Machine Shop Records is a record label, events company, and lifestyle brand founded by American rock band Linkin Park band members Brad Delson and Mike Shinoda in 2001. The label is notable for releasing music in rock, hip-hop, underground hip-hop, alternative rock and nu metal music amongst other genres. The label is driven in joint by Shinoda and Delson under the mantra: "We are a think tank and a creative studio."

 

The label is responsible for bringing up artists, such as Holly Brook (now known as Skylar Grey),^{Styles of Beyond,No Warning and Shinoda's side project Fort Minor.The label has marked up 80 releases as of 2014.}

 

 

History

2001-02: Early years

The label was originally known as The Shinoda Imprint, named after Mike Shinoda.The label only had the potential to release the extended plays for the bands fan club annually. Shinoda wanted to release albums of Linkin Park under the label, but the albums were already managed by the parent company Warner Bros. Records, and managing the albums on his alone basis was a difficult job. The first release under the label was for the fan club, LP Underground 2.0, which was released on November 18, 2002. The label also made available some enhanced features, such as T-shirts, sticker, key-chain, a band picture, guitar pick and membership card. The album was co produced by Don Gilmore with Shinoda. On November 17, 2003, the label released another extended play for the LPU fan club, entitled LP Underground 3.0, which featured the unreleased songs in the live album Live in Texas (which was released on November 18, 2003 through the record label).

 

2003-07: Mainstream success

The label was later renamed to Machine Shop after the involvement of the band members in the work. Brad Delson took over the work as an A&R representative of the label. The label got the breakthrough success after the release of the overnight recorded collaborative EP by Jay-Z and Linkin Park, entitled Collision Course, which was released under the collaboration of labels, Roc-A-Fella, Warner Bros. and Machine Shop. The EP was released on November 30, 2004.The EP was certified as Platinum in America.Later the label signed artists like No Warning, Simplistic and LNDN. Suffer, Survive became the first non-Linkin Park album and non shared label album to be released under the label. It was released on October 19, 2004. The album featured only 10 songs. The songs like, Dirtier Than the Next, Bad Timing and Hopeless Case gave a breakthrough success to the band and indirectly to the label. On November 18, 2003, the live album by Linkin Park Live in Texas was released under the label and Warner Bros; which was also certified as Platinum.It was also released as a DVD which featured Chester Bennington breaking Brad Delson's guitar. At the end of the concert, Joe Hahn threw a piece of his equipment on the stage floor. On November 22, 2005, the label again marked its success on releasing the album The Rising Tied by Fort Minor which was a side project by the founder Shinoda.Under the success of the album many artists like Styles of Beyond and Holly Brook were signed in the label.Holly Brook released two independent EPs Holly Brook EP and Sony CONNECT Sets under the label, whereas Styles of Beyond indirectly released singles in which they were featured through the project of Fort Minor. The singles by Fort Minor like Petrified/Remember the Name gave success to S.O.B. and Fort Minor. The breakthrough single Where'd You Go featuring Holly Brook marked number four on the Billboard Hot 100 making it the best ever debut song by any One-Hit-Wonder. The label meanwhile was also releasing EPs for Linkin Park Underground, and in addition it also released an EP for the fan club of Fort Minor, Militia. The label also released mixtapes like We Major and Razor Tag. The signing of S.O.B. brought the group back into the spotlight and marked success. On May 23, 2006, the label released Like Blood Like Honey by Holly Brook which was her debut album, which gave her the spot of #23 of U.S. Heat charts.In 2006, the label again gained spotlight after the single Numb/Encore by Linkin Park & Jay-Z won the Grammy Award for Best Rap/Sung Collaboration. On October 10, 2005, the label released a mixtape of its own which was named as Machine Shop Mixtape. It featured Various Artists like Taproot, Papa Roach, Deftones and many others.

 

Hiatus: 2007-2009

Mike Shinoda has stated on his blog that, as of January 2009, Machine Shop Recordings will be on hiatus due to disagreements between the label and its parent company Warner Bros. On 23 May 2010 Shinoda stated a new release was likely, suggesting that they are looking to the UK for new releases.The label then released the album only in America.The label then signed out artists like Holly Brook and Styles of Beyond, due to disagreements with Warner Bros. In the course of time although there weren't many releases, but the label missed the release of the score album by Linkin Park Transformers: Revenge of the Fallen – The Score.

 

After hiatus: 2009-present

The first release by the label after hiatus is Download to Donate like Download to Donate for Haiti, Download to Donate for Haiti V2.0 and Download to Donate: Tsunami Relief.This project was handled by Shinoda and Enrique Iglesias. Later the release of 8-bit Rebellion! marked the return of the label, in America. The first big release after hiatus is A Thousand Suns by Linkin Park which was released on September 2010. The album landed on the top of Billboard 200 marking the return to the mainstream success of label. later the success was Living Things, Recharged and The Hunting Party which marked mainstream success in United States.In 2013 the label again released an non-Linkin Park album Resurrection of the Wolf only in US, No Warning after the band reunited. The label also released soundtrack album Mall. The label releases the singles by the band only in United States, the release in other countries is released under the parent label. The label also released The Hunting Party outside US for the first time after hiatus in Australia.

