Music Guidance. Thinking About... How You Look

This article originally appeared on the blog at Songeist.com.

In this special weekly guidance series we’re going to be exploring three key aspects of your band’s existence and encouraging you to consider these elements of your act with as much thought and deliberation as you write your songs. Simply expecting the inertia of creativity to steer your ship into the right direction is rarely enough; your band’s command of who you are, what you do and how you come across are all hugely important to consider. Across the series, Barney will use some real-world examples to illustrate how important these factors are and help you to apply these concepts to your own band.

READ PART 1: THINKING ABOUT… WHO YOU ARE HERE.
READ PART 2: THINKING ABOUT... WHAT YOU DO HERE.

LISTEN WITH YOUR EYES

You've identified the original and unique mix of styles with which your band is going to explode onto the musical landscape. You've found every last webzine to pursue, each blog writer to email and sussed out all the happening underground hotspots for your particular style. But what do you look like? And not just what do you look like but what does the band look like? Visually, what does your art evoke? A consistent aesthetic across all your output, from your clothing to your artwork to your interviews is ideal. Your average metalcore band's music is very different from that of an indie-folk act, and so it makes sense that their attire, promotional material and artwork looks different too. If it's representing you visually, it's worth thinking about how it defines and adds to your brand. And there it is, that dreaded marketing speak! But brand is something that all successful acts have a handle on, even if they do their hardest to pretend they've never even considered it. And there's nothing that gets some bands more defensive than talking about that dreaded little word... image.

The Specials, a band with a strong image, across all their content.

IMAGE?! WHAT IMAGE?! THIS IS ABOUT MUSIC, MAN!

Some bands balk at the very notion of discussing image. Some bands detest the idea of their appearance affecting their art. But a successful band without a decent image is very much the exception to the norm. By image I don't necessarily mean that you need to look ostentatious, showy or even fashionable. And while I understand the sentiment behind the cliché that 'people have paid to see you, so you should make some effort', that's really not always the case. A grunge band might look just great in ripped jeans and second-hand lumberjack shirts. But if three of the band members dress like that and the drummer dresses in sports gear, it's just not going to look right. By image I simply mean a consistent look across your band's appearance that relates to your music. There's no hard and fast rules to this and great band images vary wildly. The Police simply each bleached their hair blonde. Your image could even be that you all look completely different. As long as you've discussed your image and have decided what it is, you're on the right track. Certain members in any band are inevitably going to be more stylish than others, so if you're not one of those, consider swallowing your pride and let them help you dress. Franz Ferdinand and Blur were always bands where it looked somewhat like the singer dressed the drummer, but they were both bands whose image was a great part of their appeal. The really tricky part is making it look effortless. Bands like The Specials and The Ramones are some of the most credible bands around, but they also have two of the most iconic band images in history. It’s hard to imagine those groups of people discussing their wardrobe and haircuts. But the evidence that they must have is there, be it matching leather jackets or pork-pie hats, in every promo shot.

If image is something you're struggling with, it's worth thinking outside the box. In my band, image was something that we knew we had really lacked in our past attempts at being in bands. We decided that it was hopeless to try to dress the same because there was a range of styles within the band itself (a contrast of styles we actively drew upon in the music). Faced with the impossible task of streamlining our wardrobes, we decided to simply wear whatever we were comfortable in, but match the colours across our outfits. Red, Black and White was the, on reflection slightly unpleasant, combination I chose, but there it was, and we stretched the scheme onto our CDs, website and merch. We knew we were never going to set the world alight in the fashion stakes but we at least we had something that pulled us all together. Over the years, we’ve changed our colour schemes many times but we’ve always stuck to this strategy.

 The Ramones. Just happened to all dress exactly the same.

YOUR VISUAL BRANDThink about some adjectives that describe your music. They could be words like abrasive, dark and menacing. Or words like tender, fragile and comforting. Now consider if the visual assets of your act, from band photos, to logo design, to record artwork, express these words too. Pop and rock music are art forms that have a strong visual element. It isn't just your band image, your visual brand is part of everything you do, even your stage show. Fluorescent sticks and ultraviolet lights were staples of the live shows of bands in the new rave scene back in the early noughties, bringing the scene's luminous artwork to life onstage. It's simply worth remembering that how you look, both in person and represented by your assets, has a huge effect on how people perceive your music. If that makes you uncomfortable, instead of thinking of it as having to use your image and assets to lie about your music in a way that's dishonest and showy, it might be more useful to consider how your imagery can support your music and the ideas and emotions that you want it to evoke.

First and foremost, think about your band photographs. Once you've nailed a consistent look across the band in terms of your clothing, all the style and philosophy of your music may also be expressed elsewhere in these images. While it's an extreme cliché to have an old-school rapper stood in front of graffiti on an urban wall, it's a fairly clear example of this concept. Just as we discussed how important it is that your music represent where you're from in PART 1 of this series, the setting of your photographs can relate this too. Record artwork is another great way to express the character of your band and the ideal place to start in terms of brainstorming approaches to capture the aesthetic of your music in a visual form. Perhaps nailing the right artwork for your band is the jumping-off point you need to then go back and re-assess how you present yourself in terms of image? You can continue this through to your logo design and the way that you present your website. If you're a cool, quirky, tropical indie band, your logo and web presence should look completely different from that of a dark dubstep act. After all, the emotions that your respective music styles evoke when people listen to them are completely different. The key is to consider the characteristics of your music that are evocative and choose imagery that reflects those characteristics.

