Why an Ellen DeGeneres record label? And why now? Allow Ellen to explain

For several days and a few scant hours, the rumors swirled online and in the corridors of music industry power brokers. Which major record label would be the one to sign Greyson Chance? You know, the 12-year-old viral video sensation who set YouTube aflame with his sixth-grade talent show rendition of Lady Gaga’s “Paparazzi” earlier this month. The tween singer with adorably shaggy hair dubbed "the new Justin Bieber.”

Then on Wednesday, “American Idol” judge and talk-show host Ellen DeGeneres – who takes claim for discovering Chance – announced she had been “inspired” to create a new record label, eleveneleven, to release the preteen’s music. The news caught many industry veteranos – and more than a few critics who derided DeGeneres’ ascension to the “Idol” panel – by surprise. Why Ellen? Why a record label? Why now?

The Associated Press was first past the post with an article titled “Can Ellen do for music what Winfrey did for books?” It illustrates DeGeneres’ tastemaker status for her core constituency (i.e., homemakers between the ages of 25 and 54) as well as her clout within the industry, quoting authorities no less influential than Jimmy Iovine, the chairman of Interscope, Geffen and A&M Records; and  Island Def Jam chief Antonio “L.A.” Reid. “She can break artists on the show,” Reid explained.

DeGeneres herself did not comment for that article (and was not available to be interviewed by P&H Thursday). An “Ellen” insider who declined to be identified, however, said that contrary to rumors of an imminent deal with Interscope, DeGeneres and eleveneleven have still not signed a distribution deal.

“We don’t know the distribution plans yet,” the insider said Thursday. “A partnership with a major label is in the works. It will happen in the next couple of weeks.”

But the boogie-tastic chat show doyenne directly addressed the “Why now?” part on an “Ellen” segment taped Thursday (for a show that will air Friday but which was made available early to Pop & Hiss) .

“I just started a record label and it is something I’ve been thinking about doing for a while,” DeGeneres told the studio audience.

She joked that eleveneleven was her ATM pin number before revealing the name, in fact, refers to a time on a digital clock that holds special significance for her -- peppering the explanation with a few freely associative jokes.

“Whenever I’m anywhere, I see 11:11 all the time and I think about it and I found [Greyson Chance] on the 11th and his number happens to be 11 on his soccer team,” said DeGeneres. “I’ve got to fix my clocks that way. I want to say just because I’m a music mogul, it won’t change me. It won’t change my show. I mean, I have a gold tooth, but it’s way in the back. I am packing heat! It’s an icy hot patch…

“But I’m excited about having a label. I’m looking forward to working with Greyson on his first album and I’m looking forward to discovering more new artists,” she said.

-- Chris Lee

Photo of Ellen DeGeneres and Greyson Chance AP Photo/Warner Bros, Michael Rozman 

Comments

[The Royal One]

This person is to Music and Dancing, what fish are to jet engines.

[Fred Capitelli]

I am a music professional and have been in the industry for over 45 years. Even though I don't know Ellen I've noticed through the years she has a feel for the industry in general. You can see it deminstrated by her success in TV and in comedy. When it comes to music she seems to feel the same as the audience and hits it on the head most of the time. Remember professionals in the industry are like doctors they can only give you a educated guess. But the average person only knows what they feel and that says it best....So Ellen go for it and good luck....

[Christopher Scott]

I have always wanted to produce music!! I feel this will work very well for Ellen and feel she is the person I would like to work with!!

I have been a dj playing different genres of music since the 80's and would like to produce positive message Music videos how would I get in contact with 11:11?

I read that Ellen has noticed 11:11 I also have noticed 11:11 on clocks often in the past.???

I look forward to a reply.. djscotty1111 youtube
Thank you !

[Marchella]

Hi Ellen!
My name is Marchella. Just giving you a heads up on this band I saw the other night at the Roxy in Hollywood These guys are insane! And the lead singer kicks ass!Total nonstop energy. I felt like i was watching PBX 90! Wow! talk about dancin'!
You need to have these guys on your show and your label! Congrats, Marchella
Band:The Surge
http;//vids.myspace.com/index.cfm?
fuseaction=vids.individual&videoid=10508409

[jenelle]

That kid was so good at singing! Better than Justin Bieberr, <-- (dont like him).
And much cutier than him (:

[RENATO BENITEZ]

Renato benitez is a talented musician , who is from the capitol city of lima in peru ,who is currently signed to an independent label called GENIUS RECORDS. Renato is well respected buy people of all ages and has been compared to such greats as john lennon , and kurt kobain. Renato is one of the most prolific unsigned writers of his generation ,and he will be a force to be reckoned with in the future. CHECK OUT RENATO BENITEZ on youtube and listen to his amazing new style which is classic and will never die.

[Archie]

Oh please. This was just a stunt by Ellen to try to get some music industry cred because it became very apparent that she had none when she was judging Idol. That must have embarrassed her when she stuck out like a sore thumb on the judges panel as the only one there who had absolutely no experience in the music industry and thus the least qualified or capable of judging. So she took the fast track and just created a new label so that she can now refer to herself as the founder and chair of her record label, and thus sound like she is now an important power player in the industry. Meanwhile she signs this kid thinking he is Bieber 2.0 but the real Bieber had more than just one youtube video of him singing like lady gaga, so it was fitting I guess that the kid, like Ellen, had no credibility and that's why nothing has come of this label. This whole thing is about one thing only--Ellen being self-serving and making this all about her. As Simon would say, "that was self-indulgent...and awful."