A to Z of Making It, Copyright, Music, My Stories, Piracy, Stupidity, Treating Fans Like Shit

What a great idea? Give the fan a choice. Lessons from Dream Theater, Trivium, Shinedown, Protest The Hero, Coheed and Cambria

Does anyone in the music business know what works or doesn’t work when it comes to marketing a band?

For some reason, a lot of the parties involved still believe in a scorched earth marketing policy. That is where the said artist is promoted everywhere and on everything.

Will a corporate deal with a large newspaper or an online news site for an exclusive pre-album release stream help an act’s career in the long run?

Dream Theater went along this route for the “The Enemy Inside” launch, the “Along For The Ride” launch and the pre-album stream.

Three corporate deals that put money in the hands of the record label however what did it do for the band?

If you followed the band, you would have seen the comments on Facebook that when the launches happened, people in other countries couldn’t access the stream and frustration turned to anger. Of course within 24 hours the problem was fixed, however fans waited 24 hours. In the era of the World Wide Web. Geographical restrictions are old school.

In addition the album isn’t really setting the sales department alight. After a six week run, it is more or less obsolete and out of the conversation. Don’t believe, type in “Dream Theater self titled” in Google search and go to the news section.

Do TV and Newspaper ads work at all in 2013?

I rarely watch free to air TV and I rarely read Newspapers. Most of the stuff I do is online. I have an “online” life. So if I visit Loudwire, Noisecreep, Metal Insider or some other music site, I do notice ads on the side for new releases. However not once have I clicked on them or decided to hear a band because of those ads. So in my view, they don’t work.

What about YouTube plays and Spotify stream counts? This is what gets me interested. When I type in a band name into these platforms the first thing I normally play is the track with the most views/streams. These stats will help a band in the long run.

For example, Shinedown’s most streamed song is “Call Me”. The fans decided that is the song they can connect with the most. On YouTube, the fans have used that song as a soundtrack to their own video clips and the numbers are staggering.

It looks like a lot of big decisions in relation to the career of the artists are made on hunches or gut feelings by the record labels. This is ridiculous in 2013.

Labels are in this business to make money. They will be looking at what makes them money.

Trivium is on Roadrunner. Their latest album moved around 50,000 units in the U.S. Is it a dud? The label will probably use that stat and say it is. However, if you look at YouTube, you will see the video clip to “Strife” has 1,093,648 views. This has more than doubled “In Waves” that is sitting at 589,175 views. Hell, it’s even greater that Dream Theater’s “The Enemy Inside” clip which is at 891,939 views. Is the new Trivium album a dud now? Of course not.

Why?

People are listening to it. The numbers are there.

The labels flushed out Protest The Hero. The band then went the fan funding route. That route also gave them access to data. The data is a list of fans. Once an act employs a data model, they will start to get wins on the board. Once a band starts winning, others will gravitate to them.

On YouTube, the Underbite video has 137,339 views. The Clarity video has 163,773 views and the Drumhead Trial video has 250,972 views. For an independent band, those numbers are good.

Coheed and Cambria employed a data model with “The Afterman” releases? They put the focus on the deluxe packages. Those packages proved way too tempting to resist and guess what; thousands upon thousands of Coheed fans signed up to their modlife website and purchased. In the process, Coheed and Cambria made sales and gathered data of their hard core fans. That data list is close to 100,000 people.

With that Super Deluxe purchase, came the VIP Meet and Greet perk. So as long as you purchased a normal concert ticket, you had the VIP pass for meet and greets already and you could purchase another pass for a friend a discounted rate. What a loyalty program.

For example, I purchased “The Afterman” deluxe edition. A VIP pass came with this purchase. Then when Coheed and Cambria announced a Sydney show, I purchased two concert tickets at $66 each. Then I went on line and purchased another VIP pass for $15 for a friend of mine. This entitled us to early entry into the venue for either a special acoustic performance of one of the band members or a meet and greet.

Due to the large number of people that had this perk, it ended up being an acoustic performance. However, if the numbers were low, it would have been a meet and greet. The reason why the Sydney show was a success and the Australian tour in general was because Coheed and Cambria used data to connect with their fans.

