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troutfishinginmusic · 4 years ago

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The story of Grass Records: From Brainiac to Wind-Up and Creed

Images via Grass of ’96 compilation

Everything isn’t available in the streaming era. There are notable gaps in the seemingly bottomless amount of music currently available. Some of the most noticeable exclusions are albums released on Grass Records.

If you’re a fan of ’90s indie music, this short-lived New York label mattered. Though sometimes dismissed as a sibling label to Homestead Records, Grass released over 60 full-length albums ranging from pop to punk to noise to experimental music. It raised the profile of influential bands like Brainiac, Toadies and the Wrens.

The amazing thing about the label is how consistent it is. Every time I thought I was done with this article, I would listen to a band like Baboon and be completely blown away. These are all fascinating, idiosyncratic bands. This is more incredible considering the label was only around for about four years.

Much of this music is hard to find. The odd song might be lingering on YouTube, but you’re almost better off looking at your local record store or ordering from Discogs.

Why are the albums in this weird limbo? Mostly because the monied interest who bought the label in 1996 thought it wasn’t yielding a big enough return on the investment. Grass was gutted and rebranded into post-grunge/nu metal giant Wind-Up. Money poured in and these wonderfully weird records were swept to the side.

The following interviews were conducted via email, Facebook messenger and phone over the last few months. Quotes from the interviews have been edited for style/clarity. I’m eternally grateful to everyone who got back to me. I am also willing to expand this story if more former Grass artists want to reach out. If you’re one of these artists, my email is at the bottom of this story.

Seedlings

“I started in the music business purely by chance,” said Camille Sciara, who founded Grass Records.

Sciara got her start working at Record World in New York as a second job and became friendly with the store’s buyer. After attending a manager training program, she moved on to become a manager of the store. Her second job became her first.

“Then, after two years there, I became bored managing a record store and my friend Mike, the buyer, told me about Dutch East India,” Sciara said. “I started there as a salesperson and, after a year of sales, became the buyer when that position opened up. I never envisioned starting a label.”

While working as a buyer at Dutch East India Trading a friend sent her a Toadies cassette. She “loved it” and started Grass in 1993 to release it.

Grass released the Toadies EP Pleather soon after, which contained an early version of the band’s inescapable alternative hit “Possum Kingdom.” After Pleather, the band scored a major label deal with Interscope. The platinum-selling Rubberneck arrived in 1994.

“They did really well on their first major release,” Sciara said in an email interview. “But then it appeared that Interscope just dropped the ball or lost interest. They were such a great band live, I never understood how they weren't huge stars. And super cool people.”

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Tall grass

Sciara would go on to sign unique and influential bands like Brainiac and The Wrens.

“Since I had never run a label before, I was going purely on how much I liked what they submitted,” Sciara said. “Obviously not the best business model for running a label, but for the money we offered it worked to some respect. The longer I ran the label, the more I understood what was needed from them [the bands] regarding can they tour etc.”

There were few bands of the 90s that radiated weirdo energy as brightly and brilliantly as Brainiac. The documentary Transmissions from Zero chronicles the significant impact the band had on the music scene at the time. It also shows a band on the brink of mainstream success. Brainiac released two albums on Grass, Smack Bunny Baby and Bonsai Superstar, before departing for Touch & Go. The band’s forward motion was sadly cut short by Tim Taylor’s death in 1997. Prior to this, Interscope was expressing interest in the band.

“If Tim hadn't passed I'm pretty sure they'd have been the biggest [band on the label],” Sciara said.

Original Brainiac guitarist Michelle Bodine said Grass’ association with Dutch East India made the label initially attractive.

“[Camille] was super excited about us and we had total creative freedom,” Bodine said. “We also liked the 2-record deal with the option of 3 contract.”

After leaving Brainiac, Bodine would go on to play guitar and sing in O-Matic. The band released its lone album Dog Years in 1996. The album is one of the overlooked gems of the ’90s.

The Wrens’ influence reverberated in more subtle ways. The band’s first two albums, Silver (1994) and Secaucus (1996), provided a blueprint for much of the post-Pixies landscape of ’90s indie rock. They could’ve been much bigger, but still made a significant impression.

“The depth of realization in this record is unparalleled: every angle is perfected,” Pitchfork founder Ryan Schreiber said about Secaucus. The band’s third long awaited album, Meadowlands, dropped in 2001 and received a “Best New Music” tag from the same publication.

Rumblings of a follow-up to Meadowlands have been thrown around for the last 10 years, but a record has yet to materialize.

The level of talent the label had was staggering. A few groups Sciara thought would be bigger ranged from the Irish dream-pop band Chimera to Georgia punk band Sunbrain. “There's more, it would be long list,” Sciara said.

