Milwaukee, WI - Journal Sentinel Article by: Gary Shanook 3/5/04

Just over 10 years ago now, Michael Laechel, of www.MichaelLaechel.com, was at a career development impasse. Despite good notices for his work and a loyal following at his local shows, Michael couldn't pop the bubble he was in. Being "signed" to small indies didn't seem to get most groups very far, and Laechel was burning to get his music out to a wider audience. He wasn't alone.

"I knew all these bands that were recording at the same time," says Michael, an animated fellow whose energy palpably electrifies whatever space he's currently occupying. "I thought, wouldn't it be cool if we were all on a label together."

Frustrated with the realities of under-funded indie labels (wherein any money invested into the band seems to evaporate when it's time to promote a tour or release), the bright young man conceived a different sort of record label model. "I made Addiction Records to put out my records and function as a unifying force within the music community."

Got to pay the dues.

While lots of artists create their own labels and even take on additional acts eventually, Addiction ascribes to a decidedly more "all hands" model. The label has taken the DIY (Do It Yourself) focus and energy of talented, hard-working Chicago/Milwaukee bands, tapped into the particular strengths of each, and collectively works for the advancement of all. So far, so good. January marked Addiction Records tenth birthday and a year of achievement for Michael Laechel who ken the power of true collaboration.

Unlike a traditional record label, being "signed" to Addiction Records doesn't come with any promise of getting paid. In fact, it's quite the opposite. Addiction bands attend monthly meetings in Michael's living room, and they pay membership dues. The money collected goes to printing, posters, web site hosting, CD pressing, T-shirts and everything else the bands need to put themselves out there.

"Some people are surprised when we tell them everyone pays dues," says Laechel of Addiction. "There's this idea out there that once you get 'signed,' the label pays you." Michael laughs appreciatively at the very thought.

Every band gives time as well as money. "We're kind of like this weird family full of dysfunctional but loving characters," says Michael. "I'm out there all the time, doing whatever needs to be done." And everyone rolls up their sleeves for the dirty work — screening T-shirts in Michael's living room, burning and assembling 600 copies of the recently released Laechel CD, putting up posters, and generally spreading the word.

"Some bands preach the DIY thing all day long, but they won't actually roll up their sleeves and do it." Michael is passionate, using his hands as much as his words to emphasize his point.

"Addiction bands have silk-screened T-shirts in my living room. Some bands wouldn't stoop to something like that." He doesn't mention names, opting instead to continue on a positive note. "But lots of others will, and those are the people we try to hook up with. Everybody we work with is really nice, cool. Everybody puts in the work."

Gearing up for the revolution.

Talking to Michael, one gets the sense that he's confident his label has come at the right time, to the right place. A native son, he professes his love for Milwaukee and his pride in the architectural and cultural development the city has enjoyed in the last decade. "Milwaukee's awesome, and you can feels things moving right now, shifting. It feels revolutionary."

He cites obvious improvements like the Calatrava and the Park East, is enthusiastic about the new cool of Bay View and Riverwest, and shares his hopes for the near future of the live music scene. "We have really decent clubs, and some are starting to do well. What's going on at Cactus Club and Vnuck's is really exciting. Now Billy from Reed St. is booking Points East — the remodel there is done and they're taking a different musical direction."

There's a Addiction band for almost every venue in town, ranging in style from alt country to noise pop with plenty of stops between. "We're more of a mission than a specific musical identity," says Michael. The roster currently contains six mystery bands (to be anounced), but the label's goal is to have ten solid bands working together to make Addiction happen.

Is Addiction out to be the next "big" local record label? "Addiction is simply a promotional vehicle for local bands," Michael says, running his fingers through his short brown hair, putting his thoughts together. "It started as a friends thing and has grown from there."

Michael's not sure what he wants from the "future," that far-off time when his life is "on-track," but for now he and the other Addiction bands are having a fabulous time. "Even if we never do anything again, at least we can say we were part of something... greater. I can say I worked with this little label in Milwaukee and put out some records that were really good. I can show them to my kids, to people I meet, for the rest of my life."

"That's sweet," says Michael.

To me he says, "You should use that."

Michael makes a face, continues. "Seriously, this is special. We're all in this together to the point where if somebody in one of the label's bands has a party, the members of the other bands come. It's so cool." He's been to a ton of parties since Addiction was born.

"We're just trying to incite a rock and roll riot," quips Michael.

Mike adds "You should use that as the closing quote."

CLICK HERE TO VISIT THE STATION THAT PLAYED MIKE!!

Michael Laechel's song, "Jesus Told Me", which was featured on MP3.com was played on Rock 102.1 FM. This is Milwuakee's Top-40 Rock Alternative Station. His song was played on, "The Milwaukee Rocks" Show. (For those of you in Milwaukee, request Mike Sunday nights between 9-10pm c.s.t. on 102.1 FM. The studio line is: 414-799-1021.)

CLICK HERE TO VISIT THE STATION THAT PLAYED MIKE!!

Michael Laechel's songs, "HELP" & "TOO HOT FOR ME", that were featured on MP3.com were played on Q-101 FM. This is Chicago's Top-40 Rock Alternative Station. His songs were played on, The Local Show. (For those of you in Chicago, request Mike Sunday nights between 9-10pm c.s.t. on Q-101 FM. The studio line is: 312-591-8300.)