Look, man, I can’t come see your show. Not tonight, not at that festival in a month, and not in Japan (although thanks for the invite…but seriously how did you expect me to afford that?)
It’s not that I dislike you. It’s that I’m not in the mood to listen to your band play music. Because I don’t like the music your band plays all that much. In fact, I don’t even like the genre of music you play. And I consider myself a genuine connoisseur of music. That’s probably one of the main reasons I work in music actually.
But your band? No. It’s not my style. It was maybe my style 10 years ago. My tastes have changed.
The fact is, I go to lots of shows already. I’m out a couple of nights a week (though I’ve slowed down recently). I have a family. My wife doesn’t exactly love it when I stay out until 1 AM. But it’s reached the point where she’s subscribed to the Orange YouTube so she can be sure I’m actually doing interviews with artists and not just using my job as an excuse to get out of the house.
In other words: we’re going to have to figure out a different way to make the most of this endorsement. Because I’m not finding a reward in moshing with 19 year olds and there’s nothing in it for me to stand side stage without a reference monitor. Your live show is not enough to make me like or support you.
There’s a bit of a misnomer when it comes to artist relations reps. Everyone seems to think we like all the bands we work with. Well, we don’t. I mean personally, sure, I think they’re cool people and I admire all of the hard work they’ve put into becoming full-time musicians. But that doesn’t mean I want to listen to their music. In fact, I’d rather get electrocuted by the power transformer from a Thunderverb 200 than listen to some of the bands I support.
I just spilled the beans and admitted my disdain for the music of bands that not only do I support, but that also support me. Their loyalty to Orange is the backbone of our brand. How will they take the news I may not choose their music for my long Sunday drives?
Well, if they’re professionals, they’ll tell me to get bent and then we’ll get a beer together. And they do this all the time actually. They do it because we’re friends.
My opinion is pointless. It’s so loaded with the cynicism of a failed musician who just hates for the sake of hating that I wouldn’t want my bands to ever be affected by it. No matter what I think of their new album, or how far they’ve strayed from their “core sound,” or how the snare is mixed on “that one track,” or how the singer’s hair has changed for the worse, I am not qualified to judge ANYTHING about these bands other than their guitar playing and their love of Orange amps. I’d be shitty at my job if I did.
What I’m laying out for you is a path to getting the most out of your endorsement. You need to be friends with your artist relations rep. You need to ignore my tastes and my subjective opinions. You need to learn how to work with me as much I need to learn to work with you. We don’t all like every band we endorse. Coming to your show isn’t necessarily the most enjoyable thing for us. Coming to see YOU is where we often derive the most reward.
Some quick tips when it comes to having an artist out to your show:
- Remember where we live and remind us about your concert a couple of weeks in advance.
- Invite us to your soundcheck. This is a great time for us to get some one on one time on stage in front of your rig. We can snag pictures and video clips of you talking about your gear in a more relaxed environment.
- Please give us All Access passes. Aftershow passes are usually pointless (and many of us can’t stay to hang out anyways). We want to be able to get great content for social media and marketing purposes. All Access ensures we can move around freely and capture awesome B-Roll footage. If you’re worried about your Artist Rep having All Access because you don’t trust them, then you need to reevaluate your relationship.
- Feel free to put us off on your tech or TM if you’re busy. Artist Reps love the crew. They are usually the ones we work with most often for logistics and support anyways. Plus, the crew is a great resource for us when it comes to meeting other bands, since many of them work with more than one band.
- Let us drink your free beer. Maybe we’ll buy you hard liquor with our company credit card.
Take some time with your Artist Rep to understand their company. You play their brand on stage, but do you really know how the company operates? If you don’t, then you are probably either A) the type of artist who complains about not being supported enough, or B) lazy. I know this because if you had taken the time to learn the inner-workings of the company you’re dealing with, you’d be cross-promoting your relationship with them right now instead of reading this article.
Music instrument companies come in all shapes and sizes. It just happens that about 98% of them come in Size Extra Small. We’ve all got minimal operational budgets, 10-30 employees, and one Facebook page. What I’m trying to say is that the bulk of the work is often up to you. You truly have to make your endorsement what you want it to be.
Put me on your email list, send me the link to like your social media pages, and send me pics or videos of you playing live when they feature the product you endorse. Let me know when you’ve got a tour, music video shoot, or PR scheduled. Going into the studio? Let me know. Coming into my hometown and want to invite me to a show? Yes, absolutely. Even if I can’t go, it’s always worth asking. Because when you keep me in the loop I’m able to line up YOUR plans with MY marketing promotions and product releases.
There’s only one of me working with 1000 of you. Every AR guy feels this way. Try to be their friend and keep them up to date. They don’t have to love your music. They just need to love you!
We are a partner in this year’s Firestone Battle of the Bands, a competition that gives unsigned acts the chance to showcase their musical talents and be in with a chance of winning a great set of prizes.
Entries are now closed but 6 spotlighted artists have been chosen by us and campaign partner PMT and a public vote to choose the 3 finalists opens on Monday 13th November.
Keep an eye on our social media and Firestone’s Facebook, vote, share and #BeHeard