Anúna has occupied a very special place in the heart of the Celtic Cafe community since our beginnings almost a decade ago, and their legions of fans are especially excited about the new "Celtic Origins" CD, PBS Special DVD, and American tour. As a result of this focus, masses of the formerly uninitiated are discovering the amazing music, and we wanted to learn more about the man responsible for bringing it to us, Denny Young of the Elevation Group. We thank Greg Stein for the illuminating interview, as follows:
I know you're a Celtic music lover. Do you spend any time on the Internet looking into Celtic music?
I certainly spend time on the Internet reading about Celtic music and listening to Celtic music. I also hear great Celtic music on local college stations, XM Radio, and by going through the Irish and World Music sections at Borders. All of those combined is how I keep up with and educate myself on Celtic music
What is your background?
I grew up in Cleveland and I went to Miami University in Oxford, Ohio. One of my senior papers in college was written and based around a ficticious documentary on Irish music. It is pretty amazing to read it today (I still have it) and to see how what we are doing with Anuna is loosely based on this paper written 20 years ago. I am proud to say that I got an "A" on the paper.
What is your current position?
After having spent five years at Belkin Productions (large concert promoter now owned by Live Nation) and 10 years at IMG (the largest sports management company in the world), I am now a founding partner and president of the Elevation Group.
When did your interest in Anuna and/or Celtic music begin?
My interest in Celtic music really began with U2 and Clannad. If you listen to some early U2 records, there are some Celtic influences there that come out. But really, it was U2 that turned me on to Clannad. U2 always played "Theme from Harry's Game" after all of their early concerts as "walk out" music. I was mesmerized by this song and got my hands on every Clannad album possible. It was interesting to see -- this is 1984, mind you -- that Clannad started as a straight traditional Celtic group and then morphed into something so much more. From Clannad it went to so many other groups, including Anuna. I was originally introduced to Anuna through the whole Riverdance thing... what I quickly realized was that what I really liked about Riverdance was Anuna, so I began researching and buying their music. Lo and behold, 12 years later we invested heavily in this TV show, CD, DVD and tour.
Have you worked with other artists, and if so, to what extent?
We have worked with many other artists on concert production, specialty type of concerts, made for TV specials and corporate events.
How does working with Anuna compare to others?
With Anuna, we have enjoyed such a great collaborative effort. We have really been in the trenches with both Michael and John McGlynn, plus the singers. Together, we have all worked so hard to create what you see on TV and in concert today.
The other great collaborative effort I fondly remember was a special concert we did with Duran Duran and the Orlando Philharmonic. Nick Rhodes and Simon Lebon were intimately involved in all details and treated our team with such great respect and care. It was really a fun project and a neat way to work with those guys.
What are your other favorite Celtic artists?
It's funny, because I would say that I am more of an Irish music fan vs. a Celtic music fan, if that makes sense. Having said that, my favorite Irish/Celtic artists are Anuna, U2, Clannad and Maire Brennan, Simple Minds (Scottish Celts), Sinead O'Connor, The Cranberries, Dido, The Chieftains, Lunasa and Davy Spillane.
Would you consider a similar venture in the future with any other artists?
Absolutely... but it would have to be the right artist with the right mindset.
Explain how Celtic Origins came about. Whose idea was it to bring Anuna to America ?
I was just very interested in creating a PBS music TV show and thought the Irish music route would work best commercially, and would also be something that I could sink my heart into (which was important). I really never considered any other group besides Anuna. That was my first and last target. It was my idea to bring Anuna to America.
Having been blown away in seeing Anuna perform in Cleveland 's Trinity Cathedral I have to ask Anuna the question "What took ya so long?" Had they considered touring America previous to Celtic Origins? If not, why not? Do you have any comments on America 's response?
What took so long... hmmm... these things are never easy. For me, what took so long was the fact that we had to establish Elevation as a company and have the financial capability to fund a project of this size and complexity. Anuna has toured America in spots in the past... New York, Atlanta, Florida and Pennsylvania. But nothing on this scale. The response of the American audience has been very good so far. We have sold an enormous amount of CDs. You know Borders is our exclusive retailer and we were #1 in Borders nationwide the first eight weeks of our release. We also were one of the top 130 selling CDs in the country of any category -- which is extraordinary, given the fact that we are a World Music title and available at only one retailer. Finally, we were certified as the #1 selling World Music CD by Nielsen/Soundscan. So I am quite pleased in that respect. Having said all of that, Anuna is still a relatively new brand in America as far as the mainstream in concerned. I don't have any illusions... as I tell the group all of the time, we are building an audience. We must go door-to-door and spread the word. This music is so brilliant and everyone that hears it, loves it. We just need to continue to expose more people to this music.
Trinity Cathedral is absolutely beautiful. I'm proud to have such an awesome church here in Cleveland . What made you decide to record there?
