MSO Music. Culture. Lifestyle.
“Celebrating 15 years in the publicity business this month, the Mitch Schneider Organization is more than a PR company, it’s a bonafide taste maker. It’s garnered both the trust of the music world’s biggest artists and promoters (Sex Pistols, X, Coachella, Ozzfest) and consistent consideration from us press peeps (no small feat considering music journos are often inundated with press releases, pitches and product non-stop). In a nutshell, if you write about music and you get something from MSO, you take a look…Schneider has assembled a great team…”
-Lina Lecaro, LAWEEKLY.COM, February 19, 2010
MSO is the go-to publicity firm for creative and maximum impact press campaigns encompassing all forms of media.
With its iconic and cutting-edge artist roster—and its representation of internationally heralded music festivals, tours and events–MSO has the eyes and ears of America’s exuberant music fans.
With the prowess to represent high-quality, honest music from many musical genres—pop, rock, electronic, dance, hip hop and country including the various sub genres of punk, metal, screamo, goth and Americana–MSO is plugged not only into the music itself but into the culture and lifestyles that continue to rapidly grow around the music.
Through the skilled efforts of the agency’s expert staff of music industry veterans and young blood, the world-famous agency has become respected as the ideal conduit between the taste-making media and music devotees that have propelled so many of its clients into the limelight.
Always forward thinking, MSO was the first independent music publicity firm in America to have its own web site back in 1996. Founded by one-time Rolling Stone rock journalist Mitch Schneider, the agency designs tailor-made, passionate press and TV campaigns that focus on the talent, vision and goals of the individual client, artist or event.
In a market where CD sales have started to give way to the phenomenon of digital downloads and video games–and the touring market has grown to include the explosion of music festivals and package tours–MSO has embraced the change, recognizing that music’s role as a cultural lightning rod is more pronounced than ever.
MSO is–and will always be–about Music. Culture. Lifestyle.
Check out all the latest MSO news here.
The essence of good press exposure is based upon a keen understanding of the media, and MSO’s founder, MITCH SCHNEIDER, truly has a deep knowledge of it. As a New York freelance journalist for Rolling Stone, Crawdaddy, Hit Parader and Circus magazines in the mid to late 70’s, SCHNEIDER earned an inside understanding of the way media functions–and what they want from a publicist. This media insight and experience gives SCHNEIDER a distinct advantage in the publicity field. In February 1995, he formed THE MITCH SCHNEIDER ORGANIZATION, a firm that spun off from Levine/Schneider Public Relations. Over the course of 11 years at Levine/Schneider P.R., MITCH SCHNEIDER and his associates built a strong roster of artists spanning rock, alternative, soul, country and pop. MSOopened its doors February 1, 1995 with most of the employees from the music division at Levine/Schneider PR.
THE MSO EXECUTIVE TEAM
In addition to Mitch Schneider, the MSO executive team consists of Marcee Rondan, Alexandra Greenberg and Libby Coffey.
Senior Vice President Marcee Rondan joined forces with Mitch Schneider back in the days of Levine/Schneider Public Relations. Marcee began her career as an intern after completing her education at the University of California at Irvine (where she studied Comparative Literature). In her tenure at the company (which branched off to MSO in 1995), Marcee first served as a publicist, before becoming a Vice President in 1997 and a Senior Vice President in 2000. Marcee gathers inspiration from every medium of pop culture: the latest books, magazines and fashion trends (including the search for the perfect handbag). As for the music, it’s really all about the next great song, “I’m in love/What’s that song?/I’m in love with that song.”
THE MSO PUBLICITY TEAM:
Mitch Schneider – President
Marcee Rondan – Senior Vice President
Alexandra Greenberg – Executive Vice President
Libby Coffey – Vice President
Bari Lieberman – Tour Press Director
Mike Gowen – Publicist
Andrea Faulk – Tour Publicist
Media Exposure By MSO
MSO VISION: We specialize in tailor-made, passionate press campaigns highlighting the talent and vision of the artist. We match up the best writers for our clients wherever possible, resulting in articles that reflect the artist’s virtues and passion. Our approach is strong and positive, but avoids hype. By utilizing our national and local contacts, we give our clients the targeted exposure they’re looking for while building on their image and achievements.
MSO FIRST: Because of its prestigious and varied client list, MSO is often called first by magazines like Rolling Stone, Blender, Interview, GQ, Revolver and Guitar World when they’re looking to secure artists for stories and issues of a thematic nature. At the same time, MSO’s close relationship and clout with key talent bookers at television shows give the company an important edge. These shows not only book our artists months in advance for an album release–they contact us immediately when they’re suddenly in need of a guest–enabling us to secure last-minute but impactful bookings.
