A Few Highlights as GM of Surfdog Records and DKM, Inc.
Handled all day-to-day management functions for Brian Setzer over the course of 18 years. Under the company's guidance, Setzer earned three Grammy Awards, sold millions of albums, toured the world several times over, and launched a hugely successful signature line of Gretsch Guitars. Whether it was the 18-piece Brian Setzer Orchestra, stripped-down trio, or reunion tours with the Stray Cats, Niels was involved with every aspect of recording, marketing, merchandising, touring, and staffing.
In addition to managing the launch of Dave Stewart's 30-piece Rock Fabulous Orchestra as a recording and concert act, Niels oversaw the creation of Stewart's 300-page hardcover career retrospective. As well, he played a key business affairs role during the development of Superheavy, a project that featured Dave along with Mick Jagger, Damian Marley, Joss Stone, and AR Rahman.
Managed the campaign of the band's all-time best selling album, Everything You Need, which helped launch a career that has spanned over 10 years. Slightly Stoopid has developed into an incredibly successful touring band that now headlines large amphitheaters all over the world.
Charged with handling Jason Newsted's first band projects after leaving Metallica, Niels supervised two releases and a national tour by Echobrain (pictured), as well as the production of Voivod's eponymous album and accompanying Ozzfest tour dates.
Pepsi Street Motion Tour
Under Niels' direction, the company's lifestyle marketing division successfully managed Pepsi's integration into custom car culture. The grassroots campaign included major activations on the DUB Magazine and Hot Import Nights national car show tours, as well as on-pack sweepstakes where over 100 cars were awarded as prizes.
Other Surfdog Projects
In addition to the initiatives listed above, Niels ran the company's publishing division, and managed dozens of album campaigns by other artists, including Gary Hoey, Sprung Monkey, Butthole Surfers, Pato Banton, Tea Leaf Green, Dan Hicks, and Ballyhoo.