Marshall Stax of KALX-Berkeley
by Jeff KramerMarshall Stax of KALX-Berkeley
(First appeared in BAM magazine, 2 May 1997)
These days, if you're in a band and you don't have your own CD, you might feel a little left out. But take heart! There are still DJs left who care about cassettes. One of them is Marshall Stax of KALX-Berkeley. Every Monday from 6-7 p.m. Marshall implements a most unusual policy: "No CDs, no vinyl. Strictly demo tapes and cassette-only releases."
Stax has been championing the demo tape since 1984, when he started his show, The Next Big Thing. "The point of this show is to get airtime for stuff that normally wouldn't get heard because of the hassles of dealing with cassettes. Your average DJ is simply too busy to fast-forward to track 3 on a tape."
Back in 1989, Stax played the Sweet Children from a live recording at Gilman Street. A year or two later, that band changed it's name to Green Day. Some other Bay Area bands that Stax has played long before they were well-known include Rancid ("I played them five years ago.") and Pansy Division.
Think your band has what it takes to be the Next Big Thing? Well, anyone can send in a tape, even if you're not from the Bay Area. Just follow these basic guidelines: Make a cassette of three or four of your best songs. For the best quality, Stax recommends staying away from high-speed dubbing decks. "Do a one-to-one real time transfer from your original to the cassette you want to submit." Make sure the tape is clearly labeled with song titles, a contact name, address and phone number. (And try to keep the cursing to a minimum!) On a separate piece of paper, include a brief bio, your e-mail address or web-page, and list any shows you've got coming up. Plan ahead! Your package has to go through the U.S. mail and then the UC Berkeley mail. And Stax gets stacks of cassettes.
The Next Big Thing isn't about spotlighting any one particular band or putting a song in "heavy rotation." Instead, Stax acts like a conduit of information, keeping the audience in touch with the musicians. After he plays each tape, he announces the contact info. If people like what they hear, they can get in contact with your band directly. Stax keeps this information flowing week after week, month after month.
Don't expect a phone call from David Geffen the minute after Marshall plays your tune. But for bands looking for that first taste of radio exposure, The Next Big Thing is the first big step.
KALX-Berkeley 90.7 FM
Business Office: 510-642-1111
On-Air Studio: 510-642-5259
KALX website
Mail: 26 Barrows Hall, #5650
Berkeley, CA 94720-5650
Marshall Stax's e-mail
(c) 1997 Jeff Kramer