Aphex Twin's imagery is cold, unsettling and complex, just like his music, and supports his music across all his platforms.

A THOUSAND WORDS CAN PAINT A PICTURE

How a band looks can even go beyond the visual. Any text related to a band is a great opportunity to push the band's brand and express your philosophy, image and style. If you're a hip-hop act whose lyrics are deep, complex and intellectual, then any text related to your music should have the same attention to detail and character as your lyrics. Use your biographies, social media and blog output to express your character and write with the same tone as the list of adjectives that describe your music. I wrote a blog for our friends at the Unsigned Guide called the Top 5 Mistakes That Bands Make on Their Biogs that highlights the perils of going too far with this approach, but as long as you remain aware of the purpose that your writing is for, having some fun with the style of its delivery is a great sizzle on your steak.

Another tremendous opportunity to put across your philosophy, image and style, are interviews. With the amount of internet blogs being written about bands right now, it's inevitable that you'll be asked to do one sooner or later. Remember, just like when you are writing your biography, an interview is a chance for you to put across your band in words and not a dull exercise where you literally answer the questions. If the questions are bad, nix them and answer the interviewer with what you want to say about the band. Steer the questions towards what you want to express that is interesting about your band. I recommend that bands "use the biography to highlight the music’s truth, not relay the literal truth" and I feel the same about interviews. Finally, it doesn't hurt to have stock answers to a range of questions that you, as a band, sit and hash out to keep the whole band 'on message'. As well as meaning that there is a consistency in your story that way, it provides a great opportunity for you as a band to touch base about your philosophy, bounce around ideas about your art, and refresh your memories and vision of where you're at and where you're heading.

THANKS AND GOODBYE FOR NOWI hope you've enjoyed this series as much as I've enjoyed writing it and the ideas presented have enhanced your grasp of who you are, what you do and how you look. To re-iterate my point from the introduction, "these blogs will be most beneficial if used as a jump-off point for discussion between you and your band members. The whole idea is that you, as an emerging band, get on the same page about who you are, what you do and how you look. If you have a unified vision, it's half the battle. Organise a band meeting, hash these things out and I guarantee you'll be making a positive and productive step for your band."

This is my last guidance blog for Songeist. If you've enjoyed my advice and writing, please keep up with my band HERE, my blog HERE and follow me on Twitter HERE. Thank you to everyone that's read, commented and shared these blogs and thanks to Songeist for the opportunity to write them.

The Specials shot courtesy Walt Jabsco's Flickr used under Creative Commons License.
The Ramones shot courtesy Sean Davis‘s Flickr used under Creative Commons License.
Aphex Twin Logo courtesy Richard Roche's Flickr used under Creative Commons License.

Music Guidance. Thinking About... What You Do

This article originally appeared on the blog at Songeist.com

In this special weekly guidance series we're going to be exploring three key aspects of your band's existence and encouraging you to consider these elements of your act with as much thought and deliberation as you write your songs. Simply expecting the inertia of creativity to steer your ship into the right direction is rarely enough; your band's command of who you are, what you do and how you come across are all hugely important to consider. Across the series, Barney will use some real-world examples to illustrate how important these factors are and help you to apply these concepts to your own band.

READ PART 1: THINKING ABOUT... WHO YOU ARE HERE.

GREAT THINGS GROW UNDERGROUND

When many young bands see their idols headlining festivals it's natural to want to emulate them. Many emerging bands see, say, Foo Fighters up there and want to do the same, so they start a band that sounds like Foo Fighters. But it's vital to remember that Dave Grohl started out in a van in a cult hardcore band called Scream and built up his career from there. Queens of The Stone Age didn’t start as Reading-headlining rock titans; the seeds for the band grew from Kyuss and the stoner rock and desert music scenes. For Metallica it was the bay area thrash scene. For Green Day and Blink 182 there were scores of compilation appearances and toilet punk gigs. For every huge indie band like Foals, there are a hundred arty underground gigs played with like minded-bands put on by DIY promoters under their belt. For every 'overnight success' story like Royal Blood, there are always years of van mileage, local line-ups and band names in their wake. You can’t, and shouldn’t want to, skip this essential part of a band’s development.

For guitar bands, EDM acts, hip-hop artists and practically anyone other than the kids on Pop Idol, throwing yourself into the culture and activity of the underground scene of your chosen genre is essential. Not only does it provide a gigging circuit, an audience and that vital context for your act, it provides an opportunity to learn from a thriving culture that informs and influences the mainstream. Every successful band that I have ever seen live before they exploded, from the aforementioned Foals, to So Solid Crew, to You Me At Six, to Gallows, I saw in the context of an underground, grassroots show, showcasing similar acts as part of an underground scene. Many more of today's stars, from Dizzee Rascal and Chase and Status to Frank Turner and Enter Shikari began as big fishes in small musical ponds before making that coveted leap to the Main Stage.

Josh Homme: I Remember When All This Was Just Deserts...