MSO NOW: Whether it’s a news item at Rollingstone.com or an album review in the Boston Globe, the MSO staff moves quickly to deliver clips–national and key regional–to clients by regularly checking the key outlets on the Internet as well as the sites of the top 25 newspapers across the country.
MSO TEAMS: With the number of media outlets and freelance writers growing at a rapid pace, how does a publicist truly keep up and effectively pitch this ever-widening menu? MSO has met this challenge by assigning a team of three or four publicists to each artist, giving the company the ability to deliver far-reaching campaigns.
MSO COMMITMENT: The role of the publicist is more crucial than ever, with increasingly constricted radio/video playlists. We believe people decide to make purchases (albums, tickets) based on multiple exposures to an artist, via television performances, magazine features, newspaper features and/or weekly previews in addition to radio and video exposure. In many cases, artists can not count on radio/video play, so press–and the Internet–are the only ways fans are becoming familiarized with new music.
MSO DIVERSITY: Acclaimed new artists and legendary musical pioneers alike are represented by the company, whose roster encompasses many musical genres: rock, punk, metal, pop, soul, cutting-edge, hip-hop, electronic and dance. This diversity enables MSO publicists to work very closely with a wide range of media outlets–television shows like “60 Minutes,” publications such as VIBE, Magnet and URB, or underground punk fanzines–and thus increase the possibilities of coverage for our artists.
MSO ABOVE AND BEYOND: The company’s commitment to its clients extends beyond publicity. We’ve secured acting spots for Green Day and Everclear on the acclaimed series “The Chris Isaak Show,” for example. MSO also launched Korn’s Issues album on the 1999 Halloween episode of “South Park,” where the band debuted their single “Falling Away From Me.” In addition, this episode featured the band as animated characters.
MSO ROOTS: The essence of good press exposure is based upon a keen understanding of the media, and MSO’s founder Mitch Schneider truly has a deep knowledge of it. As a New York freelance journalist for Rolling Stone, Crawdaddy, Hit Parader and Circus magazines in the mid to late ’70s, Schneider earned an inside understanding of the way media functions–and what they need from a publicist. This insight and experience give Schneider and the MSO staff a distinct advantage in the publicity field.
MSOPR.COM: MSO was the first independent music publicity firm in America to have its own website, which launched in 1996. This site, updated daily, gives journalists access to individual client web pages, where photos, bios, press releases, items and tour dates are posted.
MSO ON THE ROAD: We do specialized press for touring clients, encompassing daily papers, weeklies, and monthlies, local fanzines, regional Internet outlets and local TV. For every show day, we submit a comprehensive media report outlining secured features and reviews, plus TV crew and photographer updates. With an office based on the West Coast, MSO’s Tour Press Department stays on top of things in a way that East Coast publicity firms can’t. Because of our time difference of 1-3 hours from many of our bands’ tour markets, clients are able to reach us for emergency verification of journalists, TV crews, etc. at the show–during the time when an East Coast office may already be closed for the day.
Why Independent Publicity?
Hiring a firm for publicity has certain advantages. As independents, we have the ability to work with artists who interest us. Our press releases, bios and mailings reflect a deeper understanding of the artist–the music, the lyrics, the vibe. We like to get to know the artists and what they want–and do not want–in their publicity. At MSO, publicity is taken to the next level. Exposing clients in new ways and with different angles is our specialty. Here are a few examples:
– We pitched AEROSMITH outside their realm–in this case, “The Simpsons,” which animated them for an episode. Interesting, unprecedented coverage resulted.
– As a result of our pitch, KORN debuted “Falling Away From Me”– the first single from their Issues CD–on the 1999 Halloween episode of “South Park.” This episode featured the band as animated characters.
– For the 1996 reunion of the SEX PISTOLS, we suggested the group perform a “benefit” concert for Princess Di. The angle: The PISTOLS would give her the proceeds to cover any money she didn’t receive from the monarchy. The band then sent Princess Di a telegram with the news of this offer, to which she replied “No comment.” All of this was subsequently announced by JOHNNY ROTTEN at their press conference in London. Huge press resulted.
– For various dates on LIVE’s 1997 “Secret Samadhi Tour,” we suggested the group organize a second stage where local unsigned bands could perform to LIVE’s fans. This marked the first time one band have organized a second stage at their shows–a tradition at multiple artist traveling festivals (i.e. Lollapalooza, H.O.R.D.E.). The group was touted as “heroes to the underdogs” in the media. We also suggested the creation of a special limited-edition tour poster designed by a renowned graphic artist, which the group sold for $5. Proceeds from the vibrant, full-size poster benefited several worthy charities.