Then the band used the data to promote special merchandise releases, Comic-Con appearances, video clip releases and side project releases.

Go on YouTube. Domino The Destitute has 1,295,151 views and Dark Side Of Me has 1,144,730 views.

Then the band promoted “The Afterman” live edition. This edition involved “The Afterman” albums plus a live CD. However, if a fan had purchased “The Afterman” CD’s before and all they want is the live CD, that was also available to them. All they had to do was log in to their account and pick what they wanted.

What a great idea? Give the fan a choice.

Instead we get the normal rubbish from the RIAA and the Record Labels, about how they are losing sales due to digital piracy.

Studies have shown that Peer To Peer traffic is now below 10%. It was 60% eleven years ago.

So 11 years ago, the only choice the fans had was to buy the expensive CD or to share individual tracks. Fans picked the sharing option.

However in 2013, people don’t need to pirate anymore because there is no need to. Whatever the fans want is available for free anyway, on YouTube, Spotify, Pandora, Grooveshark and so on. It has also become easy, which is something the labels have no idea how to do. Cough Cough “DRM” anyone.

Even when artists come out bemoaning piracy they fail to understand the shift that happened in the music industry. The fans decision to pursue single tracks instead of a whole album, changed the profits from a high-margin return to a low margin return for the label.

The Lie That Fuels The Music Industry’s Paranoia
http://www.forbes.com/sites/bobbyowsinski/2013/11/27/the-lie-that-fuels-the-music-industrys-paranoia/

Peer To Peer Traffic is Down
https://www.sandvine.com/pr/2013/11/11/sandvine-report-netflix-and-youtube-account-for-50-of-all-north-american-fixed-network-data.html

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A to Z of Making It, Music, My Stories

Who Is the Real Star? The Band Name or the Personnel In The Band

There is an article doing the rounds at the Hollywood Reporter about how “The Walking Dead” is TV’s number 1 show and that the stars of the show are still largely unknown.

So it got me thinking. I was very interested to check out the show based on my love of the Horror genre. Once I checked it out, I was hooked. I didn’t start watching the show because they had certain actors in it. The only actor I was aware of was Daryl’s brother and that was from the movie Cliffhanger with Stallone and that was after watching a few episodes. So I got into the show because i was a fan of the horror genre.

However I got into “Sons Of Anarchy” because hard-core friends eventually got me to invest some time in it.

The point I am trying to make is that we get into certain TV shows, movies or artists based on a thousand different reasons. One thing is clear; we don’t get into these cultural icons because of the people in them.

For example, when Metallica started on the scene, no one was walking around saying that they got into Metallica because James Hetfield was such a cool cat or Lars Ulrich was the man. We got into Metallica for multiple reasons. For example, we were fans of the metal genre, the songs connected with us; we wanted to be part of the conversation and so on. From the outset, we become fans because of the music we hear.

That is what culture is all about. Sharing stories about the things we love.

Of course some outliers do exist and some artists have a cultural influence that transcends their music. They become institutions themselves. For example, Slash is now a cultural institution. Ozzy Osbourne is a cultural institution albeit with a lot of help from his “friends”. Nikki Sixx is a cultural institution. Robb Flynn is a cultural institution. Dee Snider is a cultural icon. These artists can all survive on their own. They are brand names themselves.

It’s taken Slash almost 14 years from when he left Gunners to re-establish and re-brand himself as a force to be reckoned with. That happened in 2010 with the release of his solo album and with a little help from his friends.

Randy Rhoads and Bob Daisley helped Ozzy Osbourne break the shackles of Black Sabbath. Jake E. Lee and Phil Soussan enhanced what Randy Rhoads and Bod Daisley created. Zakk Wylde turned it all into a blockbuster with “No More Tears” being the pinnacle.

Nikki Sixx re-invented himself and Motley Crue by first gaining control of Motley Crue’s back catalogue from Elektra Records. A task that no other artist had accomplished before. Then he pushed for the writing of “The Dirt”. Since then, he has become a solo artist with Sixx AM, a song writer for other artists, a social media junkie, a photographer, a literary writer and a radio personality.

