Tag Archives: Sweden

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

Cervello – A Great Band That Is No More. Find Out What They Could Have Done Different.

I just heard Cervello’s debut album (released in 2011) today and I liked it. I wanted to find out more information. So what do you do in 2013 if you want to find out more information.

You go onto Google and type in Cervello. The first link is an Italian progressive band from the Seventies. WTF. This doesn’t look like the modern rock artists that I am hearing. It’s not looking good so far. Clicking on Facebook and Twitter pages, I finally get some information.

Before I get to commenting on the information, I want to point out that their web presence is abysmal. Putting all of their faith in Facebook and Twitter as their only web strategy demonstrates that the online world was just too hard for the band to participate in. In this day and age, your online presence is everything. Even the website wasn’t updated.

I suppose with a Facebook post from February 2, 2013, that states the following, I understand why;

We have some sad news to share… Cervello as a band has ceased working together. We’ve had a blast! It’s been tuff some times, but always fun. We want to thank every single one of you for your support. For the kind words! For rocking out at our gigs! For helping us spread our music!

We would also like to sincerely apologize to everyone that had planned to see us tomorrow. If it was possible, believe me, we would have done the gig.

Much Love
Cervello

Then there was a follow up comment (it was in Swedish, so I used Google to translate it) to the post;

Due to internal problems so this was probably the best solution to end. Sorry to disappoint you, and having to set up a cruel gig tomorrow but I can say that you will see more of me.

That was from vocalist/guitarist and founder, MICHEL BAIONI. He is from Stockholm, Sweden and was originally a drummer. 

The first thing I want to point out is that the album is solid. It is a very good rock album. In 2011, the competition was fierce for listeners attention. Cervello’s self-titled album had to compete with the following releases;

  • Evergrey – Glorious Collision
  • Sixx AM – This Is Gonna Hurt
  • Red – Until We Have Faces
  • Machine Head – Unto The Locust
  • Five Finger Death Punch – American Capitalist
  • Times Of Grace – The Hymn Of A Broken Man
  • Whitesnake – Forevermore
  • Art Of Dying – Vices And Virtues
  • Trivium – In Waves
  • Dream Theater – A Dramatic Turn of Events
  • Ten Second Epic – Better Off
  • Madina Lake – World War III
  • Black Veil Brides – Set The World On Fire
  • Crossfade – We All Bleed
  • TesseracT – One
  • Redlight King – Something For The Pain
  • Egypt Central – White Rabbit
  • Daughtry – Break The Spell
  • Disturbed – The Lost Children
  • Megadeth – Th1rt3en
  • James Durbin – Memories of a Beautiful Disaster
  • Casting Crowns – Come To The Well
  • Stealing Eden – Truth In Tragedy
  • Drought – Untapped
  • In Flames – Sounds Of A Playground Fading
  • Plan Three – The Signal Part 1 (EP)
  • Seether – Holding Onto Strings Better Left To Fray
  • Reckless Love – Animal Attraction
  • Protest The Hero – Scurrilous
  • Rev Theory – Justice

So without any real web presence the decks were stacked against Cervello from the outset. What could have they done different?

They needed to provide a digital service to their fans. Music is a business and it needs to be treated like a business. Each band needs to compete against other bands for listeners attention.

What was the plan for the album? What was the plan if the album exploded? What was the plan if the album didn’t explode? How would they define if the album was a success? Would it be sales, likes on Facebook, YouTube views or Spotify Streams. Would it be attendances at live shows?

What was the plan for their online presence? Who will maintain it constantly, who will measure it and who will improve it? What was their Search Engine Optimisation (SEO) strategy and marketing campaigns?

They released their album in October 2011 and by 2013 it was all over. They were formed in 2008 by Michel Baioni (vocals/guitars) and his brother Antonio Baioni (drums). 

They joined Facebook in May 2009. It wasn’t until June 2012 that Twitter was synced up with their Facebook posts.

Anyway they only had two Facebook posts in 2009.

Then on January 26, 2010, they posted that they are sound checking at Cosmos Studios and two days later they are recording drums for their debut album. WHY is the question? Based on their presence online, what demand was there for a debut album? Did they use their MySpace metrics for that decision? Was it their record labels decision?

Next Facebook post happened in April 13, 2010, with a preview of the new single. It only got six likes and 1 comment. Again, this should have been ringing alarm bells within the band. 

Next Facebook post was on July 1, 2010. It said that the band had finally started mixing the album and that it sounds awesome and that the band can’t wait for the fans to hear it. That post got 3 likes and 1 comment.

Hearing that album in 2013, it is a great sounding album, however the lack of fan interaction with the band should have told them that the strategy of releasing 10 songs at once was all wrong. We live in a singles world. Look at Gotye. He is living off the sales of one song.

Then on July 8, 2010 they posted another post in Swedish, that more or less said something like “We know that we have not been heard from much recently, however we are far from dead and that during the spring they recorded their debut album.” 6 likes and no comments. Again, fan engagement was minimal. 

On September 7, 2010 they posted a message saying that they are supporting Ed Kowalczyk the following day. WOW. They are playing a show the next day and are promoting it a day before.

You get the drift of their social media presence, which is a shame as they really delivered a great slab of music, that should have been released differently and marketed with a strategy.

If a band wants to have their name out there, they need to get it out there themselves. The record label is not interested and it doesn’t know how to break a band in this age. If the labels knew anything about the internet, they would have signed up the Napster technology instead of taking up arms against it.

Any new album’s form the entry point to everything else. Any album that has legendary producer/writer Max Martin as a co-writer for ‘Cause I Am’, and John 5 from Rob Zombie as a co-writer on ‘First Time’ deserves more attention.

