Keith Ulrey

He participates in virtually every aspect of the local music scene. For starters, he’s been running New Granada Records since 1994. Its roster includes nationally recognized acts such as Candy Bars, King of Spain and Zillionaire, the latter of which has Ulrey on drums. Then there’s Ulrey’s promotional wing, New Granada Presents, which regularly brings quality regional and local acts of an indie variety (but not always) to New World Brewery, Kelly’s Pub and other area venues. Ulrey has a great rep for making sure bands get paid, and his shows are always run military tight, with no more than three acts on the lineup, each hitting the stage in a timely manner. The shows are usually $6 or less at the door. And the e-mails Ulrey sends out to advance his gigs are timely, detailed — exact performance times, links to each band — and include pithy, informative descriptions about each act. Just don’t get on Ulrey’s bad side, or the man who signs his e-mails “disgruntled and loving Tampa music” will tell you to “take a shit and eat it.” We appreciate his passion.

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