Robb Flynn showed the world that he can survive. He really went out of his comfort zone recently and performed acoustically. He survived the “Through The Ashes of Empires” era and lived to tell the tale. Talk about Grit and Roll. It was music all the way, with no safety net. No plan B. His Journals are pure gold. Even if you don’t like Machine Head’s music, you can still appreciate the Journal Ramblings. For any artist starting off, there is information in there that is real. There is information there that is not sugar-coated by a mainstream writer.

Dee Snider, what else can be said. Read his bio.

These artists have all connected with us on different levels. They have become so large in people’s lives that they have become cultural institutions themselves. We then stick with these institutions through the good times and the bad times.

So what about all the other artists. Well for the remainder of the artists it is still about the music. They need to have the music pumping out and they need to make connections.

Dee Snider once said that there are no more rock stars in this day and age. I took that to mean, that in the internet age, there are no real recognizable faces to put to certain bands. While I agree with that comment in parts, I also disagree with it.

For example, Coheed and Cambria has Claudio Sanchez. Watch them live and you get to see the hair. Instantly recognizable.

Five Finger Death Punch has Zoltan Bathory with the dreadlocks and the UFC/mixed martial arts look. They have Ivan Moody and the Mohawk.

Shinedown has Brent Smith, who performs like an adrenaline injected Steve Tyler.

Black Veil Brides have, well they have the whole band.

Avenged Sevenfold have Eighties rock star stage names with instantly recognisable faces.

However if any of the band members in the above mentioned bands, decide to go on their own, it will be a tough slog for them as the bands they are in have all become cultural institutions. Then you have a band like Protest The Hero who look like normal guys going to University.

So going back to “The Walking Dead”. The show is the rock star. That is the cultural institution.

So for any wannabe rock stars, think about all of the above for a second. No one is going to wake up tomorrow morning and think to themselves, “damn, I want to hear some music from Zoltan Bathory, or “Insert New Artist name here””.

We wake up in the morning and think to ourselves, “damn, we want to hear some Five Finger Death Punch. We wake up and go “damn its “The Walking Dead” tonight.”

That is what a lot of misguided artists fail to grasp when they leave a certain cultural institution citing musical differences. They (meaning the person) were never the stars. The band name is the star and it always will be.

That is why Guns N Roses is still rolling along, playing to large audiences.

That is why Tommy Lee returned to Motley Crue.

That is why James Hetfield returned to Metallica after rehab. That is why Lars Ulrich never contemplated anything else except Metallica during this period.

That is why Dave Mustaine resurrected Megadeth after he disbanded the band.

That is why Dimebag didn’t want Pantera to end. He knew that Pantera was the star.

That is why David Lee Roth worked with Van Halen again. That is why Sammy Hagar wants to work with Van Halen again.

That is why Alex Skolnick returned to Testament.

That is why there is a fight over who owns the right to the Queensryche name.

That is why Benjamin Burnley went all legal for the right to use the Breaking Benjamin name.

That is why Bruce Dickinson and Adrian Smith returned to Iron Maiden.

That is why Rob Halford returned to Judas Priest.

That is why Black Sabbath reformed with three of the original members and released ’13’.

That is why bands like Ratt, Quiet Riot, Dokken, Poison and Skid Row are still continuing.

That is why Joey Belladonna returned to Anthrax and why Scott Ian is still continuing the band.

That is why Slayer is continuing without Jeff Hanneman.

To finish off with the immortal words of Ronnie James Dio “And on and on and on and on it goes….”

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

The Heart Beat of True Popularity Begins From Unpopular Positions

The kids of today are looking for the new and the different, while they are discovering the past with the help of their parents. If artists don’t have people dropping their jaws these days, chances are they are not going to last.

With this in mind, it got me thinking about Jeff Watson and his time in Night Ranger, along with that jaw dropping eight finger tapping technique.

In 1983, Night Ranger went from an opening act to a headlining act with the release of their second album “Midnight Madness” album.

I can’t believe that it is not on Spotify for me to officially stream, however if I go onto YouTube it is available in its entirety, to be streamed unofficially.

