Publishing Development Story: Sony's Jim Vellutato with Lava Artist Angela Via

By Dale Kawashima

In this era of great pop success stories such as Christina Aguilera and Britney Spears, publishers are actively searching for great pop vocal talent, particularly ones who are also gifted songwriters. But for the publisher, discovering the artist is only the beginning of a long process to help launch the artist into a record deal and potential stardom.

Angela Via

Jim Vellutato, Senior Creative Director at Sony/ATV Music in Los Angeles, is very excited about a singer/writer he has been working with, Lava/Atlantic artist Angela Via. Vellutato discovered Via two years ago when she was 16, and has helped guide her development as a promising artist and writer, leading to publishing and label deals, and to the upcoming release of her debut album.

Vellutato, who has also worked closely with Paula Cole, Wild Orchid and TQ, initially heard a demo tape of Via (who is from Gresham, Oregon) singing classics by Whitney Houston and Selena. The original demo tape was produced by her father Tom Trullinger, and presented to Vellutato by music attorney Sandy Fox.

"I knew as soon as I heard the demo that she was a great vocalist; very passionate, with style and energy," said Vellutato. "But I also wanted to find out if she had the potential to become an excellent songwriter. This is an important question from a publisher's standpoint."

Vellutato quickly found out that Via was indeed a gifted songwriter, when she wrote impressive melodies and lyrics to the instrumental tracks he had given her. Then Vellutato introduced Via to writer/producer Smidi, and they established a strong collaboration, writing many songs together. Via also hooked up with the team of Bernie Cosgrove & Kevin Clark (best known for writing the hit "Crush" for Jennifer Paige) to write several songs, including "Picture Perfect," which turned out to be a key song in securing Via a record deal (and subsequently her first single release).

Now having proven her writing skills, Via had the hit-caliber material to attract serious label attention. Four labels quickly offered her deals, with Via ultimately signing with Lava/Atlantic Records. Lava's A&R exec Kevin Weaver and label head Jason Flom were instrumental in her signing. In addition, Via had signed a co-publishing deal with Sony/ATV's Vellutato and Executive Vice President Jody Graham Dunitz.

Jim Vellutato of Sony Publishing; and Angela Via, Sony writer and Lava/Atlantic recording artist.

Via then collaborated further with Smidi, Cosgrove & Clark, plus Billy Steinberg, Robbie Nevil, Dwayne Armstrong and Brian Steckler for her album material. Her collaboration with Steckler, "Catch Me If You Can," was featured on the "Pokemon" soundtrack album, which sold three million units.

In May of 2000, Via's first single, "Picture Perfect," was released. While not a major hit, it did sell 100,000 units and was one of the Most Added pop singles upon release. "Picture Perfect" did set the stage for Via's second single release, "I Don't Care," which was co-written by Via with Steve Kipner & David Frank (who wrote the #1 hit "Genie In The Bottle").

Recently, a new development has occurred which should further boost Via's career. Lance Bass of the multi-platinum group, N'Sync, has launched a new label in conjunction with Lava/Atlantic Records, and he will now oversee Via's album release. New songs will be recorded for Via's album, which will now be released later this year. In addition, Via has recorded a separate, Spanish album of songs for release this spring on WEA Latina Records.

The release of both of these albums will be the exciting culmination of a two-year, publishing development process. Vellutato describes some of the key steps in this publisher/writer process. "When you first start working with a writer/artist, it's a more hands on, day by-day communication; critiquing songs, suggesting demo production ideas, refining lyrics and tightening up song structures. Once the artist is signed with a label, it's making sure the artist is working with top writer/producers, and working with the A&R execs to help get the marketing and promotion people at the label excited about the project. When the album is released, it's important to continue the positive momentum, reinforcing to everyone involved what a tremendous artist and album project this is."

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