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New shoots

Baltimore

Baltimore punk band Liquor Bike had released one album before signing a two-record deal with Grass. The band’s first release on the label was Neon Hoop Ride in 1993. Liquor Bike was excited to be on the label because of the Homestead Records connection.

“We loved being on Grass, we toured like crazy,” singer/guitarist David Koslowski said. “We had great booking with Creature Booking.”

Between the booking agency, which had done work with Nirvana, Helmet, the Lunachicks and Jesus Lizard; and the new label things were looking up for the band. The band would have posters up in whatever towns they were playing in and mentions in the local paper. The label would keep them up to date if they had to do things like impromptu radio interviews. When they got off the road, they entered the studio to record The Beauty of Falling Apart. During this time Alan Meltzer, who bought the label from Sciara in 1996, entered the picture.

“At the onset we were pretty psyched because this guy’s got major label distribution,” Koslowski said.

It also helped that Sciara stayed on after the transition.

“We could still work with Camille, who we love,” Koslowski said. “We slept at Camille’s house when we would play up in New York. She’s an amazingly nice, sweet person and very giving.”

Koslowski said the band was given significantly more to record the follow-up based on buzz the band was getting at the time. J Robbins, of Jawbox and Burning Airlines fame, did the cover art and Drew Mazurek produced the album. The band even hired John Lay, who had previously worked with Squeeze, to manage the band.

“By that point we were having decent guarantees,” Koslowski said. “Those two years when I was on Grass I barely worked a real job. I wasn’t making a rockstar living or anything, but I was certainly able to pay my rent and utilities.”

Liquor Bike went on tour with Gas Huffer to promote the forthcoming record. On the tour Koslowski noticed there weren’t posters out and the band didn’t receive write-ups in the local press. To make matters worse, they never received CDs of The Beauty of Falling Apart to sell at shows. Koslowski said Grass had promised this.

“We were pretty confused," Koslowski said. “I mean our record had been mastered already, everything had been sent to the factory.”

Lay soon informed the band Sciara had been fired and the band had been dropped. Koslowski said the band decided to stay on the tour even after being kicked off the label. The band had old records and T-shirts to sell. They had put a lot of work into the tour and didn’t want to waste it.

Liquor Bike eventually released its third album on Merkin after failed meetings with Amphetamine Reptile, Columbia and Interscope. It was the band’s last before the members went their separate ways.

Seade was another band on on Grass that was unfortunately overlooked. Their lone album (Perf) is an underrated ’90s classic.

Prior to Meltzer, Koslowski said that he didn’t think there was any favoritism toward any one band despite the label being so prolific.

“I just think the woman loved music and wanted to spread that out to people,” Koslowski said of Sciara. “I think she legitimately wanted to help people, you know, help these bands out. She was nothing but giving.”

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Omaha

Mousetrap, an Omaha-based punk band, hoped to initially get a deal with Homestead when it sent in two 7” singles.

“Camille really liked our singles and got in touch with us.” Patrick Buchanan, Mousetrap’s singer/guitarist said in an email interview. “We developed a great relationship with her, and eventually she offered to sign us — we were given the opportunity to sign either with Homestead OR with Grass, which was a brand-new label at the time.”

Buchanan said the band thought it would possibly get overlooked in Homestead’s large stable of well-established bands and decided to sign with Grass. He also said Sciara made a large difference.

“Camille was one of the coolest people we had ever met in ‘the business’ – she just seemed really genuine, straightforward and honest,” he said. “Those are the types of people we wanted to work with. So our relationship with Camille was probably the main thing that made us sign with Grass.”

Mousetrap would go on to release three albums on the label, starting with Cerebral Revolver in 1993. The band was a big influence on Commander Venus, an Omaha band featuring a young Connor Oberst.

“They were definitely a big deal in Omaha and everybody loved them,” Oberst said of Mousetrap in an episode of the Turned Out a Punk podcast earlier this year.

Commander Venus came in contact with Grass through Mousetrap. The band signed to the label when Oberst was only 14. The band also featured Rob Nansel, who would go on to co-found Saddle Creek Records. Oberst said the band recorded its first album, Do You Feel At Home, in 1995.

“That was a good experience and a learning experience,” Oberst said. “I also think it kind of made it more apparent that even if you do get an opportunity like that, you know, you’re a little fish in a big pond. And maybe people aren’t going to work as hard or care about it.”

He said that this was mitigated by having the support system of a local scene in Omaha. The band ended up releasing its 1995 debut on Lumberjack, which later became Saddle Creek. The band released one more album, The Uneventful Vacation, before Oberst formed Bright Eyes.

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Promoting growth

Alan Meltzer came into the picture with a retail background. He had previously owned Titus Oaks Records in Long Island. He went on to found CD One Stop in 1985, which was purchased by Alliance in 1993. Meltzer became Alliance’s president during this time but left the company in 1995. Meltzer acquired Grass in 1995 from Dutch East India Trading (the label’s owner/distributor), finalizing major label distribution through BMG in 1996.

