G.H. Harding
For PR-guru David Salidor, late-February proved to be as hectic a week in his 40+-year career as ever. With client Micky Dolenz in tow; Monday night was The Tonight Show with Jimmy Fallon; Tuesday held four different interviews at SiriusXM; later that night was the premiere for actor Willem Dafoe’s new movie Inside; and, Wednesday held an early spot back at NBC for NY LIVE with host Sara Gore.
THE TONIGHT SHOW STARRING JIMMY FALLON — Episode 1803 — Pictured: (l-r) on Monday, February 27, 2023 — (Photo by: Todd Owyoung/NBC)
For the music industry veteran, it was the latest chapter in a career that was sealed back in 1967 at Long Island’s Lido Beach Club when he saw a new group, The Who: Says Salidor, “My father who worked for Decca Records asked if I wanted to accompany him and go see a new group the company had just signed. Believe it or not, it was The Who, playing around the club’s swimming pool. It was unlike anything I had ever seen; Keith Moon with day-glow drumsticks and Townshend literally destroying his guitar at the end of the set. For me, that was it, this business was for me.”
Salidor also worked for the legendary My Father’s Place club in Roslyn, New York, that launched everyone from Bruce Spingsteen, to Todd Rundgren and Hall & Oates. “If The Who whet my appetite, My Father’s Place solidified my journey,” Salidor adds.
London Records
His first job out of college (where he was music director the college-station) was for the much-missed London Records. “All of a sudden, I was working with the Rolling Stones and Moody Blues, Al Green and Gilbert O’Sullivan. I was the new kid in town, but learned about everything all at once. I was doing ad layouts, writing press releases and taking the artists to radio stations. It was a trial by fire for sure, but I loved it,” adds Salidor.
He went onto to work for other labels like Atlantic and the PR-firm the Howard Bloom Organization, which at the time was the hottest pr-firm in the country, with clients including Billy Joel; Prince; Genesis. Genesis stands out for him. “It was right when Peter Gabriel left the band and there was a tour which I went on. Imagine every night not only seeing a terrific show, but also a dazzling visual show. No question, they were the tops at that point,” he says.
He also formed a relationship with Tom Silverman – then running a very influential tip-sheet called Dance Music Report. He and Silverman, who was also his first and only partner for a spell, went onto create the New Music Seminar, which became a focal point for all the new labels and artists to network. Adds Salidor, “That first event was held at SIR Studios in NY and everyone who was anyone attended. It’s funny now to recall that we started it because we couldn’t get properly accredited for the Billboard Music Forum, which was then the featured industry event in the business; but really neglected the up-and-coming acts and labels.”
A two-year stint with indie ZE Records was also a fascinating run. “This was during the burgeoning new-wave/no-wave movement and I just loved it. Kid Creole & The Coconuts; Cristina; Material; Suicide ; james White and the Blacks and it introduced me to the The Mudd Club, which became an instant favorite.”
A life-long association with August Darnell and his Kid Creole & The Coconuts began as well. “August is without a doubt one of the most creative artists I’ve ever worked with, Totally unique.”
He decided to start his own firm in 1984. He adds, “I learned very quickly that working for someone else is a double-edge sword. If a good campaign happens, the head of the firm gets the credit; if the campaign doesn’t work, you get called on the carpet.”
His first success via his dis Company was with Profile Record’s Run-DMC. “Profile was an amazing label back then. Cory Robins was one of the premiere music guys and had a prescient nuance. Together we got Run-DMC on the cover of Rolling Stone and made them a major marquee attraction. They started the whole urban, hip-hop era. I know it was a long time ago, but they were the first along with Kurtis Blow. No question.”
The next big project to come his way was with a 15-year-old from Merrick, Long Island, named Debbie Gibson. “This was something I had never encountered before; a performer who wrote her own music; produced it and had just an engaging personality. Needless to say, she was a smash. Tours, videos, hit singles followed. Totally engaging and creative. I remember being in Bremen, Germany, when I sat with her at a piano and she played me her entire second album … that hadn’t even been recorded or released yet. Totally amazing talent,” adds Salidor.
