Southward Expansion

North Carolina's MoRisen Records Looks To Athens For Artists And Audiences

originally published January 24, 2007

If the past few years in music have proved anything at all, it’s that pretty much anyone can start a small record label. But keeping a label running and making it profitable is an entirely different story. Chuck Morrison started Charlotte, NC-based MoRisen Records a few years back and, unlike many other indie newcomers, is actually seeing impressive returns.

The Sammies, perhaps the label's most well-known act, are no stranger to Athens audiences, and this town's own The Pendletons is affiliated with the label; both acts are performing locally this week. The Never, Snatches of Pink and Elevator Action, all MoRisen acts as well, have recently passed through Athens' clubs and plan to continue down that path.

Morrison’s path to music is less conventional (and more comical) than most. He got his start in marketing - more specifically, pushing computer mice made to look like NASCAR autos. While most might scoff at this somewhat ironic venture, Frank Backgammon, keyboardist for The Sammies, says it played a major part in his band’s decision to sign with MoRisen. “The music industry is a business, and marketing is a big part of it, so we liked the fact he was a 'business' man, not just some music fan with money. He had already succeeded, and we felt he had what it takes to do it again,” says Backgammon.

And don’t think this quote is taken out of context; Backgammon is indeed referring directly to Morrison’s success with NASCAR-themed mice. For their part of the small-to-large story, The Sammies started out as just a little indie-rock act from Charlotte. In the past year, they’ve seriously expanded their fanbase and are playing the big industry festivals CMJ and SXSW.

Morrison and Backgammon’s first encounters were based on lies, but they caught Morrison’s attention and forged a union. “We first met Chuck almost three years ago," says Backgammon. "He gave us our first real gig at The Room in Charlotte after we lied and said we'd played frat parties and festivals. His label was still real new then and as he watched us grow, we watched his label grow, too."

In addition to turning a profit on something as ostensibly trivial as NASCAR computer accessories, Morrison quickly proved his business-savvy at his record label digs. He successfully formed a partnership between MoRisen and Lions Gate Films last year, a move that Backgammon says is generating paramount exposure for his band.

“Chuck made the deal with Lions Gate, which we saw as instant publicity. We have since been in several TV shows and in the movie and soundtrack for Employee of the Month with Dane Cook and Jessica Simpson because of that deal,” says Backgammon.

Many musicians dream of the opportunity to provide a soundtrack for Simpson to shake her ass - Morrison made it a reality. Morrison says that his long-term relationships within the film world afforded him the opportunity to help his artists win prime placements. “Film and TV is a right-place-at-the-right-time kind of thing," he says. "The cues are getting better and more frequent.”

More recently, Morrison has looked to Athens for new talent. The Pendletons were just one of the Athens acts that caught Morrison’s eye. “In terms of the process of signing The Pendletons, I’ve watched them for a while with The Sammies and I think they have a great chance,” says Morrison, “I think Athens is a really important market for us as a label because it's just a few hours down the road. I’m seeing more acts with potential come out of Athens than anywhere else right now.” Morrison says he courted The Pendletons for quite some time before signing them, making sure that the bandmembers' personalities fit with his.

Morrison’s techniques and philosophy are consistent with the intentions of most other indie labels. “I’m in it for the long haul. I like being really artist-friendly,” says Morrison (though so does just about every other indie label employee). “My philosophy is not hitting a bunch of home runs, but making base hits every day. Putting another brick on the foundation each day. I like to accomplish something we’ve never done before at least once a month, and we’ve been successful at doing that.”

Morrison also employs a risky A&R attitude, which has proven to be surprisingly successful. “My A&R guys are the bands. They know me well enough to know what I like and what I don’t like. They’re my best A&R guys out there,” says Morrison.

Backgammon is very clear to point out his reasons for sticking with MoRisen through its period of growth. The Sammies’ popularity has expanded rapidly in recent months; they are without doubt one of the largest indie rock acts in the Charlotte area. Backgammon attributes this to Morrison’s strategic planning and absolute devotion to the bands on his label.

“You can call and actually talk to Chuck - we have face to face meetings often. We didn't run the risk of not being a priority on some bigger label, shoved to the back burner,” says Backgammon. “We really like the semi-romantic idea of us, a Charlotte band, and MoRisen, a Charlotte label, teaming up and putting Charlotte on the musical map. All we can do is continue to both work as hard as we can, and no one can knock us for trying at least. Good things happen every day now, and it is an exciting time for all at MoRisen.”

Ian Wheeler

WHO: Morning State, The Pendletons, Freeze Tag
WHERE: Caledonia Lounge
WHEN: Thursday, January 25
HOW MUCH: $6

WHO: The Sammies, Walcott, Trial By Fire
WHERE: Tasty World
WHEN: Friday, January 26
HOW MUCH: $5