SANTA CLARITA, CA, October 21, 2009
/24-7PressRelease/ -- It is not unusual for Santa Clarita, California to become the home of fashion designers and musicians, but it might be unusual for that person to work as both. Local entrepreneur Brad Alden Mowry has successfully integrated his love for music with his work in the premium denim industry by forming his company Rock the Denim. The company combines the appeal of designer jeans with interest in unsigned bands that are creating original music so the consumer is able to download new music and flaunt their fashionable side.
"I was working a lot with premium denim brands as a technical consultant for wash trends, marketing fabrics or manufacturing for them so I hoped to do something different and alternative for the distribution of my music through the denim brands I already did business with," says Mowry. For his first album, released under his first and middle name Brad Alden and titled THE DAY AFTER YESTERDAY, Mowry packaged the CD in a denim pocket cover and played promotional gigs at fashion events in LA, New York and Tokyo to build a following for his music among the younger, jean wearing public. He saw a correlation between music and the people who wear jeans as a fashion statement and decided to put the two worlds together. "I wanted to market the idea and I was playing around with names for the brand. My daughter (10 years old at the time) said 'Daddy, what about Rock the Denim?' and I was like, wow I like that, so that was the beginning."
But when he took the concept to existing outlets, he found there were too many conflicting opinions on how to proceed. "The distribution through existing brands was a headache because every jeans brand had their own ideas for pocket aesthetics and what kind of bands to promote and discussions around who pays for what. It got really complicated, so I decided the only way it would work is if it was a brand of its own dedicated to the promotion of original music and the arts through the denim supply chain and I set out to establish Rock the Denim as its own company." Currently, he is working with Macy's Men's Collection to launch the jeans in a Back to School campaign for Fall 2010. "I am negotiating a nationwide launch of the jeans with MACYS, initially starting with our Men's collection. We are also developing a fantastic women's collection and T-shirt line that will follow the launch." The jeans are also set to be carried by several small boutiques. He has enlisted the help of some prominent celebrity friends to spread the word like musician Ray Luzier of KORN, news anchor Sandra Mitchell of KCAL 9 News as well as other prominent celebs in the worlds of music and film.
Not only does Rock the Denim make quality jeans, they also have a website that is intended to help musicians promote their work to a new and larger audience at http://www.rockthedenim.com. "The site offers bands/artists a completely FREE feature web page to post their songs, videos, and a bio as well as links back to their own website or MySpace page. With each jeans purchase, the consumer will obtain a free download of 1-2 songs from whichever band on the site they choose. We post bands by genre to make it easier to find what you like. We will also from time to time feature bands by way of the denim retail stores or live music events and have a variety of contests to promote bands. With RtD, I intend to take what I've learned over the years working with denim and offer an affordable premium jean that represents a lifestyle of promoting artists/music by way of our website and through sponsoring live events," says Mowry.
Ever the multi-tasker, Mowry also found time to complete his second solo CD, ESCAPE FROM SUBURBIA. He describes the title as a metaphor for a range of emotions one has when they settle in the suburbs. "The title can be translated or thought about so many ways. For me it's just getting lost in the music that I wrote while living in suburbia. I think this town, when developing, was really focused on families and resisted the sort of 'night life' you can find over the Pass and I'm cool with that because as a result we have a safe and clean place to live. But there's a darker perspective you can imagine from experiencing some levels of dysfunction, chaos or deceit in a 'perfect' suburbia. I think the idea is about setting yourself free mentally regardless of where you are and to avoid some of the social pitfalls that can make one truly want/need to 'escape' from suburbia and become anonymous."
Mowry finds his inspiration in bands like Porcupine Tree, Kings X, and Chris Cornell. "I also love Kool and the Gang and some old school R & B, old school metal, some hip hop stuff gets me going, and jazz/blues is always great. Music to me is all about moods and timing so I love
ANYTHING when it's done well. I really love a great melody, harmony and lyric applied to acoustic, heavy music and great grooves." His new album was self produced in his home studio with help from record producer Toby Wright (Korn, Alice in Chains, 3 Doors Down ) and features musician friends such as Christian Nesmith and Bob Yerby of Remo drumhead company. "I played almost all guitar, bass and vocal parts. Bob Yerby played all drum parts, and Christian Nesmith blew some amazing lead parts on most of the songs. We mixed at the MIX ROOM owned by Ben Grosse (used by Marilyn Manson, American Idol, and many other successful artists) with Paul Pavao."
A CD release concert is scheduled for November 6 at the Canyon Theater Guild in Newhall for ESCAPE FROM SUBURBIA. "I chose the Canyon Theatre Guild because it seats about 300 people and everyone will have a great view and experience. There will be professional sound gear brought in and it is an all ages show so kids here in the SCV can enjoy a rock concert only a few miles from home, even with Mom and Dad, how cool is that? Most all of the musicians have toured internationally and recorded multiple albums. Since Rock the Denim was born in the SCV, I wanted to release my album and share it with friends, family and fans here first!" Tickets are $15 for general admission and $20 for VIP admission which reserves a seat and includes a t-shirt. They can be purchased online at http://www.bradalden.com/store or at the CTG box office the night of the show. For more information on Brad Alden Mowry and to listen to tracks from his upcoming CD, access his website, MySpace page http://www.myspace.com/bradaldenmusic, or his Facebook pages for Rock the Denim and Brad Alden.
About Sheri Candler Marketing
Sheri Candler is a Santa Clarita Valley resident. She helps filmmakers, musicians and artists to gather an audience for their work by devising marketing and publicity strategies and implements them primarily using online and grassroots methods. For more information, please visit her website http://www.shericandler.com.
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