Howard, the king of all media

>> Howard Bilerman runs indie Montreal's recording studio of choice

by CHRIS YURKIW

"Yeah, I'm the guy from that Pharmaprix ad who's on the cell phone to his wife," says Howard Bilerman, in a preemptive conversational strike that confirms a minor myth that's been kicking around the city's jam spaces of late.

Yes indeed, the guy who runs Mom & Pop Sounds, the modest Old Montreal recording studio that's hosted everyone from Bionic to Bodega, is the actor in the TV spot. And before we get to Bilerman's philosophy of life and how to let it come to you, what about the dope on Pharmaprix spokesgal Macha Grenon?

"Well, she gave me the tip on how to start your day off right," says Howard. "You make yourself a fruit smoothie: you blend up orange juice, bananas, strawberries and you throw in some almonds for protein. And low and behold it's the best way to wake up."

Bilerman can certainly use the boost each day. Between film, TV and theatre gigs he's the Quebec sales rep for BASF audio tape, and at night... "I've been in the studio almost every night for the past two years," says Howard, recording some 60 mostly local bands for a few bucks here, a few bucks there, and once for a bottle of wine and some chili. Can he keep up three jobs and still have time for his cat?

"I think I'm resisting making any big decisions," he says, "figuring it'll find me." It's a nice approach and it actually works for Bilerman, considering that a lot of groups come to him.

"It's been crazy," says Howard of Mom & Pop's business since he settled in a home/studio loft on de la Gauchetière in 1996. "It's been all organic, all word-of-mouth. I've never spent a cent on advertising, save for putting up a flyer or two in a jam space. It just snowballed."

Bilerman plans on taking a short break early this year, in order to get out a bit and see some of the live shows he's been missing. But even if he doesn't make it, he'll be able to check out upcoming clients Tricky Woo, Monsieur Toad, Molasses and The Dears right in his living room.

"Yeah, it's nice," says Howard, "a hobby turned into a profession turned into a job."