 

Events

Projekt Revolution

The label manages the festival Projekt Revolution by the band, annually. Many artists listed below worked with the label during the festival.

 

 

Concert for the Philippines

The label's goal for the event was to design identity for Music for Relief's 'Concert for the Philippines. The label designed Concert for the Philippines branding, resulting in $500K raised for Typhoon Haiyan disaster relief. The label also crafted look and feel of entire event from fliers to stage design, signage and live TV broadcast. The label Created exclusive concert for the Philippines memorabilia including gold bracelet, poster and apparel. the label worked with artists like Linkin Park, Bad Religion, American rock band Heart and The Offspring in the event.

 

Sunset Strip Music Festival

The label had set a goal of rebranding the festival to appeal to a younger, more informed demographic. There was a creative brand identity for entire music festival. The label consulted Music for Relief on festival on booth activation, resulting in 3x increase in funds raised.

 

The Mall art show

In 2014, the label worked with Red Bull and Good Smile company and put up an art show named as "Beast Astray", an art exhibit inspired by the motion picture, Mall.

 

Other works

The label sets a focus and then work on it. The label says that they are a thinking tank and a creative studio. The label has a cycle to complete any mission or any target which includes terms like:

 

• Strategy
• Ideation
• Execution
• Design
• Production
• Brand Identity

By these terms the label has worked on various ideas.

 

PlugAir

PlugAir is a software platform created by the label as a solution to combat copyright infringement. The label partnered with Japan-based cloud storage startup, rebranding it to increase brand awareness in non-Japanese markets. The label redesigned PlugAir device and packaging. It also facilitated distribution of 5,000+ units to the Link Park community and created video content for marketing and promotional purposes. The label accompanied CEO to WebSummit in Dublin to present to potential investors and partners.

 

The label recently collaborated with Beatrobo to release Hamasaki Ayumi's two hit singles Terminal and XOXO on the PlugAir platform.

 

Infinity

The label collaborated with Harman International Industries to invigorate the Infinity brand through the design and launch of a new line of audio products. A 2014 documentary film, The Distortion of Sound, which features Shinoda, was also released in support of Infinity. The label announced partnership at CES 2014 and designed Infinity One portable speaker with Harman International's Hong Kong based creative studio. The label also won CES 2014 Innovations Design Award for the work done for music. The label consulted kbs+ and Edelman on marketing/PR rollout plan.

 

686

The label collaborated with a snowboard brand 686 to develop a new snowboard jacket concept. The label managed seamless collaboration with 686 Mike Shinoda. It also designed textile pattern swatch and apparel design. Joe Hahn of Linkin Park helped in film content direction and production. Video content and behind-the-scenes interview series featured on influential culture site Hypebeast. Sold out snowboard jacket at online portal for major distributor Zumiez.

 

Toon Workshop

The label collaborated with Japanese audio manufacturer Fostex and toy conglomerate Good Smile to develop new audio device brand platform. It advised on industrial design of headphone product and conducted US market competitive analysis of audio landscape analysis. They developed go-to-market strategy.

 

Power the World

Power the World is an organization founded by Linkin Park. The goal of the label was to create awareness for Linkin Park's clean energy initiative in partnership with the United Nations Foundation. The label designed new website to effectively communicate Power The World's mission. It also created cohesion among all social media assets. It again coordinated production of Power the World video commercial, "The Story of Imani" which got 51k+ YouTube Views.

 

LP Recharge

LP Recharge is a Facebook game created by Kuuluu Interactive Entertainment. the goal of the label in distribution of game was to drive awareness and gameplay of LP RECHARGE Facebook game, released in line with the launch of the single A Light That Never Comes, Linkin Park's collaboration with Steve Aoki. The game was highly engaged social media platforms

 

• Facebook: 99k sign-ups.
• Instagram: 264,758 likes.
• Twitter: 153mm impressions.
• Aggregate total media/blog reach of 2.4mm daily page views.

 

The label created 2 branded video commercials with over 125K combined YouTube views.

Artists

 

Current producers

• Mike Shinoda
• Brad Delson
• Rob Cavallo

Past producers

• Rick Rubin
• Scoop DeVille
• DJ Green Lantern
• DJ Cheapshot
• Vin Skully
• Jay-Z

 

Crew and employees

• Mike Shinoda - Founder, President, Creative Director, Producer, engineering
• Brad Delson - A&R Representative, Producer
• Rob Cavallo - Producer, A&R
• Kaiserman Tamar - Vice President, New Business Development
• Kiel Berry - Executive Vice President (EVP)
• Tatiana Koffman - Director of Strategy & In-House Counsel
• Rickey Kim - Creative Director
• Lorenzo Errico - Project Coordinator
• Patrick Thursby - Project Manager
• Richard Kistner - CNC Horizontal Mill Operator
• Stephen E. Gregory - Quality Control Director
• Jody Caverly - Machinist
• Kymm Britton – publicity
• Kas Mercer – publicity
• Jessica Sklar – publicity
• Annie Nguyen – publicity