Cracker Frontman Lowery, RainMaker Launch (804)

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(804): Lowery et. al. helped cook up the renditions of "My Way" for The Martin Agency's recent AXA Financial campaign.
Players in Richmond, Virginia's music scene have announced the launch of (804), a coalition of music talent based in the area, bound together by a common area code. The company launches with RainMaker founder Bill Grishaw at the helm and David Lowery -- of Camper Van Beethoven and Cracker fame -- as its most high-profile partner. Lowery runs The Sound of Music recording studio in Richmond, where he has produced records for such acts as Sparklehorse, Joan Osborne and Counting Crows.

(804)'s model mirrors that of various companies -- like Ten Music and SubZero -- that have cropped up in recent years to provide a bridge between advertisers and musical talent. "We tend to be pretty far ahead," Lowery says of his studio when it comes to spotting new talent. "Because there are a lot of rooms here and a lot of stuff going on." Before the official launch, Lowery and RainMaker gave their arrangement a trial run on The Martin Agency's recent AXA Financial campaign, which features various fresh renditions of the Sinatra classic "My Way."

The company's other partners include RainMaker co-founder Kristin O'Connor, Sound of Music partners Miguel Rodriguez and John Morand, and entertainment attorney Kirk Schroder.

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