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Bruce Pavitt and Jonathan Poneman

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2020-06-01
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2020-06-01
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  1. When you started to think about, hey, this is really a thing, maybe I can turn this into a label. Seattle, like, you know, obviously you have Jimi Hendrix, right? The most significant Seattle artist, him and Cobain, right? But Seattle was not Motown. It wasn't LA. Did you think of maybe, hey, maybe we could make Seattle like Motown. Maybe Seattle could be like that. Were you already thinking that or not, really?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  2. Want to get back to that. I want to rewind a little bit. Okay, so you released this record, this album, the subpop 100, and this is just, you're just taking existing recordings and just compiling them onto one record. Is that right?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  3. A mullet. Yeah, okay. You got a little bit of a mullet going, and you're hosting this show. You bring Bruce on because he's released the sub-hop 100, which includes a bunch of artists, including Sonic Youth was on it, I think. And by the way, Bruce, before I forget, at this point were you thinking, you know what, sub pop, this is what I'm gonna do. I'm gonna make a music label. This is actually what I'm gonna, because it sounds like up until this point, it was kind of amorphous. It was a magazine, but it was a cassette. It wasn't a music label where you still thinking of it as a kind of a magazine on cassette?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  4. So, Bruce, I'm looking at a photograph of you as a young man, and I think this is accurate around that time, the early sort of early to mid 80s. He kind of had a shaved head. Is that right, a kind of short shaved crops? Yeah.

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  5. Okay, I was joking. See, this is very hard. This is the challenge with a quarantine interview. I can't see your face. I can't tell the jokes without seeing you, but we'll navigate that. All right, so you're in Seattle. It's the early 80s. Jonathan Ponneman, you're in Seattle. It's the early 80s. Do you remember when the two of you first met and what were the circumstances?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  6. Brewsome curious because you were, I mean, you were doing the zine, but you were also doing a bunch of things from what I read in Seattle. At one point, you started a record store called Fallout Records. And by the way, did you, I mean, again, this is the cool thing about the early 80s. It seemed like that was possible. Today, opening a record store at a place like Seattle would be hard, right? I mean, you'd need a lot of money and you'd have to sign up a multi-year lease and there'd be all this, I mean, it would be almost insurmountable for most people. I guess starting a record store in Seattle in 1984 wasn't that challenging.

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  7. Trying to imagine, so the zine that you printed, was it like on black and white paper? Was it like photocopied? How did you get it printed?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  8. So I'll shift back to Bruce for a sec to ask you about that. Bruce, you, when you started school at Evergreen State College, I guess you also got into the college radio station and were DJing there and you started printing a fanzine called Subterranean Pop, and this was a magazine that talked about what?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  9. Okay, I thought so. Okay, I was like, wait a minute. Yeah, that's not the place to be, right? I mean, you'd go to LA maybe, maybe San Francisco, maybe Chicago, Detroit. So what did you do? I mean, how did you make a living and pay your rent?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  10. All right, so you do eventually graduate high school. And then I guess you head out to the Seattle area because that's where your girlfriend at the time wanted to go. And when you got there, what was your plan? Were you thinking of going to college?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  11. And this is so crazy. I just read that you were like, kind of, it sounds like you're kind of a troublemaker. Like you were kicked out of schools and then you were like out in and out of high schools and different schools. Like what were you doing that was so bad?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  12. Alright, so let's pause there, and I'm going to turn to Jonathan. Jonathan, you grew up in Toledo, Ohio. And I guess as a kid, you were in bands. You were like... Playing in garage bands from your early teens, is that right?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  13. All right, so you kind of clearly into music as a kid, and growing up in the suburbs outside of Chicago. Did you ever hang out in Chicago or go to Chicago as a teenager?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  14. Anyway, back to the story, starting with Bruce Pabbitt, he was born into a large family in the Chicago suburbs. His dad was an insurance executive, and his mom was a school social worker.

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  15. How are you holding up? I know that you were diagnosed with Parkinson's several years ago. You're doing great. Does that sort of physical therapy or anything that you do get affected by the situation now?

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  16. I am looking at a map of where you live, Orca's Island. You actually are closer to Canada than you, I think, than you are to the United States, or maybe you're like right in between.

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  17. A big record labels its impact on American culture is hard to overstate. I was supposed to interview Bruce Pavitt and Jonathan Ponniman live on stage in Seattle, but those plans got shelved for obvious reasons, so we decided to go ahead and do it in the safest possible way. Me in my garage studio, and both Jonathan and Bruce at their homes, and for Bruce, it's a pretty isolated home. He lives in the San Juan Islands, about a three-hour car and ferry ride from Seattle.

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  18. Into the world has to do with sub pop. Just like Barry Gordy and his Motown label brought the sound of Detroit to radios around the world, SubPop and its co-founders Jonathan Poneman and Bruce Pavitt helped turn Seattle into a global brand of music and culture. The band Sub signed would come to define the do-it-yourself rock and roll of the late 80s and early 90s. And Bruce and Jonathan managed to do this despite being shunned, at least in the early days, by the big, influential American rock magazines. Now, like all the stories we tell on this show, SubPop was and is a business. And as you will hear, for a big part of its first 30 years, a pretty badly run business, but that's not really the point. This is rock and roll. And even though SubPop never became a major financial powerhouse, especially compared to the

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  19. In 2006, the influential startup investor Paul Graham wrote an essay called The Eighteen Mistakes That Kill Startups. And Mistake Number One Single Founder. Graham argued that startups with two or more founders have a better chance at succeeding, and you could add to that have a better chance at having an impact, as subpop records did, because the raw energy and creative tension between the two co-founders is what made that label legendary. Now, if you remember, or even if you don't, in the first few years, the nineteen nineties, Seattle was the epicenter of American youth culture. Seattle bands like Pearl Jam, mud honey, Alice and Chain Soundgarden, and of course Nirvana seemed to own the rock and roll airwaves between nineteen ninety and nineteen ninety five. And a big part of how the city and its sound exploded out.

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  20. It's how I built this show about innovators, entrepreneurs, idealists, and the stories behind the movements they built. Guy Ross, and on the show today, how two rock and roll fans harness the raw energy of Grunge in Seattle and then sent it out to the world through the iconic record label SubPop.

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  21. And when you're ready to launch, you offer code built to save 10% off your first purchase of a website or domain. Loans issued by Celtic Bank and serviced by Stripe. All loans subject to credit approval.

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

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    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT

  23. You know, one of my favorite parts of traveling is getting a feel for a neighborhood, the way locals do. A few summers ago, I was in Rome and stayed in an apartment I booked on Airbnb. It was tucked in a quiet neighborhood just outside the Roman forum. Every morning I'd walk to the corner cafe, grab an espresso, and just watch the world go by outside. I even managed to chat with the owner about the neighborhood he lived in for nearly forty years. And he got me thinking about my own neighborhood. There are incredible hiking trails and great restaurants and, of course, the beach. And when I'm traveling this summer, listing my own place on Airbnb could be a really smart way to let someone else experience the area the way I do, like a local. Listing your home on Airbnb while you're traveling is a great way to make some extra money. You could put the money toward your next trip. Your home might be worth more than you think. Find out how much

    2020-06-01 · How I Built This with Guy Raz · Sub Pop Records: Bruce Pavitt and Jonathan Poneman · IDENTIFIED FROM THE TRANSCRIPT