Milwaukee can never have too many people working hard to broaden the audience for homegrown music. So, when two members of Menlo decided to start a co-op record label, Sparkler Records, there was no shortage of bands hoping to get on board.

While individually bands appear to wield little power, when they band together they can help one another with publicity, artwork, gigs and more. That's the theory behind Sparkler Records, founded by Gregory Borden and Joe Kirschling. And it appears to be working.

"Milwaukee is our home, and we feel that there are still a lot of people we haven't reached yet with our music," says Tim Johnson of Strangest Places, one of the bands involved. "Sparkler seemed like a wonderful way for not only us, but the rest of the bands on the label to help each other reach higher levels of recognition in Milwaukee and beyond. The label is a very positive thing for our band, and we're proud to try and bring a bigger level of excitement to the Milwaukee music scene with Sparkler."

We talked to Borden recently to find out about the beginnings of Sparkler and where it's going.

OMC: Tell us about the genesis of Sparkler Records.

GB: I had this idea a while back about starting a record label, but I didn't want it to be very conventional. I pitched it to my friend and drummer Joe Kirschling and he loved it from the start. We sat down talked it through, ran it by some other music people and it began.

The idea of a co-op record label isn't rocket science or anything, it's actually a very simple idea. We want to help bands do what they do better. We want more exposure and we want to be a catalyst for the Milwaukee music scene. We split all our costs equally and Joe and I run it. Our slogan is "support original Milwaukee music" and we stand by that.

OMC: Did you talk to other folks in town that had started labels? What did you learn from that?

GB: I talked to Joe Vent (The Yell Leaders) from the defunct but excellent Don't Records. He is sort of my mentor about all things music. Joe's been there and he has helped me figure things out and sidestep common pitfalls. He told me some of the horror stories of Don't Records, the Milwaukee scene and the music business in general.

I try to apply some of this knowledge to what we're doing, and some of it has helped us out. There are other labels springing up in Milwaukee or have been around awhile, No Karma, Easter, Latest Flame etc. and we're starting to talk to them, too, about promotional ideas and other possible avenues we can pursue together. Things are getting good Milwaukee, get ready.

OMC: Do you find it hard to balance your duties at the label with all of the work it takes being in a band -- songwriting, rehearsing, recording, booking gigs, etc.?

GB: Yes and No. Joe and I try to run this co-op label as smartly and efficiently and cheaply as possible. It takes some time and thinking to do this, but we're getting bands that want to support this, and want to help out. And that's what this is all about.

OMC: There's got to be something involved in running the label that you hadn't expected. What is that thing?

GB: We have meetings every two weeks in my living room, and a lot of us see the same things, and want the same things. We get really energized after these meetings, I think it would be lame to say it's like band therapy, but it really is. Joe and I have a plan we pitch ideas, talk about them and move on them. So I guess it's the camaraderie and re-energizing that I never expected. They are definite benefits of being a part of this.

OMC: How many bands does Sparkler have?

GB: Currently we have six bands. Menlo, Capital 8, Strangest Places, Koala, New Blind Nationals and On A Sun. The music ranges from pop/rock to indie noise pop. My own personal theory is everyone on the label should be able to play a show with someone else on the label and it not seem odd. How do you like that for a definition?

We're currently seeking some more bands and have a few on the radar screen, but we only work with bands that are already trying to go somewhere, i.e. playing shows, recording, have or are pursuing a Web site, etc. and obviously they have to have good music, too.