Big-time artists get a Tongan once-over

Tonga-born Paul Tuivai (Big Paul to his friends) was snapped up by Universal when it launched its record label eight years ago. He is now director of its marketing and promotions for the West Coast.

When "Big Paul" Tuivai first started making serious money in San Francisco radio a decade ago, his Tongan father thought he must be selling drugs.

"He says to me, 'No man gets paid a full wage working four hours a day'," Tuivai chortles in his Universal Motown Records office in Los Angeles.

Now a music executive for Universal, the 36-year-old is on even bigger money.

"I feel totally blessed. If you told me 15 years ago I'd be working in the music industry and be paid thousands for it, I'd be 'yeah, right'. That I have now started making more money than doctors and lawyers baffles people."

As director of marketing and promotions for Universal on the West Coast, Tuivai deals with promotions, setting up releases and launching records.

"Every main artist that crosses the Rocky Mountains is my jurisdiction. I mainly do the urban music, R&B, hip-hop and rap, from Nelly to 14-year-old sensation Jo-Jo."

Artists on his roster nominated for this year's Grammy Awards include Teena Marie, Brian McKnight, Terror Squad and Nelly.

And not for the first time, "Big Paul" may receive a special thanks broadcast round the world from one of the winners.

"I have actually started using Paul Tuivai on album credits because no one was getting I was Tongan."

Tuivai was born in Nuku'alofa in 1968. As a baby he arrived in California with his Tongan parents, and spent his early years in Mountain View, Marin County, north of San Francisco.

"When I grew up in the Bay area we were the only Tongan family - the other Polynesians were Samoan."

Tuivai's family returned to Tonga in 1975 to wait for United States residency, which they gained in 1982.

Even now trips back to Tonga are regular.

"We still go back for a visit almost every year. My Dad just came back from there recently. He insisted on going fishing on 'Eua island for his 70th birthday."

While there, Tuivai's father, a hospital maintenance worker, spent $20,000 on school fees for relatives' children.

"I was livid. I have tried to stop my family sending money back as it encourages a victim mentality, but Dad still slides it back. I said to Dad, 'We've got a BIG family' - I can't tell him any more."

Married to a New Zealand-born Tongan, Tuivai has no children of his own yet, but family is important to him.

He has just bought a new house in North Hills, travelling up to an hour and a half in the mornings to get to work in Santa Monica.

Why live so far out?

"I like to see the parents walk their kids to school."

He likes children.

Before starting out in radio, Tuivai worked at the Jewish community centre in Marin County, teaching kids to swim.

He used to listen to the radio while opening up the pool cover and thought "I could do that".

Tuivai began an internship at the top-rated KMEL San Francisco in 1991, and started reading "love dedications" at the end of the evening programme.

"You know, 'To John from Mary, I love you. From Peter to Tim, I'm sorry'."

Tuivai moved to the Morning Zoo Crew and founded the station's street team as a promotional arm, which he claims as a world first.

That experience saw him move to Los Angeles in 1995, where he worked as national director of street marketing for Priority Records and started his own marketing company.

Tuivai was snapped up by Universal when it launched its record label eight years ago.

His clients have included Stevie Wonder, Diana Ross, Smokey Robinson and Boys 2 Men.

"I still pinch myself when I walk down the red carpet.

"Whoever thought a Coconut would be at the Grammies."

* Angela Gregory and Martin Sykes' visit to California was sponsored by the Pacific Co-operation Foundation. For information about the foundation, phone (04) 473-9402 or visit the links below.