowed you to record yourself.
Sometimes, you even had guys like Sam Phillips and Scotty Moore just lounging
around with nothing better to do than help you up your production values.
It wasn't
until the music industry became a megalomaniacal institution during the '60s
that access to recording was stripped from the common people and allotted to
the domain of A&R guys who doled out fame and power (and studio access)
with peculiar, little spoons they wore around their necks.
During the indie movement of the '80s and early '90s things
softened up a bit as boutique record labels popped up, promising a break from
those A&R guys. Coincidently, this indie movement corresponded with the
micro-brew revolution. So, the names of beers and the names of these small
labels suddenly sounded very similar. The names were usually primed with tons
of indie attitude. You'd get Eye Socket Records that could be interchanged with
Eye Socket Ale, Steaming Turd Records with Steaming Turd Stout (a beer was best
drunk European style, i.e., warm), and so on.
Today, we
have the home recording revolution in which anyone with a futon can sit on it
and lay down tracks on the PC while checking craigslist.com for free, gently
worn sofas.
But, what
hasn't resurged until Channel Twelve25 is this idea of the friendly
neighborhood recording studio where average kids can stop by and lay down some
tracks without spending a fortune and pre-booking millennialesque blocks of
studio time.
Actually,
Channel Twelve25's business is threefold. Besides the friendly, neighborhood
studio, there's a music academy. There's also an actual on-line "channel," very
similar to a traditional TV station, that's still in the works.
The company
is the brainchild of Steve and Odie Goward. The Gowards met while playing in
bands, he a bass player, she a drummer. They married in 1986, went on to raise
a family, but always harbored this idea of a business that would combine their
love of the arts and their dedication to young people.
Besides his
forte as a musician, Steve was a writing major in college and has written a
number of unpublished novels and screenplays. He was able to parlay this talent
into video scripting when the couple owned a video production company in the
early-'90s. Their specialty was athletes and promotional videos and they
counted former Padre Steve Garvey and NBA great and Helix High alum Bill Walton
as their clients. Yet, Steve Goward was also longing to reach further mundane
commercial writing.
At the same
time, the Gowards were raising a daughter and getting involved with several
youth groups. Given the need they saw for positive activities for kids, Steve
and Odie soon hatched their dream: a youth-oriented hangout where young people
could interact in a safe, drug-free environment while artistically expressing
themselves. Yet, while many youth-oriented businesses were created by aging
executives with time-worn stereotypes of what kids wanted, the Gowards sought
to create a business that not only acknowledged the changing attitudes of
Generation Y but involved Gen Y in the development of the business model. For
this, they consulted their daughter, her friends, and the many young people
they met along the way.
This dream
idled for years until 2006 when Steve decided to buy Mike Fenton's Muzik Muzik
store in downtown El Cajon. Fenton, himself no stranger to the San Diego music
scene, got started in the mid-'70s with Musician's Supply, an innovative guitar
and gear retailer that lent its model to what would later become the national
chain of Guitar Center. Musician's Supply was the site of many parking lot
sales that served as beer keg-inspired jam sessions by local bands and wet tee
shirt contests. In fact, this writer, then a 14-year-old kid with a 20-inch
bike for transportation learned what "skin to win" meant at one such Musician's
Supply event.
After
Musician's Supply sold to Guitar Center, Fenton – his rock 'n' roll pedigree
intact – ran a string of guitar stores before settling in the downtown El Cajon
location in the 1990s.
And, this
is what Steve and Odie walked into when they bought Muzik Muzik. "Mike had many
regulars and knew how to retail guitars," Steve said. But, soon Steve realized
that what Fenton had created wasn't exactly what he wanted to continue. "Mike
had lots of young people coming around the store but so did any number of
guitar shops including Guitar Center. There wasn't anything truly unique."
So, Steve
and Odie's dream began to coalesce with Muzik Muzik's rock 'n' rock reputation.
Suddenly Channel Twelve25 was born.
"Suddenly"
might not be the right word because it actually took 18 grueling months of
design, construction, and permit hurdles. They also took over another retail
space adjacent to the old Muzik Muzik But, in March 2008, Channel Twelve 25
finally opened its doors.