The band at the time was made up of Jack Blades – Bass/Lead vocals, Jeff Watson – Guitars/Keyboards, Brad Gillis – Guitars, Alan Fitzgerald – Keyboards and Kelly Keagy – Drums/Lead vocals.

Jack Blades once said that “Sister Christian” and the release of Midnight Madness was the band’s pinnacle moment.

So what happened.

Let’s look at Jack Blades first. His first band was called “The Nomads” and it goes back to 1966. He work with “Sly and The Family Stone” as a songwriter and experienced fame with funk rockers “Rubicon” in 1978 along with Brad Gillis.

By 1979, the band was no more. When “Rubicon” broke up, Kelly Keagy was their touring drummer. The trio then formed the band Stereo.

Stereo then ceased to be when a roommate of Blades called Alan Fitzgerald (bassist for Montrose, keyboardist for Sammy Hagar) suggested that they form a rock band. Alan knew a virtuoso guitarist called Jeff Watson from Sacramento, and with Jack Blades, Brad Gillis and Kelly Keagy coming over from Stereo, the band Ranger was formed in 1980. Due to a naming dispute, the name changed from Ranger to Night Ranger.

When Night Ranger broke up in 1989, Blades received a call from John Kalodner, then at Geffen Records. Kalodner mentioned to Blades that Tommy Shaw and Ted Nugent are working on songs in New York, but something was missing. Kalodner thought that Blades would be a good addition to the equation. From one super group to another super group.

Anyway looking at Jack Blades, his year zero as a composer began in the “seventies”. His greatest work according to himself, happened in 1983 with “Midnight Madness”, which took place 17 years from when he joined his first band. From a Night Ranger perspective, it took the band three years to compose their greatest masterpiece from when they formed in 1980.

Next up you have Brad Gillis.

Gillis will always be remembered for replacing Randy Rhoads in Ozzy Osbourne’s band immediately after Rhoads’ death in 1982. At the time, Night Ranger was still an unknown band from California. When Night Ranger got together in 1980, they focused solely on getting a major label deal instead of playing live.

In the interim, Gillis had a side project called “Alameda All Stars” that played the local clubs for extra cash. During one of those gigs, Preston Thrall, the brother of Pat Thrall was in attendance. After seeing Gillis tear up the stage covering a few Ozzy/Rhoads era songs, he mentioned to Gillis that he should audition.

For the history buffs, Preston Thrall told his brother Pat Thrall about Brad Gillis. Of course, Pat Thrall knew current Ozzy drummer Tommy Aldridge as they played together in the Pat Travers band. So Pat Thrall informs Tommy Aldridge and Aldridge them informs Sharon. At the time Ozzy was working with Bernie Tormé as an interim player.

In the end, Gillis didn’t feel that Ozzy’s band was the best fit for him. He saw another L.A band, Quiet Riot, get a record deal, and when he saw Rudy Sarzo leave to go back to Quiet Riot, Gillis left Ozzy as well, to go back to Night Ranger.

Jeff Watson is the X-factor here. While Brad Gillis is a good guitar player and Jack Blades gave the band it’s crossover rock appeal, Jeff Watson was the shredder that the band needed, which in turn gave the band some serious metal cred. Any person that transposes a piano piece he wrote to the guitar and plays it tapped with eight fingers, deserves a trophy in the Shred Hall Of Fame.

In my opinion Jeff lives in the upper level of guitar circles and his playing/technique is held in high regard. He was born and raised in Fair Oaks (Sacramento) California and started to play the guitar when he was seven.

He took it seriously when he finished high school and got a job at a local music store, where he launched The Jeff Watson Band. Eric Martin (from future Mr Big fame) was the first of three singers the band had. The band got a decent amount of radio airplay as the songs were being produced by both Alan Fitzgerald and Ronnie Montrose. The Jeff Watson Band even opened up for Sammy Hagar, Heart and Ted Nugent. It was while producing “The Jeff Watson Band” that Alan Fitzgerald decided to include Jeff Watson in any new project that he would be involved in.

Even though Jeff Watson doesn’t have a lot of song writing credits on “Midnight Madness”, his influence is still heard years after due to the lead breaks and the Eight Finger Tapping Technique.

