Daft Punk entered the charts this week at Number 1, moving 339,000 copies of their Random Access Memories.
So what can other genre’s learn from Daft Punk.
1. You need to be in it for life. That is the committment needed to music. Instant successes do not end up having a career. There will be times when doubt rears its head, and trust me, it is a hard obstacle to overcome. It’s a normal feeling to just walk away.
Vito Bratta from White Lion is one example. He just walked away from it all, where Mike Tramp (White Lion vocalist) and James Lomenzo (White Lion bassist) have just kept on going. Mike Tramp formed Freak Of Nature, then went solo, then reformed White Lion with a whole new suite of musicians and is not running solo again. James Lomezo went with Zakk Wylde into Pride and Glory which morphed into Black Label Society, as well as a stint in Megadeth.
How many bands break up because they do not have instant success?
2. You need to engage your fan base. The fans are loyal to the artist, not to the record label. The fans will talk about the new song or the new album, they will spread the word and share the new video clip. That is how marketing is done today. Forget about the scorched earth marketing policy of Bon Jovi, David Bowie or even Black Sabbath. If no one is sharing your work, it’s time to create new work that is better. It’s time to start engaging.
3. Excellence. I don’t even like dance/electronica music, however I still dig the single Get Lucky. It’s got that classic seventies funk disco vibe in 2013. You need to be able to find your voice. For any artist starting off in music it normally means writing songs in a style similar to what your heroes write about. If that is your voice, cool. However i suspect it isn’t. Refer to point 1, you are in it for life.
TesserAct said that they put screaming vocals in their songs when they where starting out, because that is what was expected of bands in the Djent movement, however they never liked screaming vocals. Check out their new album, Altered State. There is not one screaming vocal line in it.
4. Streaming is king. 65% of Daft Punk’s sales came from digital downloads. In addition, the buzz created by the fan base caused high streaming on Spotify. The Get Lucky – Radio Edit has been streamed over 33 million times. Other songs from the album have been streamed more than 10 million times. Of course the RIAA will still scream piracy, and order that Google take down links via its search engine.
Compare this to say Stone Sour (I’m only using Stone Sour as an example as they have a new release), where Absolute Zero is getting close to the 2 million streams. The only song from Stone Sour that has broken through the 10 million stream mark is Through Glass and that is from an album released 7 seven years ago. Songs from House of Gold and Bones Part II are not even in the million stream range and I really like that album.