fundy noncorrosive: Success Is My Cologne: How Gallatin's Jordan Alper Is Changing ...

Most NYU students are used to juggling jobs, internships and clubs with classes, homework and some attempt at having a life. Amidst this chaos, it?s often hard to devote even a small amount of time to something creative that doesn?t involve academic credit or moneymaking, but there are exceptions. Gallatin junior Jordan Alper is one of them.

While?plenty of NYU kids make music, Jordan is one of the few that we?ve heard of who is the co-founder of a record label. Stereocure is the name he and several childhood friends gave to their L.A.-based music collective/digital release record label, and it?s apt because the unique structure and operation of the label could offer a legitimate cure for the current state of the music industry. Taking inspiration from L.A.?s Low End Theory, a weekly concert frequented by electronic artists such as Flying Lotus and Gaslamp Killer, Stereocure aims to ?break down the walls between the artists and the audience,? said Jordan.

For starters, this meant focusing on ?creativity and community? rather than producing viable commercial products, according to Stereocure?s mission essay. Jordan said that having an incredibly talented group of friends made this goal easier, enabling Stereocure to centralize its many functions (which include but are not limited to blogging, music recording, graphic design, putting on concerts, releasing music,?video recording/editing?and promotion). It?s enough to make anyone who has ever tried to make music (or do anything productive) with their childhood friends insanely jealous.

Because of this structure, genuine respect is held between members of the collective, and Stereocure bears no resemblance to the ?Music Biz? trope of artists, label reps and band managers squabbling over creative rights, royalties and other bullshit that makes pirating music seem justified. In fact, Stereocure exemplifies the DIY aesthetic that rose in opposition to major labels in the 80s and is currently experiencing a revival in the mp3 era. Specifically, Jordan acknowledges Flying Lotus? Brainfeeder label in L.A. as a huge source of inspiration due to its artists? collaborative spirit and collective friendship.

This Brainfeeder influence is also audible in the music made by many of Stereocure?s artists. Listening to the first half of the label?s first mixtape is enough to know that this apple didn?t fall far from the tree of experimental electronic music in L.A. that birthed it. But beyond track five, the songs morph into more standard ? but no less enjoyable ? indie rock. Having a diverse set of artists is just another notch in Stereocure?s belt.

Apart from the eight digital releases the label has put out, Stereocure showcased its artists with a number of shows in L.A. this past summer. Securing a DIY venue called Art House Live, Jordan and his friends were able to circumvent L.A.?s less-than-welcoming climate for young musicians. Their numerous shows this summer were a success, to the extent that world-renowned electronic musician Daedelus graced the bill on one occasion. This was a key part of the final stages of Stereocure?s development, said Jordan.

What?s next for this precocious 20-year-old? As he and his co-founders are all set to graduate from college next year, Jordan plans to expand Stereocure into a ?full indie label? with physical releases and money and everything. This will include grant applications and other attempts at funding without losing creative control. What?s most important to him, though, is staying true to his original vision:

?Personally I just want to keep working with musicians and artists who inspire me. As long as I?m doing that, I?m all good.?

Stereocure?s revolution will not be televised, but it will be onstage at Muchmore?s in Brooklyn on October 25th as part of Stereocure?s Travelling Showcase: