Regional Record Labels, Pt. 1
Regional record companies flourished in the halcyon days of Top 40 radio, primarily the 1960s. Many local radio stations were willing to play high-quality singles released by local and regional labels. By the late '60s, however, this cooperation had begun to fade. Pressed by increasing radio competition, stations decided to play mostly big-label releases. The days of local labels scoring hits in their towns was ending.
Independent, commercial radio labels were of two varieties: local and regional. Local labels operated out of a hometown or one city, and didn't try to seek radio play in a wide geographic area. Regional labels did seek airply through a whole state or several states. But they did not seek national airplay.
Some local labels developed into regional ones. And a few made the jump from regional to national. But most of their owners were content to remain small. They knew their market and its influential disc jockeys, distributors, studio owners, musicians, and other music people. When I was growing up in Hamilton, Ohio, in the 1960s, I assumed the Counterpart label in Cincinnati was national because its records were played on the area's No. 1 Top 40 station, WSAI. From the mid-'60s through the mid-'70s, Counterpart released singles by rock bands such as the Mark V, the New Lime, Canon, the Grey Imprint, and other groups.
Counterpart owner Shad O'Shea worked the telephones, seeking regional airplay. He sold tens of thousands of singles over the years, usually selling from 1,000 to 5,000 copies of a hot rock single in the mid-'60s. Sometimes he received offers from larger labels--Laurie, Monument, SSI International, Columbia, Capitol, RCA, and others--to release the records nationally.
Counterpart Records
Founded by WCPO Radio disc jockey Shad O'Shea in 1963, Counterpart Records released singles aimed at the Ohio-Kentucky-Indiana region, focusing primarily on the larger cities of Cincinnati and Columbus in Ohio; Louisville and Lexington in Kentucky; and Indianapolis and rural parts of Indiana.
That year O'Shea also formed Counterpart Music, BMI, which owned the publishing for many of the label's songs. He operated his companies from his home in suburban Cincinnati until 1970, when opened Counterpart Creative Studios at 3744 Applegate Ave. in Cheviot, a small city on the west side of Cincinnati. He moved the publishing company and the record label into the studio's office. From this studio he would record many of his label's singles. He also recorded his own singles. A prolific producer, O'Shea (real name Howard Lovdal) wrote and recorded many novelties under various names, including his own.
By 1975, when O'Shea purchased the national Fraternity Records name from founder Harry Carlson, times had grown tough for local and regional labels. Radio had tightened its playlists. O'Shea continued to use the Counterpart label, but only sporadically. He focused on Fraternity and a new label, the Applegate Recording Society.
When he semi-retired in the mid-2000s, he sold his publishing interests, his label names, and masters to a New York music producer. Today, the Counterpart name is rarely used.
the New Lime's "The Only Thing To Do."
Strictly a local label in Cincinnati, Beast Records was founded by Randy McNutt in 1973. Its one and only release was "Gonna Have A Good Time"/"Pain" by Little Flint.