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Around 1982, Joe (Caruso) and I were exploring business opportunities that would take the band to the next level. Shy of a major label recording contract, the best thing a fledgling band could do for itself was to gain a slot on the coveted Miller Rock Network. Sponsored by the Miller Brewing Company, the Rock Network was a the brainchild of Gary Reynolds. Reynolds' agency used music to help promote the Miller brand through the activities of a dozen or so regional bands. The bands liked the deal because the year-long contract generated lots of publicity through full-color promotional materials and produced a windfall of gifts from the program's corporate sponsors.
Every band in the country wanted to be part of the program. The application process was extensive. Band's had to submit music and their past calendars, references, press clippings and professional photos. The courtship seemed to go on forever. Finally, 18 months after we made the initial phone call, the Caruso band was accepted into the Miller Rock Network. Joe and I flew to Milwaukee to sign the paperwork and meet representatives from the other bands.
The Caruso Band enjoyed two years on the Miller Rock Network circuit. It was a great achievement that opened a lot of doors including corporate sponsorships, media coverage and lots of industry attention. A half dozen co-sponsors that provided free products. Zildjian gave us cymbals, Ensoniq kicked in a QS8 sampler keyboard, Shure sent two portable 4-track cassette studios, Hamer and Gibson sent guitars, strings and picks and of course, the Miller Brewing Corporation made sure our dressing rooms were amply stocked with their beverages.
Prior to the Miller deal, it was difficult for the band to get press, but the Rock Network's media machine made coverage almost automatic. Two of our songs were included on Rock Network compilation albums that were issued on the RCA label. Of course, this flurry of activity created a buzz that helped us draw larger crowds in important venues. Best of all, the Miller contract renewed our energy and helped take us to the next level, which was another collection of original songs that we were to shop to recording labels on both coasts.
Dave Caruso: The Miller Brewing Company also secured the rights to a song by the Oak Ridge Boys, called "American Made." The original lyric went like this:
"My baby is Armerican Made Miller apparently hired somebody write a new lyric to this song, called "Miller's Made the American Way." They changed "born and bred" to "born and brewed," etc. We were encouraged to play the Miller Beer theme song onstage, but it wasn't a requirement. We decided to do it in the style of one of our records, "She's In Love With You," written by my brother Joe and me. Here are the lyrics as we adapted them to our tune:
Click on the link below to hear the original song by the Oak Ridge Boys. Then listen to a live version of "Miller's Made the American Way," in the same style. If you're an old fan of the Caruso band, you might also notice that there's a chord sequence at "Born and brewed in the U.S.A." that was nicked from the verse to another Caruso song, "Dance It Up." By using melodies and chords from two of the songs from our latest album, we were identifying our own sound with the Miller product line.
Miller also created tee shirts, sweatshirts hats, scarves, and jackets with the Caruso name. You can see these on our Vintage Caruso Merchandise, Pt 1: Apparel page.
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