Column: The San Diegans Who Introduced You Bitchin ‘Sauce Are Now Serving Tasty Music


Come to consider it, Starr and Luke Edwards must admit that 2010 was the beginning of a loopy time. It was a 12 months after the start of their first youngster and the San Diego couple had simply launched Bitchin ‘sauce, a Carlsbad-based enterprise constructed across the addicting vegan condiment Starr has been making since she was in highschool.

And whereas Starr ran the brand new enterprise and taken care of their son, Luke was touring the nation with the Sensible Brothers, an award-winning band that additionally included his brother Jay.

It was extremely exhausting and really anxious. It was additionally one thing else: wonderful coaching.

“The beginnings have been a bit just like right this moment,” stated Luke, 33, by telephone from Seattle, the place the couple and their 4 kids dwell part-time. “We at all times help one another. Starr has at all times supported my music and I’ve at all times supported his enterprise. Beginning all of those new issues may be loopy and hectic at instances, however we’re at all times the co-captain of what the opposite individual is doing.

What is occurring now’s that Bitchin ‘Sauce has gone from promoting a single sauce at native farmers’ markets to promoting over a dozen sauces in some 7,500 shops throughout the nation.

What’s additionally taking place is that Bitchin ‘Sauce is now serving music.

Final 12 months, Bitchin ‘Sauce entered the COVID-19 dwell efficiency void by releasing Bitchin ‘Sauce current, a digital live performance collection that includes glossy performances by 10 artists, together with Lucinda Williams, Dawes and Shakey Graves. After which the music-loving condiment firm received its personal label.

In November 2020, Bitchin ‘Sauce launched the Bitchin ‘music group, a brand new music label that may give attention to the analysis and improvement of American teams and singer-songwriters. Bitchin ‘Music is constructing recording studios in Nashville and Seattle, and because of a cope with the large Common music group – dwelling to Interscope Information, Capitol Information and plenty of different labels – will probably be in a position to distribute its music all over the world.

As soon as the dwell occasions begin once more, they hope to start out doing them once more, too. Which implies Starr and Luke Edwards are within the midst of yet one more inventive increase, the constraints of the training curve not included.

“We have labored loads with Bitchin ‘Sauce, and from the errors we made, we have realized how you can begin a enterprise so you haven’t any issues later,” stated Starr, 33. grew up in Oregon and moved to San Diego on the age of 18.

“Within the music business, as a result of it is so targeted on the feelings of songs, it is easy to overlook that there is a complete business behind it. With the ability to elevate that curtain with a style {of professional} life has been very useful. “

And with the assistance of premium elements, the Bitchin ‘Music Group lives as much as the identify of the corporate and the desires shared by the Edwards.

The primary album launched by the Bitchin ‘Music Group was “Blessings From Dwelling, Vol. 1, ” by LA Edwards, the roots rock group led by Luke Edwards. Older brother Jay performs keyboards, youthful brother Harry performs drums, and Alex Vo is on lead guitar.

The album was produced by Ryan Hadlock who labored with the Lumineers and the Foo Fighters. Its visitor stars embody bassist Ron Blair (who produced the group’s 2018 debut album, “True Blue”) and drummer Steve Ferrone, each longtime members of Tom Petty and the Heartbreakers.

“They’re merely the very best. They’re creating one thing collectively as a rhythm part that is very distinctive, and so they’re each very simple to work with, ”Luke stated of Blair and Ferrone. “Typically these larger-than-life individuals may be choosy, however they only got here to the studio with their slippers on and ate turkey and cheese sandwiches with the boys.

The album was launched in early December, and along with enthusiastic writings from media resembling Twangville and American songwriter, “Blessings From Dwelling, Vol. 1 “received the final word popular culture approval. Earlier this 12 months, the album’s hard-hitting debut single,” Bother, “was featured in an episode of “Walker,” the brand new CW community reboot of the Chuck Norris drama, “Walker, Texas Ranger.”

The TV hyperlink gave the album and single a giant increase, whereas additionally kicking off a 12 months that may embody the discharge of “Blessings From Dwelling, Vol. 2 “within the spring and the development of the 2 studios.

Starr and Luke hope the studios function stimulating retreats the place artists can write and file, and the place the Bitchin ‘music group may be capable of doc the method of making a possible movie or tv challenge.

You may say that sounds formidable. Dangerous, even.

Or you possibly can simply say it sounds bitchin ‘.

“After we began Bitchin ‘Sauce, it wasn’t like we thought,’ Here is what we must be doing to have the ability to promote extra. ‘ Relatively, it was: “That is what we expect individuals would really like”. There may be actual authenticity there, ”stated Luke.

“We’re actually hoping to do one thing comparable with Bitchin ‘Music as we did with Bitchin’ Sauce, which is to create one thing that your folks cannot wait to let you know about as a result of they like it,” Starr stated.

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Kehoe Young

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