Anthony Caroto has worked in the music business professionally since 2001. His career started in May 2001 when he founded the Philadelphia-based website origivation.com. While today the site is now home to Origivation Magazine, it’s original intent was to simply provide news updates and performance schedules for the local bands.
In December 2001, Caroto published the first issue of Origivation Magazine. Funds for this endeavor came from the severance package he received after being laid off from his job as a warehouse manager for the US division of Applied Sweepers, Inc.
Caroto maintained this publication (circulation 10,000 copies / month) until December 2006 when he gave it to Brian Cronin – the publications current owner. During his time at the helm Caroto proudly sponsored and hosted many local and regional events. Among them – the Millennium Music Conference, Functioning Band Series and the Dewey Beach Music Conference.
2002: Ratt bassist Robbie Crane wearing an Origivation Magazine t-shirt
In June 2007 Caroto moved to Phoenix, Arizona for a change of scenery and new perspective on life.
In August 2007 Caroto took a marketing position with VSR Music Group (then called Vertical Shift Records). The Christian-based label is distributed through EMI-CMG and is headed up by former Alice Cooper / House of Lords drummer Ken Mary. As the director of internet marketing, Caroto wrote and issued press releases, maintained artists’ presence on web and social sites, and at times contributed graphics and photography work. Among the artists Caroto worked with – Re:Zound, Ever Stays Red and Out of Ruin.
Not comfortable with a full-time desk job, Caroto took on a tour managing position with the comedy/metal band Psychostick. With the labels blessing, Caroto was able to take a leave of absence for the 30-day / 27-show “Holiday Hate” Tour. Following this tour Caroto was promoted to manager and continued with the band for 2008′s “Holy Crap We’re Touring” Tour and “The Terrible Shirt” Tour.
June 2008: Last night of ‘The Terrible Shirt’ Tour with
Psychostick, Powerglove and Look What I Did in Omaha, NE
That summer Caroto secured Psychostick’s endorsement with Jagermeister. In additional to supplying the band with custom apparel and posters, they were invited to perform at the Mayhem Festival in Phoenix, AZ.
As plans for the “Holiday Hate: Season 2″ Tour began to formulate, Caroto took on the roll of booking agent. Also during this time Caroto focused on the album fundraiser he orchestrated a few months prior. The endeavor, documented in the September 2008 issue of Musicians Atlas, would eventually raise over $18,000.
In April 2009 Caroto was laid off from VSR Music Group due to budget cuts at the label and church that funded it.
Ken Mary, David Ellison, me and Alison Donley
In March 2009 Psychostick released ‘Sandwich’ and embarked on a 4 month / 114 city US tour. Caroto booked 94 of those dates including two spots on the Jager Music Tour with Pennywise and Pepper. After a short break the band hit the road for 4 more weeks and shared some dates with Mower – a band that Caroto felt would be a great match but that Psychostick absolutely feared due to past ‘rumors’. Turns out Mower, both musically and personally, are awesome.
In March 2010 Caroto hit the road with Psychostick who were now opening for Green Jello and Nashville Pussy. It was here that Caroto would meet one the most inspiring people on the planet – Bill Manspeaker, founder of Green Jello. “The first time I met Bill was in Jacksonville, FL. He was in his trailer holding a tray of googly eyes and affixing them to his “Marshall Duh Staxx” costume.”
May 2010: Bill Manspeaker, while wearing a rabbit mask, helps me onto the
stage in Salt Lake City, UT. I’m wearing the “Badd Bunny” costume.
In July 2010 Caroto left Psychostick and re-settled in the Philadelphia area. Today he works at The Grape Room in Manayunk as a booking agent and in-house promoter.
