Alternator Records' core team has a history of being first on the scene. Founder / Producer Michael James long ago gained a reputation for finding and developing (and securing record deals for) emerging artists during the initial stages of their careers. The debut releases of Hole, L7, New Radicals, Too Much Joy and others he recorded are arguably the high-water marks for these seminal acts. Head of A&R, Jan Seedman, is known for discovering and championing Stone Temple Pilots and Filter, bringing them to EMI Music, and getting Nickelback their record deal with Roadrunner Records. Leading the Artist Relations division, President Penelope Grzebik brings artist management and marketing expertise to developing independent artists by moving forward their careers. Online subscription music pioneer Anu Kirk, and Goldfinger drummer Darrin Pfeiffer, have positioned this startup, multi-genre label to leverage the high demand for immersive music while showcasing a diverse cast of musicians from varied cultures. With its strong emphasis on mentoring, Alternator’s transformation from a production company to a record label provides James, Seedman and Grzebik the opportunity to cost-effectively develop and showcase fresh new talent ahead of the pack.