Avatar Turns 30
Oct 2, 2007 12:36 PM
BUILDING ON THE POWER STATION LEGACY WITH NEW SUCCESSES
This year, New York Ciy’s Avatar Studios marks three decades of landmark recordings and studio success stories, thanks to quality recording spaces, and a wealth of both cutting-edge technology and extraordinary talent.
“Avatar has thrived in today’s challenging environment through the mastery of five critical crafts,” says Kirk Imamura, president. “Since its inception in 1977 as The Power Station, this facility has been focused on the creation of great acoustics spaces; the appropriate use of each space to execute excellent recordings; maintaining and inventing the distinctive equipment we use; the constant training and retention of top engineers and support personnel has always been a top priority, as well.”
“Those come together to hone the fifth, most essential practice: honing a creative center where artists can arrive knowing that nothing will get in the way of their best work,” Imamura continues. “In this way, Avatar connects them directly to their musical vision, and brings unforgettable music to the ears of the world.”
An impressive roster of musical talent have passed through the studio since Tony Bongiovi and Bob Walters opened the doors at 53rd Street in Hell’s Kitchen back in 1977. The short list includes David Bowie, the Count Basie Orchestra, Bruce Springsteen, Miles Davis, The Rolling Stones, Kiss, Aerosmith, Bob Dylan, Bon Jovi, Bryan Ferry, Madonna, Dire Straits, Stevie Ray Vaughn, Ozzy Osbourne, Bryan Adams, Robert Palmer, The Power Station, Duran Duran, Cyndi Lauper, Billy Joel, Eric Clapton, Norah Jones, Steve Winwood and Peter Gabriel. To see an extended credit list, visit avatarstudios.net/aboutus/index.html.
Thirty Years, Countless Hits: A Studio Timeline
1977
Producer/engineer Tony Bongiovi and studio manager Bob Walters, who were involved in Manhattan’s MediaSound Studios, were about to introduce their brand-new recording studio. Within an old Con Ed plant turned soundstage on 54th Street in Hell’s Kitchen, Bongiovi had designed and built a flagship studio, Studio A. They called it Power Station.
Power Station’s inaugural session--Chic’s C’est Chic--produced the massive hit “Le Freak” and launched the production careers of Chic founding members Nile Rodgers and Bernard Edwards. They produced Diana Ross’ Diana, featuring “I’m Coming Out” and “Upside Down,” at Power Station the following year. Bongiovi co-produced The Ramones’ legendary Rocket to Russia in Power Station’s first year, and tapped Rocket engineer Ed Stasium to be Power Station’s chief engineer. Several other rising stars in the production and engineering world began frequenting Power Station, and a steady stream of top artists made big hit albums in Power Station’s Studio A and Studio B, which opened in late 1978.
1978-1983
Power Station’s first five years turned out David Bowie’s Scary Monsters, Bruce Springsteen’s epic album, The River, The Rolling Stones’ Tattoo You, KISS’ Creatures of the Night, Aerosmith’s Rock In A Hard Place, and the Nile Rodgers’-produced Bowie album, Let’s Dance. Around ’81, Bongiovi gave his second cousin Jon a job at Power Station as a runner and made some demos with Jon’s band, which would become Bon Jovi. The following few years saw Bob Dylan’s Infidels, produced by Mark Knopfler, who returned to make Dire Straits’ Brothers in Arms at Power Station, Bruce Springsteen’s Born in the U.S.A, Madonna’s Like A Virgin, Stevie Ray Vaughan’s Couldn’t Stand the Weather and Ozzy Osbourne’s Bark at the Moon. Power Station regular Bob Clearmountain mixed Born in the U.S.A, co-produced and engineered Bryan Adam’s Reckless, including “Summer of ’69,” and mixed Bryan Ferry’s Boys and Girls in that early ‘80s era.
1985-1992
At Power Station in 1985, Robert Palmer recorded Riptide, featuring the hit “Addicted To Love,” and made the studio a household name by calling his new band Power Station, formed with members of Duran Duran and Chic’s Tony Thompson. Power Station’s mid-to-late ‘80s credits include Cyndi Lauper’s True Colors, Peter Gabriel’s So, Billy Joel’s The Bridge, Steve Winwood’s Back in the High Life, and Eric Clapton’s Journeyman. At the same time, Power Station hosted several notable jazz and improvisational music clients, including the Count Basie Orchestra, John Scofield, Miles Davis, Bill Frisell, Steve Reich and Dave Holland.
1996
By the mid-90s, when business had slowed, Power Station voluntarily filed for bankruptcy. A new owner purchased all of the assets at public auction, and by May of 1996, the studio was re-opened under a new name, Avatar Studios. In its first few years, Avatar hosted production on Aerosmith’s Nine Lives, AC/DC’s Rick Rubin-produced album, Ballbreaker, and Sting’s Brand New Day.
2001
Avatar’s current president, Kirk Imamura came on board in January of 2001. Since then, Imamura has revitalized the complex, recruiting Power Station alumnus Roy Hendrickson as chief technical engineer, and working with studio manager Tino Passante to develop a creative community of producer/engineers, composers, film and commercial sound professionals.
Today
Avatar continues to attract renowned production teams and artists, including Diana Krall, for her Grammy-winning albums, The Look Of Love and The Girl in the Other Room, Norah Jones, Sonny Rollins, Natalie Cole, Elvis Costello, Harry Connick, Jr., Roberta Flack, John Mayer, John Patitucci, Bebel Gilberto, Marc Anthony, Counting Crows, Dr. John, Edie Brickell, Sum 41 and Muse.
