Bridging the Gap

Photography By The Frontseat Media Team

Media and production company Frontseat Media have been gaining attention in San Diego’s underground music scene by throwing packed shows and producing quality content for local artists. The team at Frontseat talk about their origins at San Diego State University, filming music videos, and their passion of spotlighting up and coming musicians

San Diego, USA

What is Frontseat Media?

Frontseat Media is a music media company. We do all things music, from live shows, music video production, live sets, concert photography/videography, and booking and promotion.

How did it begin and why?

It really began in order to promote the local music scene at San Diego State University. It's hard to put on a good show that showcases the artist's/band's talent with decent sound, lighting, and crowd control. So, that was it. There were so many talented people we knew who wanted to play shows, but there was a barrier between up-and-coming artists and larger venues. We wanted to bridge that gap, that's why we started.

What was your first show like?

The first show was headlined by Outside the Frame, it was a last-minute single-release show. And, to be honest, we didn't know what we were doing, but we knew there was something there and people liked it. From that one crappy show, we immediately saw growth in the local music scene. Bands were reaching out to us, and people were asking when the next Frontseat show would be.

How has Frontseat grown since the first show?

Exponentially, not just in the bands and artists we book but also as a business. We were just "those guys that throw shows at State" and now we're a respected and well-known entity in Southern California. It's crazy to think that bands reach out to us asking us when our next show is going to be, that in itself shows growth. We are proud of everything that we do. From the bands that we put on, to the experiences that keep people coming back.

What have been some high moments? What have been some struggles?

Our annual Halloween show is definitely something that we've dialed in. They sell out every year, and they're a blast and getting bigger and better. Just like any business run by a bunch of young 20-somethings, we don't know exactly where the path is. So, mistakes have to be made for growth to manifest itself. It's the little things we've learned. Being responsive. Offering the artists or bands any help. Staying late. Hanging with the band after. Moving lots of gear. But most importantly... keeping the cops happy!

What were some memorable shows?

Saint Luna & Marlon Funaki

Foxtide & Juniper Honey

Blank Space & Foxtide

Dolphins on Acid & Veto

These are just several of our favorites. They left the whole team wanting more.

Not only does Frontseat throw events but you also focus on media production. You had a live set series called, "In the Shed". What was it like creating this series? Will it be revived?

This was really special to us, we built out a homemade music studio in the shed in our backyard. The goal of the series was to highlight the raw talent of some of the bands that Frontseat supported in the past. Being able to tailor a video to each different style of music created a blend of Frontseat's vision with an artist's and/or a band's vibe. There's just something about a live studio session when nobody is there. You get to hear the fine details of a song and understand why this group decided to become a band. Unfortunately, the neighbors complained to the city one too many times and we were forced to demolish our beloved shed. However, we're working on a new series of live video sessions that will showcase Frontseat's growth. The shed was great, but everything happens for a reason and brings new opportunities. Adapt and react!

You filmed your first music video for Saint Luna's "Rare Sight" music video. What was this experience like?

SO MUCH FUN. They were already good buddies of ours, so having that song and those guys as Frontseat's first music video installment couldn't have been better. We rented out Studio Diner over in Kearny Mesa, got an old car, and spent the entire night shooting the video. Sleep was slim, but the end product was well worth it. Capturing the vibe of the song was the crux of the project, so a retro aesthetic was necessary. All in all, it was a blast.

What's next for Frontseat Media? What do you have planned for 2024?

More shows, more videos. Better shows, and better videos. 2024 is going to be a big year for us, we're ready to show everyone what Frontseat is about, and grow along the way. Alongside Frontseat's internal productions, we are officially a "For Hire" music media production company, offering services such as mixing/mastering (yes, live mixing too), equipment rental, music videos, live show media coverage (print included), show booking, and our specialty a classic Frontseat Media show.