“When I heard the Grass repertoire, I almost fell down,” Meltzer said in a 1996 Billboard Magazine article. “I heard so much good material.”

“Alan was shopping around looking to purchase an established label with an extensive catalog that he could pour endless money into,” Sciara said. “He originally wanted Homestead Records. A great label owned by Dutch East as well. But once he saw the contracts and issues with some of the ‘grey’ areas in them, he then moved on to Grass.”

Meltzer did have some legitimate interest in the label as an artistic venture.

“He absolutely was obsessed with the Wrens once he heard them and Commander Venus,” Sciara said. “He was sure with all his resources, money and big ass staff he could make them huge stars. He failed. Not the bands’ fault.”

Grass would have the name (and credibility) of an indie, but the corporate reach of a major. Meltzer looked at the new situation as the best of both worlds.

“We’re not a major label, but we’re not an undercapitalized, disorganized independent that’s out there on a wing and prayer,” Meltzer said. “We’re somewhere in the middle. We’re staffed, we have the organization, and we’ve got the know-how. I opted for major distribution because the majors are better at it.”

Grass kept Sciara on as a VP of A&R (artists and repertoire) and expanded Grass’ workforce to 20 in-house employees, according to the Billboard article. The label’s future looked bright. Bodine left Brainiac and formed O-Matic (also signed to Grass) when the change happened.

“…It seemed better – they had a nice office in Manhattan with an open stairwell area and glass walls,” Bodine said. “It was very modern and cool. The budget was much bigger. They hired more people and we felt like we had a good support system.”

“When we went there it felt like money,” Koslowski said.

Koslowski only met Meltzer once at a Grass Christmas party.

“He was a typical New York money guy when I met him,” Koslowski said. “I didn’t get a good vibe. He didn’t have that indie spirit that Camille had unfortunately.”

The meeting didn’t go well.

“I remember drinking a bit and messing with him,” Koslowski said. “I said ‘hey Alan I wanted to see if I could run this by you. You know that new Liquor Bike record we’re working on? We got the artwork but we just wanted to run the title by you and make sure it’s cool. We want to call it Eat My Fuck Asshole.’”

Meltzer and his wife were horrified, according to Koslowski.

Yellowing, patchy

In an oral history with Stereogum, Wrens bassist and singer Kevin Whelan said the band was picking up steam.

“So Secaucus came out and it started to do somewhat well and “Surprise Honeycomb” was starting to get recognized and played on different shows, and we thought that international fame was around the corner,” Whelan said.

And then the call came in.

“He [Meltzer] said, ‘Well, boys, I’m not going to give you any more money. If you don’t sign with me today, it’s over.’ So, I remember, we sat in the van, we looked at the empty gas tank and we were like, ‘Well, I guess we’re not signing, let’s get the credit cards out and see how we can get home.’”

According to the Wrens’ website bio, Meltzer wasn’t pleased.

“[Meltzer], infuriated, commences layoffs of involved record company personnel and vows that ‘the next band to walk through that door will be made famous – at any cost,’” the bio states. “The next band through the door is Creed. Grass Records becomes Wind-Up Records. Creed becomes famous at any cost.”

By the time of the Wind-Up transition, Moustrap had already fulfilled its contract when it released its third album The Dead Air Sound System.

“At that time, Mousetrap was not very active,” Buchanan said. “I think we had become rather disheartened by how much time and love we put into the band, while getting very little recognition on any type of national level. At that point we were physically and mentally exhausted by constant touring and recording, with very little in the way of tangible success to show for it. So we didn’t really have any relationship with the label by the time it became Wind-Up.”

When the label wasn’t as successful as Meltzer thought, he brought in Steve Lerner. This was effectively the end of Grass Records.

“I was let go along with 8 to 10 others when Meltzer brought in Steve Lerner to run the company,” Sciara said. “The new staff felt Grass was too much related to me so hence a name change.”

“With Lerner serving as his right-hand man, the duo transformed Wind-up into a $100 million-plus sales operation with multi-platinum acts like Evanescence and Creed,” a 2007 Billboard article said.

Death, new high-yield crops

Grass was rebranded as Wind-Up, a key player in the nu metal and post-grunge universe, in 1997. Many of the Grass bands were dropped to make room for the likes of Finger Eleven, Creed and Evanescence. Meltzer, who ran the label with his wife at the time Diana, finally found his cash machine.

“I was extremely happy because, although Creed was a mega-seller and saved his label, I wanted nothing to do with that and the direction the label was taking,” Sciara said. “Not knocking it. You need artists like that to sustain a label that had an enormous payroll and nice offices. I totally get it, it’s a business. But I was happy running a small label with smaller contacts and cooler bands that didn't have to compromise their sound to write a ‘hit.’ That’s what he was always looking for.”

