Matador Robot Earns Label Support

by Carrie McLaren

"People don't realize how much work goes on here," said publicist Deborah Orr. "They think everything's done by one man. It's not. It's done by a robot."

The Accutron was initially brought on to automate the shipping department. Eighty-nine hours later in a drive to "get interactive" it expanded into other areas. Improvement has since been seen on all fronts -- from increased productivity to decreased spending.

That's good news for Matador. Having proved a machine can do the job, there's less need to have the employees work, enabling them to enjoy their jobs more.

"It's not a question of selling out," said Marketing Director Christina Zafiris, who oversees office systems. "We're still going to be here, we'll just be operating things differently. People are going to need to remember to close the refrigerator door when they're finished."

Accutron maintains all office facilities, including kitchen renovation and appliance maintenance. When necessary, the robot doubles as a microwave or toaster oven.

Accutron 2000 (left) oversees Director of Video Production Brett Vapneck (right) on the summer shooting schedule. The robot takes a "hands-off" approach when it comes to developing content, preferring to leave such matters to the artist."

In recent months, Accutron has been heavily involved in developing Matador's burgeoning Virtual Distribution and Sales Department. Once that is installed, it will begin other projects. Future plans call for developing artificial environments, establishing inter-office communication and recreating history. Early plans to have Accutron push the elevator button for visitors to the office were scrapped when interns complained about needing more challenging work. But Accutron isn't only for business use. When time permits, office employees gather around the robot and watch their favorite cable television shows through Accutron's adjustable satellite antenna. With over 200 channels to choose from, there's something for everyone. According to Orr, the only thing off-limits is the sci-fi channel and other programs involving fictional metal men.

With the bulk of office renovations and organizational work now completed, the only thing that could stand in the way of Accutron's success is the public. There's some concern that the robot's role in the company may confuse the perception of Matador as a "lo-fi" label.

"It's important that people don't get the wrong idea," said Orr. "It's still about the music -- we love music!"

Accutron tells the one about two guys running a record label.

Questions concerning the origins of Accutron, when it came to Matador and how it came to play a pivotal role in the company's operation are unclear. The retail department refused comment.

"These things are not important," said Zafiris. "Accutron is here now. That's all that matters... Quit touching me."

Though Matador prides itself on being an artist-oriented label, it remains to be seen how the robot handles artist relations. Reports so far have been entirely inconclusive, with several artists still preferring to talk to label managers Chris Lombardi and Gerard Cosloy.

One Matador artist, John Halvorsen of Bailter Space, denies his band's Robot World album was an homage to Accutron. "I didn't even know there was a robot," said Halvorsen. "I always thought the label was run by one guy."

Though still resented by some employees, when push comes to shove, Accutron 2000 (left) is a team player. According to Marshall Sanchez (right) of the shipping department, working with Accutron is "a pleasure."