At a time when the collapse of the music business has become a cliche and the major labels objects of derision, Chester French, a duo of Harvard grads whose names are neither Chester nor French, may well be the exception that proves the rule.
The two guys, Max and D.A., are one of those six-years-in-the-making overnight successes who turned their dorm-room obsession with mixtapes and pop music into a career the old-fashioned way: one fan at a time. In true Cinderella fashion, a few of those fans were famous, as in Kanye West, Jimmy Iovine and Pharrell, whose label, Star Trak, released their first album, Love the Future, on April 21.
Above photo by Kirsty Umback
The label support is crucial because “we couldn’t afford to be on tour or put together the nature of our act, which is an expensive proposition, without the support of a record company.”But, they admit, “being on a major label isn’t what it used to be. We still have to get the word out and build up grass roots support.”
Which is exactly what they’ve been doing, playing parties and afterparties, where “Jacques Jammies” (athletic clothing, acually) are required, for pretty much whoever wants them to. Oh, and using tools like myspace, blogs and twitter for all they’re worth.
“The industry has changed, but even if it hadn’t ,we’ve always had a great relationship with fans. We see them as pioneers for our movement, and have been on the bandwagon way before people like MTV. The least we can do is stay in touch with them.”
At least, Max jokes, “until we reach a certain point. At that point, I plan on disowning friends and family and sinking deeper and deeper into myself.”
Then, as if impatient for that point to arrive, they suggest I sign up at their website (www.chesterfrench.com) and buy the album directly from them. It makes me laugh and, more importantly, makes me think the future is in good hands after all.
Words by Neil Feineman
Chester French – She Loves Everybody
