Industry Profile: Kevin Lyman

— By Jane Cohen and Bob Grossweiner

Kevin Lyman is like the Energizer bunny he just keeps going and going and going. Coming from an extensive music industry background, Kevin has worked in production with such bands as Jane's Addiction, Stone Temple Pilots, and Nine Inch Nails and is experienced in numerous entertainment industry areas including management, booking, tour pre-production, and production management, in addition to developing concept tours. Oh yeah, he also found the time to teach a music industry course for two years at Citrus College in Glendora, Calif.

In 1995 Kevin started his own company, 4 fini inc., a full-service music and entertainment production company specializing in signature events, ranging from national and international tours to customized events.

Named after his nickname for his young daughter (who's nickname was the fini since all the money I make is 4 her), some of the 4 fini projects include the Vans Warped Tour in the US, Europe and Australia; the Vans Warped Tour video Punk Rock Summer Camp, the Latin Music Festival Watcha Tour, Hootenanny Tour, X-Files Expo Tour, Christopher Street West Gay & Lesbian Pride Festival, Boarding For Breast Cancer (1998-99), Board Aid (1996-98), West Hollywood Halloween Party, Lollapalooza (1991-94), Nine Inch Nails (Downward Spiral Tour), EatM Conference (Las Vegas), Heal the Bay, Z-100 Z Zoo Plane to Puerto Rico, Vans Hard Rock Skate Competition, Bob Marley Days, Z-100 Intrepid Show, SEGA Dreamcast Party, Duran Duran Tribute , Neil Bogart Foundation Gala, and more.

There is an artist management and record company, too. 4 fini also manages Less Than Jake, H2O, and Sloth. In addition, Kevin is part owner of Side One Dummy Record Company, which includes Irish band Flogging Molly, punk icons Suicidal Tendencies, swing favorites Royal Crown Review and more.

In June 2000, the Vans Warped Tour was sold to online music company Launch Media, Inc. at a reported $12-$18 million. Jointly owned by CAA, Lyman, and the law firm Codikow, Carrol, Guido and Groffman, the three parties continue their involvement with the tour, while Launch has taken over promotion, marketing, and sponsorship sales.

This past February, Lyman merged 4 fini with Immortal Entertainment Group and was named president of its new live entertainment division, Immortal Properties, and is producing this years Watcha tour including several sporting and charity events.

4 fini supports an assortment of charities including Camp Pacific Heartland, Boarding For Breast Cancer, Surf Rider Foundation, LIFEBEAT, A.R.A. (Anti Racists Action Group), Planned Parenthood, and R.A.I.N. (Rape and Incest Network).

Do you anticipate more arena shows this summer?
Only if the shed owners can get the popcorn money from the arenas.

What is the future of the multi-act, day-long festival?
I have always said the future was finding your niche. I know that Warped is stronger than ever and Ozzfest is out, and we will be putting Watcha on the road again. I have a small eight-city start-up I hope to get out this year.

Why do you think the Warped Tour continues to grow while other multi-act festivals have become history?
We keep things in focus, change things, but still take care of our roots. It is the best value out there at $25 and I still talk to kids when I need advice on how to package the tour.

Where are ticket prices going?
They will start to level off. I don't believe the market can sustain the increases of the past year especially with the economic downturn. People will still go out but they will be looking for value; even kids want a good package when they go to clubs and theaters. I have Less Than Jake out at $15 but with New Found Glory, Anti-Flag, and Teen Idols, which is a great packaging for this audience. With only seven dates left we have done 99 percent business and have done numbers from 900 to 4,000 in Milwaukee. We could have done multiples if we had the time.

Can a band tour successfully without radio or MTV?
Yes, Less Than Jake sums it up. Just working hard and developing a loyal fan base does that. String Cheese Incident also comes to mind.

Who will be this year's break out act(s)?
The Atrais, Alien Ant Farm, Dub Pistols, maybe a few more but can't give up all my secrets since I either want to sign them to my label or manage them.

What was your first industry job?
I was a runner for Patrick Stansfield on the Great American Peace March. It lasted three days since they ran out of money in Victorville, Calif. three days later. I organized my first show four days later to raise money to get the people stuck in the desert some food. It was kinda crazy, all this money spent on this show to kick-off the march but with no money to continue it.

Who's your pick for the Winston Cup?
Sterling Marlin

What's the report card for company consolidation in the industry?
I'm glad all the early pioneers got their payday, I just feel that it hurts artist development. But with the consolidations there are many young people flying under the radar who are promoting good shows. Hopefully some bands will stay loyal to them in the future.

Career highlight
When my mom accepted what my career choice was.

Career disappointment
I don't look back much on failure. I think I have accomplished a lot and have kept a lot of my integrity in the process. I plan on just keeping my head up and trying new things.

Greatest challenge
Balancing my schedule between my family, now with two kids, management, record label and the production company. Time is always against me.

Best business decision
I hope my new merger with Immortal. This was offered to me recently and they really want me to just be "Kevin Lyman" but have some more infrastructure around me to pull off more of my own ideas, and ideas they have come up with.

Worst business decision
Going into a partnership with my former partner. I was very naive and gave him 50 percent of my business not knowing a business manager would have done it right for 5 percent.

Best business advice you received
"Go with your Gut," from Ice-T two years ago on the Warped tour.

Last book read
"Perfect Storm."

Industry pet peeve
I love this industry. We shouldn't stress so much. We're not brain surgeons, we are entertaining people and let's not forget that. I guess my biggest peeve is when I hear the word "punters" used towards the people who pay our bills. A great key to my success is that I give the fans respect.

Lyman may be contacted at 323-468-6988; e-mail: kevinwarped@aol.com.