Kelly Keagy started doing the club circuit in the Seventies and eventually entered the world of Jack Blades and Brad Gillis as a touring drummer for “Rubicon”.

Alan Fitzgerald goes back to 1974, when he played bass in the band Montrose. He went on to play keyboard for Sammy Hagar’s solo releases and was rooming with Jack Blades.

When “Midnight Madness” came out, Jack Blades was 29, Brad Gillis was 26, Jeff Watson was 27, Kelly Keagy was 31 and Alan Fitzgerald was 34. All of the members had paid their dues in other bands since the start of the Seventies. In other words they were seasoned. Music was all they had. There was no fall back position. There was no safety net or a plan B. It was all or nothing.

In a way, you could call Night Ranger a pseudo supergroup. Jack Blades, Brad Gillis and Kelly Keagy came from Rubicon. Alan Fitzgerald came from Montrose, Gamma and Sammy Hagar’s solo band. Jeff Watson came from his own solo band, that had songs on radio and production from Ronnie Montrose.

The album kicks off with the Jack Blades and Brad Gillis composition “(You Can Still) Rock in America”. How do you follow-up this song?

You don’t.

You change tact and go into the melodic AOR Rock format, popularised by Journey, REO Speedwagon and Styx. There is no point in trying to re-write a bona fide classic.

Two Jack Blades compositions come next in “Rumours In The Air” and “Why Does Love Have to Change”. That guitar intro in “Rumours In The Air” is smoking and the keyboard call to arms lead break after the first chorus shows that Fitzgerald wasn’t there just to play chords.

Side 1 ends with the anthem “Sister Christian”. The song is composed by Kelly Keagy. This is the era of the LP, when sequencing mattered. When the song finished it made you want to turn the LP over, so that you hear what was on the other side.

Side 2 opens up with two Jack Blades compositions in “Touch of Madness” and “Passion Play”. What a way to kick it off, with the tinker box intro that to be honest was used to maximum effect by Ozzy Osbourne on the song “Mr Tinkertrain”.

Not as strong as Side 1, up next was the Jack Blades, Alan Fitzgerald and Brad Gillis composition” When You Close Your Eyes”. A pure slice of melodic AOR rock.

The Jack Blades and Brad Gillis composition “Chippin’ Away” is next and the album closes with the Jack Blades, Kelly Keagy and Jeff Watson track “Let Him Run”.

Being different was a uniqueness when I was growing up. That was the space the heavy metal and rock musicians occupied.

It was an us vs. them mentality. The “Them” was always a moving target. It could have been teachers, parents, police officers, neighbours or anyone else that upset the status quo for the day.

The end of Night Ranger happened with the success of “Midnight Madness.” Suddenly, the band was on the radar of the record label. The label wanted another “Midnight Madness” so they could capitalise on the cash. It came in “7 Wishes”. Then the label wanted another “Midnight Madness” and it came in “Big Life.” 

The band went from outcasts and creating something new, to a maintenance model of new music, purely designed to earn maximum profits.

Music is best when it’s created and led by the outcasts, those artists that sit on the fringes. Record Labels and suits believe they know best, because all they care about is profits. Night Ranger sat on the fringes for “Dawn Patrol” and for the writing of “Midnight Madness”. 

Even Quiet Riot sat on the fringes. Then it all exploded with “Metal Health” in 1983. It took everyone by surprise. Then the money started to roll in from the large record label advances. Then the bands started to go on massive arena tours.

Suddenly, the bands are afraid to lose friends. Suddenly, the bands are afraid to stand out. The key is to be different AND liked.

Look at the now. Nothing sounded like Volbeat’s “Beyond Hell Above Heaven” previously but it was a huge hit. Protest The Hero are all twisted with their insane progessive songs, but they are embraced by a hard-core fan base that gave the band over $300K to get their next album done..

There is a quote that I remember from Adlai E. Stevenson that goes something like; 

“All progress has resulted from people who took unpopular positions.”

Put that quote in a musical context. All great music has resulted from people who lived as casts, who had unpopular positions, who wrote music because they wanted to write music, not because they wanted to make millions.

That is where the heart beat of true popularity begins.

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