It was a few minutes past 9 on a cold, damp and windy March evening. Outside, it felt like a wet Oregon night, but inside M-Theory Music, the new record store in Golden Hill, it sounded like San Diego.

Jeff Mosser of the local trio Pure Milk, strummed his guitar one last time at the end of the blues-rocker “99” while singing ...99 miles from home. The audience of about 50 stood cheering around the makeshift performance space. Then Mosser, along with the Pure Milk’s bassist and drummer, packed up their instruments and disappeared “backstage,” which by day, doubles as M-Theory’s office space.

Store owner Eric Howarth was up front watching the successful launch of M-Theory's in-store acoustic concert series, scheduled for the second Wednesday of each month at the Golden Hill store.

With his dark hair and easygoing demeanor, and the fact that he oversees this clean, modestly decorated indie setting catering to an eclectic clientele, it's easy to compare Howarth to John Cusack's character in the film "High Fidelity."

Howarth wears that same satisfied expression as the late TV actor George Peppard, when, during episodes of the "A-Team," he fired off his signature line: "I love it when a plan comes together."

Since the store opened last December, Howarth’s plans for M-Theory Music and M-Theory Records – the record label-Web site-artist management company he started in 1998 – have also come together.

M-Theory, as Howarth's business card explains, is short for Matrix Theory, "a complex physics theorem which states that there are 11 different dimensions to the universe."
Let Howarth, the self-professed "labeldaddy" (again, the business card) explain: "I wanted the label to be a multidimensional entity ... to contribute to the music scene in different ways and to tie everything together: music bands, with musicians, with the music industry."

OPPORTUNITY KNOCKS
Like any good entrepreneur, Howarth, a Portland, Ore., native, seized a niche opportunity – in this case, a chance to improve the San Diego music scene. But what does a guy from Portland, living here for only 20 months, really know about San Diego?

Enough to know that his passion for independent, alternative rock is shared by others; enough to wisely make Stymie, frontman of the popular band, Inch, his first local signing; and enough to make Golden Hill M-Theory's home base.

Howarth recalls: "We came out to the neighborhood and it was exactly what I was looking for. I wanted to be in a neighborhood that was growing, so that I could grow with it."

Golden Hill's mix of longtime residents and newer move-ins – both hipster families (yes, they exist) and hipster singles – have embraced the store, located at the corner of 30th and Juniper streets. They've done so with the same pride they've shown the neighborhood's coffeehouse, Cuban restaurant, jukebox watering hole and other small businesses.

Raymond Paquette, 40, lives nearby and used the acoustic night to visit M-Theory for the first time. With an infant boy strapped to him, he moved around the store, past the bins packed with new (mostly) and used CDs of all musical styles and relevant distinctions: local and national artists, import and domestic imprints, indie and mainstream labels. At the same time, he nodded his head in approval.

"I think this is totally overdue," says Paquette. "I hope the neighborhood can support it. It's a great idea bringing music in like this."

Across the store, Erin Langen, 29, of Carlsbad, an actress and recent transplant from San Francisco, feels the vibe.

"I'm refreshed by this whole scene. It's a nice community. I'm inspired by the artists here and that they're being given a chance."

M-THEORY'S N-DEPENDENCE
For Howarth, M-Theory Records is about creating opportunities for not only independent artists, but fans tired of the mainstream. In that spirit, M-Theory began as a way to distribute music by the alt-rock band Suplex, in which Howarth was a member. "Semi-retired," he now concentrates on tapping San Diego's rich talent pool to fuel M-Theory Records' growth.

First up for the gutsy little company is Stymie's project, Congress of the Cow, currently recording its debut album. That band joins other alt-rock acts attached to the label, including Pacific Northwest-based acts Starter Kit, Rick Bain and the Genius Position, and the label's most recognizable name, Cincinnati-based Creeper Lagoon.

"I want to work with more San Diego bands in the future," says Howarth. "Ones that are pushing the envelope and not churning out the same thing as everyone else. There's a lot of great talent here right now. I'm really happy with the scene."

San Diego music insiders, like radio personalities Tim Pyles and Scott Riggs, are happy with Howarth and M-Theory – despite awareness that indie record labels and "mom-and-pop" stores are very risky business. Their concern? Even corporate labels and retail chains are struggling in these changing economic times.

Recently, EMI Group, which controls Virgin and Capitol records, announced plans to slash 500 jobs at those labels. And Tower Records, among other chains, faces constant bankruptcy whispers.

"Eric is trying to be for the scene and helping local bands get their CDs out," said 91X's Pyles. "He's out at all the events letting bands know what he's doing. I'm glad to see that's he's providing another outlet."

Riggs, a longtime local music jock now at 92.1 FM, believed so much in the M-Theory concept that he became a part-time consultant for the venture. He's convinced of its viability.

"The time is perfect for a smaller independent – especially in San Diego, where the music scene is on the rise again in terms of the diversity of music, the amount of bands and the quality. A smaller independent will cater to their needs more than the bigger chains."
Maybe, in these times of renewed community spirit and rejuvenated neighborhoods, that's all the M-Theory enterprise needs to prosper long-term – niche bands and niche music fans.

Originally published in The San Diego Union-Tribune, March 28, 2002