BY KEN TUCKER IE BILI_I3OARI) ST RO DAVARIOUS RECORD . ame s PR SIDENT /CEC rond The veteran Nashville producer and executive has launched two new labels and is reveling in the freedom to `do whatever I want to do.' After spending many years in the music business as a studio musician, music publisher, You're outsourcing your radio hitmaking producer and label executive, James Stroud is in startup mode again. promotion to Big Picture, Stroud, who established the Nashville divisions of Giant Records and DreamWorks, which also represents Live Na- launched his own Stroudavarious Records imprint in July. The label, which will be distrib- tion's country releases. Does uted by Sony RED, has signed Darryl Worley, former Lonestar frontman Richie McDon- it concern you at all that Big ald and songwriter Anthony Smith. Picture's attention may not be Stroud has also started an associated label, Country Crossing, as a home for such es- focused just on your music? tablished artists as John Anderson and Lorrie Morgan. That label is affiliated with an No. The ones that we're using are ambitious country music -themed destination resort of the same name that's being de- only working for two labels veloped in Houston County, Ala., near the Florida Panhandle. [Stroudavarious and Live Nation], It's all quite a shift for Stroud, who stepped down in January 2007 as co- chairman of so they're not stretched out. You Universal Music Group Nashville. By going indie again, Stroud says, "I will do whatever really have the focus you need a I want to do and I will not do what I don't want to do, for as long as I can." that maybe major label can't do That freedom has already allowed him to make some unusual moves, such as cutting because they have more artists a deal with cable shopping channel QVC to release a collection of Christmas music that that they are working for. So we features top Nashville session musicians who will be paid artist royalties, rather than the feel like we are very lucky. standard session fee. Stroud says it's a way for him to repay the players who helped him produce hit records for the likes of Alabama, Clint Black, Tim McGraw and other acts. As a producer and a musician, In an interview with Billboard, Stroud talks about his new ventures. what concerns you about the future of the business? You could, if you wanted to, just I can turn it easy. The other thing is that people Well, my concern is that we're continue to produce. Why start Right now with the way the like Lorrie Morgan and John An- playing this copycat thing again this new label? And why now music business is, you have to be derson, they tour quite a bit, and that we did in the late '80s where at a time when the music busi- able to think on your feet, you they've toured just as much as `my everybody was making that pop ness is taking such a beating? have to be able to make a decision they did 10 years ago, five years candy kind of country music. It When we were getting ready to and then act quick on those deci- ago, so there is a business there. concern is was quality music, it just wasn't open [DreamWorks Nashville in sions. In less than one month, They are doing live music, which identifiable. [Then] all of a sud- 1997], we were already starting Stroudavarious Records had an is what country music is about that we're den, you see Randy Travis show to smell some trouble here in agreement with QVC to sell a anyway; it's about getting to the playing up, Clint Black, Garth Brooks, town. I said, "Guys, this is going holiday record and we have a people. We're going to make sure Alan Jackson, and all of a sudden to be tougher [than], say, open- guarantee of what they would as a label that we furnish these this we are defining our country ing it up five years before." David purchase. We cut the record in fans the products that they want music. I feel like right now we are Geffen looked at me and said, nine days, and we had the Christ- from these artists that's not 4, 5, copycat starting to [revert to a formula in] "Perfect timing." And I said, mas album, which we did with 6 years old. these records and we have to be "What do you mean ?" And he the Stroudavarious Orchestra. We're also doing a develop- thing really careful. said, "The cream will rise to the ment that's going to be in Al- top; entrepreneurs in our busi- And these are studio musi- abama called Country Crossing. again that You met Elvis Presley when ness will do well even in bad cians that you've used through There is going to be an amazing you played drums for Jerry times, because that's what makes the years? venue for our country artists. we did in Lee Lewis. What was that like? the good times." We all have hills That's right, the best musicians And we're going to have several the late I went over to Elvis' place with and valleys, and right now for me in the world. I produced [the artists that will have venues down Jerry Lee Lewis' bodyguards and walked to the back of Graceland I think it's perfect timing. I get Christmas album] and they re- there. For instance, there'll be a '80s where to have a label that is completely ceived what an artist would re- John Anderson Steakhouse, let's and I was standing there while the and totally run by me. I can do ceive as a royalty every time a say, or a Lorrie Morgan Fried everybody two bodyguards were talking and whatever I want to do. record is sold. Chicken or an Aaron Tippin I looked up in a tree and Elvis was The other thing that we're workout gym. And then there's was in the tree, sitting there. We spoke What did you learn from your doing is that I'm having two la- going to be a venue there to play. for a while and then we went back stints at Giant, DreamWorks, bels. We have Stroudavarious and It [will be] a better version of making around to the front and I asked the Capitol [where he was then we have Country Crossing. Branson [Mo.], because if you go that op bodyguard, "Why is he up in the Nashville A &R chief] and Uni- I believe that there is a business to Branson you're not going to tree ?" And he says, "Well, you versal Music Group that that we can do with established, see John Anderson, you're not can cry know, he can't leave the compound you're going apply to your iconic artists that have been here going to see any of the newer because people just run him crazy, new venture? in town that may not have an op- artists. When you go to Country kind of and he reverts sometimes back to Because of the size of our corn - portunity to be signed to a label Crossing, you're going to see the things kids used to do, things pany and the structure of our right now. For instance, I'm artists that are viable right now. country he used to do as a child. And one company we don't have to neces- signing John Anderson, Lorrie We're going to tie the record com- of the things he used to love to do sarily look at it from a corporate Morgan -what an amazing pany into cross -promoting that music. was to climb a tree." So that was [perspective]. It's a small ship, so trend -setting female artist. so that we all benefit. my meeting with Elvis. SEPTEMBER 6, 2008 www.billboard.biz I 21 www.americanradiohistory.com.