GIGS

The wisdom of starting your band at the grassroots of your chosen style is not unique to one band or scene, these ideas can be extrapolated across all styles of music. Take any hugely successful rock or indie or dance act and the majority have a history within an underground gigging circuit. So your approach to gigs should be studied and specific and this is what so many emerging artists playing mixed bills, looking for A&R in their local venues, forget. The lifeblood of any underground scene is the gigs and this cannot be understated. Grassroots music scenes work through friendships, not strength of demos, and the difference between being shunned by a scene and being immersed and accepted into one is often about what you put in. Returning favours and being an active participant at live shows will reap rewards for an emerging band that your songwriting might not. Fundamentally, there is no point playing the kind of gigs where a promoter ropes together miscellaneous local bands with no thought about style or customer, just to open the bar at their venue. Ultimately, the crowds at those gigs are made up of friends and families of the bands, who leave as soon as their artists have finished their show. Even worse are the ghastly ‘pay to play’ shows put on by promoters who ‘showcase’ whomever they know will sell tickets to their circle of friends, at no financial risk to themselves. That’s not a promoter of music, that's a promoter of a bar. Those gigs are pointless and don’t attract A&R. For all the reasons I have already outlined, no matter what the promoter might promise, A&R don't randomly cruise around local shows looking for bands; they wait for bands to begin to make ripples in their own scene before they come to them. At best, local mixed bills are an opportunity to play live, but that can be done D.I.Y with just a little hard work.

When I started my band, one thing we got right due to previous bad experiences was our resolution to never, ever play a 'pay to play' show, a battle of the bands or a miscellaneous mixed-bill on a local band night. We didn’t look at Manchester any different from any other British city and we were not vaguely interested in being a ‘big’ local band. We decided we would forge the path ourselves to become part of our chosen scene and those other things would come on board as we went along. We identified the touring bands that we wanted to play with that were within our reach and then booked those that were affordable to play the venues ourselves. We then put our band and other like-minded and stylistically appropriate local bands in support. After putting on several gigs, favours were returned and we were invited to other cities to play and that lead to strong relationships with other bands. When the bands came back on tour, I let them stay at my house and we became friends and part of the circuit. Pretty soon, we were getting booked all over the country and once we had a record deal we were seasoned enough at playing live to go on tour. But we’d had to take the risk of putting on our own shows and all those steps to build relationships with our peers to make that happen. It sounds calculated, and it was, but we had great fun doing it and made some wonderful friends and I recommend that hands-on approach to gigs to all emerging acts.

Dizzee Rascal. Exploded with his debut album, but began in the grassroots pirate radio grime scene.

DEMOS

Any scene will have its own webzines, perhaps even print fanzines, and so it shouldn't be at all difficult to identify the other bands, promoters and movers and shakers and jump right in. With the blogosphere and online promotion as huge as it has become, there is an immediate networks of blogs and taste-maker sites for practically all styles that are easy to find if you just put in a little effort. I don't want to make it too easy for you, but the list of links on Andy Von Pip's excellent blog is a wonderful starting place. Hype Machine should make short work of figuring out the blogs that relate to your style and the music that's making waves right now. Exciting and thriving though this network is, remember, it's there to help your band along and support good music, not to build your career alone. Only concentrating on your online music listens isn't going to cut it if you can't play live or create a presence in your scene. I've seen bands with quarter of a million online listens that couldn't draw double-figures at gigs. Although MP3 downloads and online plays might have replaced the rigmarole of sending CDs to club nights, the concept of getting to know the people who represent your chosen style at the grassroots remains. So while it's tempting to grab that list of blogs and send your EPK to everyone on there, it's actually better to simply choose a few that you know cover, and have a history of supporting bands that sound like you, and push it to them personally.

The famous story goes that Bloc Party were signed after they gave their CD to Steve Lamacq at a Franz Ferdinand gig. That wasn't an accident, it was a result of knowing the players and playing the game correctly. For my own part, on a much smaller scale, my band's initial approach to sending out our recording was the same as it was playing live. We weren’t initially sending our demos out to the big managers, agents and major labels. We made a rough and ready three track demo before we’d even started playing live and sent that out to all the ska fanzines and nascent webzines we could find. Fortuitously, one of the tracks was chosen to appear on a compilation by the UK’s leading fanzine of our style, which got our name out there very early in our existence. At Reading Festival I was handed a flyer with the name of a club night in London which displayed a list of bands that were spun by the DJ that had a great deal of crossover with my band's music. I sent a demo over to the club, addressing it c/o the club night’s name. A few weeks later I got a phone-call from the promoter inviting us to support a US band doing their only UK show in London. The promoter went on to put us in the studio to produce a professional demo (which ultimately got us signed) and subsequently he also went on to manage us for a number of years. These things never would have happened if I hadn’t seized the opportunity to send the CD to that club with a decent covering letter, based on a list of bands and a wing and a prayer. Just like Bloc Party, I had identified where we fitted in and the places that were playing the kind of music we were playing and it all went from there.

Bloc Party. Good mates with Steve Lamacq.

THINKING ABOUT... HOW YOU LOOK
Next week, in the last blog of this series 'Thinking About... How You Look', I'll talk about another couple of things that you don't necessarily consider when you're getting your band together and those are image and interviews. For now, don't forget to let me know what you think of the blog and please share it! Thanks for reading.

Queens of the Stone Age shot courtesy NRK P3's Flickr used under Creative Commons License.
Dizzee Rascal shot courtesy michael dornbierer‘s Flickr used under Creative Commons License.
Reading Festival Bloc Party shot courtesy Mark Freeman's Flickr used under Creative Commons License.

