A New Musical Theater Label Launches — Emphasis on ‘New’ (Exclusive)
Cast recordings are a crucial part of supporting a musical’s life, during its initial run on or off-Broadway, as well as far beyond that. While a show is running, a recording available on streaming platforms can reach a wide ticket-buying audience and thus potentially help increase its performing lifespan; the recording is also often the way that regional theaters first discover shows they might produce — which proves especially important to shows that have shorter lives on Broadway.
But while shows have ample platforms for releasing their original cast recordings — from boutique labels specializing in theater to major labels getting in on the next big hit — a trio of journeyman theater musicians noticed a gaping hole in the market for a new kind of label: one that would support a show from its earliest writing stages all the way through is fully realized production.
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That new label — aimed at amplifying new voices in musical theater as well as individual solo performers — is Joy Machine Records, co-founded and run by Ian Kagey, Sonny Paladino, Brian Usifer and Will Van Dyke.
The quartet have musical theater bonafides in spades. Kagey is a Grammy-winning engineer and mixer who has engineered numerous Broadway cast recordings in addition to working in TV, film, and with artists including Bruce Springsteen and Paul McCartney; Paladino is a seasoned arranger and producer who most recently was music supervisor, arranger, orchestrator and conductor for Neil Diamond bio-musical A Beautiful Noise; Usifer is an orchestrator, arranger, music director, pianist, producer and composer who recently worked on the acclaimed (but short-lived) Swept Away and Huey Lewis’ The Heart of Rock and Roll musical; and Van Dyke is a Grammy-nominated producer, songwriter, music supervisor, orchestrator and arranger who was music director of Swept Away and is music supervisor/orchestrator/arranger for the long-running off-Broadway hit Little Shop of Horrors.
“Our approach comes from our experience being on many sides of the table in that process, and understanding what it takes to see a show from inception through opening night and beyond,” says Usifer. “We approach every project with not only a high bar musically but an emphasis on kindness and transparency throughout the process.”
Joy Machine, which will be distributed by The Orchard, is launched as a full-service record label which will offer what it calls “three tiers of support for musical development.” As Van Dyke explains, “from the first piano/vocal demos through fully produced tracks,” Joy Machine’s team will “help producers think about budgeting for these recordings from the jump. That kind of awareness will also help teams build a cast recording into their budget to be able to fully preserve their final product.”
The label’s current and upcoming client roster includes The Avett Brothers’ original Broadway cast recording of Swept Away; Huey Lewis’ OBCR of The Heart of Rock and Roll; and solo projects with Joy Woods (currently starring as Louise in Gypsy on Broadway), composer Joe Iconis (Be More Chill), Corey Cott (a star of The Heart of Rock and Roll) and more.
Thus far, the team has recorded at Kagey’s own Renaissance Recording in New York for demos and smaller concept albums, and at the storied Power Station studios for original Broadway cast albums. (“They really know how to make a cast album and make it a seamless and un-chaotic experience,” says Usifer of the latter). Joy Machine is currently working on a concept album for the new musical Joy, meant to give audiences an insight into the show’s music before it ventures to Broadway.
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