In 2003 ESNTION {-SÉN-SHUN} RECORDS began by releasing their first single, Daniell Spencer's classic, HOT BUDDA HOUSE. His, soulful, homage to Chicago's legendary Funky Buddha Lounge is still a consistent seller almost 2 years after its release. They quickly followed that up with the quirky pop masterpiece, DANCE WITH ME by DJ Russ Harris feat. Alina which ended up being featured on the Johnny Vicious album, DEEPER AND HARDER (Dee Vee Ent.) along with Tiesto and others.

After that it was off to the races and on to the Billboard Club Play charts with releases from Gene Hunt (BUILD FOR THE DAY / SAVE THE MUSIC), Mr. A.L.I (JAM SESSIONS ROUNDS 1 and 2) and Norty Cotto's LET IT GO and I'LL BE YOUR FREAK featuring SINSATION! Both went to the Top 10 in Billboards' Club Play Charts.

Then, in August of 2004, EsNtion LATINO was born. Shortly thereafter, EsNtion received a pleasant surprise when many of the same stations began airing the demo from La Tira and promoting the record, even though it was months away from release. La Tira ended up providing the soundtrack for the Puerto Rican Day Parade in Chicago which was aired internationally on Telemundo.

Currently EsNtion has done a deal with McDonald's for live performances at their restaurants during the summer and has Danielle Bollinger on the Club Play Charts. EsNtion SILVER is the anthem oriented, radio friendly, division. Forever Soul is the deeper groove division for the DJs all over the world and EsNtion LATINO is the growing home of Latin Music that has been written about in Latinos Unidos, Indie Latino and many others.

Now that you have some background about EsNtion Records, let's chat with the label manager Bill McCormick

 

Managing a record label must be hectic, what goes on during a typical day?

Well, I get up each day around 5:30 AM, slurp down something resembling coffee and contact our European and Asian affiliates. I usually get to the office around 8 and then perform the morning routine, answer emails, phone messages and get more coffee. By around 9 I am ready to face people.

During the course of each day I check on our various search programs that keep track of each of our artists and talk to their various managers and agents to coordinate their schedules with our programs. Nothing in the universe, after my wife, makes me happier than a well managed act.

As the day goes on I stay in touch with our distributor, 3MD (Ryko), to keep them appraised of what is happening with each artist on the next part of our release schedule and try to give them the tools they need to sell each release to the stores around the country.

By around 5 or 6 PM I gear up for any evening meetings I may have and then eventually have a couple of cold Buds and go home to start again the next day.

Your website: www.EsNtion.com claims that your label is "The worlds greatest Dance and Latin Label". Why?

What? Because "I said so!" isn't good enough? Okay, we firmly believe in all of the artists that have made commitments to EsNtion. We like them, are proud of them and do our best to support them.

Furthermore, I am a firm believer in Kurt Vonnegut's philosophy that you are what you pretend to be. Obviously, within reason, but, given the response to our releases, and the fact that we were able to secure serious national distribution based solely on singles' sales and chart positions, says that I may be exaggerating, but not by much.

Why did EsNtion branch out to form a Latin Music Label? And how do you find your Latino Market?

Well, we are based in Chicago which has a large, and vibrant, Latin community. To us it seemed to be a 'no brainer.' Many of the local Latin distributors already carried our dance music and liked what we were doing. The promoters are, essentially, the same and it was not a huge deal to us. Marcelino Ramos, formerly of RMM (Tito Puente, Celia Cruz, etc.), was assisting me every step of the way and is now a valued member of our staff as well as a good friend.

Your staff at EsNtion seems to be growing. You have two very well known names here in Chicago with DJ extraordinaire, Monna Samuka in Dance Music Sales and Promotion, along with Cesar Rolon working in Label Promotions. How have their positions at the label improved growth?

You forgot Hugo Moya from Cajmere. He is Monna's assistant and a huge help around the office. I guess that, while some of our staff may be more known to some folks than others, I have found that each member of our team brings something to the table that makes them, and us, special. We also have Sandra Trevino from Descarga, the Rock 'en Espanol video company, who is a big help in our dealings with Latin artists and companies all over the world. We call her FNA since she will stick her foot in the ass of anyone who gets out of line.

Monna is an amazing asset. Prior to my becoming Label Manager, he was on my short list of people I wanted to hire.

Cesar is a freaking magician. I give him moldy lemons and he makes blossoming groves. I give him the impossible to do and it only takes him a little longer than the merely difficult. He is a big reason why corporate sponsors take us seriously and why our video game partnership with XING Interactive (Holland) is starting to garner some serious attention.

Please, tell us about your artists featured on EsNtion?

Well, the first four artists that are being released through our deal with 3MD are Danielle Bollinger, Grupo Fuego, La Tira and Frankely. While that seems a little Latin heavy, those releases were complete and the artists are already on tour, so it was the most prudent schedule we could come up with.

Go to our web site, we have biographies and photos on all of our artists. Hopefully your readers will learn to enjoy each of the artists signed to our roster as much as we do.

Danielle Bollinger's first single "When The Broken Hearted Love Again" had such a variety of mixes to choose from. The single featured remixes by Chicago Legend E-Smoove (p/k/a Thick Dick) Chris Cox, David Ospina, Peter Presta, and Josh Harris, what a great line-up. Who chooses the remixer? And what do you look for in a remix?

Thanks. We choose the remixers at staff meetings. I only have a couple of loose rules when it comes to remixes. I like to have, at least, one known mixer on each release. After that I have been adding some of our roster to remixes and looking at people who may not be that well known in the industry to fill things out.

Will EsNtion Records have a presence at this year's Winter Music Conference?

Oh boy, will we ever! Danielle Bollinger, Grupo Fuego, Lake Street Project and John Daminato will all be performing there this year. Several of these shows are slated to be simulcast either on the Internet or on satellite radio. Also, Danielle is using the WMC as a kickoff for her national tour.

What's in store for the future?

Beats the hell out of me, obviously success is on the horizon. After that, I kind of like not knowing. It makes each day an adventure.

She will be in Chicago on March 31st at Circuit and one other clubs to be announced.