For over 20 years, long before New Granada Records existed, Keith Ulrey has been throwing shows on Christmas night. Either as a way to escape the family, or to have an alternate holiday event, it’s a tradition that has worked its way into the livelihood and legacy of his band POHGOH and record label New Granada Records, both which he shares with his wife Susie Ulrey.
IF YOU GO
New Granada Records 25th-Anniversary Show
Wed., Dec. 25. 7 p.m.-11 p.m. $10.
Crowbar, 1812 N. 17th St., Ybor City.
This Christmas, Keith and Susie are preparing for their 25th anniversary as New Granada records, which kicks off at Ybor’s Crowbar on December 25. New Granada bands DieAlps!, Permanent Makeup, and Wreath play this celebration show, as well as POHGOH, longtime band of the Ulreys, which they share with Matt Slate and Brian Roberts.
The two are planning surprises for Tampa Bay music fans all throughout next year. The show at Crowbar on Christmas night is a mere start to the year-long anniversary celebration that Keith and Susie have in store for 2020. Limited edition releases? Pop up shows? We won’t know until it happens.
“I wish I could tell you what we have planned, but I can’t,” Keith says behind a smirk.
New Granada originally started in the early 90s when bands just needed to get their music out there, it was a loose umbrella collective that many Tampa bands used in the name of the distribution. Keith picked up the reigns in the mid-90s, and slowly started to grow the record label with Susie into what it is today—a steadfast local music entity that still waves the flag of DIY and independence.
Instead of recounting the full history of New Granada like they’ve done in previous interviews about past anniversaries, this time CL wanted their opinions on the progression of the local music scene. When asked how the Tampa music scene has changed, and how it's remained the same over the last 25 years—there was a slight pause from both Keith and Susie.
“The way people consume music has definitely changed, with streaming of course. And with shows, word of mouth isn't really a thing anymore, it’s all online,” Keith says.
“But it’s the same in the sense that like when we started 25 years ago I was already in bands for years, Susie was already in bands for years—and now the DIY scene is still around, going strong,” Keith reflects. “Venues like Lucky You Tattoo are a testament to that.”
There’s a quarter of a century of history filling the seams of New Granada Records, POHGOH and their record store Microgroove—all three entities are all intertwined in the work and personal life of the Ulreys. They’ve done a lot for the Tampa Bay music scene, and show no signs of stopping.
“One thing that has stayed constant throughout all these years is our passion,” Susie says. “He and I are connected to music on a very intuitive level. We have to be involved in some way.”
The two have been through spikes of success, like when New Granada band Candy Bars rose to fame in 2006, and unfortunate circumstances, like when they lost their national record distributor a few years ago. But the combination of serendipitous opportunities that have fallen on their laps over the last two decades, as well as their hard work, healthy communication, and perpetual fervor for Tampa music has ultimately gotten them here—ready to celebrate the first 25 years of their own legacy.
“We don't have the typical family structure, so in a sense, New Granada is our child. We’ve poured a lot of money and resources into it because we love it,” Susie says.
Come out to Crowbar on Christmas night to celebrate the 25th birthday of Keith and Susie’s child. Maybe even buy it a beer.
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This article appears in Dec 19-26, 2019.