By Debbie Galante Block

The success of Welk Music Group's Vanguard Records has not been limited to the U.S.  With its star attraction, Venice, the label has made great strides in the Benelux region and has also set its sites on Germany.  The band's album, "Spin Art," has already reached the top 100 on Holland's album charts, and the group has been nominated for the Dutch Edison Award as best new band, according to Berry Schuumans, ZYX Music Holland, the foreign licensee of Vanguard's music.

Venice, which consists of Lennon brothers and cousins Kipp, Michael, Mark and Pat, first signed with Vanguard five years ago.  But it wasn't until they did a variety show in Holland called "Two Metre Sessions," that the band really took off.  "The show's host was so taken aback by the harmonies of the band that he contacted us about doing a full-hour program about them," says Kevin Welk, VP/GM of Welk.  The special, taped on Venice Beach, where the members grew up, put some of its focus on the studio mixing of the group's album.

As a result of that program's success, Venice has been invited to this June's Pink Pop Festival, which is the largest music festival in Holland.  "We also recently negotiated a television-license deal with Universal Records for the band to do a commercial.  Universal estimates 40,000-50,000 album sales will result just from that campaign," says Welk.

"To an artist, it's not about one single.  It's about their music - their art.  You can trace those feelings back to Vanguard artists like Joan Baez and Junior Wells.  We're trying to continue that legacy of working with artists and believing in them.  We're not in it to have a single and say goodbye to the band.  The whole label mentality is to develop artists with a longterm plan," Welk says.  He admits this has been a slow process, but the label is now beginning to see the rewards.  Promoters are getting behind Venice.  "We hope to go to the U.K., to France and then from there, cover all of Western Europe.  I'd like to get down into Australia and New Zealand eventually," Welk continues.  "We're not giving up on the guys domestically either.  But I think the reason Venice has been so successful overseas versus the U.S. is because U.S. radio is so format-driven.  It's so hard to get airplay.  In the Benelux, people love music.  If you love music, you are going to love this band."

Following Venice's appearance on "Two Metre Sessions," the group sold 6,000 albums over the next couple of days, according to Michael Lennon.  (By the way, if the Lennon name rings a bell, it should.  The guys are younger siblings and cousins of The Lennon Sisters, made famous on "The Lawrence Welk Show.")  After filming the special, which also featured David Crosby and Jackson Browne singing with the band, sales grew even faster.  "We followed it up with a tour of Holland.  It went amazingly well.  Now, we're going back for six more shows and a big press conference.  Although we have a pretty reputable following in California, it's already bigger in Holland and we've only been there twice.  We love the fans there.  They have a respect for the music.  You can hear a pin drop during the performance," Lennon says.

"A lot of people say Holland's great, but until you make it in the states, you don't make it," Lennon notes.  "I totally disagree.  Loving what you do, and having anyone appreciate your music, makes you a success.  We're not killing the U.S. charts yet, but we're not going away, and we're just getting better!"

Aside from its talent, "Venice's popularity is also a testament to ZYX's good promotion work," says Welk.  "When you sign a licensing deal, it's always a risk.  You hope the licensee will put dollars behind your band, but those marketing dollars are not always there.  ZYX's success with Venice has helped all of our acts.  Our other foreign licensees are now saying, "Look at Vanguard!"