Courtesy of Celebrity Access

Pittsburgh promoter Jon Rinaldo, founder of Joker Productions, has promoted more than 1,500 shows since the company's 1989 opening. In spring 2004, he plans on opening his first showcase club in the Pittsburgh area.

Jon's interest in music and the music industry stems from his early days as a college DJ and promotions director at the University of Pittsburgh's college radio station WPTS-FM.

Jon promoted his first show at the ripe young age of 20. "My first concert was Peter Case (of the Plimsouls), which I promoted at the Graffiti Showcase," says Jon. "I think I bought the date from Triad Artists (which later merged into the William Morris Agency). I had no idea what I was doing. This was all new to me." Over the next year Jon promoted a "whopping" seven concerts. "The first three to four years were very hard for me. I couldn't get anyone to return my phone calls," he laments.

That all changed in late 1995 when the big ska wave hit.

"I was dubbed as the "Ska King" by the local press," says Jon. "We were promoting eight dates a month of which five were ska artists. I knew the bubble would burst sooner than later."

It did. By late 1997 the ska wave was over, and it almost put his business under. "Thankfully though, I had heard about a new club opening up (Club Laga) across town on the University of Pittsburgh campus," Jon says. "I had this gut feeling that if I could somehow control the room that my business would soar."

He was right. Once the industry took notice of the 1,000-capacity Club Laga it was as if the floodgates had opened.

"I starting buying everything under the sun--alternative, rap, hip hop, metal, rock--and everything just seemed to click," he adds.

Club Laga, which Joker Productions currently books exclusively, became an outlet for most major artists. "Laga went from an unknown venue to one of the top clubs in the country," beams Jon. "Concert music-goers really support this place."

The explosion of Club Laga also meant the increase in business for Joker Productions. "I went from 75 shows in 1995 to over 200 dates a year now," he says. "Each year we seem to increase in not only our dates but also our overall attendance numbers. It's been an insane ride so far."

Some of the artists promoted by Joker Productions include: The Roots, Nickelcreek, Macy Gray, Dashboard Confessional, Eminem, Ween, Thursday, Blink 182, Dr. Dre, Erykah Badu, Marilyn Manson, Bad Religion and Ja Rule.

Jon and his company recently took over the exclusive booking for Pittsburgh's 150-capacity Club Café, where he's looking to develop and book smaller acts and upcoming artists. He also promotes concerts at Rosebud (400 cap), 31st Street Pub (250 cap) and the Upstage (300 cap).

What type of programming do you plan to bring to Club Café?

What has prompted you to open your own club?

With the potential closing of Club Laga (our main room), I'm now forced to open my own showcase venue with a potential capacity of 1,000. We have two offers in for two separate buildings, both of which we can walk in and get things running in under a month's time. I've been planning on doing this for the past few years, but wanted to do it under better circumstances.

First concert attended:
The Police in 1981 at Civic Arena (now Mellon Arena).

First concert worked:
Peter Case in 1989 at Graffiti Showcase.

First industry job:
Owner --Joker Productions, 1989.

Career highlights:
I went from a small time concert promoter (seven shows in 1989) to the largest club promoter in the Pittsburgh area with over 200+dates per years.

Career disappointment:
Clear Channel destroying the industry by turning things into a cookie cutter operation.

Greatest challenge:
Attempting to open my own showcase venue in Spring 2004.

Best business decision:
Moving my business from the Graffiti Showcase (now closed) to Club Laga in 1998.

Best advice you received:
"Always treat the artist like gold, no matter how bad a date does. They will remember that in the long run" -- Tony Denardo, former owner of the Graffiti Showcase.

Best advice to offer:
Always follow through with things no matter what the cost. You will gain more respect from people in the long run.

Most memorable industry experience:
Seeing a majority of the artists that we have/currently work with hit the big time: Eminem, Blink 182, Good Charlotte, Goo Goo Dolls, Erykah Badu, Good Charlotte, The Roots, New Found Glory and Dashboard Confessional just to name a few of the thousands of artists that we have worked with.

Industry pet peeves:
Clear Channel and price gauging.

If I wasn't doing this, I would be:
bored out of my mind.

Industry mentors:
Cara Lewis --William Morris Agency. She took a chance on me with some pretty big talent when no one else would. Also any agent that had faith in an independent promoter --you know who you are.