Music Guidance. Thinking About... Who You Are

This article originally appeared on the blog at Songeist.com.

In this special weekly guidance series we're going to be exploring three key aspects of your band's existence and encouraging you to consider these elements of your act with as much thought and deliberation as you write your songs. Simply expecting the inertia of creativity to steer your ship into the right direction is rarely enough; your band's command of who you are, what you do and how you come across are all hugely important to consider. Across the series, Barney will use some real-world examples to illustrate how important these factors are and help you to apply these concepts to your own band.

READ PART 2: THINKING ABOUT... WHAT YOU ARE HERE.

THINKING ABOUT... AN INTRODUCTION

Within four months in my current band, we managed to make more headway then we had in four years in our previous band. Within a year we were firmly established in our scene, being regularly played on BBC Radio 1, taken on a package tour with our heroes and signed to one of the biggest independent punk-related labels in the UK.

While playing the same songs we'd played in our old band.

I’ll be honest. We didn’t do this by suddenly being the best band around or by having the best songs and the best singing voices. Learning to write good songs and play great live shows and all those other things arguably(!) came later and, like all bands, we’re still learning. In fact, all we did was disband one band and start another with a small shuffle of members six months later. But this time we had a clear, defined, and mutually understood philosophy of who we were, what we did and how we looked.

 Even Kurt Cobain had to think about these things.

NO CONSIDERABLE MUSICAL CHANGE

By considering the factors that I will discuss in these blogs and tweaking your approach accordingly, you too may be able to go from languishing local band to being an established part of the national gigging circuit with no considerable musical change. If my last series From The Garage To The Stage was about thinking about everything that happens on stage other than the music, this series is about everything that defines a band other than the music. And these factors are actually just as important as the songs you write.

These blogs will be most beneficial if used as a jump-off point for discussion between you and your band members. The whole idea is that you, as an emerging band, get on the same page about who you are, what you do and how you look. If you have a unified vision, it's half the battle. Organise a band meeting, hash these things out and I guarantee you'll be making a positive and productive step for your band.

What's that coming over the hill? It's a band that know WHO THEY ARE.

DEFINE YOURSELF

First things first. Who are you? What are you giving to people that they can't already get? They're questions, whether consciously or not, that every successful band can answer. The first, and most important, thing to do is to define yourself. What are you giving to music? Where do you fit into what is going on? In terms of members, each band is as unique as a fingerprint. The make-up of no two bands is exactly the same and the music can reflect the various influences, personalities and talents of the people who make it up. Of course, that doesn’t mean switching genres every single song to account for your different tastes. It means that you figure out what unique sounds this distinct combination of musicians can create together and can slot into what is happening in music now. And then focus on that.

Sounds obvious right? Well, you'd be surprised how many bands get together based on liking similar music and 'jam' to 'find their sound'. All well and good, but then they forget to sit down and identify what it is. Just one aspect of your act that's unique is enough make you memorable. Even now, speak to anyone about Welsh indie-rockers The Automatic and they'll probably say 'is that the indie band with the screaming guy on keyboards?' Of course, what sets you apart doesn't have to be something as visceral as a screaming keyboard player. It can be anything that makes you a band that are doing something distinctive among the other bands out there that aren't. What is distinctive could be anything from your vocal accent to using a certain instrument or just a new twist on an old idea.

I can feel some of the purists out there raising their eyebrows... perhaps this feels contrived and gimmicky? Maybe this seems contrary to the creative process? But why is it a gimmick to identify something that came naturally to your group of musicians and set out to explore it in the hope of creating something truly original? The simplest way to look at it is that if you’ve invented yourself, even if people don’t like you, they remember you. You'll always be that band that did that thing. And that thing will work in your advantage as long as there are other bands out there to give a context to what you do.

Radiohead. Blowing Genres To Smithereens Since Kid A.

CONTEXT

'Inventing yourself' doesn’t mean that you need to concoct a new genre of music from the ground up; as long as you can creatively frame what originality you have with other contemporary music and it makes sense - be it one step more extreme or one step towards a different style - then you are a unique snowflake in the musical sky. Very few artists are as pioneering as say, The Streets, who appeared, apparently cut from whole cloth, with a truly unique sound. But even The Streets' influences rang so loud from every song on ‘Original Pirate Material’ that the context of where he fitted into the pantheon of British dance and pop between The Specials, The Prodigy and everything else was obvious to all. Conceptually, you, me and the majority of bands out there are actually just steps away from another.

Think about those old Rock Family Tree diagrams. Now, instead of the act's line-ups and histories, think of those Rock Family Trees in terms of genres. Most successful acts in any genre are really only small steps away from each other in style and tone. Consider Muse's chart-friendly pomp-rock distillation of Radiohead's prog excess and back to Imagine Dragons' latter-day facelift of early Muse. Like it or not, pop and rock music exists in a place and time and the zeitgeist is a crucial element of commercial music. Attempts to ignore these road-signs, or even kick down the traffic cones, are ill-advised for an emerging band. Sure, Radiohead now straddle entire genres of music, but it's important to remember that didn't happen overnight. For years they were a British guitar band navigating their way through the alternative rock landscape before blowing everything to smithereens with Kid A. I see emerging bands out there attempting to make their premature version of Kid A, expelling all their influences, talent and passion without a vision or context to hold it all in place.

