Tag Archives: digital sales

A to Z of Making It, Music, My Stories, Unsung Heroes

Change Is Slow But Evolving

In Australia, an unsigned band, charted very high, purely on digital sales and streams.

There was no marketing budget and they trumped artists on major deals.

And yes, they did move physical product, however the game is rigged by the big legacy players who set rules in place a long time ago to control the game. In turn, those rules meant that the online store of the unsigned band (which is Polaris by the way) that was selling the CD with no bar code meant that the physical sales couldn’t be tracked and therefore didn’t count towards their chart position. Talk about a technicality.

So what does this tell us?

  • There is so much more power in the hands of the fans than ever before.
  • If fans listen to their favourite artist via a streaming service, it all adds up.
  • If fans purchase their mp3’s via a digital service, it all adds up.
  • The media can publish reports about artists slamming streaming services. Meanwhile the fans move on to what is convenient. Some will purchase, some will download illegally, some will stream for free and some will stream on a premium subscription. The bottom line is fragmentation.
  • There is no difference between an EP and a full album anymore. As an artist you don’t want to be out of the market for too long, crafting this magnum opus, only to see it drop out of the conversation, weeks after its release. 10 songs every two years, doesn’t cut it anymore. Four songs every 3 months should be the new norm. All of the Classic Rock bands from Seventies, released an album each year and in some cases two albums.
  • There is a connection with their fans. The band distributed the album out of their bedrooms and sent out each pre-order with hand written messages to the fans.
  • If Polaris, keep this momentum going and if they keep on replenishing their fan base, the possibilities are endless.
  • There is no sure thing in music. Just because you have a label deal, it doesn’t mean you will make it. Just because you are an independent artist and unsigned it doesn’t mean you will get a deal or even get noticed.
  • Everyone involved in the recording industry are still clueless. The labels still have no idea what constitutes a hit or what they should sign and promote. No one saw Adele coming six years ago, or Five Finger Death Punch almost ten years ago. No one expected Mumford and Sons to move millions upon millions of product or Shinedown and Thirty Seconds To Mars to be consistent sellers.

See how the media is trumpeting Adele again and how she has sold 8 million albums in the U.S. Every news outlet is reporting.

Big deal.

Whitesnake sold 7 million plus on the U.S on their 1987 self-titled album. It doesn’t mean those same 7 million people are now listening to the album over and over and over again. Poison sold millions upon millions of albums between 1987 and 1994. It doesn’t mean they have millions upon millions of real fans. If they did, they would be playing arena’s and creating new music. Instead Poison is resigned to an opening act that plays the jukebox hits.

Some might say that the success of “Polaris” is a one-off. Back in August, another metalcore band from Australia called, “Northlane” actually topped the ARIA Album charts, beating out Lamb Of God among others. This band was signed to an independent label from Melbourne and Rise Records in the US.

But in saying that, how relevant are the charts these days.

In most cases, bands that chart in the Australia Top 10 have moved less than 10,000 in product.  It’s because the old guard still focuses on sales as the main metric of success and bands still like to report their chart position like it means something. Once upon a time it did, but not in 2016.

So again, it comes back to the same old question.

Are people listening to the music?

That is the metric that matters. Listens, not sales. I listened to Polaris on Spotify and I don’t mind them. For a metalcore band there is a lot of competition for people’s attention. In the same way the early Nineties had way too many hard/melodic rock bands, the two thousands and ten period is littered with a lot of metalcore bands. Eventually only a handful will survive the cull when it happens. It’s the way of the business.

Bon Jovi’s “What About Now” charted at Number 1.

Black Sabbath’s “13” also charted at Number 1.

And if I ask fans of the band to name me all of the songs on each album without referring to the album in the exact chronological order, they would struggle.

Hell, none of the songs are even in the Top 5 Popular List on their streaming accounts. Which is very different to Five Finger Death Punch’s account, which has three songs from their most recent album in the Top 5 Popular List.

And that is why Five Finger Death Punch still move product. They are constant on Active Rock Radio, their music is being listened too and as a by-product they keep on selling.

Change is slow but evolving.

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A to Z of Making It, Classic Songs to Be Discovered, Copyright, Derivative Works, Influenced, Music, My Stories, Piracy, Stupidity, Treating Fans Like Shit, Unsung Heroes

Death, Money, Consistency and Originality

DEATH

AJ Pero died a few days ago. That iconic drum beat at the start of “We’re Not Gonna Take It” that was him. A.J Pero wasn’t the pretty boy in the band that is for sure. He was the street dog that could groove. Dee Snider might have grabbed all the fame but that doesn’t mean that A.J Pero wasn’t a star. If he didn’t roll, the Twisted machine didn’t rock. And man he was a perfect fit for Adrenaline Mob as well.

Remember that it is tough being in the music business. A.J Pero from what I know didn’t write not one song however he had a career that spanned 40 plus years. It’s because he didn’t get into music for the riches and the fame. He got into music because he loved it and he kept that love going for his whole career. He even died while on tour.

RIP.

And the piece d’resistance A.J. Pero song for me is “The Fire Still Burns” from the “Come Out And Play”.

MONEY

I really enjoyed Revolution Saints and when I looked at the song writing credits, it’s all Alessandro Del Vecchio. There is not ONE Doug Aldrich credit. Maybe the money incentive to do Revolution Saints from Sergio Perufino was too good compared to what Whitesnake had on offer.

