THE BRILL BUILDING
The Brill Building at 1619 Broadway housed a music hub in which composers, lyricists, music publishers, musicians, arrangers, record companies and others, co-operated and competed with each other to produce hit records. The hub was first launched before WW2 and catered for big bands who wanted new material. Its heyday, however, was in pop music production from the mid fifties to the mid sixties.
50 Songwriters participated in the enterprise including Carole King and Gerry Goffin, Barry Mann and Cynthia Weil, Ellie Greenwich and Jeff Barry, Neil Sedaka, Neil Diamond, Jerry Lieber and Mike Stoller, Phil Spector. 20 or more performers included Bobby Darin, Ben E King, Connie Francis, Gene Pitney, The Ronettes, Frankie Valli and the Four Seasons, Dionne Warwick
Among the hundreds of hits written by this group were “Then He Kissed Me” (Barry-Greenwich), "Yakety Yak" (Leiber-Stoller), "Save the Last Dance for Me" (Pomus-Shuman), "The Look of Love" (Bacharach-David), "Breaking Up Is Hard to Do" (Sedaka-Greenfield), "Devil in Disguise" (Giant-Baum-Kaye), "The Loco-Motion" (Goffin-King), "Supernatural Thing" (Haras Fyre-Gwen Guthrie), "We Gotta Get Out of This Place" (Mann-Weil), "River Deep, Mountain High" (Spector-Greenwich-Barry), "Big Girls Don't Cry" (Gaudio-Crewe), and "Working My Way Back to You" (Linzer-Randell).
About 100 studio musicians were part of the hub and there was a recoding studio at 1650 Broadway, one of 4 locations the hub sprawled over. This facet enabled Phil Spector to develop his famous ‘Wall of Sound’ recording technique.
The most important publishing company of about 30 was Aldon Music co- founded by the music entrepreneur Don Kirshner who became the de facto leader of the whole enterprise. By 1962 the Brill Building hub contained 165 music businesses.
Carole King described the atmosphere: “Everyday, we squeezed into our cubby holes and wrote. Donny ( Kirshner) would play one songwriter against another demanding a new smash hit.”
Ellie Wakefield was less cynical about the hub, lauding its attachment to romance and praising the teamwork aspect.
Once a song was complete, it would be auditioned to the publishers and possibly taken forward to the production of a disc.The Brill Building in the early '60s was a classic model of vertical integration. There you could write a song or make the rounds of publishers until someone bought it. Then you could go to another floor and get a quick arrangement, lead sheet for $10, get some copies made at the duplication office; book an hour at a demo studio; hire some of the musicians and singers that hung around; and finally cut a demo of the song. Then you could take it around the building to the record companies, publishers, artist's managers or even the artists themselves. If you made a deal there were radio promoters available to sell the record.
This process gave rise to a new role, that of Record Producer who oversaw the whole creative process, bringing together all the participants needed to create the track.
The songs were unashamedly aimed at young teens and played to their romantic notions and youthful anxieties.
From the late fifties to the mid sixties the hit factory had hundreds of entries into the Billboard Hot 100.
As pop became more adult and sophisticated in the sixties, the Brill’s influence declined.
Overall, the Brill enterprise was a triumph for a professional, targeted approach to pop music but, like all winning formulas, its time was limited.