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Coming
of age in the Bay Area in the mid 90s, VAST front man Jon Crosby was
exposed to an eclectic mix of alternative music, global consciousness,
coffeehouse culture, and the Internet. It was in this atmosphere he
began experimenting with mixing electronic, world, classical, metal,
and pop to create a sound that music critics found impossible to classify.
“I felt when I started that I wanted to explore
new ground,” Crosby says. “I figured every genre came
from somewhere. Sometimes it’s just a matter of mixing different
styles, and sometimes it’s just a mistake. Either way, it’s
exciting.” Through a series of demos and shows, VAST was signed
to Elektra and in 1998 released their self-titled debut, which has
since become a cult classic. However, the sophomore release, Music
for People, while expanding VAST’s fan base, wasn’t
a huge commercial and critical success by the label’s standards.
“I love that record, but I’ve found over the years you
have hits and misses. I think that record might have been self-indulgent
in the wrong way (laughs).” It became clear at this point
that when it came to VAST’s future, Crosby and Elektra had
disparate visions.
Crosby left Los Angeles to seek solace in the Southwest
for a year of reflection. “I was signed at 20, and even by
then had been working for years on music alone,” he muses.
“At that time, I was 26 and between recording and touring,
I hadn’t had a chance to live life.” His sojourn in
New Mexico ultimately resulted a series of online downloads titled
Turquoise & Crimson. This move marked a unique method to release
music directly to fans, bypassing big retailers and other sources.
The true entrepreneurial breakthrough was selling only bundles of
songs, rather than single downloads. “I didn’t want
people listening to one song,” Crosby says. “I wanted
them to hear where I was going.” Select songs from Turquoise
& Crimson were later compiled and released as the c.d. Nude
in 2004 through 456 Entertainment.
“Releasing Nude on 456 was a nightmare,”
Crosby says. “There were so many problems dealing with them
on every level. I feel we made a big mistake not believing in ourselves
enough and doing it on our own.” Borne out of this experience
was Crosby’s own label, 2blossoms Records & Media. The
first CD. was be released in stores in May 2006. “Running
a label is whole different experience. But it’s the only way
I can make sure my vision is intact and I can live up to the high
expectations of our fans. The days of the aloof rock star are over;
now more than ever doing new things is important, and if you can’t
keep up with what’s going on, you’re left in the dust.”
Moving forward also meant the addition of new band members. Michael
Austinmoore (bass) of San Diego came on board just prior to the
2004 tour, and Austin native Ben Fenton (guitar) joined VAST in
early 2006.
In response to the growing demands of fans, VAST
released the download April, an acoustic project that showcases
Crosby’s songwriting abilities. The wide release is slated
for April 2007. “I feel like for the first time I have found
my niche and my voice,” Crosby says. “I feel that people
are finally beginning to understand me. It feels right and earned.
I think the future is exciting, and I can’t wait. But I’m
mostly excited about today. Now is where it’s at.” VAST
will tour this spring and summer and are selling tickets directly
to fans through their website, once again proving they are on the
forefront of a new movement of musicians who are taking their business
and their art into their own hands.
Although
critics have compared VAST to a number of commercially successful
bands throughout the years, Crosby’s unique songwriting and
production style continues to cleverly evade niche appeal. “When
people hear our debut CD for the first time, they think it was recorded
recently,” he says. “It was recorded in 1998! I’m
proud of this, and I think it goes to show that there is light at
the end of the tunnel when you focus more on growing artistically
and less on growing financially. People do notice the effort someone
puts in to making something special.” |