Speaking of money, everyone reckons Metallica is losing it. Maybe its true and maybe it’s not. But what I do know is that in every business as soon as you forget about the tasks that bring in the bread and butter, two things begin to happen. Stagnation and bankruptcy. Leave the festivals to the promoters and leave the movies to Hollywood. Metallica’s bread and butter is music and it has been now 7 years since we had any new tunes from them.

Continuing with the money topic, the recording industry wants to rip apart Spotify’s freemium model.

Which is typical?

Instead of working with Spotify to make the premium option super enticing that fans of music feel the need to purchase a subscription, they want to make the premium option the freemium option and place restrictions on the freemium option. What’s even worse, studies are coming out showing that the spending on streaming music is outperforming CD sales. And in countries that adopted streaming much earlier than the U.S and Australia, streaming is even outperforming digital sales.

I had this debate with others. A lot of people would be happy to pay an annual subscription amount to listen to music of their favourite artists, provided that they KNOW that the money would be divided among those artists and not others.

This is typical of the recording business, trying to be paid multiple times for the same product. That is why all of the record labels had class action suits brought against them from artists. The label is applying the same vinyl math to digital music and the artists don’t like it.

CONSISTENCY

Getting people to pay attention just once is not enough. The ones that have a music career have done it over again and again and again. Quiet Riot got me hooked with “Metal Health” and then disappointed the fans with “Condition Critical”. Then they disappointed the fans even more with the one after “Condition Critical”. So guess what happened to them. They started a steep downhill slide.

Meanwhile, Motley Crue hooked people in with “Too Fast For Love” and then blew them away with “Shout At The Devil”.  Then, even though they kept on making albums, they became a video/singles band, with “Smokin In The Boys Room”, “Home Sweet Home”, “Girls, Girls, Girls” and “Wild Side” making decent inroads into our head spaces. There was still enough consistency there, that when “Dr Feelgood” came out, it blew us away.

Metallica was the same. “Kill Em All” was different and energetic however it was a tribute album to the NWOBHM. “Ride The Lightning” kept that energy and started to make it technical. “Master Of Puppets” refined the “Ride The Lightning” format and then “And Justice For All” took it to a whole new progressive technical thrash level. Then the paradigm shift happened and groove was back in with the self-titled “Black” album.

Currently, bands like Five Finger Death Punch, Volbeat, Avenged Sevenfold and Shinedown are showing that they are no one album/hit wonders. Machine Head was a bit inconsistent after “Burn My Eyes”, but since “Through The Ashes of Empires” they have been on song and in the process, Robb Flynn re-established the Machine Head brand.

ORIGINALITY

I am a great believer that original music is a sum of the creator’s influences. That craziness over a stupid Marvin Gaye song and his greedy heirs has reinforced my views.

For the last time YOU CANT COPY A FEEL OF THE SONG.

In other words, all music is derivative. The aim is to make it sound fresh. Look at the biggest albums or biggest songs of any bands career and you will hear similarities to other works.

Metallica’s piece d’resistance album amongst fans is “Master Of Puppets”.

We all know that “Welcome Home” is an amalgamation of songs from an obscure NWOBHM band and Rush. The format/flow of the album is based on “Ride The Lightning”. The songs are also constructed in the same way. Even their biggest selling album led off with a riff that was taken from another obscure skate punk metal band albeit this one being from California instead of England.

“The Unforgiven” had the same chords in the Chorus as the “Fade To Black” verses. “One” had an intro that was taken from “Fade To Black” and “Fade To Black” had an intro taken from “Goodbye Blue Sky” from Pink Floyd. And it goes on and on.

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A to Z of Making It, Music, My Stories, Piracy

Success Is A Combination Of Different Metrics

I’m surfing the net and reading. I come across a few reviews of music. Black Sabbath are getting favorable write ups from the mainstream however music fans are split.

I think we need a shut down and a restart in music as everybody is so busy scrambling for cash. Great music is coming a very distant last.

Ozzy these days is all about the money.

In my opinion it doesn’t matter whether anybody buys the new Black Sabbath album. Thinking of sales as the only validation point is old school economics.

These days it’s all about whether people LISTEN to it. I love Black Sabbath but I’m not listening to 13 nor have I a desire to hear it again.

Music was always a service. People heard music by going to a live performance of it. Then music evolved into a product. I grew up in an era were I wanted to own the music I liked. I wanted to collect as much music as possible. I was buying a product.

Now I don’t need to own music. I can just get the music I like whenever I want to hear it. Streaming is changing the way I consume music.

Instead of purchasing a CD once and playing that album 10,000 times, I can now stream a song 10,000 times. It’s a relationship between the artist and fan that never ends.

The music business is built on smoke and mirrors. That gig that sold out, by bands purchasing their own tickets for reselling in reality didn’t sell out. That album that sold millions, by the labels pressing millions in reality didn’t sell millions.

If people want to know if an album or a song is a hit they need to look at more metrics.

How many YouTube views?
How many Spotify streams?
How many streams from other providers?
How many torrent downloads. Free music can be good for you. I remember watching the Iron Maiden 666 movie and Nicko McBrian was saying that they haven’t sold a single record in Costa Rica, however they have 40,000 kids coming to the show.
How many digital sales in the major markets?
How many physical sales in the major markets?
Are people talking about the album?

The main point is it’s a combination of everything, sales numbers are not everything, you’ve got to look at the total picture.

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A to Z of Making It, Music

What Can Daft Punk teach the rock/metal heads?

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.     

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