A Look at The Other Side

An Interview with Justin Dixon of Prevailer Entertainment

By George Archibald  

In a way to bring some ying to the musical yang in Empire Extreme’s coverage of everything music, I went in another approach by interviewing a band promoter. I come from a band members’ point of view and really wanted to see what it was like on the other side of the fence. To really find out what a promoter is thinking when booking your band, and their expectations heading into show time.  Thank you to Justin Dixon of Prevailer Entertainment, for taking time out to talk with me and answer some questions.

Prevailer Entertainment is a booking and promotion company based in central/western Pennsylvania. Founded by Dixon, Prevailer Entertainment is a small based operation that is quickly budding into the go to booking agency for their area. Having played in The Reynoldville/Du Bois area, I can atone for the draw that this area can have for music events. I got to pick Justin’s brain a little on some of the topics of show booking and promotion.

GA: What is your position within Prevailer Entertainment (PE)? 

JD: I created Prevailing Entertainment earlier this year, so I guess you could say owner/operator of Booking and Promoting.

GA:  How did you start PE?

JD: Well, originally I went by a nickname I had gotten when I played in a band a long time ago called Dirty D. So originally I went by Dirty D Entertainment for a while, then I thought I should get serious. I kept getting asked if I directed porn. So Prevailer Entertainment was born.

GA: What departments do you have working with you/people working for you? (sound, security, concessions, Street teams… etc.) 

JD: I was working by myself for a while, pretty much doing everything. I run my own sound basically because people charge an outrageous amount to do sound at shows. We don’t have security, everyone that comes to our shows is pretty respectful. I mainly run shows in the basement of Fox’s Pizza Den in Reynoldsville, Pa.  They have been supporting the scene for 13 years now which is awesome. I have two people working with me. A kid named Drake, who is really determined and loves the work.  I also have my friend Tonya, who absolutely loves this side of the scene. She is my right hand girl, helping me set up, tear down, run door, and whatever else needs done.

GA: Where do you promote? (Geographically, your area)

JD:  Mainly Western Pennsylvania, in a couple towns Dubois, PA and Reynoldsville, PA.  They are small towns with a lot of potential to be a serious place for shows.

GA: What type of acts do you usually book? Are you strictly one genre of music or are you open to promoting other types as well?

JD:  I love death metal and that’s pretty much all I booked for a while. Then one day, I started talking to booking agents from all over the country that wanted to know if I could book either Hardcore, Pop, Punk, Rock, etc. I’m down to book anything if it draws well.

GA: What was your biggest turnout? 

JD:  My biggest turnout, man? I’ve had so many shows that have done well honestly. This was probably a couple years before I started Prevailer, but I put on a show for a buddy of mine. His brother had leukemia, so I worked really hard for that show. His name was Justin, and he was supposed to be there in person.  He was really excited because I managed to get his favorite local band to play, and even got the original lead singer back to play for this show. He passed away a week before the show, so it became a memorial show, with all proceeds went to his funeral costs. The day of the show came, and a blizzard had just come through. I thought I was going to have to cancel, but in the end we still had it. 200 people turned out for that in a room that could only fit 90 people. I managed to raise $1000 that was my favorite show that meant a lot to me and his family.

GA: Who are some of your standout bands you have worked with? (Your biggest draws, national acts and independent touring acts?)

JD:  My biggest draws? Hmmm… I managed to get a band from Victory Records, called The Order of Elijah. They are fun guys, hardworking, and dedicated. My biggest draw for them was nearly 100, as you can tell I book small shows. I usually get offered shows from the Sight Set North Agency, from a guy called Zach Scott. He’s also in a band called It Lies Within. They are blowing up right now. Every time they come through its always a good time.  Independently, mainly any band that I have from Ohio seems to do really well here, and they always want to come back. In return the crowd want them back. I’ve booked bands such as, From Another Planet, Bless the Child, The Party, Denihilist, all are amazing bands.

GA: What are your thoughts on show security? What are your thoughts on crowd interaction with bands? Moshing/Hardcore dancing at shows, how do you handle those things at a PE event? 

JD: First, I’m not really a fan of security. It sometimes feels intimidating to have someone stand there and watch you, at least to me it does. I encourage crowd interaction. If you don’t have that, then they (the crowd) will get bored. They either go outside to wait for the next band, or stand there on their phones until the next band plays. As far as moshing and hardcore dancing. I don’t have a problem with it until it gets out of hand. My staff and I will act accordingly to try and calm the situation. I am not a fan of people coming to a show just to crowd kill, we are all there to have a good time.

GA: What do you look for in an act before you decide to promote /book them? What is your ideal situation with booking a band. 

JD: I try to listen to every band I book to see if well they make my head bounce. If I think they are a group who the people would like to see, and can make everyone move, I will give them a chance. Sometimes it goes well, sometimes it doesn’t. I had a band come in one time, and were complete douche bags to everyone including myself. I still let them play, and paid them, but I will never book them again.

GA: Are you planning or expanding your area, perhaps with more venues or more shows?

JD: Actually I’m working on it. I’m trying my hardest to get the bars around here to let me do some shows. The local bars only want cover bands, which I’m not a fan of. I can always turn on the radio and listen to, “Wanted Dead or Alive” by Bon Jovi, or watch Deadliest Catch on TV. I’d love to book all year around, so far its only maybe 2 times a month without over saturation.

GA: Any premier shows coming up? 

JD: Right now I am planning a festival in October, called Devils Night. This is the 4th installment of it, and every year it has grown into its own. I’m currently searching for a venue for it, and talking to a couple of national acts for participation, one being Dark Sermon, who actually has been touring for a few years. They just went on tour with Thy Art is Murder, and did a stint with Rivers of Nihil, who is actually from Reading PA, and signed to Metal Blade Records.

GA: Anything else you would like to add?

JD:   Actually thank you for letting me do this. I had a blast, by all means if you want to do it again, please do. Thank you for your time, and thank your publisher and website as well.

Starting from the bottom and working their way up, Prevailer Entertainment is planning big things. We also got to see a little of what a promoter looks for and expects from bands. I guess if anything, resort to the golden rule, treat others as you would want treated. If you show up, put on a good show and have the proper attitude, you will be a promoters’ ideal client.

Thank you once again to Justin Dixon for answering my questions. If you are in a band, and traveling through Reynoldsville/Dubois area check in with Prevailing Entertainment. They might have a slot open for you on a show. If anything they will treat you like family when you come to the area.

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George Archibald

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