 Jason Silverstein´s label gives a home to McGill acts.
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Pick the odd one out: Roger Ames of Warner. Doug Morris of Universal. Andrew Lack of Sony BMG. David Munns of EMI. Jason Silverstein of 34seventeen.
Give up? The first four are millionaires who run record labels that, collectively, comprise 75 per cent of the world music market. That fact, however, doesn't faze the last of the lot. Enter New Jersey native Jason Silverstein, a U2 Marketing and Entrepreneurship student, who launched Montreal-based label 34seventeen at the end of last year. Conceived to serve McGill students, it is run solely by McGill students and represents McGill artists exclusively.
Yet, Silverstein harbours no pretensions about his motivations. You will hear no tired, hollow rhetoric about "giving back to the community" spewing from his mouth.
"I don't have a lot of cash to donate personally, but if 34seventeen can earn profits, then we can help out some people with that money," he states. Silverstein stresses the importance of giving back to the community at large and vows that 25 per cent of all future profits will be donated to various charitable organizations.
The name 34seventeen draws from the house number of the rented student apartment he shares with five other McGill students but, sorry ladies, the Trib can't divulge the actual street name (hint: it is in the McGill Ghetto).
At present, there are approximately 15 students involved with the project, each focusing on a different aspect of running the label. Yet, Silverstein notes, the divisions are fuzzy. At the end of the day, everyone pitches in where they can.
A jack-of-all-trades himself, Silverstein dabbles in piano and guitar, as well as his current vocals stint with local band Carmichael. He has been in "the biz" for two years doing A&R for Arista Records and promotions for Vagrant. And yet, Silverstein remains restless. He attributes the formation of 34seventeen to his own assiduous personality. So why did he launch the label?
"Because I'm bored. Because I find my classes boring. Because I don't want to be an accountant-I'm taking accounting, but I don't want to be an accountant. I'm taking [Information Systems], but I couldn't care less about how to use Microsoft Excel," shrugs Silverstein, whose thinking may brand him nonlinear among his Bronfman comrades. The aspiring A&R powerhouse admits that a B.Com degree is simply his safety net, and his loyalty remains with music. "Music is what I enjoy. It gives me something to do and something to be proud of."
As a third-year student, he is uncertain of how the 34seventeen legacy will pan out after his graduation. Whether he sticks with it after his university career or passes it along to another student is anyone's guess.
For the time being, 34seventeen is simply looking to put out CDs and beginning to produce live shows. It is looking to expand and diversify its new roster. Silverstein sees home recording as the label's most viable option at present, and plans to distribute records for $3 or $4 a pop at the outset. Give it a month or two, however, and he has eyes set on turning in a profit, which will be distributed among staff and charities.
Though the venture is up and running, Silverstein says he would welcome more help in any aspect. McGill artists or prospective volunteers seeking more information can contact Silverstein directly at jason34seventeen@yahoo.com.
Silverstein's top 10 songs that should never leave your CD player
Funkadelic-
Who Says a Funk Band Can't Play Rock Music
Rage Against the Machine-
Killing in the Name Of
The Sounds-
Living in America
Oasis-
Fucking in the Bushes
Metallica-
Master of Puppets
Red Hot Chili Peppers-
Otherside
Crooklyn Dodgers-
Return of the Crooklyn Dodgers
Guns N Roses-
My Michelle
Marvin Gaye-
Heard it Through the Grapevine
Freestyle Fellowship-
Here I Am