– For DAVID BOWIE’s tour-ending 1995 Halloween concert, we suggested the theme “Pagan Halloween Ball.” We accessed Los Angeles’ underground performance artists (piercers, tattoo artists, fetishists, etc.), creating a “gothic circus” feel to the show. It was widely covered, nationally and locally.
– “Entertainment Tonight” expressed tentative interest in doing a piece on LITTLE FEAT but wanted an angle. We suggested taking the Cajun themes from such songs as “Rad Gumbo” and “Cajun Rage” a step further. The group got together for a rehearsal/barbecue and an “ET” crew filmed the band sampling the cooking of new singer Shaun Murphy. It resulted in a great piece, with b-roll of the band performing, giving the group their first “ET” coverage.
– In consulting with CHRIS ISAAK about the debut of his Forever Blue album, we suggested that buildings be flooded with blue klieg lights the evening of release. Warner Brothers did this to the House of Blues (where Chris performed) and Tower Records (for his midnight appearance), creating a “blue light district.” The lights were included in various reviews, including the Los Angeles Times and Daily Variety.
– To condemn the growing use of tapes and sampling on–stage, we suggested to RONNIE JAMES DIO that he put the following notation on his ad mats: “This concert does not contain any tapes or sampling.” As a result, the item appeared in USA Today, Los Angeles Times and MTV “News”(outlets that ordinarily didn’t cover DIO) and reinforced his honest musical presentation to his fans.
– MSO has launched five successful campaigns to help garner Hollywood Walk of Fame stars for TOM PETTY AND THE HEARTBREAKERS, THE TEMPTATIONS, CHICAGO, THE EVERLY BROTHERS and AEROSMITH. This honor always results in national and international coverage.
– In September, 2002, we wrote and issued a press release that had TED NUGENT make a special offer to Lance Bass upon hearing that the ‘NSYNC member’s proposed trip to the International Space Station was cancelled by the Russian Space Agency after he was unable to come up with the $20 million in time. The release stated that, for the price of $1 million, Bass could join NUGENT on his Michigan ranch to be trained in bow hunting basics before embarking on a week-long hunt “where he’ll be taught a greater appreciation for nature and gravity as he hunts, kills, cleans and cooks for himself,” said NUGENT. Story received overwhelming pick-up nationwide.
– To announce KORN’s tour for their See You On The Other Side album in 2006, we came up with the idea to hold a grave-side press conference at the landmark Hollywood Fovever cemetery. The day was capped with a huge celebrity-studded party at the cemetery’s huge mausoleum that was covered by MTV, Fuse, Rolling Stone and the Los Angeles Times.
– Playing off the idea that Los Angeles is spread-out, we had indie Los Angeles rock band THE RANDIES underline this by naming their 2005 mini-tour “Calling L.A.” since it covered six different local area codes. Coverage resulted in the Los Angeles Times, calling the idea “clever.”
A Perfect Circle’s The Thirteenth Step
Aerosmith’s Pump, Pandora’s Box, “Nine Lives Tour”, Honkin’ On Bobo, You Gotta Move (DVD), Rockin’ the Joint, Devil’s Got A New Disguise: The Very Best of Aerosmith
Alanis Morrisette’s Jagged Little Pill (1995) through 2005’s The Collection (Greatest Hits)
”All Tomorrow’s Parties” (2004)
Allman Brothers Band’s Hittin’ The Note, Live From The Beacon Theatre
Audioslave’s Out of Exile
Avenged Sevenfold’s Waking the Fallen
Backstreet Boys’ Millennium, Black & Blue, The Hits-Chapter One
Bad Religion’s Recipe for Hate, Stranger Than Fiction, The Gray Race
Billy Corgan’s The Future Embrace
The Black Crowes’ Shake Your Money Maker, amorica, Three Snakes and One Charm, By Your Side, Lions, The Lost Crowes, Warpaint
Blue Man Group’s The Complex
Brooks & Dunn’s Greatest Hits Collection II
”Coachella Valley Music and Arts Festival” (1999-2008)
Crystal Method’s Community Service II, London (soundtrack), Drive
