Aezra Records
While one can read too much into interpreting the underlying meaning of brand design, in the instance of Aezra Records - a next-generation independent record label - the brand fits perfectly.

The logo is a fitting visual metaphor that defines Aezra's musical mission and business objectives. The entertainment icon, which contains the AEZRA logotype, is made up of two interlocking puzzle pieces - one black and one white - a western rendition of yin and yang, art and commerce, left brain and right, insight and know-how, synergy and self-reliance. All of these elements (and metaphors) appear to be in place for Aezra Records.

For Aezra, the complimentary talents of principals Eric Cheroske and Michael Preger extend these metaphors and provide insight into the stratagem that they have conceived in building a new business model for the 21st Century independent record label.

This new model combines several key components: veteran entertainment and music industry management; visionary, patient and nurturing artist development; lean and savvy business operations; and world-class sales and distribution capabilities. These components are critical in today's uncertain music business landscape. And making them work dynamically is easier said than done. Yet Aezra is making remarkable strides by putting these pieces together skillfully in forging a benchmark independent label for the new millennium.

With the demise of independent distribution, the wholesale abandonment of traditional artist development practices, industry-wide radio "chain" consolidation and a myriad of digital distribution dilemmas, building an "Indie" label might seem a Herculean challenge. But Aezra Records has found opportunity in the chaos and its single-mindedness of purpose is cultivating superior artistic output and establishing it on an international level.

It's All In the Music

Founded in 1999, Aezra Records is headquartered in Phoenix Arizona - a hotbed of new alternative music the locals refer to as Mesa Rock or Area-core. This is fertile ground for Aezra President Cheroske who heads the label day-to-day and provides A&R eyes and ears in the southwest. In just a few short years Aezra has established a major presence as the leading Phoenix rock label with significant contributions to the development of a music scene that is exploding with the likes of Jimmy Eat World, Trik Turner, Authority Zero and Aezra's very own Before Braille. Aezra is putting its stamp on the Valley Of The Sun.

But Aezra Records has presence in California, Florida, Texas and New York too. Aezra's Michael Preger, who guides business strategy and oversees label operations, has designed it that way. Orchestrating Aezra's senior management, brain trust and marketing organization from his offices in Miami, Preger is completely comfortable with Aezra's diverse and far-flung operations.

"Our vision of the next-generation independent record label required a radical re-definition of the fundamentals." According to Preger, "There are extraordinary pressures on the independents in record distribution, retail placement, radio promotion, etc. Success today takes more than making a great record. You need industry expertise, insider intelligence, and old fashioned clout. Aezra was purpose-built to leverage our skill sets and virtual operations. We are strategically located in the major music centers of the U.S. In order for Aezra to be successful we need great music and then we need to leverage it everywhere at every level. It's a very complex mixture of art and business."

Veteran industry esquire, Allen Jacobi, guides business and legal affairs from Miami. Radio promotions specialist Judi Libow, (formerly VP of Radio Promotion for Atlantic Records) and marketing/national promotions head Paul Yeskel (founder of music industry consultancy, AIM Marketing) are located in New York City. Former VP of Sales, Giant Records, Rob Sides manages national sales from Austin. Aezra's media relations are coordinated and directed by Michael Jensen/Jensen Communications in Los Angeles. New York based Camille Barbone, who headed the touring side of Sony's A&R and who was Madonna's first manager coordinates Aezra artist tours, tour promotions and logistics. And perhaps the most exciting addition to the Aezra management team is legendary Steely Dan producer Gary Katz who was also part of the legendary Warner Brothers A&R team for over a decade. Gary oversees Aezra's national A&R from New York. While Aezra Records rises in Phoenix it has veteran industry eyes, ears and business minds all over the U.S. map.

Artist Friendly/Industry Tough

Aezra Records is making its way through what has traditionally been a cutthroat business. With the rapid rise and fall of the dot-com era and the resultant de-focused and debt-ridden media companies listing in the sea-change of a media-threatened digital economy, Aezra is smartly building a next-generation independent label with a combination of time-tested artist development values and new world tactics and media strategies.

"From an artist's perspective, the kind of label attention and creative freedom that is provided by Aezra is seldom afforded musicians at the big media labels." comments Eric Cheroske. "Aezra is in the business of making break-though music and hell-bent on enabling its artists to do so." There is nothing contrived or calculated about what kind of box an artist should fit into. Aezra artists are directly involved in the entire process, song selection, album packaging, even marketing strategies - all of it. Cheroske continues, "Aezra provides artists with all the creative benefits of an "Indie" label with all of the powerful benefits - financial muscle, global distribution, sales and marketing support - of a major label. From the artist's perspective these are compelling advantages. This is helping us sign the very best new acts."

Aezra's debut release - Robin Trower's latest solo project "Go My Way"- established their credibility as a legitimate rock entity. But the real indicator of how far Aezra has come as an artist label is the stable of new Aezra artists. Atlanta pop chanteuse Sera, produced by Gary Katz, and Before Braille's debut rocker "The Rumor", may provide the breakaway hits Aezra requires for national presence and a modicum of pop record respect. Additionally, Aezra just released The Toadies, a 70-minute live-in-concert CD. Cheroske also promises several new breakthrough artists and hit surprises coming in 2003.

Ultimately the metaphors that represent Aezra; puzzle pieces fitting tightly together; a Phoenix rising out of the ashes (or more accurately, a Phoenix rising out of Phoenix); and building an artist-friendly label in an industry struggling to redefine its future; all point to a re-birth of an artist-centric music business. Although, Aezra Records is just one small brick in the vast wall of the entertainment industry it is positioning itself to becoming a cornerstone for musicians and performing artists in a brave new world. The timing couldn't be better as musical trends move away from slick hit making and favor the fundamentals of solid song writing and real artist development.

Aezra Records has developed a benchmark game plan for the independent record label looking to crossover to the top of the record industry charts. Aezra has built a solid foundation for making exciting new music and become a beacon for talented, innovative and original recording artists. Aezra possesses unique business model formulae that blend sophisticated business sensibilities with superior artistic and musical chemistry.

Aezra Records is a "next-gen" label that excels qualitatively - possessing the rarified skills and virtues discerning artists require from an industry partner. Aezra Records has artistic integrity, visionary management, innovative artist development capabilities and comprehensive business know-how, as well as the distribution, marketing, promotion and sales throughput to deliver exceptional breakthrough music. Aezra is intent on making music "good business" in the global post-post-modern marketplace that is the 21st century.