Dennis
Livingston finds it ironic that he is at the helm of his
father’s Hallmark Music. “Like many kids, I
had no interest in what my father was doing. I’m not
sure when I became aware that he did something unusual by
making his living as a songwriter.”
This may have also been because in the days of Tin Pan Alley,
Dennis’ father, Jerry Livingston, didn’t write music
at home - he went out each day to work in the famed Brill Building.
The legendary composer behind such varied songs as “Mairzy
Doats,” “The Twelfth of Never,” “It’s
The Talk of the Town,” the theme to Cat Ballou, “Bibbidi
Bobbidi -Boo” and “This is It (the Bugs Bunny Theme),” he
was inducted into the Songwriter’s Hall of Fame in 1981.
His mother, Ruth, had been a professional big band singer before
Dennis was born.
As a teenager, Dennis dedicated himself to the flute, and to classical
music, - he preferred Bartok over The Beatles. He initially pursued
an academic career, earning a PHD From Princeton in political
science, and taught pioneering courses at several universities
in future studies, science and government, and science fiction
literature. After a brief stint as a policy analyst in the Massachusetts
state government in the early 80’s, Dennis worked at several
computer trade publications.
He was so removed from his father’s business that Dennis
in not entirely sure of the origins of Hallmark. He believes that
his father must have purchased the name to set up his own publishing
company when the rights to his songs began to revert back to him
in the 50’s and 60’s.
When Dennis inherited Hallmark in the early 90’s, he had
to face the tough decision of what to do with the company. With
his father’s extraordinary catalog, he certainly did have
opportunities to sell. But something of what his father said must
have sunk in over the years. “I do remember him telling
me to keep the catalog intact - to treat it as an annuity, and
I think that was in the back of my mind. I was aware of the cultural
and financial values of these songs, and I had an emotional attachment
as well. I took a calculated guess that I might be able to make
a go at this.”
He did ask himself how he could run a publishing company from
his home in Boston, with no background in the industry. But just
as he had in career changes before, he realized he could pick
up the skills he needed by availing himself of help from many
sources. “My message to other sons, daughters, grandchildren
is that you can do it too, even as a one-person company. There
are professional organizations to help you, such as the Songwriter’s
Guild, ASCAP, and of course, The Harry Fox Agency.
His risk has paid off. “There’s been a great growth
in the International area, and now with new artists such as Norah
Jones, there is a younger audience coming to music of my dad’s
era, which is very gratifying.”
After working with his father’s songs, Dennis began composing
some of his own, for the cabaret market. Two of his songs, “It’s
Time for Roses” and “An Ordinary Day,” have
been highlighted in ASCAP showcases.
And it does look like there will be a future generation to carry
on the tradition. Dennis son, Jonah, is a music business major
at Northeastern. His taste runs more towards heavy metal and hardcore
punk, and he has already formed several bands as well as his own
DIY label, Teenage Disco Bloodbath Records. His passion and commitment
are inspiring to his father, who says, “This is the new
generation which has grown up using computers. They utilize the
positive side of new technology, to market and sell music beyond
mainstream outlets.” |