“Go Hard or Go Home”

Jester Underground is one of New Zealand’s notorious underground Music and Event Management Companies created and managed by Auckland’s Tory Staples. With no business training and all the love for the industry Tory launched his full-time business three years ago after dabbling in live music events after leaving school.

Through no lack of hard work Tory has successfully landed three business partnerships creating solid progress for both his artists, and the company.

“We have media support through Juice TV for both Events and Artists, Jagermiester takes the pressure off with unique sponsorships to everything we pursue, and Miscreant Studios has been looking after our Artists recordings needs supplying top quality recordings, mixes and masters! Things couldn’t be easier at the moment thanks to these guys!”

Jester Underground works with a number of talented artists and will continue to support and grow New Zealand’s underground music. With big plans for the future and all new albums released this year Jester Underground will be well worth keeping an eye out for!

What is your business slogan or motto if any?

Not so much a slogan or motto but a saying a really good friend of mine said to me back in High
School, “Go Hard or Go Home”. So that’s what we do, we go hard! I wouldn’t want it any other way! No point chasing something you only half want or believe in.

What made you decide to launch your own business and what was involved in the set up?

To be honest I always knew being my own boss was what I wanted and needed to be successful in a personal way! The Music Industry is forever changing as we’ve heard over and over again! So the set-up was based heavily around contacts I had made previous to officially launching ‘Jester Underground’. I acquired help from my Mum in the administration department and set my own task of chasing EVERY opportunity that was presented directly to me or that I heard about in passing.

In your opinion what is the key to making it in the New Zealand music industry?

The New Zealand music industry is so small so the first thing any aspiring musician, promoter or manager should learn is respect. I’ve been doing this for over 3years which is NOTHING in comparison to the big guns who have been around well into the 20years plus range. I may know a thing or two here and there but being able to sit down and respect the advice of others is paramount to taking those steps forward.

How do you source new bands to work with and what do you look out for when choosing new artists?

These days I get introduced to a lot of new music which is awesome! I get a real kick out of hearing what’s new and what’s coming up etc! When choosing artists for events, tours etc we aim for tight, well oiled machines. Artists who can work the crowds get them going while playing their instruments at full force! From a promoters point of view you have to be picky to ensure a solid line-up on the various Bills and make sure every audience members leaves that venue knowing their money was well spent. When
making my selections, I listen to the potential artist’s demos, EPs or Album and then attend one of their events. I like to get the full experience of both recorded works and live performance before I make my decisions.

How many bands or musicians do you like to work with at any one time?

The most I have ever worked with in the Management side of Jester Underground was 14. Let me tell you, that was hard work. I had only officially signed 3 of them at the time the other artists were friends of mine or bands I really enjoyed and I offered to help get them started. I think 5 bands is a healthy number for me. Each band is different and offers their own challenges to me.

What is one of the largest projects you have worked on to date?

National Tours for any artist is big undertaking. Not only are booking venues which generally takes more than one phone call or meeting to do! You are organizing local supports, Promotions, Interviews for the headlining artists, Transport options, backline, PA Systems, Lighting Rigs, Accommodations, Food, and ensuring everyone is happy! This is all before you have even left for the first show! Aside from that the largest single project to date would have been the Jester Underground Music Month events. We worked alongside Bluevibe Studios sussing events, showcasing different genres each week of the month, it doesn’t sound like much but it pretty much became a month long festival. Next year will be bigger! Possibly even National with a Roadshow style tour, who knows!

Who are your major influencers and how do they influence your work?

To be honest I have never really been able to answer this question. I don’t really have any direct influences or people that inspired me to do what I do in the Music World. My Dad however owns his own Air Conditioning company, he’s been running it for well over 20years and is successful in his field. That’s my influence or aspiration is to own my own company for 20years plus and be successful in my own fields.

Who is your favourite New Zealand band and why?

Aside from the 5 I manage I would have to say Bang Bang Eche – Those dudes are the coolest cats you will ever come across. A lot of fun to hang out with and their music is infectious. You should check them out. I think they’re in Europe at the moment, But differently get your hands on one of their EPs.

What is the most difficult part of your job?

Being young! I often get overlooked. Just makes me work a little harder every time to prove myself. Kind of lame but it’s true.

And the perks?

Being involved in such a diverse and cool industry! Not one day is the same, heaps of interesting challenges to take and seeing my Artists developing! Of course there is also the free concerts, loads of nights out hanging with friends, hearing new music and the travel. This job has seen me travel around the world several times, the perks are endless.

What profession other than your own would you like to attempt?

A professional Race Car Driver!

What sound or noise do you hate?

When brakes on a car have a stone stuck in them or they need to be replace and they squeal!!! That noise is the worst noise ever!

What do you do during your time off?

Time off? What is that??? haha… No I drum, I spend time in the studio working on my own musical gift.

If I gave you $100,000 right now what would you do with it?

I’d start off with a High Schools tour, taking NZ bands, production crews and engineers into these schools showing students that you can have a successful career in music! Just got to be smart about it and work at it. Along with the Schools Tour set-up a space where musicians can practice, hang out, eat junk food, trade stories and just be part of a community. I feel that’s missing at the moment. And lastly I’d buy a bigger touring van! I love Touring!!

What are Jester Undergrounds plans for the future?

We have a lot in the pipes! We have a couple of big tours being planned which will see us dip into the international touring department which is ultimately where we are heading. Expansion is on the cards, we’ll be looking to take on a couple of managers and event promoters to further expand our reach with in New Zealand. More Tours, More Events, and More music in New Zealand and the World. Wish I could elaborate more on this but truthfully our future plans are to grow!

In your opinion who should we keep an eye out for in the future of New Zealand music and more importantly where can we learn more about them?!

Well besides our 5 artists! all of whom have brand new recordings coming real soon!!!

Janine Foster is showing true promise check her out here: http://www.myspace.com/janinefoster
Battle Circus are incredible: http://www.battlecircus.com
New Way Home http://www.myspace.com/newwayhome (they have a new album on the way)
Mad Pattern http://www.myspace.com/madpattern

Jester Underground currently work with:

Decortica: www.decortica.com
Jimmy and the Goodbrew: www.myspace.com/jimmyandthegoodbrew
Christopher Reed: www.myspace.com/chrisreedband
Turning Tricks: www.myspace.com/weareturningtricks
Tim Walker: www.myspace.com/timjwalkermusic

www.jesterunderground.com

Photo: Tory Staples