Bands and
artists have a number of options and can record both audio and video tracks on
the soundstage. The stage is surrounded by a floor area where up to 150 people
can stand or sit. So, recording in front of an audience, especially when
creating a concert video, is within the realm of possibilities. Artists have
the choice of renting out the room to record in. Or, they can use it to promote
their own showcases. In these situations, Channel Twelve25 can assist with
promotion.
The room is
fully functional and production-ready with a state-of-the-art PA, four monitor
mix and any number of mic setups. All recordings undergo a post-production
remix. For video work, there are three cameras in the room, two stationary and
one floating. A standard 3-camera edit is included with all video work. And,
Channel Twelve25 can provide additional mixing and editing to suit larger
budgets.
Given all
of this, a band or artist can produce a decently mixed video or audio starting
around $500. Right now there is a 1-2 week turnaround.
In
addition, Channel Twelve25 offers Open Mics on Tuesday evenings, which are
video and audio recorded. So, the performers can walk away with a recording of
themselves for a lot less.
The music
academy is a training ground for people who want to get up on stage. Channel
Twelve25 offers standard guitar, keyboard, and vocal lessons like one might
find in local music stores. "However, our lessons are performance based," says
Steve. Instead of plugging away at arpeggios in a cramped practice cubicle,
students are encouraged to get up and jam with other students. "We can start
with just one chord and get a vamp going," Steve adds. "Then we put someone on
drums, someone on bass, and pretty soon, we have a band jamming together."
These jam
sessions, along with individual student performances, can be recorded easily so
that the kids can watch and listen to themselves in order to improve as
musicians and performers. They also allow students to play within an ensemble
context giving them early opportunities to interact with others.
In addition
to performance-based lessons, Channel Twelve25 offers multi-media lessons in
writing, recording, and arranging. It also offers internships to college
students who are pursuing careers in the media arts.
The actual
"channel" is taking a little longer to roll out than previously expected. As
Odie Goward states: "The channel was part of the original dream." And, it is an
integral part of Channel Twelve25's identity. The Gowards are sure the channel
will be up and running by the end of the summer. When it is fully developed,
the channel will be artistically directed by the 12 to 25 demographic, the core
age group that gave the business its name. Functioning like a TV station but
on-line, the channel will feature programming such as sitcoms written and
performed by young people. It will also have entertainment sites, movie
reviews, and tips on where to find things kids are interested in, "like the
best burrito," Steve adds. There will also be on-line meeting places, called
"garages," where musicians can go to find each other and gigs in their local
areas. "We might get to the point where 'virtual bands' can form on-line,"
Steve says, "bands that meet on-line and record digitally without ever actually
meeting each other."
Besides the
Gowards, there has been a core of key people who have helped get Channel
Twelve25 off the ground. Blake Lindquist, a 23-year-old wiz kid, works as sound
engineer and director of the music academy. Artist Thom Guerra has emblazoned
both the interior and exterior of the business with custom paintings and murals
that capture Channel Twelve25's rock 'n' roll vibe. And, Kyle Rainey, son of
Beat Farmer Jerry Rainey and an original employee from Fenton's Muzik Muzik
before and after that transition, who helps out with sound set up, especially
for downtown El Cajon's Concerts on the Green, an event sponsored by Channel
Twelve25.
In the
short three months since it opened, Channel Twelve25 has hosted the School of
Rock, the San Diego Song Writers Guild, a concert for Diabetes awareness, and a
host of other rock, Goth, and even avant-garde performances. This is in
addition to the Tuesday Open Mics that are open to all. In the near future,
such luminaries as Mike Keneally and Trails and Rails will be playing shows or
recording in the venue. And, of course, the Summer Concerts on the Green will
bring an array of talent to the grassy knoll right across the street.
But, as the
client list grows and established acts come through the door to gig and record,
the question still remains: When will that next kid from Tupelo walk in, throw
down his or her hard-earned, truck drivin' dollars, and say, "I wanna record a song
for my mama…thank you very much."