The transition to Wind-Up in 1997 did have some overlap with former Grass artists. The second Commander Venus album was released by Wind-Up and Thick (with a later release on Saddle Creek). Pollen, a rough-edged pop-punk act that had released two albums on Grass, dropped Peach Tree on Wind-Up. Baboon’s sophomore album Secret Robot Control was also released in 1997 on the new label.

Slowpoke’s Virgin Stripes, the final vestige of Grass Records, was a co-release with DGC in 1998. The album didn’t break the band, but it’s not a stretch to imagine it could have (especially since it boasted a song as infectious as “Belladonna”). The album retains some of band’s outsider noisy energy, but delivers it in a package palatable enough for the post-grunge crowd. Past this point, Wind-Up focused mostly on its new sound.

Koslowski didn’t initially know Wind-Up was the successor to Grass. One day someone mentioned to him that he was labelmates with Creed.

“I was like ‘wow, OK I guess he got his hit,’” Koslowski said.

Meltzer died in 2011 at 67. He made headlines by leaving $1 to his chauffeur and $500,000 to his doorman. Bodine saw this as frustrating because of how he left things with other Grass bands.

“He owed lots of bands money so it’s just really fucked up that he didn’t pay them/us. Liquor Bike did get theirs before he died only because they were persistent,” said Bodine.

In 2013 Wind-Up was purchased by Bicycle Music Company with distribution by Concord Music Group. In 2015 the two companies merged to form Concord Bicycle Music. Craft Recordings manages the label’s reissues.

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Rare strain

Aside from Brainiac and The Wrens, many of the bands on the label aren’t on streaming platforms. The physical releases on Grass are mostly out of print. A sea of fantastic experimental indie music remains in this gray area. This doesn’t seem to be changing.

“Unfortunately, I haven’t a clue about if there are plans of Wind-Up re-releasing any back catalog,” Sciara said. “It’s sad really. Holding peoples’ artistic work hostage or just ignoring it seems cruel. Hopefully Wind-Up did the right thing and gave them back their masters, rights etc. Or at least license it to someone else to release.”

The three Mousetrap albums are stuck in this place.

“I wish more people had the chance to hear our music, so yeah I wish it was easily available,” said Buchanan. “Sure, we wanted to be popular — but the most important thing for us was that we made the music we wanted to make. We always did things our way — for ourselves, with no regrets. So even if the albums are harder to get, we’ll always have the memories — and those who were there to witness it will, too.”

Liquor Bike’s lawyer was able to secure the master tapes and artwork for The Beauty of Falling Apart with no questions asked. The band also has the master tapes for Neon Hoop Ride.

“Crazily enough, Grass did not make us buy Beauty of Falling Apart from them,” Koslowski said. “I have heard from some of my fellow Grass artists that they wanted to charge an incredible amount of money.”

Neon Hoop Ride was remastered and briefly available on streaming services. The album was only available digitally and did not get a physical rerelease.

Greener pastures

Following her departure from Grass, Sciara started Ten23 (Oct. 23, 1996 was the day she was fired from Grass). The label released The Wren’s EP 1135 before folding.

“It seemed like a great idea,” she said. “Didn't put out anything else after that release. It was an expensive endeavor starting a label from scratch, so to speak, and at the time I was unemployed.”

From there she went on to work at the Knitting Factory label group and eventually Narnack Records. She uprooted from N.Y. to move to L.A. to work at the latter. She eventually ended up back in N.Y. where she was a manager at Petland Discounts for 12 years until it closed in 2019.

Buchanan has gone on to release music as Vicious Lovers. Mousetrap has plans to release new music for the first time in 20 years according to Buchanan. Some of Mousetrap’s music can be streamed here:

Michelle Bodine went on to play guitar in Shesus, which was signed to Narnack. The band released an album and an EP before splitting up. Bodine has since been participating in Brainiac reunion shows and was featured in the Brainiac documentary Transmissions from Zero.

David Koslowski went on to play in the post-rock band Vivid Low Sky and the power-pop band Gerty. He currently owns a coffee shop/record store in Baltimore called Baby’s on Fire.

“I loved every aspect of being on Grass, except for the very end,” Koslowski said. “I also loved how diverse Camille had the label. A lot of friends from that time from those bands, I’m still friends with them. It was like a really cool little group of people that all got to share in something for as brief of a time period as it was.”

If you have questions, information or concerns I can be reached at [email protected].

CORRECTION: A previous version of this article spelled David’s last name as Kozlowski. It’s actually Koslowski. Also, J. Robbins just did the cover art for the band’s third album. Drew Mazurek actually produced it. Godplow is a great band but they’re from Minneapolis, not Baltimore.

#grassrecords #indie #90s #brainiac #thewrens #mousetrap #liquorbike #baboon #toadies #omatic

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