It’s a shame that Cervello didn’t hold it together. The modern music paradigm is to create great music now and expect to be paid for it much later in the future. However to capitalise on it, you need to remain together. You need to outlast the competition.

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A to Z of Making It, Copyright, Derivative Works, Influenced, Music, My Stories, Piracy, Stupidity

Quality Equals Success and Those Doomsday Scenarios From Misguided Artist

Remember a time when people used to fear Doomsday. Back then Doomsday was the end of the world through some act of nature or nuclear warfare. These days Doomsday has gone all up market.

Doomsday now has a three piece suit and it is a trader on Wall Street. Each week, there is a new poll that states, “Doomsday; 98% risk of 2014 stock market crash”. “Doomsday; Critical Warning as 2013 shocker looms”. This is how far we are gone as a race. Our whole doomsday scenarios now revolve around the loss of money. Our priorities revolve around wealth and the accumulation of it.

I remember back in June 2011, Chris Clancy the vocalist of Mutiny Within, posted on his Facebook page (which was then removed) about the labels not making any money from music sales, so they take from the band’s income and after four years of working almost every day, he had only earned $100 in all of that time. There was also a rant about illegal downloads and how the band was dropped from Roadrunner because they sold less than 10,000 legal sales in the US and that their album had been illegally downloaded more than 60,000 times. It is that same argument you get from ignorant musicians, that their music is stolen because the label didn’t make any money of it.

So what does Doomsday and Chris Clancy from Mutiny Within have in common. Clancy’s priorities revolve around wealth and the accumulation of it. So when he got signed by Roadrunner, he must have thought he made it. The cold hard reality is, if he wanted to be paid millions, he should have gotten into banking. Even then, not all the people that get into banking get to make millions. That is life. Some win, some lose, others just do enough to get by. Making money is not the be all and end all.

Quality = Success

I listened to both albums that Mutiny Within did, the one under the Roadrunner umbrella, and the second one, under their own umbrella. In my view, Heartist and Mutiny Within sound very similar. So why does one band have more traction than the other.

THE BUZZ

Heartist took as much time as they could to build up an online buzz for themselves before they played any shows. So Heartist end up playing their first show and Roadrunner was there along with a few other labels. Mutiny Within didn’t build up an online buzz. They did it the old way, by building up a local scene buzz, which then got the label interested. Heartist went cyber world-wide with their buzz. They did it the new way, connecting with fans and letting the fans spread the word. That is why Heartist are touring everywhere and Mutiny Within are not. That is why the Heartist EP has sold a lot of copies, even while it is still downloaded illegally. Mutiny Within when they got signed only had a buzz in their local market.

DO IT YOURSELF

Heartist did it themselves. They kept on writing and creating, on their own time schedules and own budgets. The first Mutiny Within record was a Roadrunner financed record. Heartist was all DIY.

LETTING THE MUSIC TAKE SHAPE (without thinking it will sell)

All artists and songwriters come from a variety of music backgrounds. If you write and allow those backgrounds to come to the fore, each song will end up being different and unique. Don’t stick to one song formula, just because it could generate a hit. Remember the real hits, the songs that last forever are the outliers, the rule breakers, the game changers.

Stop thinking about the RECORDING INDUSTRY and start thinking about the music

Here is a DOOMSDAY scenario for you: The record industry started to collapse when it lawyered up and went to war against technology, beginning with Napster.

So why are artists still playing to the rules set by the recording industry.

In Sweden, Spotify is the king and the queen. Digital sales (downloads and streaming) accounts for 80 percent of music revenue in the territory and remember Sweden is the original home of The Pirate Bay.

Remember quality equals success.

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A to Z of Making It, Classic Songs to Be Discovered, Derivative Works, Influenced, Music, My Stories

Angeline

I like hard rock. It is the eighties child in me that I cannot escape. So I come across a band called Angeline. It is the Life: Volume 1 – EP. 4 songs to impress me. Impress me they did. So I dig a little deeper. There is an album called Disconnected that was released in 2011 and another album Confessions released in 2010.

So I want to know a bit about the band. They are from Sweden. Formed in 1987. Yep, you read that write. 26 years ago.

Initially the band was influenced by Bon Jovi, Europe, Iron Maiden and Queensryche. All bands that I like, hence the reason why the music from the band connected with me.

When the music scene changed, they reverted to a cover band. You need to do what you need to do. It’s not all about the glamour and the fame. There are highs and lows.

Promising line-up changes started to turn sour. You don’t get these kind of stories in the mainstream media. The band is still battling for recognition, 10 years after they formed. The sound also evolved to incorporate more blues. You see it takes time to find your true voice. It takes life and experiences to find that unique light of creation.

Death then came to a founding member. With inspiration lost, they reverted back to the cover band. Most bands break up. Most artists would have thrown in the towel by now. These guys are in it for the long haul. Music is their life. It is their companion. It is the air they breathe.

Then in 2004, friends of the dearly loved founding member, Sigge, who died due to heart complications made a short film about him called Sigge Stardust. This film started to get some traction at film festivals. This was the trigger that got the band to re-unite again.

You see, it was something totally different that started to bring some light to the band. It was a short movie. It was the bi-annual Sigge festival. It was the scholarship offered at the festival. It is not all about writing a song and making millions of dollars. Music is much more than that. Music is life. As Robb Flynn screams in Darkness Within,

Music My Saviour. Save Me.

The opening track Life has that AC/DC vibe in the verse that hooks me. Coming from Australia, AC/DC are gods here.

Time isn’t on our side. And Life, always seem to bring us down

How true is that statement? Time is never on our side. We are always saying, we have no time or if we had time. Life is not meant to be easy. If we could buy more time we would. It goes so quickly and then you realise you don’t have much time left.

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