Rhino Sings the 'Toons

Rhino Sings the `Toons
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The Iron Giant Soundtrack
James Austin, Senior Director of A&R (Artists & Repetoire)/Special Projects for Rhino, worked as the music supervisor for The Iron Giant film and soundtrack. The soundtrack is a Rhino release (versus Kid Rhino) because of adult crossover appeal, but it was marketed by Kid Rhino. Since the movie takes place in the `50s, music from the era was the logical choice. When choosing music for the soundtrack, Austin tried to pick songs that were kid-friendly. He explains, "So you cut out all the songs about `I lost my baby' and all that unrequited love stuff because a [kid] doesn't know what that's about." Instead, he chose lighter music that is simply fun in nature.

Comparing his work on animation soundtracks to live-action movie soundtracks, Austin says, "There's a different approach and I think it's a lot looser....You can sort of take more liberties with the storyline because it's animation."

Not Just for Kids
Lee says that because Kid Rhino's animated releases are broad in appeal, there is an opportunity to sell to children, parents, and young adults. Andy Seagram, Assistant Manager of the original Rhino Records store (which is completely independent of the record label) agrees, "We've got a lot of folks coming in to buy [Kid Rhino's animated releases] for their children, their grandchildren, or even for themselves." Seagram says there is a tremendous amount of adult interest in some of the albums. "People come in here, they see the stuff, and say, `Oh my God, I remember this from when I was a kid,' and they buy it," he explains, "They didn't even know this stuff still existed and they see it and they just go wild over it." Seagram claims the Schoolhouse Rock albums fall into this category.

The Secret of Their Success
According to Lee, Kid Rhino's strategy behind the animated releases is capitalizing on properties with which a consumer is already familiar. She says this works because, "...There's an awareness and a stamp of approval that the brands have established and it's enabled us to have success in the kids' marketplace because we're just putting out another form of entertainment."

This formula has proven successful for Kid Rhino and the plan is to continue in the same vein. Lee says the company is trying to develop a larger presence for the Kid Rhino brand and that the future of the company goes hand in hand with the direction the licensors choose to take.

The company has also found that creating special packaging for their products has called attention to them. "Cartoon Network's Cartoon Medley" also comes with a CD-ROM component that includes games. "Blue's Clues: Blue's Big Treasure" includes a Colorforms playboard and play pieces. "Hanna-Barbera's Pic-A-Nic Basket of Cartoon Classics" box set looks like a picnic basket and includes a 33-page book about Hanna-Barbera's history. "We're trying very hard to differentiate ourselves and add value for the consumer by creating packages that are not [just a] straight record, because we want it to be perceived as a form of entertainment/toy....It can entertain you not only in a way that you can listen, but...you can play along, so to speak," Lee explains, "There's more than the music..." Sounds like Foos' and Bronson's passion and ideals have remained intact. From barf bag to picnic basket, Rhino still wants to have fun.

Sharon Schatz works in the programming department at Fox Family Channel and is a freelance writer based in Los Angeles. She has a special appreciation for Schoolhouse Rock and often starts her day with a few tracks from "America Rock." She has also been known to blast `Josie & the Pussycats' on her car stereo while driving in rush hour traffic.