Less Than Jake

LTJ has been touring nearly non-stop for the past 3 1/2 years. When the rock’n’roll “calling” first came, Vinnie was two classes away from a masters degree in special education. Until then, LTJ toured mostly on spring break and summer vacation to accommodate the band members’ college schedules.

Once the musicians realized it was all or nothing, they gave up academics for a life of tour busses and Taco Bell, interviews and soundchecks, and lots and lots of performing.

“A lot of people have a misconception about a major label in that once you sign, it’s all encompassing — they take over your merchandise, they take over press and publicity. You know, that’s not necessarily true,” Vinnie said. “Up until maybe a year ago, we screened every single T-shirt we’ve ever done.”

LTJ works closely with Capitol on merchandising and marketing, designing everything from stickers to album covers for their two major label CDs, Losing Streak and Hello Rockview, which is the newest release.

When first courted by the label, LTJ’s members were reluctant to sign, fearing their career would be taken out of their hands. The band wanted to continue releasing independent singles and contributing to compilations on other labels.

It was the insight of ex-Capitol prexy Gary Gersh that convinced the band members they had nothing to fear. “Gary Gersh had the vision to say, ‘You know, let these guys put singles out on other labels. It’s only going to help our record sell. Let these guys do all their own merchandise. Let these guys handle their own ads and handle their own artwork. It’s only going to give us the street cred in the long run.'”

LTJ also keeps its street cred by maintaining its DIY ethic when it comes to booking and management.

LTJ was self-managed before bringing Kathy Mussio aboard. After the group’s Capitol debut, Losing Streak, was released, the band members realized they had their hands full. “At first, we were going to stay self-managed and then the realization of our touring schedule came into play,” Vinnie said.

Making Mussio a team member gives LTJ the freedom to handle the DIY stuff and she takes care of the rest. Vinnie said Mussio doesn’t take responsibility for the “big grand scheme plans.” Instead, she executes the band’s ideas with the label.

Mussio may convey the band’s beliefs to the label, but it’s the band members who communicate their touring concept to agent Rick Bonde at The Tahoe Agency. LTJ, which used to book all its own tours, takes a very active role in planning its road work. Vinnie is constantly asking Bonde, “When are we going out? What support bands are we taking? What markets are we playing?”

Bonde has helped the band grow from playing in front of empty chairs at rental halls to thousands of rabid fans on high-profile festival tours like Ska Against Racism and the Vans Warped Tour. For that, LTJ remains loyal to its agent.

“We’ll never leave Tahoe,” Vinnie said matter of factly. “Rick understands our band. When we were nobody, when we were drawing 30, 40, 50 people, Rick was taking a chance booking our band. And now that we can draw 1,000-plus people, why would I leave him?”

Vinnie, who rarely has a bad word to say about the music business, said, “The only problem I have with the music industry is that there’s no loyalty. Our band is all about loyalty.”

Vinnie said a lot of bands forget that an agent took a chance when no one else cared. He said once popularity comes, bands often opt for a prestigious booking agent.

“It’s this let’s-jump-ship mentality … that really bums me out because music is not about social status, it’s not about money, it’s about people getting together and having fun at making music.”

In addition to being appreciative of its business team — and road crew — LTJ is very grateful for its fans. Vinnie said, “Less Than Jake will do whatever it takes to show people who like us that we’re stoked that they’re there, watching us.”

The band keeps its ticket and merchandise prices low as a sign of that appreciation. The band also gives out free stickers, trading cards and “whatever dumb nick-knack that we can find that says Less Than Jake on it. All that says is ‘thank you,'” Vinnie said. “‘Thank you for supporting our band. Thank you for coming out the 12th time to see us play.’ It’s all done in self-promotion, don’t get me wrong, but it’s also done with this appreciation to the people who are actually there, singing along, dancing along, getting Silly String sprayed on them, getting confetti all over their hair, laughing at our lame jokes. I love the people who love us because without them, I’d be flippin’ burgers in Gainsville.”

Vinnie said appreciation for fans and its business team — and one another — is key. “If you surround yourself with cool people, just like Rick, just like Kathy, just like the people at Capitol … half your battle is won.”