I just recently finished reading “Black Postcards: A Rock & Roll Romance” by Dean Wareham, ex-frontman for the band Luna (review). Great read. I’m a big fan of the man’s music, but I think even non-fans will enjoy his frank descriptions of internal band conflicts, the creative process, life on the road, etc.
It also got to me thinking that Wareham, a smart guy, and his bandmates really did a wise job of exhausting potential revenue streams for the band, while simultaneously making its hardcore fanbase happy.
For one thing, they released a 2006 documentary, “Luna – Tell Me Do You Miss Me,” of its farewell tour. It’s not just a celebratory feelgood flick though. It really takes you inside the disappointments and strains of the band. You don’t often see a band that’s willing to reveal the depressing side of trying to make it as a musician…what it’s like to be approaching 40, touring around in the back of a van, and having people constantly tell you, “I don’t know why you guys aren’t bigger.” Amazon’s summary:
In Tell Me Do You Miss Me, the four members of the celebrated New York-based indie-rock band Luna confront the ceiling of their ambition, the harsh realities of their modest success, and their conflicted feelings about each other as they embark on their final world tour and uncertain futures. Laced with moments of both humor and melancholia, Tell Me Do You Miss Me earnestly exposes the underbelly of a touring rock band in their final days together. Supported sonically with Luna’s dreamy catalog of indie-pop and visually with lush travelogue footage—with adventurous stops in England, Japan, and Spain—Tell Me Do You Miss Me is an elegy for an era.
The book and movie are both surprisingly raw and open. That admirable level of honesty will probably continue to draw in fans (and non-fans) even after the band is gone.
And the DVD landed in stores the same day as The Best of Luna, a greatest-hits CD. Previously, Luna put out a live album too. Both of those are good examples of how a band can make money without having to write new songs and return to the studio. And of course there’s the usual merch stuff like ringtones and tshirts (which was actually the only way the band made money on tour after covering costs).
Revenue is like water going into a dam. The more holes you can poke in that dam, the more ways the money has to trickle through to you. Plus, it gives fans more ways to connect with you and interact with you (especially if you’re willing to be open and honest). When that’s true, everyone wins.
Lead singers aren’t supposed to write books. That doesn’t mean it’s a bad idea though. What are you not supposed to do that’s actually a pretty good idea?
Related:
There’s more than one way to skin the revenue cat [SvN]
Hanson: Still at it and more successful than ever [SvN]
FredS
on 15 Dec 08Nothing innovative here IMHO.
GeeIWonder
on 15 Dec 08Agree with Fred.
You don’t often see a band that’s willing to reveal the depressing side of trying to make it as a musician…
This is so mainstream some bands have done it two or three times (Metallica comes to mind). Now THAT’s exhausting, in more than one sense.
Eric
on 15 Dec 08The laws of supply and demand are usually working against indy bands. There is just a glut of music to choose from and more bands entering the market by the day. While original methods of promotion will draw some people in, it’s something that is inherently self-limiting as it would loose it’s appeal quickly.
At the end of the day it’s about getting and retaining a fanbase through the creation and selling of new music.
Anonymous
on 15 Dec 08Meh…If the band is good people will listen and support. The only thing dying here is the Record Industries ability to spoon feed the masses crap like Britney…
ML
on 15 Dec 08This is so mainstream some bands have done it two or three times (Metallica comes to mind).
Actually, I think Metallica was also really brave to allow that documentary to be filmed/released. So many bands (like a lot of companies) are worried so much about maintaining their image (whether it’s “rock and roll” for bands or “corporate” for businesses) that they don’t let the human side show.
GeeIWonder
on 15 Dec 08‘Some Kind of Monster’ was ok the others were meh IMO.
Then there’s Phish, Dylan, Springsteen, Beach Boys, Nirvana, Madonna, Sex Pistols… and about a hundred others. Not to mention all the derivative movies, from Almost Famous to ‘Rock Star’ etc.
These people are all ultimately performance artists though, so any ‘bravery’ is more than a little likely to be another layer of performance.
CJ Curtis
on 15 Dec 08Hmmm…a band that didn’t make any money being a band…I don’t understand the draw of a book and a documentary about that. The video clip looks rather depressing, actually.