Enter Shikari. Master of Context.

IT'S NOT WHERE YOU'RE AT... IT'S WHERE YOU'RE FROM

With bands like Klaxons, Friendly Fires and Enter Shikari actively blurring the lines between what it is to be a guitar act and a dance act, popular music has never been so stylistically open. But while it seems like those acts are just throwing together their record collections and making music, it's crucial to understand that the mechanics of those band's genre-crossovers are deceptively sophisticated. They expertly blend a prescribed mix of styles that make sense for their audience and fit within the lineage of the bands that have come before them and the scene they're in. Even though they flirt with dance music and DJ culture, they utilise these ideas as rock acts that understand their crowd's distinct tastes and frames of reference. If you know, like these bands, that your audience can contextualise, and enjoy, the specific mix of genres that you can uniquely provide, then hey... there's your context. But remember that, by design, these guys make it look easy and one man's record collection is another man's jumble sale.

As well as the context of the musical landscape, it's vital to think just as deliberately about your cultural context. Successful music generally relays an authentic truth about the culture of the people in the band and the place they're from. The Red Hot Chili Peppers have a strong cultural context as tattooed, perma-tanned funk-rockers from Hollywood. It's hard to imagine a band from Grimsby, tattooed and perma-tanned or not, having the same success with the same songs. The cultural context of a band is a part of its strength. Think about bands like Oasis and Pulp and how the identities and cultural context of Manchester and Sheffield are indivisible from their music. Ask yourself, does your music say something about who you are and where you are from?

THINKING ABOUT... WHAT YOU DO

Thanks for reading. Next week, in 'Thinking About... What You Do' I'll put across my argument about why success for emerging bands doesn't start by aiming for the stars at all... but by aiming for the roots. For now, don't forget to let me know what you think of the blog and please share it!

Playmobil shot courtesy Xurxo Martínez‘s Flickr used under Creative Commons License.
The Automatic shot courtesy beana_cheese‘s Flickr used under Creative Commons License.
Radiohead shot courtesy Taras Khimchak‘s Flickr used under Creative Commons License.
Enter Shikari shot courtesy Natalie Aja's Flickr used under Creative Commons License.

Let’s Get Engaged (or How I Learned to Stop Worrying and Love the Book)

This is the original version of a music guidance blog that I wrote for US site Music Clout HERE and the UK version for Fresh on The Net HERE.

Facebook Pages. For a musician, they are an increasingly frustrating proposition. Their functionality, features and business model are still developing while over forty-two million users can only observe and react to the changes taking place. Month after month, it seems that your Page’s non-paid reach is less and less. The platform has simply become another advertising avenue for acts and businesses with deep pockets to use. It’s easy to become despondent. Complain about this on Facebook and some bright spark on your timeline will quickly point out you’re moaning about the free resource you’re currently using. But while the platform is free, it seems only fair that fans that have taken the time to 'like' you on Facebook should receive your updates and not have the site’s content generator getting between you. So what can we do about it? The truth of the matter is, and I hate to say it, that your annoying Facebook-defending buddy is actually right; complaining about a free site performs isn't going to get anything changed. At the Music Biz 2014 conference this week in Los Angeles, Facebook representatives were less than forthcoming with answers for an angry artist asking them why he has to pay to reach his fans. With no indication that this trend is going to reverse it means that our perspective, techniques and understanding of Facebook Pages needs to change along with the technology. We might not like this fact but unless we’re going to pay for the service, we have to face it.

I manage a Facebook band Page with nearly 24,000 fans. That may sound like a lot, but between albums and promotional pushes, the Facebook Page can actually be a profoundly lonely place. Photographs struggle to get in double-figures of 'likes'. Unanswered questions bounce around the wall like echoes down a ravine. Every now and then, we'll have an unpredictably viral post, be it a photograph of Flea with his bass guitar unplugged or a funny-looking shot of Beyoncé, heavily shared and seeded from our photo upload. While the reach these successes gave our profile was welcome, they were not without their drawbacks. Many strangers to our band met the posts with direct hostility, often engaging with the content but not bothering to read the neutral accompanying messages and assuming we were attacking the artist. Some of our established fans actually 'unliked' us, accusing us of gossip-mongering. While proving that engagement in a hot topic is a route to Facebook Page traffic, unless I was going to change the site to a Superbowl half-time gossip column, these excursions into hundreds of shares weren't adding much to the page’s overall purpose.


BEYONCE. POST WITH CAUTION.

FED UP WITH FACEBOOK
In the face of such emasculation and loneliness I went on the offensive. These are our fans, god-dammit! Why should we have to pay to speak to them Facebook?! As have many bands before me, I sent an image in our mailout asking that fans actively add themselves into the ‘Get Notification’ category for the page. Rather pathetically I also did it on our Facebook and asked fans to share it. It never really occurred to me that for this to have any tangible effect, I’d have to do it at least once a week, cluttering up my feed with more requests for attention and taking up a precious post that could be used for some engaging, original content. I was fed up with Facebook.

