Originally published on September 28, 2007

Scott Borchetta

Big Machine
Founder/President/CEO

Only 2 years old, Nashville's Big Machine cranks out mega hits—from Taylor Swift to Garth Brooks

One of the most successful recent music startup companies is Big Machine. Founder/president/CEO Scott Borchetta has an unprecedented record of accomplishments in promoting country music. Big Machine is helping launch a new generation of country stars while also working with its legends. Just 2 years old, the company not only broke even in year one but is well on the way to hitting its aggressive plan numbers for 2007.
Getting into the business: I started in the mailroom of my dad's independent promotion business. We did bulk mailings of thousands of pieces, so the first thing I learned was all the call letters and cities they were in. I started calling secondary stations while we were packing these bulk mailings. From there, I started my own independent Cash Box country promotion business. Bruce Shindler had gotten into country from New York and hired my dad to work Boxcar Willie records. Bruce decided he wanted to move to Nashville, and my dad hopped in his pickup truck, went to New York and moved him down. Bruce then lived in the bedroom next to me for several months. He then went to work for MTM. They were starting to have some chart success but didn't have anything charting on Cash Box, so I called Bruce and said, "I can get your record started for you this week." Bruce ended up hiring me as his national assistant.

Joing MCA: Bruce and I ran the promotion department and had No. 1 records up against all the goliaths in town. MTM was purchased, and Bruce went to RCA and I went independent again. My office was literally across the street from Sheila Shipley at MCA, and one Friday afternoon I got her on the phone and asked if she would be there for 10 minutes. I ran over and said, "I love what you're doing musically. I will work Marty Stewart and Kelly Willis for free if you'll just let me work them." That opened the door and eventually they hired me as national field promotion director. Every year I was there, we were label of the year. In '94, Sheila left to start Decca, and they made me senior VP of promotion for MCA.

Moving to DreamWorks: We were working 24/7 and I become very close with Reba [McEntire] and Vince [Gill]. I didn't realize it at the time, but it was driving Tony Brown nuts. I didn't leave, I got kicked out. In '97, James Stroud had come to the end of Giant Records in Nashville and we were both out of our gigs within 24 hours. He called me the day after and said, "I'm going to have an amazing opportunity and I want you to be a part of it." I told him if it has anything to do with DreamWorks and being involved with Mo Ostin, I'm probably in. James did me one of the biggest favors of my career: He let me learn how to run a record company. In 2004, the remaining percent of DreamWorks was sold back to Universal, and DreamWorks Nashville was merged with Universal Nashville. I'm suddenly senior VP of promotion over DreamWorks, MCA Nashville and Mercury.

January '05 I have lunch with Luke Lewis and James Stroud. They said, "Your deal is up in September. We'd love to be able to give you a label but we can't do anything except ask you to stay, pay you more money and have you just run the promotion department." I said, "Thank you, but if you guys won't give me a label or at least define a pathway for me to run one, I'm gone." And there's something about [Country Radio Seminar]—the next morning I had a meeting with James and Luke. They said, "We're going to allow you to stay under contract through your existing deal, then go start your label." It was the most liberating, coolest meeting. Luke and James were absolute gentlemen, and for them to give me that opportunity was just great. I'll always be grateful for that.

Founding Big Machine: The idea really started at DreamWorks, because we talked about a second label. I started writing this plan in '04, seeing where we [thought] record and entertainment companies [were] going. John Zarling told me the day after I left he was coming with me. I started showing him my notes of what we could do and we started formulating plans. We custom-made this label.

Mission of the company: We're a branding and marketing company. Our assets are the artists. And when I say branding, I mean that in a valuable way. To be a brand is an honor. And within that, attack all media. And define what the new return on our investments shall be. There is no such thing as critical mass anymore.

Long-range plans: We're off to a fantastic start. To look around a few years after we've launched and have the No. 1 single with Garth [Brooks] and the No. 1 single with Taylor [Swift] is surreal. But that was last week.

Biggest challenge: The uncertainty of leadership within our industry. People haven't fallen out of love with music. They've just fallen in love with new ways to use it. We are learning we don't have to monetize free. Jesse James was this great outlaw—and right now he is kicking our ass. Jesse James is the Internet. It's the lawless Wild West. It's a big problem, but it's fixable.

Something about your company that will surprise readers to learn: There are just 14 of us, and there's a surprise every day.

Career highlight: Starting the label.

Career disappointment: It was all learning experiences, and something positive always does come out of it.

Advice for the record industry: You better love it, and if you don't love it, we're going to beat you.

Advice for broadcasters: Please be in love with it.

Liner Notes
Profile: Scott Borchetta
Title: Big Machine president/CEO
Favorite radio format: Country and alternative rock
Favorite TV show: "Racing, usually NASCAR, and then open wheel."
Favorite song: "(I Can't Get No) Satisfaction" by the Rolling Stones
Favorite movie: "Scent of a Woman"
Favorite book: "My latest favorite book is 'Chasing Cool.' "
Favorite restaurant: "Mama's [Fish House] on Maui."
Beverage of choice: "Jack on the rocks."
Hobbies: "Auto racing, Big Machine and my wife—but not in that order."
E-mail address: scott.borchetta@bigmachinemail.com

'Jesse James is the Internet. It's the lawless Wild West.' —Scott Borchetta