Creativity of a Different Kind
has won three Grammy awards for his work with various musicians, including
Carlos Santana, the Rolling Stones, and U2. Yet odds are that you would
not recognize his name unless you are the type who avidly reads the credits
in CD booklet inserts. And that is just the way he wants it.
love to be the person in the background. I like to be anonymous,"
Lord-Alge said during his appearance at the February 27 presentation,
"Entrepreneurship in the Entertainment Industry," produced by
the College of Business Center
for Entrepreneurial Development in association with the School
mean, so (my wife and I) have some rock stars over for dinner, but we
dig the regular life
I dont want to have any of the (negative)
stuff that comes with (fame)."
he may be able to duck out of the public eye, Lord-Alges innovations
in his the music industry have made him quite visible among his artistic
questions from moderator Glen Harris, assistant director of MBA Career
Services at the College of Business, in front of approximately 100 listeners
at the Krannert Art Museum, Lord-Alge discussed how after he started working
in general sound engineering with his brother Chris in 1982, he felt the
need to take the job in a different direction.
first if was difficult because it took a little while to establish myself
as just a mix engineer," said Lord-Alge. "What I do is blend
all the instrumentation together
what I do is not going to kill a
good song, but I like to think I make a good song into a great song. Im
not a musician, Im not a singer. The only way I could translate
the artistic ideas inside of me is through the console."
that risk has already paid enormous dividends, as Lord-Alge has been able
to carve himself a niche in this market as one of few experts in mix engineering.
And with more musicians using technology to produce music in unorthodox
environments, his office in the South Beach Studios in Miami could become
guys are recording in their house
and thinking Well how come
my stuff doesnt sound as good as stuff on the radio? Well,
lets start with the fact that you recorded it in your bedroom,"
said Lord-Alge. "But theres a lot of good stuff coming from
those guys. They want their stuff to sound (professional)."
is where Lord-Alge comes in.
and his brother have also come into a different niche with their business
LA Spank Factory, which leases expensive music equipment to musicians.
Lord-Alge says he wishes he had started the business long before its 1992
start, as its revenue comprises "a substantial part" of his
bill our clients for the rental of audio equipment, and the only downside
is that the equipment becomes obsolete. But before that time weve
made the money back 5 times."
these positive trends, Lord-Alge acknowledged the recent problems in the
music industry regarding low sales. He believes that this problem can
be largely attributed to technological advances such as CD burning and
Internet file sharing. Lord-Alge feels this is one area that sorely needs
some entrepreneurial insight.
dont think (the record companies) thought the file sharing thing
was going to be the big thing that it is
now theyre gonna
have to come up with some kind of hardware that (stops burning),"
said Lord-Alge. "(Can someone) come up with a way where were
not going be able to burn CDs? Or encrypt music so it cant be copied?
There are a lot of areas where theres room for entrepreneurship."
of the field, Lord-Alge emphasized the importance of the customer in entrepreneurship.
have a lot of repeat clients. It's important to keep them happy,"
Lord-Alge said. "(They) come in, were gonna do (the job) in
a painless manner, I keep you at or under your budget, and youre
going to want to come back
and I work in South Beach!"
not every aspiring entrepreneur may have the resources to work out of
South Beach, Lord-Alge believes that everyone has the ability to create
their own niche in business.
the stupidest thing, but youve just got to think outside the box,
and be yourself," he said. "Focus your energies on what you
do you best."