My wife was pregnant with twins during all of the preparations... there was no way I could be going back and forth to Ireland at that time... so we decided to shoot in Cleveland. Michael and John McGlynn asked me to find a venue that was most fitting to the music and would provide a European-type backdrop. Trinity was the perfect choice.
I remember Michael saying that they prefer somewhat small and intimate settings to perform. How have they adapted to many of the larger settings/venues?
Well, the tour hasn't started yet... so I can't really answer that question other than to say, Anuna is a very experienced touring group. They have played venues of all sizes and shapes throughout the world, so their ability to adapt to some larger venues does not really concern me. They have already done this.
What is your level of involvement with Celtic Origins with respect to PBS, tour, CD, DVD, etc.?
Our company, Elevation, are the Executive Producers of the TV show, CD, DVD and tour. We have great partners in the McGlynn Brothers, American Public Television, Maryland Public Television, Borders, XM Radio and WVIZ-TV Cleveland. We put a great team together to help us produce and promote this project.
How was your experience with PBS?
Funny, but we never worked with PBS on this project, if that makes sense. We worked with 240 PBS Stations throughout the country, but our production partners and distributors were American Public Television and Maryland Public Television...and they were absolutely fantastic to work with. We could not have asked for better partners.
Is bringing an idea to PBS the normal process? Someone with an idea approaches PBS?
I guess that is the case, but again, we did not work with PBS. We worked with APT and MPT.
Will you be working with Anuna in the future or does your involvement end with Celtic Origins? It may be too early to ask this, but does Anuna plan to or want to tour America again after this year's tour?
I would love to work with Anuna Again. I have such a high regard for this group and the individuals that make up Anuna. They have become family... and yes, based on what I know today, I believe that Anuna would like to make America a regular stop on their future tours.
You've spent a lot of time with the members of Anuna over the past several months. The last time I saw you I remember you telling us how Anuna rehearsed in a subway car on the way to a Borders Bookstore appearance. I thought that was really cool. Are there any interesting stories for us that you want to share? Were there any cultural differences/barriers that were notable?
Being with Anuna is an experience every day. They are so wildly talented. At times I don't think they really realize how truly talented they are. They lead very normal lives. They are really ordinary people doing extraordinary things. When the costumes come on and the lights go down, there is this mesmerizing transformation that takes me to another place and time. Every time I see them perform, I get goose bumps.
In regards to cultural differences, I will only say that their tolerance for fast food in America is non-existent. The Anuna singers keep themselves in wonderful shape and good health, and I can tell you that they eat right every day. Of course, I do not.
What is Borders Bookstore involvement?
Borders is our exclusive retailer and the best promotional partner that I have ever worked with. They have been with us since Day 1 and have gone way above and beyond their commitment to this group. It is a wonderful two-way relationship.
Some Anuna albums are available online for download. Will Celtic Origins be available for download at any places such as iTunes?
Three songs from Celtic Origins are available on iTunes and other download sites now. The full CD will be available at the first of the year.
What are/were the most notable challenges in bringing Celtic Origins to fruition?
The biggest challenge has been exposing people to Anuna. Elevation is not Warner Brothers, Sony/BMG or EMI. We do not have endlessly deep pockets and massive promotional dollars. Having said that, I do not believe that the record companies do either, these days.
On the one hand, I think if Anuna were with Sony/BMG or some other big label, that they would benefit from that machine... on the other hand, I think that a group like Anuna might get lost and not receive the proper care at one of the big music companies. I think Anuna require someone behind them that believes in the music as much -- if not more -- than they do. I am very proud with what we (as a small company) have been able to achieve. And there is no question that more people in America know Anuna today than did one year ago.
I know you're a busy guy. What level of time committment has Celtic Origins required?
This project has required an enormous amount of my time. We still have a business to run and several of us at Elevation have been working around the clock for over a year now. In December, we will get a much-needed rest.
Are there any successes that you're most proud of?
#1 at Borders... #1 World Music CD... Top 130 of all CDs sold in the USA during our best week of sales... 240 stations airing the Celtic Origins TV Special... a comprehensive partnership with Borders... the ability to book a 40-city tour... National radio broadcasts on XM Radio... and an 18-city, 32-stop tour of Borders Stores where we performed 2-3 times per day. We have really done quite a bit.
What are your favorite Anuna songs?
Gaudete, Maria Matrem and Heia Viri.
There is no shortage of humor in the narration of an Anuna performance, especially between the twins Michael and John. Do their personalities shine "in real life" too? How is it working with them?
With Michael and John, what you see is what you get. They are so talented... so funny... so truly caring at the end of the day. No relationship is perfect, and we have some great debates from time to time, but those guys have earned a special place with me for a very long time.
Author: Greg Stein