Brandon Durham
on 15 Dec 08It’s ironic that this post is about all the ways a band can make money, but the trailer for the documentary focuses largely on the fact that Luna makes no money and barely breaks even on tours.
It’s not quite that simple.Brandon Durham
on 15 Dec 08I actually thought that Some Kind of Monster was a HUGE mistake. Brave? Yeah, maybe. But as a documentary I just thought it wasn’t very good. At all.
David Andersen
on 15 Dec 08Bring on the 37s branded car wax.
ML
on 15 Dec 08the trailer for the documentary focuses largely on the fact that Luna makes no money and barely breaks even on tours.
Yeah, it’s def not a huge “we made millions” success story. But the definition of success is up for grabs. During the film, Wareham talks about the depressing stuff that’s happened to the band but then says he’s making a living making music and feels lucky to be able to do that. That’s better than a lot of other musicians. I think the point here is that coming out with these other products has helped Wareham and Luna make more money than they would have otherwise (and helped to promote the core product: the music).
Brandon Durham
on 15 Dec 08It’s too bad, too. I always thought Luna was fantastic. They’re one of few pivotal bands for me. Before I heard Luna I pretty much strictly loved metal. Once I discovered Lunapark I was changed for life.
Don’t get me started on Bedhead.
afruit
on 15 Dec 08Wilco’s documentary showed some great inside stuff too – mainly the band having creative differences, and eventually the leaving of a key member.
I’m sure you guys know all about it though, being from Wilco’s home city. Great band though… And great documentary.
afruit
on 15 Dec 08In case anyone hasn’t seen it and is interested:
http://www.imdb.com/title/tt0327920/
Brandon Durham
on 15 Dec 08I actually did sound for Jay Bennett a short time after he left Wilco. He played a solo show. It was super depressing. He talked trash about Jeff Tweedy the whole time. The show started with a crowd maybe 100 strong and ended with about 12 people.
betterthanthevan
on 15 Dec 08After playing and touring bands for a 9 years it’s easy to see where Luna is coming from. Lots of work, little reward$. I couldn’t imagine being 40 and finally calling it good. Such a long time to be at it.
As for blatant self promotion. We’ve got a nifty little site that helps out touring bands by giving them free places to sleep.
http://www.betterthanthevan.com
We’re just trying to help out.
Eric
on 15 Dec 08These guys have so much talent and people love them, but they end up making their living by selling crap anyway.
I’m fascinated by these posts about bands making money. I think there’s got to be a better way.
Will
on 16 Dec 08Based on posts by media futurists like Gerd Leonhard and Chris Andersen, I try to encourage bands to ‘sell access’ to their band online via a membership site. It’s another revenue stream beyond the usual cd/mp3 and generates recurring income (thru a subscription payment).
In my case, my membership site is for online guitar coaching (teaching lead guitar), but it can be an insider’s club, VIP access, etc.
Dave
on 16 Dec 08In terms of rock merchandising, nobody comes close to KISS. From comics and action figures, to condoms and Visa cards, to coffins.
That said, I prefer Fugazi’s philosophy. No merchandising – no shirts, stickers, videos…nothing. They found a way to make money purely on music and touring small venues. This enabled them to put all effort and energy into making better music.
Busby SEO Test Gary Viray
on 17 Dec 08In my observation, bands and artist that have thrive are those that are really business-savvy and willing to exploit all areas where they can earn while they are still hot and other ways to keep their music alive. This includes organizing contest (best cover), getting their music used in movies/tv programs / ads, blog/website then monetize, among others.
Michael Winger
on 18 Dec 08I agree with Eric
“The laws of supply and demand are usually working against indy bands. There is just a glut of music to choose from and more bands entering the market by the day….At the end of the day it’s about getting and retaining a fanbase through the creation and selling of new music.”
The concepts of selling access to a band and all the things that people speak about from the music tech world seem to ignore one essential problem for all independent artists: generating demand.
You can release as much stuff as you want, and if there is an audience / market for it, then you will have revenue. If nobody knows who you are, then you won’t.
Generating demand is the hard part that requires originality, creativity and persistence. Nothing else matters if nobody cares who you are.
This discussion is closed.