The Cult’s Sonic Temple,Ceremony
David Bowie’s Tin Machine II (1991) through the current Reality
Dave Gahan’s Paper Monsters
Deep Dish’s Global Underground #025: Toronto
Def Leppard’s Rock of Ages DVD
Deftones’ Adrenaline, Around the Fur
Depeche Mode’s Exciter, Playing the Angel, The Best of Depeche Mode
Disturbed’s The Sickness, Ten Thousand Fists
Dolly Parton, Backwoods Barbie
Dropkick Murphys’ The Meanest of Times
Dwight Yoakam’s Buenas Noches From a Lonely Room (1988) through Tomorrow’s Sounds Today (2000), Blame the Vain (2005)
Everclear’s Songs From An American Movie Volume I: Learning How To Smile, Songs From An American Movie Volume II: Good Time For A Bad Attitude, Slow Motion Daydream, Welcome To The Drama Club
Faith No More’s The Real Thing, King For A Day…Fool For A Lifetime
“Family Values Tour” (1998, 1999)
Fleetwood Mac’s Tango in the Night, Greatest Hits, Say You Will
Fuel’s Something Like Human, Angels & Devils
George Harrison’s Brainwashed
George Michael’s Listen Without Prejudice
George Thorogood’s The Hard Stuff
”Gigantour” (2005, 2006, 2008)
Goldfrapp’s Number One EP, Supernature, We Are Glitter
Good Charlotte’s Good Morning Revival
Green Day’s Nimrod, Warning, International Superhits
Heart’s Bad Animals (1987) through Greatest Hits (1998)
“H.O.R.D.E. Tour” (1994)
James Lavelle’s GU #026: Romania
Jane’s Addiction’s Ritual de lo Habitual
Janet Jackson’s janet., “Poetic Justice” (film), Rhythm Nation 1814
Jimmy Page and The Black Crowes’ Live At The Greek
Jurassic 5’s Power in Numbers
Korn’s Follow the Leader, Issues, Untouchables, Take A Look In The Mirror, Greatest Hits, See You On the Other Side
Limp Bizkit’s Three Dollar Bill Y’all
Lynyrd Skynyrd’s Vicious Cycle
Martin Gore’s Counterfeit 2
Matchbox 20’s Yourself Or Someone Like You, More Than You Think You Are
Megadeth’s The System Has Failed, United Abominations
Me’Shell Ndegeocello’s Peace Beyond Passion, Cookie: The Anthropological Mixtape
Motown’s Inner City Blues–The Music of Marvin Gaye
Mudvayne’s By the People For the People
”Nintendo Fusion Tour” (2004-2006)
The Offspring’s Smash, Ixnay on the Hombre, Americana
”Ozzfest” (2005, 2006, 2007)
Ozzy Osbourne’s Tribute (1987) through Ozzmosis (1995), Prince of Darkness (2005), Under Cover (2005), Black Rain (2007)
Papa Roach’s Infest, Lovehatetragedy, Getting Away With Murder
Paul Oakenfold’s A Lively Mind, Greatest Hits and Remixes
Paul Van Dyk’s Reflections
Pennywise’s About Time, Full Circle, Straight Ahead, Land Of The Free?, From The Ashes, The Fuse, Reason To Believe
Perry Farrell’s Song Yet To Be Sung
P.M. Dawn’s Jesus Wept, Dearest Christian…
Primus’ Sailing the Seas of Cheese, Tales from the Punchbowl, They Can’t All Be Zingers
Prince’s The Most Beautiful Girl in the World EP, Come, 1-800-New Funk
”Projekt Revolution Tour 2004” (Linkin Park, Korn, Snoop Dogg)
R.A.C. Concerts (2002)
Rancid’s …And Out Come the Wolves
Ramones’ Ramones Raw DVD
”San Diego Street Scene” (2005, 2006)
Sandra Bernhard’s Without You I’m Nothing, Excuses for Bad Behavior
Sex Pistols’ Filthy Lucre Live and two tours
Skinny Puppy’s The Greater Wrong Of The Right, Mythmaker
Slipknot’s Slipknot, Iowa
Smashing Pumpkins’ Zietgeist
Social Distortion’s White Light White Heat White Trash
South’s With The Tides
Staind’s Break The Cycle, 14 Shades Of Grey, Chapter V
State Radio, Year of the Crow
Stevie Nicks’ The Other Side Of The Mirror (1989) through Street Angel (1994)
Stone Sour’s Stone Sour, Come What(ever) May
Stone Temple Pilots Core
Sublime’s 40 Oz. To Freedom, Robbin’ The Hood
Tiesto’s Just Be
TLC’s Crazysexycool, FanMail, 3D
Tom Petty and the Heartbreakers’ Let Me Up (I’ve Had Enough) (1987) through The Last DJ (2003)
Tom Waits’ Mule Variations
The Tony Rich Project’s Words, Resurrected
Underoath’s Define The Great Line
UNKLE’s Never, Never, Land, War Stories
”Vans Warped Tour” (1999, 2000, 2002-2008)
Velvet Revolver’s Contraband, Libertad
”Voodoo Music Experience” (2005, 2006, 2007)
By Phone: 818-380-0400
By E-mail: MSOORG@aol.com