It was while I was writing a blog detailing some mistakes that bands make when addressing crowds at gigs (which you can check out on Songeist.com HERE) that it struck me. There I was in my blog, complaining about the bands that stand onstage and tell their fans that they've ‘driven here for hours’ and ‘have no money’ so ‘please buy our CD.’ And yet, there I was doing the same thing on our Facebook page. I was practically telling our fans, ‘you like us’ so please ‘go out of your way to complete this convoluted process’ because ‘Facebook isn’t fair’. I sounded just like one of those whiney bands that always irritated me with their demands on their audience. Looking back, I should think myself lucky that nobody posted a ‘Call the Wambulance’ meme.


PLEASE BUY OUR CD!

A DIFFERENT APPROACH
We can't change what Facebook’s algorithms are doing to our non-paid reach, but we can change our approach. If we want to use our Facebook Page to boost our exposure, and not simply respond to it, it is no longer viable to simply use the page to pass on information and expect a result. We must actively engage and then use the fallout from the engagement to pass information on. For emerging artists and businesses in quiet periods we need to assert ourselves and deliberately stoke the coals of our user’s reactions. With this home-truth realised, I became inspired to see if I could make something happen on Facebook by grabbing some impressions and extending our reach. I came up with a small branded promotional image to test the theory. Just over a week later, the image has had nearly half a million impressions and is still going strong with no boosting and just a small push from me. It truly is just a case of putting a little thought, creativity and work into our Pages and reaping the rewards.

The idea came to me one afternoon when I happened upon a ‘What’s Your MC Name?’ Facebook post from a radio station and saw the colossal amount of shares it had accrued. It was a simple variant on the old ‘first letter of first name / first letter of last name to denote a new name’ gimmick. It wasn’t anything mind-blowing but here it was with millions of impressions. I considered the post’s success and I realised that this worked on a similar principle to another viral post I’d shared days before. A video which promised that 95% of people, after completing a maths problem, think of ‘red hammer’ when asked to think of a colour and a tool had duped me into sharing it. The amount of people who answer ‘red hammer’ is actually significantly lower than 95%, but it's enough that people like me, who did think of ‘red hammer’, are amazed by the video’s ability to read their minds. And so they share it. The penny dropped that a key to engaging people is providing the user with a post experience where they feel their own result is worthy of discussion. A list of rappers is mundane until you include the user's own name in the process. When the image reveals the distinctive MC name it seems unique, original and worth a share, even when, in reality, the same names come up again and again.


What’s Your MC Name? MINE’S DEADLY MONEY. So is many other people’s.

WHAT’S YOUR SKA NAME?
I went home that night and did a Sonic Boom Six variant on the name generator. After making sure that the idea was original by doing a quick Google search, I threw together my own ska name generator. I added a small band logo and hashtag at the bottom of the image, careful that the branding wouldn't get in the way of the content. The process of devising it was simple enough. I broke down around forty-eight names of old ska singers, making sure to never include a first name and surname that could together result in an actual ska act’s name, i.e. for ‘Prince Buster’ I would only use either Prince or Buster, ultimately meaning that every name was original. I added a few vector graphics of dancing ska men, neatly processed the image using Adobe Illustrator and posted the image on our Facebook. I then messaged a handful of the ska sites around the world just to get the ball rolling. While I did post it on Twitter and Tumblr pages, I was careful to prioritise the Facebook post in my efforts. The image was conceived to promote the Facebook Page and there would be no point cannibalising my audience. After two days the sharing really began to take off exponentially across other act's and promotion's pages.

One thing to remember is that it’s important to stay on top of the shares and track the places where your viral image appears. With any successful image, it is inevitable that some people will re-upload it without sharing it directly from your site but you don’t have to stand by and do nothing. The SB6 Page was deprived of impressions when one of the leading ska bands in the world innocently re-uploaded the image and posted it. Rather than ignore this, I messaged them and politely pointed out what had happened and they were good enough to re-share it direct from the Sonic Boom Six Facebook Page. By the end of the week, in a large part due to the band re-posting it, my page’s reach was over 800% further than the week before with hundreds of thousands of users 'talking about' the band. For days afterwards, my new photos were hitting double the 'likes' than they had previously. My little experiment proved that we don’t have to pay to get our Facebook posts out there, but we do have to work.


What’s Your Ska Name? Daft but half a million people have seen the name of our new album.

It is now over a week ago that I posted the image. Slowly but surely the engagement is creeping back down to the level it was at before posting it. Am I upset about that? Whether I am or not, there doesn’t seem to be a lot I can do about it. This blog isn’t an attempt to justify Facebook’s commercial decisions; it’s an attempt to face up to them. Ultimately, I would never advise that a band puts all its eggs in the basket of another site. I’ve seen bands spend years concentrating solely on building up their Myspace, Facebooks and now Tumblrs only to lose all that equity once those sites outstay their moment of popularity. It’s a hare and the tortoise analogy; bands should maintain their own website and mailing list to have an independent platform protected from the whims and decisions of the ‘hot’ sites of the day. What this exercise did prove is that if you need a boost from your Facebook page you can realise that challenge with a touch of creativity and a little hard work. Every day I’m thinking of different ways to engage and it’s had a knock-on effect on my attention to detail on our own website, improving interaction between us and our fans beyond Facebook. If the silver lining of their campaign to monetise our interaction is that we all have to reconsider how we communicate with fans and give them a better user-experience across the net, that’s something. I’ve proven that something as simple as an engaging image can extend our reach. Now I just have to come up with the next one.

