A Brief History
In 1993, Gregg Latterman founded Aware Records with the simple intention to find the best unsigned bands in the country and increase their national exposure through a compilation CD. About fifteen years, eleven compilations, and one greatest hits album later, Aware Records has become a valued source for new music.
The Aware Compilations have consistently identified some of the hottest emerging bands in the industry. Among these are John Mayer, Five For Fighting, Train, Vertical Horizon, Matchbox 20, Hootie and the Blowfish, Better than Ezra, Edwin McCain and The Verve Pipe.
In July 1997, Aware entered into an agreement with Columbia Records providing the major label a conduit to grassroots artist development and Aware access to national marketing and distribution. This joint venture deal was recently renewed in the summer of 2002. Through this relationship, Aware has released full-length albums by artists such as Train (certified Platinum), Five For Fighting (certified Gold) and John Mayer (certified Double Platinum). Aware's most recent releases include Nothing Left to Lose from Mat Kearney, Two Lights from Five for Fighting, Continuum from John Mayer, and Hand Built by Robots from Newton Faulkner.
Since its inception, Aware has relied on a strong grassroots network of independent representatives (read: music fanatics) that are Aware's "feet on the street" that fuel the public with new music. Now numbering over 900, Aware Reps, as they are referred, make up one of the most successful grassroots marketing networks in the country.
In the fall of 1995, the label formed the inaugural Aware Tour, utilizing its grassroots marketing team to pack venues from Nashville to Boston. The first tour built a strong foundation leading to larger, more aggressive, national tours from 1996 to 1999. In 1998, Aware secured national sponsorship from Levi's and Nantucket Nectars. In 1999, Aware embraced the power of the Internet in the music business and secured sponsorships from Efollett.com and Liquid Audio. The 2003 Aware Tour was sponsored by Icebreakers and featured Toad the Wet Sprocket as headliner, with Aware bands Wheat and Bleu as supporting acts.
Aware's rise in the music industry has afforded the company many unique opportunities. Aware was the exclusive CD retailer for the H.O.R.D.E. tours from 1995-1998 and Woodstock 99. Aware also formed a separate management division, A-Squared Management, in October 1999, whose clients include Sanders Bohlke, Brandi Carlile, The Fray, Jackopierce, Mat Kearney, Motion City Soundtrack, Liz Phair, The Heyday, Leslie, Sing It Loud, and Vedera.
Aware Records consists of a creative young team committed to finding and developing the best new artists. With a solid foundation in the music industry and its talented employees, Aware will continue to search for new and innovative methods to develop artists, continuing its quest to become the best label in the business.