Mark Bego and David
Also, a life-long association with celebrity-scribe Mark Bego began. Called the “prince of pop bios” by Publisher’s Weekly. 62-books later, their relationship continues to this day. Bego will be releasing a bio on Joe Cocker later this year via Yorkshire Publishing – also a client.
David, Mark Bego and Micky Dolenz at the Hard Rock Cafe in 1993
Bego would go on to pen several books on Salidor’s clients; including Debbie Gibson and Madonna. Also, Bego wrote the authorized bio on Micky Dolenz (I’m A Believer) in 1993 and Salidor set up a launch party at NYC Hard Rock Cafe. That was the first time Salidor met Dolenz,which foreshadowed a Dolenz/Salidor PR-connection down the road.
David with Jellybean, Madonna; and Russell Simmons photos from dis COMPANY archives)
He was also involved with Madonna in her early stages. “Madonna was always a star. You could just feel it. Repping her then boyfriend and producer John Benitez was key. She and I would constantly discuss pr and together we accomplished a lot. Signing her to Seymour Stein’s Sire was a major move for her.”
Salidor also recalls repping a number of prominent DJs turned producers as well, including Jim Burgess; Arthur Baker; Shep Pettibone and Mark Berry. Remembering, “It was an interesting time; people today forget the amazing contributions they made to music. Pettibone’s production and writing of ‘Vogue’ is still a gem to this day.”
Amid so much success, Salidor also recalls the low-points of a career. “When a client leaves after so much success, there’s certainly a mourning period, but it’s also part of the business. Loyalty is a word that gets thrown around a lot, but is not as evident as one would assume in this business. I just read where a major music personality personally delivered tour bonuses to his road crew. In all my years, I’ve never heard of something like that happening … never. Loyalty and professionalism are rare, rare traits.”
Gibson and Profile would eventually leave his purview; although he worked for Gibson on many of her other endeavors.
In 2004 Salidor met Micky Dolenz and they began working together. “No shade to former clients, but Micky is the most professional client we’ve ever had. Certainly, growing up in the family business, as I had, had everything to do with it. Last year Dolenz did a sit-down with CBS Morning’s Anthony Mason which was sensational. Mason, a fan, did a no-holds barred interviews that was universally embraced by not only Dolenz’s huge fanbase, but by other PR-persons as well, which is always an interesting development – having other experts compliment you!” Salidor recalls.
“When you set a campaign up, three things can happen. #1, everything goes well and it’s a smash. #2: It doesn’t go well, and, #3. It happens, but there’s no feedback. The reality is that sometimes, even bad feedback is good. It’s a funny business, but your reputation, contacts and experience is key.”
Regrets … he’s had a few: “There was a jazz/rock/fusion band that made some terrific records, on SONY of all places and though they had a #1 jazz album, they just did not get the respect that they should have had. I love jazz and watching them perform live was just great. The powers-that-be there had their own ideas, which weren’t at all realistic.”
And, “When Debbie Gibson was a hit, every parent that had a child who they thought could sing called us. 99% of them didn’t have it. Talent, success, know-how … it’s something that I’ve always been able to recognize. We’ve worked with several young female-singers, but they just didn’t have the right people in place. One from New Jersey had her father paying for everything, but doing exactly what he wanted and he just didn’t have any idea about the business. He installed solar heating panels!”
Continues Salidor, “Management is key and finding the right one is often not easy; there are a lot of people who profess to be a manger and they’re clearly not. Organizing a campaign is a lot of meticulous work; knowing what the client is capable of is key too. Being a PR-person is akin in some ways to being a closet-psychiatrist – you’ve got to know your limitations. That NYC-week with Micky Dolenz was prodigious because I knew exactly what would work and I knew how well he’d perform.”
Salidor is also currently repping involved writer Terry Jastrow (Anne Archer’s husband); Donnie Kehr’s Rockers on Broadway and writer C.W. Hanes.
What does Salidor see in his future. “Certainly, more of the same. Identifying the talent and trying to develop it to the point of releasing it in the most effective way. Many of my peers say the music business has changed and not for the better. I disagree as there are more opportunities for music and musical artists than ever before. bring it on!
This content was originally published here.
