Jim Munroe

Nirvana had just appeared on the mainstream's radar when Chris Wilcha, a recent college grad with a degree in philosophy, was hired by the marketing department of the infamous mail-order record club Columbia House. During the two years he spent at Columbia House, Wilcha—who was hired because he was able to explain the appeal of grunge at the interview—was made part of the team assigned the task of producing that company's first-ever catalog of "alternative" music. Wilcha brought a small video camera to work every day; it didn't seem to bother anyone too much. Two hundred hours of tape later, he quit his job and starting editing his footage into the documentary The Target Shoots First, a playful and candid examination of what happens when the alt.rock ethos collides with business culture.