Giant Step is a media, event, and marketing company headquartered in New York City. The company previously released music through its record label, Giant Step Records. The Giant Step is divided into two entities - the Giant Step brand, which promotes creative music and agency, Giant Step Marketing, which provides marketing services for corporate brands. The Giant Step brand aims to introduce quality music and talent to the community. The creative agency slogan, Giant Step Marketing is, "Lifting the brand through music and culture."
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Histori
The Groove Academy dan tahun-tahun awal
Groove Academy started in 1990 as a party in New York City. The party is a weekly production of British promoter Maurice Bernstein and his South African counterpart Jonathan Rudnick. Initially unable to obtain a loan from a bank, the couple borrowed money and used it to book places and places. "The stars of the '70s, though they were heavily sampled, did not get the recognition and were not presented in the live forums," Rudnick recalled. Both call their event, Groove Academy with the slogan, "Dedicated to Funk preservation."
The event was expanded to the dance floor under the new name Giant Step, after the fabled John Coltrane Giant Steps . The Giant Step party distinguishes itself from Groove Academy with an emphasis on mixing Jazz and Hip Hop. Giant Step will soon tour the United States, Europe and Japan.
Record label
As the show grew steadily in the mid-90s, Giant Step moved into management, bringing in Dana Bryant, Repercussions (band), and Groove Collective, securing record deals for all three at Warner Brothers. Other managed artists include Raw Stylus, signed by Giant Step to Geffen Records. During this time Giant Step worked with Gary Katz, famous for his work with Steely Dan, to help produce albums for Groove Collective, Repercussions (band) and Raw Stylus. In 1995, record producer Tommy Lipuma took over GRP Records at MCA Records and invited the Giant Step to establish it as a print label. The first action signed to the label is the jazz group Groove Collective.
In early 1997, the Giant Step gained praise for their work with Nuyorican Soul and a partnership with Gilles Peterson label, Talkin Loud. The group is a collaboration between the Latin home DJ, "Little" Louie Vega and Kenny "Dope" Gonzales, also known as Masters at Work. Soul Nuyorican displays many true musicians as opposed to synthesized samples or sounds. Musicians who took part in the project included George Benson, Tito Puente, Roy Ayers, Jazzy Jeff, Jocelyn Brown, and the salsa queen, India. Three singles from the first Soul Nuyorican album made it to the top of the Billboard Charts; "Runaway", "You Can Do It (Baby)" and "I Am The Black Gold Of The Sun." The album, released in March 2007, sold over 50,000 units by the end of July of the same year. Epic Records immediately approached Bernstein and Rudnick with an offer. Although Giant Step is a music label, Epic Records is primarily interested in Giant Step's marketing capabilities and offers contract retainer companies where their record label is a secondary priority.
Music marketing and tagging
For their first project with Epic Records, Giant Step helped launch the Macy Gray career, followed by Jill Scott and Sade's re-launch. The company promotes Macy Gray by playing music in cafes, clubs and restaurants. According to Rose Noone, VP A & amp; R on Epic Records, his music "is heard everywhere." Giant Step went on to help Def Jam Records artist Musiq Soulchild by pushing his music in an untapped market. The previously unknown singer sold 55,000 copies of his debut album in the first week.
Although, Giant Step Records released Gilles Peterson's compilation with Epic Records, Bernstein and Rudnick eventually became frustrated by having a print deal. Company management rejected their request to sign artists like India Arie and Donnie, and in 2000, the Giant Step decided to start their own label. But the following year, Rudnick will leave the company to pursue other interests. With money earned from Epic, Bernstein began working on a series of songs with singer Donnie, which will eventually become an album, Welcome to the Colored Section. Steve "The Scotman" Harvey is listed as a producer. Singles from this album include, "Do You Know" and "Cloud9". Welcome to the Colored Section is called "the best soul record since Stevie Wonder's 1970s," by Boston Globe . The independent success of Welcome to the Colored Section , brings together business with Motown Records and personal investment into the label. Giant Step has also released albums for Carl Hancock, Gilles Peterson, Turntable at Hudson, Ultra Nate, Zero 7, Jody Watley, Donnie, Sara Devine, Jiva, and Zap Mama.
But the business has many operating problems. His financial problems threatened the marketing business of Giant Step and the company was almost dead. After the expected second round of investment is unavailable, the label will stop in 2005. With the record label closed, Giant Step focuses its efforts to grow their marketing business. Giant Step soon entered a collaboration with Sade, and helped the artist sell 400,000 copies of his album during the first week in stores.
The creative agency era
After the initial jump with Levi's Miles Ahead Music Series and LG, the Giant Step evolved into brand marketing with their creative agency, Giant Step Marketing. The company's work with Levi's Miles Ahead Series debuted Jill Scott, Air and Massive Attack. The series also features bands like Femi Kuti, Kruder & amp; Dorfmeister, Fatboy Slim, Morcheeba, Bebel Gilberto and Terry Callier. For LG, agencies coordinate pressreach, online promotion, and spot negotiations to help launch LG's new mobile phone line. Events include performances by Jurassic 5, Thievery Corporation, The Pharcyde, Zero 7, Van Hunt, Miss Kittin, Raphael Saadiq and Everything But The Girl. Giant Step Marketing is divided into six departments: Direct Experience & amp; Culture Program, Event Design & amp; Production, Talent Matching & amp; Strategic Alliances, Public Relations, Digital & amp; Strategy, and Marketing Music & amp; Promotion.
