The PUB Report

By Rodney K. Jackson

Today’s music industry executives will tell you that an artist has to “build a story” or an audience in order to compete in today’s market. Too few executives have the passion and love of the music they acquire or promote. Unfortunately, their inexperience and inability to develop and create true artists has left the music playing field stagnant and unimaginative. This is a true disservice to the fan and listener.At the National Association of Recording Merchandisers (NARM), I had the fortune to meet a label executive who defied the standard philosophy of “throwing product against the wall to see what sticks”. Charles Whitfield, VP of Hidden Beach Recordings, knows music. He has helped in the development of such artists as Jill Scott, Kindred The Family Soul, Mike Phillips, Darius Rucker, and Al B. Sure. Along with label head Steve McKeever, Hidden Beach projects have gained a reputation for their quality and ability to reach across the generational gap by integrating Hip Hop, Jazz, Gospel, and Soul.

A native of North Carolina, Whitfield grew up with an appreciation for all genres of music. He listened to the sounds of Parliament, Cameo, George Duke, Rodney Franklin, Stanley Clarke, Michael Franks, and Al Jarraeu, along with the Hip Hop classics . After a stint at record store, Charles went to family friend Michael Jordan and introduced him to McKeever (previously president of MoJazz Records). Jordan was presented with an airtight business plan and became a lead investor in the label.

Hidden Beach’s first release was Jill Scott’s “Who Is Jill Scott” in July of 2000. The album went platinum and launched one of the most storied careers in music. In 2002 the groundbreaking “Unwrapped” series landed on Billboard’s Jazz chart and stayed there for 72 weeks. “We wanted a CD of originals where Biggie sampled Herb Alpert, Lil Kim and Jeff Lorber, Summer Madness with Kool and the Gang, but since we where a new company, we couldn’t afford the rates” states Whitfield

“So later, one of the producers came in with this Biggie song and said he had Paul Jackson Jr. (famed session guitarist) play on it. We asked him to bring us back a couple more songs and that’s how Volume One came about. We wanted the concept as father and son could listen to the album together. So the kid would like it for the Hip Hop and the adult can relate because of the Jazz.”

Charles Whitfield also knows the importance (and challenges) of trying to reinvent an established brand. On June 23, 2009, Hidden Beach released “Honey I’m Home” by 80’s New Jack artist Al B. Sure. Sure, who hasn’t released an album in over 15 years, will attempt to penetrate an audience that is now older and mature. But as their track record has proven, Hidden Beach is well equipped to overcome this obstacle.

Giving Back

Whitfield, who used to handle Hidden Beach’s day-to-day operations from Los Angeles, now calls North Carolina home again. He coordinates the company’s internship program from his alma mater, North Carolina Central University, and teaches the importance of brand awareness for a new generation of music listeners. “I wanted to get in touch with youngsters, connect with them and get on their level in order to bridge the gap” states Whitfield. Charles Whitfield represents the old school mentality of artist development and passion, along with the new school tactics of surviving the digital age.

For more on Hidden Beach Records and their current releases, go to http://www.hiddenbeach.com