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August 16, 2002
Play that jingle again
Jory Groberman's studio produces all kinds of music.
KYLE BERGER REPORTER
When most people think about the music they hear on the radio,
they imagine all their favorite bands with their hit singles.
When Jory Groberman thinks about the music he hears on the radio,
he pays more attention to the jingles that get played between the
hit singles during the commercial breaks.
That's the part of the music industry in which Groberman is counting
on spending more time in the future, now that he has opened his
new Yaletown studio, 29 Productions.
While 29 Productions will likely spend most of its time working
with new bands who want to create a demo CD or a first album, Groberman
said he hopes to do a lot of work both composing and producing material
for non-mainstream projects.
"My idea has always been that there is plenty of room for music
everywhere and not just on the radio or television," he explained.
"Whether it be in sports, theatre or events, I want to create
new avenues for myself and this company to create music, get it
out there and have people use it."
Groberman recently spent three years in Toronto at Ryerson University
where he earned a degree in radio and television broadcasting. He
then spent another year in the east working on various television
projects doing camera work, writing, editing, researching and even
a little acting.
However, when he came back to Vancouver this past January, he was
unable to find work. So, with the help of his brother, Micah, his
dad, Harold, and a few friends, Groberman took over an empty office
in Yaletown, renovated it and turned it into a fully functioning
production studio.
Groberman said his studio is not able to compete for the more popular
local bands and that's part of the reason he is looking for work
outside of the mainstream market.
"Vancouver is a mecca for recording artists and our studio
is not a million dollar room so we're not going to be able to get
the top bands in here," he said. "The main thing is that
we can create music for television shows, for radio ads or any sound.
It doesn't even have to be music."
One of Groberman's niches is that he is a composer himself and he
hopes that combining that with his skills as a producer will turn
29 Productions into a successful business.
Groberman also plays guitar with the band Davis Trading and has
not ruled out the possibility of forging his own solo musical career
one day.
"I still hang on to the idea of having a solo career if I [think
it's] a good thing to do with my life," he said of his future.
"Music is something that I do pretty much every day. So for
me to have this opportunity to form a company around the talents
and skills that myself and my family have ... what else could I
ask for?"
Micah Groberman is training to be a production engineer and currently
represents 29 Productions as the vice-president in charge of sales
and marketing.
Harold Groberman, a real estate agent who helped his son secure
the studio, also composes his own music. According to Jory Groberman,
his dad has a dream of becoming the "first person to come out
with their debut smash album at the age of 60."
Groberman's friend Tracy Ackerman, who works in the marketing department
of the Vancouver Aquarium, is also helping out with radio advertising
sales for the studio.
More information about 29 Productions can be found online at www.29productions.ca.
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