BIOGRAPHY
editAlex Cantrall was born and raised in “Future World” A.K.A. Cleveland Ohio as many like to say. After graduation, he bought a bus ticket to New York, and within a few months, he signed his first record deal to Sony.
After making a ½ Urban and ½ Pop album, a sound too advanced for his time, he was dropped from the label. He later signed deals with both Giant Records and eventually Maverick Records (label founded by Madonna). However both fell through the cracks and he was once again dropped from the labels.
Alex said, “It was during those years I began to understand the power of a “Hit” record, without a smash single, you’re just a cute artist with a great voice”. He adds, “I look at my many record deals with my music college. By the time I signed my third deal, I had a pretty good understanding of how the music business worked. I was living in New York and spent my days at the label, sitting in marketing meetings, talking with radio promoters, and learning everything I could from the executives. My evenings were spent in the studio, and at one point, I slept in the studio for almost five months!”
During this time, Alex began to focus more on music production. He has said in the past, “When I left Madonna's Label, I felt like I knew how to write and produce a hit record!” Alex began developing his own artists and used his relationships at the labels to get over a dozen record deals.
In 1995 he and his artist Myron, who was signed to Island Records, wrote a song that forever changed everything. Dru Hill dropped the single “Tell Me” and Alex watched it go right up the charts to number 1!
Alex said, “As a writer, you need a calling card, and once that song hit I became “The guy who wrote, “Tell Me””.
Alex moved to L.A. in 1998 and signed a million dollar "Publishing Deal" with DreamWorks. He Hit the Billboard “Hot 100” a number of times but didn't reach number one again until… A 12 year Joanna Levesque (JoJo) put an amazing vocal on a record he wrote called “Leave, Get Out”. The song was a runaway smash, breaking a number of records, "Most weeks at Number 1"… "Youngest Artist to reach Number 1” and finally “Song Of Year” from BMI. Alex has worked with almost every artist in the business. Pink, Kelly Clarkson, Nick Lachey, Fergie, Justin Timberlake: just to name a few. And hit Number 1 again in 2007 when he wrote ”Truth Is” the 1st single for the American Idol winner Fantasia.
In 2003 Alex began teaching Saturdays at MI (The Musicians Institute) where he met Greg Himelstein, and the two began a weekend program called “Hollywood Pop Academy”. The school has launched the careers of many of the Industries best new artists. Previous students include: Kasey Butler- Universal Records, Shelby Spalione- Hollywood Records, LAX- Universal Records, Sydney Durant- Hollywood Records, Allison Iraheta-Jive Records, Velvet Angels-Def Jam, Alexa Melo- Interscope Records. And to this day Alex still spends his weekends teaching and developing bright new artists.
Alex says "We have to "Give Back" to music... I recently worked with Beyonce and thought, "She doesn't need my help. She's already successful... and with or without me, this record is going to sell. But to work with an AMAZING new singer, one that really needs a "shot"! Man! To break them... now that sounds exciting... creating something new... and Giving Back to music, is really what it's all about!"
Alex spends his days trying to balance his "Music Career" and "Family Life". Alex says "It doesn't matter who I'm in the studio with... the real STARS are waiting for me at home! I've got an absolute dream life. I spend the days doing what I love, but can't wait to rush home... to my beautiful wife Carol and my daughter Kylie."