At Drive-Thru Records' San Fernando Valley headquarters, there's a tabletop roulette wheel in the conference room, always ready for a new spin. It's an apt symbol for the indie record company and its founders Richard Reines and Stefanie Reines. The music industry's #1 brother and sister act took the gamble of their lives, launching Drive-Thru on nothing but a dream and a maxed-out Visa card. Eight years and millions of albums later, the gamble paid off big time: Drive-Thru is now the premiere destination for some of rock's most engaging and subversive bands.
Among those on the Drive-Thru roster, New Found Glory, with two gold albums under their belt, one approaching platinum. Their 2004 cd "Catalyst" shipped gold and debuted on the national album charts at #3. This is a band signed by Drive-Thru when their biggest show up to that point was a pool party in South Florida. That's an example of Richard and Stephanie's ability to find hit bands before anyone else/
"We signed Something Corporate right out of playing in their garage," says Richard. "Same with bands like the Early November, Hidden In Plain View, Finch and Senses Fail. We haven't ever lost money on a band we've signed so far (knock on wood), and while the record industry at large keeps shrinking, we keep growing."
That's for sure, and while all the above-named bands have established brilliant careers, perhaps most telling of all is the fact that every day the Reines fill several thousands of dollars worth of orders for Drive-Thru merchandise sporting the company logo. It's a logo that represents quality, purity and rock n' roll prestige.
"The major labels don't get it," says Richard Reines. "They always look to jump on trends, but by then the trend is over." By signing bands Richard and Stefanie feel passionate about, they keep the roster small but the commitment absolute. "It comes down to a gut feeling, and we don't get that feeling too often," adds Stefanie. "We're in this with them for the long haul."
Naturally, given the label's worldwide success, Drive-Thru has inspired more than a touch of jealousy from some music industry quarters, but it doesn't faze the Reines one bit. "In the past," notes Richard, "some people have dismissed our label as all �pop-punk' or �all bands sound the same,' which is ridiculous. If anyone actually took the time to listen to the bands we've signed they'd notice they all sound completely different. The only common thread with Drive-Thru bands is that they all know how to write a mean chorus."
This is a particularly exciting time for Drive-Thru, as the label's long alliance with Geffen Records (formerly MCA Records) officially comes to an end. It means a new start for Drive-Thru Records, according to Richard and Stefanie, who intend to protect the label's independence and build on their impeccable track record.
"We've done every job," says Richard. "We know what works, what doesn't, and we're not above anything. We are completely involved with our bands." Adds Stefanie, "Because we're so involved, we're not sitting in our office. We're out there listening, talking to kids. It just so happens that we have the same taste as our audience."
Natives of New Jersey, Richard and Stefanie Reines grew up developing their twin loves: music and film. A graduate of NYU film school, Richard initially came west to direct music videos, with Stefanie following soon after. It didn't take long before the two made an impact. Richard directed and Stefanie produced clips for the likes of The Bloodhound Gang, Jimmy Eat World, and Goldfinger. They segued into publishing a fanzine and producing their own video show, "Sideshow," which featured amazing guests like blink-182, Deftones, Radiohead, Weezer and Oasis.
Given their knack for discerning real talent, the two decided to form their own label. From the get-go, their DIY operation discovered exceptional talent. Bands like Finch, Something Corporate, The Movielife, Home Grown and Fenix TX all helped establish the label's sterling reputation, with new bands like the Early November, Jenoah and Hellogoodbye now coming on strong.
What keeps them motivated? The same thing that got them going in the first place: a resolute love of music and its inherent power to impact lives. "Kids are fans of our label," says Richard, "which is the biggest compliment."
Over the years, Drive-Thru has solidified that fan support by sponsoring artist tours, including hosting a stage at the Warped Tour, the first indie label to do so. "In Japan, they have Drive-Thru night at some clubs," says Richard," and we've even seen kids with Drive-Thru logo tattoos."
That devotion is a direct result of the Reines' ability to relate to the bands they sign. "The environment here works for the bands," says Richard. "They feel really comfortable here." Adds Stefanie, "The coolest thing is when a band says their dream is to be on Drive-Thru."
That dream is shared by countless bands today, who seek out the most artist-friendly indie imprint anywhere. And no matter how much success the future brings, one thing remains resolutely the same for both Richard and Stefanie Reines: their motivation. "We do this," says Stefanie, "because we love it."
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