Between 2007 and 2011 Giant Step Marketing installed a music program for the Morgans Hotel Group. The series includes two Grammy years and Fashion Week events and featuring artists such as The Roots, Common, Grace Jones, Erykah Badu, Janelle MonÃÆ'¡e, Estelle, De La Soul and The Kills. In 2009, Svedka was brought as a sponsor and his program expanded to the Svedka Future Music Series. The leading musicians featured in this series include Robyn, Wale, Mark Ronson, Nerd, Fitz & amp; Tantrum, Janelle MonÃÆ'¡e and Daft Punk.
In 2011, Giant Step worked with music producer David Guetta to create awareness of Coca-Cola's energy drink, Burn. Then in 2011 Giant Step Marketing promotes the launch of Barney's New York's "Gaga's Workshop," a holiday collaboration with Lady Gaga. The company provides publicity PR and social media including digital contests. Giant Step also creates and manages urban activation for projects including three large inflatables, branded cabs and circus teams.
From 2008-2011 Giant Step Marketing helped launch Steve Madden Music. The company creates branded content for Steve Madden Music's website, executes social media and online publicity campaigns and generates ten marketing experience events that align the brand with artists like Katy Perry, Lady Gaga, K'Naan, Katy B and Melanie Fiona.
In 2012 Giant Step Marketing launches Absolut X for Absolut Vodka, a series of events aimed at pairing music, art & amp; shared cocktails. The series includes 6 major market events in the form of a mask ball, video coverage, interactive sites and contests. The series features musicians, creative and mixologists including Nick Cave, Holy Ghost, Grimes, Bert Rodriguez, Bloc Party, Augustina Woodgate, Collective Clips, Santigold and others. Experience program won gold medal at EX Awards in 2013 for Best Production of An Event and gather media coverage from outlets like Bizbash.
Giant Step Marketing works with HBO and Sony Music Entertainment to help launch Sounds of the Onyx, a promotional album to celebrate Season 4 of the Boardwalk Empire television series. The producers featured in the promo project include Pete Rock, DJ Jazzy Jeff, Om'Mas Keith, Shafiq Husayn, JayCeeoh & amp; B-Sides and Tall Black Guy. The remix works from original works by Eva Taylor, Clarence Williams, Ethel Waters, Lloyd Scott, Jim Jackson and Charlie Johnson's Paradise Ten Orchestra.
Recently, Giant Step produced a national concert series for Intel and MTV Iggy Music Experiment 2.0. The series features artists such as Arcade Fire, Empire of the Sun and Disclosure. Diehard fans came to the concert, which took place on October 29, 2013, wearing a reflective costume to celebrate the band's new album.
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Events
Giant Step produces performances at selected markets including Los Angeles, New York City, Miami, Chicago, and Washington DC. Giant Step also put the annual concert as part of the Central Park Summer Stage series.
Groove Academy
Upon arriving in New York to discover that their American jazz, funk, and soul heroes are more or less unemployed music, Bernstein and Rudnick created The Groove Academy, with the slogan "Dedicated to Funk Preservation," and began rediscovering musicians whose records they had collected as a teenager. Bernstein recalled, "The first Groove Academy show was featured literally by artists in the phone book... None of them have an agency, we just call them at home and say 'are you interested in doing a show with us?' While The Groove Academy held a concert with Maceo Parker, Isaac Hayes, The Ohio Players and George Clinton, Bernstein and Rudnick extended to the dance floor with their Giant Step party.
Giant Step Party
The giant party Step begins as a weekly event combining jazz and hiphop. While The Groove Academy held a concert with Maceo Parker, Isaac Hayes, The Ohio Players and George Clinton, Bernstein and Rudnick extended to the dancefloor with their Giant Step party. Strongly influenced by jazz-nightclub clubs in the UK, such as Gilles Peterson's Talkin 'Loud And Sayin' Something,. The Giant Step offers a stage where rappers and jazz musicians, along with the usual Steps Giant band, are improvised to record hip-hop and funk. The giant Step continues as the emerging jazz artist, such as Digable Planet, The Brand New Heavies and Jamiroquai, launches a career in their United States here. Many other famous artists who debut at the Giant Step also include The Fugees and Massive Attack. The party originally took place in S.O.B. but then move on to other places like Metropolis Cafà ©  ©, Supper Club, Shine, New Music CafÃÆ' © and Village Gate. In 2002, the weekly party was suspended. Then the Giant Step party will be relaunched at the Hudson Hotel. Today, the Giant Step is a monthly party at Le Bain and features a regular DJ like Rich Medina. Other actions for the party include FaltyDL, Onra, Ron Trent, Danny Krivit, and King Britt.
Offline party
Giant Step works with Q-Tip to produce his weekly Offline Party at Brooklyn's Output. "The Offline concept is a party that brings all the elements of the New York club culture along with great music, diverse people and no bottle service," Q-Tip said.
Community
The Giant Community Steps refers to the following things a company has across its various web properties. This community consists of young cosmopolitan residents who participate in conversations on the web and on live events. The company has more than 30,000 followers across its social media channels.
Logo
After seeing a newspaper ad in 1992, Rhode Island Design School graduate Kevin Lyons knocked on the door of the Giant Step office. There he met Bernstein and Rudnick who were impressed with his sketchbook and gave him the opportunity to design the Giant Step logo. Along with the Coltrane references, the name Giant Step is a statement of intent and the founders want their logo to reflect that. "We wanted to take a leap of music from what was happening in the city at that time," Bernstein recalled. Lyons has been inspired by the lively hand-drawn logo of the 1960s TV series, My Three Sons. "I thought, what if the giant word was a trumpet, with a kind of wooden letters bouncing up and down?" Lyons recalls. After working on the logo all night, the artist came up with a version that would please the founders of Giant Step. "He nailed him, basically he said everything about who we are," Bernstein recalls the happy. The iconic logo is still in use today.
References
External links
- Official site
Source of the article : Wikipedia
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