Think of a colour, and a tool…

Barney

I wonder when I hear sonic boom six tracks whether the politics is a gimmick » divine-providence

This is a reblog of a Tumblr post.

Divine Providence: I wonder when I hear sonic boom six tracks whether the politics is a gimmick »

divine-providence:

Like there seems to be no thinking in it any more just the latest buzz words to resonate with people.
Also having followed them on twitter for a while there is no politics there either. People that actually believe in something campaign for it. I can’t help myself rebloging or talking about…

Thanks for writing the column. Someone DM’d me and asked for my reaction as it’s an open letter. I’ll try and I hope you take my points in the friendly, discussional spirit they are meant in. It’s kind of hard to know where to start.
The obvious one to me is what possible positive effect does having politics as a ‘gimmick’ have on our career? It’s the actually the exact opposite. ‘Virus’ was held off certain radio playlists for being too political. There is no gimmick or bandwagon to jump on, it’s simply something I’m compelled to do because the music that influences and stimulates me is music with a message.
I never said I was a politician, music is my primary influence. Maybe ‘being nicer to each other’ is the most important politics of all, and the only one I know for sure I support. Maybe the politics are vague, and aren’t partisan and because my politics are vague and aren’t militant. And lots of people feel that way too, and I hope that resonates with people. Heaven knows, there’s enough punk bands with big left-wing slogans out there to fill up that demand. What you find vague, I think some people find sincere.

I’ve had numerous fans complaining to me on Twitter when I have done political tweets (especially during the riots) because they didn’t want to hear it. So I shut up after the first day. We worked with the local groups with the clean up effort and took part in the concert afterwards and tried to DO things in that sense rather than rant on about it. Surely posting pictures about what demo you’ve been at or pushing your political opinions down people’s throats is more in danger of being a gimmick?

We have always striven to be a band that puts the message in the lyrics and keeps politics away from the live show in terms of talking about them between songs. We feel that velvet glove approach works. We respect bands that are more militant and we encourage activists to set up stalls on our merch from anything from hunt sabs to anti-facism and they have done in the past and will continue to do so. But we don’t do that ourselves so it’s natural that to reflect that we don’t do it as much on social networks.

A cursory look at our history will confirm that there are numerous causes and charity shows that fall fully in line with all our beliefs that we have supported, a lot, such as Love Music Hate Racism.

Maybe the real problem is that you expect our politics and political involvement to mirror yours. Sorry if they don’t. I’m assuming nothing about you but we’ve stated MANY times that we aren’t socialists, anarchists or even anti-capitalist in the full sense of the term. But we are socially conscious and I think that’s the same for a lot of kids out there and I feel that’s what makes our band interesting.

Thanks for writing the column, it was interesting to read, and I kind of see where you are hypothetically coming from, especially if your political involvement strongly eclipses mine. It might seem frustrating that we don’t do more. But for every one of you there’s gonna be a kid that gets turned off by us pushing the political thing harder, so I’m kind of sat in the position that I’m most comfortable in, which might be fence-sitting of me. I get that. But I frankly think your being unfair on us for the simple reason that the accusation of ‘bogus’ posturing rings hollow when confronted with the fact that there is no commercial or even artistic advantage drawn from writing the kind of lyrics I do in the current media climate. I do it because I’m compelled to it and because I know that there are people out there that dig hearing a point of view that mirrors their own and is unique.

Cheers mate

Barney :)

Sell-out, with me oh yeah.

Alright then!

A couple of rate interesting and timely little questions here…

Katy asks "1. What are your thoughts about playing some gigs recently 'for / to impress the industry' and having to plead with fans to come along and support you? Especially gigs when you clearly wern't over enthusiastic about having to drive alllll the way down to London to be there, (ie Barfly), but have to put on a great show to impress certain people..."

NOTE: If people are wondering what (we) are talking about, it’s no secret that for one reason and another we’ve been working hard to get our next record out on a label. The reasons for doing so and the differences between self-releasing and all that are all very interesting but that’s another discussion. Let’s just put it out there that our last few London shows have had some people from different labels and other industry people coming down and checking us out. At the end of the day, a show is still a show, so we’re giving everyone a proper go of it (so it shouldn’t really matter at all to someone in the crowd) but that’s one reason why we’ve been so adamant about people coming and showing support at the last few.

Well, first of all, we are always enthusiastic to do a gig and we enjoyed that gig and pretty much find a way to enjoy all the gigs we do one way or another. There was a lot of trouble with the PA at the particular gig you are talking about so maybe some of that came across but I thought everybody had a great time. Playing those kinds of things is actually really fun and different. We like a challenge. I was probably kidding to be honest!

My approach to this kind of stuff is really the same as it's always been in that 'it is what it is' is my general philosophy. As well as being a shallow hellhole full of crashing bores and egotistical bellhops, the music industry is a business with people in there that are doing a good job. There are certain hoops you've got to jump through and brass rings you have to grab if you want to have someone come and risk spending lots of money on promoting you. That’s the end of it. You don’t go to someone-else's house for dinner and tell them they have to take their shoes off because you do in yours. It doesn't work that way round. We've kept the whole thing relatively quiet but anyone that follows us closely could probably figure out what was going on with us over the last couple of months. If that can push people into caring about us and thinking further than their own concerns about us that's great, but they don’t have to. I never liked those bands that acted like the audience owes them something because they've got on a stage and played a gig. So we're going to try to get people attuned and into the idea that we're trying to find a new home for our record and consider where things are going without banging everybody over the head with it. We don't want to take anyone's support for granted and we don't think anyone owes us anything. The reason it’s taken a while is that we need it to be right and we thank everyone for being patient. But if you DO care then it's a cool time to sit up and get behind us at the moment, because we're really THAT CLOSE to make this thing happen.

