The lack of interesting music in Top 40-land could even make an avid music fan prefer total silence to the mass-produced corporate rock and teen-pop. Perhaps as a reaction to this popular mediocrity Cloud began his record label, Velvet Blue Music, to promote innovative bands so that those who seek good music will find good music.

It is likely that even the most ardent indie-rock followers have never heard of the VBM label; nevertheless, Cloud is a prolific figure in the independent music scene. For ten years, Cloud has played with Joy Electric (keyboards), Starflyer 59 (bass) and Pony Express (vocals and guitar.) Not only a musician, but a businessman, Cloud has released a whopping seventy-three recordings in six years. His initial investment financed four albums simultaneously, because as Cloud ascertained, having an “assortment of stuff right off the bat, would give them a better chance at getting things going.” Underground zine advertisements led to a sizeable mailing list, and a cult following of homegrown fans, who bought new releases because they liked previous VBM albums. Eventually, the budget allowed for advertising in magazines like Magnet, and CMJ. Clouds unfailing presence, much like a kindly and mysterious entity, and his impressive roster of bands and albums have given VBM some serious media recognition in ever-expanding circles. Shrewd money management - despite a few expensive learning experiences - made it possible for a dozen album releases each year, using profits from one to finance the next.

The feat of building a small musical empire in six years is enhanced by the music he has released, which is consistently inventive and unique. Quality has never been superceded by quantity. VBM’s roster is strewn with a dexterous selection of clever and quirky rock acts, several subdued underground indie-pop bands, and the occasional forays into eclectic cut-and-paste hip hop experiments. Bands like John Wilkes Kissing Booth, LN, Denison Marrs, Viva Voce, Lassie Foundation, Soul-Junk, Canary and Seattle acts Rocky Votolato (previously of Waxwing) and Suffering & the Hideous Thieves are all current offerings. Furthermore, the Scissors and Blue Series of split EP’s features dueling bands each with three songs in an eclectic mix of prominent, and cunning underground bands.

As is obvious, VBM differs from other labels in absolute devotion to good music and integrity. “What we do is super-unorthodox, and everyone else thinks we’re crazy. We don’t do any paperwork, no signed agreements. Everything I do with all these bands is a handshake. If someone in the band is not a friend of mine, or if I don’t trust the band enough to do that, then I wouldn’t be working with them.”

This kind of inherent confidence in each other not only promotes good business practices, but seems to be rewarding both to the label, the bands and their fans. “I’m stoked if a band stays with us, but if some better opportunity comes along, I don’t want them to feel like I stand in their way. Everyone that has ever been on the label I would still consider a friend at this point, which is not something most labels can say.” As a friend, a mentor, a musician, a businessman, but first and foremost, a music lover, Cloud is doing the world of music a favor.

For more information, visit www.velvetbluemusic.com

or call 714-963-3521 - VBM ~ 9121 Atlanta Ave. #237~ Huntington Beach, CA 92646