Ahem… Get your tickets HERE ladies and gentlemen.



2. How sucsessful would you like to be? I went to see Frank Turner at the Hammersmith Apollo a few months back. I remeber seing him years ago, on his own, on a barstool, with an accoustic guitar and an audience of about 40. This was a seated, over 5,000 capacity venue, with chilren, families and middle-aged women screaming 'we love you', but a sea of blank faces when Against Me opened the show. It was weird. Would playing sell out arena shows make you guys happy?

I too have seen Frank Turner sat on a barstool in front of next to no one and have seen him at Reading Festival where you can't get in the tent. We've had You Me At Six play before us and have a nightmare gig where their guitar broke and now they're HUGE. You've got to look at that and be inspired, not envious. It's cool to see.

“Would playing sell-out arena shows make you guys happy?” This question is a bit like at the end of Spinal Tap and Marty Di Bergi asks Nigel Tufnell if he could be a shoe salesman. The answer; “I dunno, what are the hours?”

It really is too hard a question to answer. Without hesitation I would say that if pretty much any band acquired that amount of success to headline that kind of show it would be a cool experience, obviously. But it's the other things that would come with getting your music out there to so many people that would be most rewarding I reckon. Having that many people singing that they're proud to be living in a land where we have the right to be who we are would be amazing.

Even if you look at interviews with me from 2006 I've always said that we are not a band that would be against being huge as a concept but I didn't realistically think that what we were doing was all that marketable because it was too crazy by design. That wasn't what we were trying to create. As time's gone on, we've evolved as a band and people and over the last few years we’ve had to think about where we’re going with this. Now I see the band differently than I did a few years ago in this regard. The new album is, in my opinion, heavier and more powerful than the old stuff but I also think it’s also hopefully more accessible. There's no shame in that, there's a skill in that kind of writing. But of course, you can’t always please everyone and even now I’ve noticed mixed reactions online to the new stuff from old fans. But we've always had that. Reactions have been very positive by and large. It's always difficult judging off a single before you hear an album anyway. It’s funny to me because I’ve seen kids citing ‘Piggy In the Middle’ as a classic dissing ‘Kids’ for instance but, to me, the riff and middle 8 on kids is heavier than any jog on the spot saxophone ska-core thing could ever be. It’s a different kind of energy and I love that youthful ska-punk madness but to be a big stage to see people bouncing to a rock riff is a different rush. That groove is completely different to our old stuff and, to me, way more 'heavy'. I read a Tumblr review the other day of us live when someone who was doubtful said he really 'got' Kids when he saw it live. If anyone’s got the impression we’ve tried to go pop, well, wait for the album. The raw and raucous energy of 'Ruff Guide' is another man's crazy mess. It's subjective at the end of the day!

Thinking about the old fans watching from the arena and losing that connection, it's weird. A lot of the times over the last five years, I've felt like our real fans have stood by us but we've, at times, felt like battered wives to the punk scene because it was so good to us as people and a band growing up. After people complaining 'Arcade Perfect' was too poppy we made (and wanted to make!) 'City Of Thieves' which was our love-letter to punk and in my opinion, our best album. But the best, punkiest moments of that album were ignored by our fans and largely not appreciated by the punk scene. In fact, all the kids that had loved Ruff Guide as teenagers and then got older didn't like 'City Of Thieves' but I have no idea what they were expected because if we'd have dropped an album with 'All In' on it in 2009 they'd have hated it. So, with that album, I realised that we were never going to please everyone. So we should please ourselves first and foremost and be what we set out to be when we started.

Sometimes you feel a huge sense of closeness and love for your fanbase and then sometimes you read some fan, or ex-fan or whatever, saying some stuff on the internet that blows your mind and you think ‘ah well, bugger what they think’. We literally have had messages telling us that our last few singles have got people back into us after not liking us for 5 years and then you get kids that used to love us talking about how we should have quit after Ben left. It’s all very hard to get to grips. It's impossible, you just try your best. With every person there are opinions about music that take in so many personal outlooks from their social circle and their age and fashion that change across time. Your band just slots into that. What represents heavy and underground and cool to a teenager in 2006 isn't going to appeal to them in the same way 6 years later if it's repeated, but the memory of it doing so the first time around will always remain like that. You just have to look to the fans you trust and believe in and take that with a pinch of salt. And remember to appreciate the good times that it does bring you!

Put it this way. I'd like to think that if a fan has ever enjoyed our music and what we've created at any point and saw us on stage now and we looked like we were genuinely having a good time and we were happy in what we were doing, whether or not they 'prefer the old stuff', I'd hope they could be happy for us. Call me an idealist but there we have it!

Happy talky talky happy talk. Talk about the things you like to do.

If you don’t have a dream. If you don’t have a dream.

How you gonna make a dream come true?