bands are starting to be cautious about internet hype

06/12/2006 11:27:00 AM
Bands are now starting to emerge more frequently from the internet, but once they raise their heads above the parapet, mass-media is there ready to explode the meme. This opportunity is often too tempting for the under-pressure record executives who are desperate for that valuable free exposure. However, this could be the very thing that ends up sending the band rapidly out of favor.

If everyone is talking about you, how cool can you really be?

According to The Scotsman, some labels and band managers are exploring different tactics. The article mentions the Editors and their label Fader, who despite selling 300,000 copies of their debut album, are taking a slower and more relaxed approach to their second release. They are limiting their appearances on US television networks and touring extensively.

It all goes back to authenticity. A band that's been on a late night talk show can't be discovered because its been exposed to everyone at the same time. The slow authentic build of touring that builds by word of mouth has much greater value because it is based on a stronger foundation. Thousands of fans raving about the band to their friends has so much more value than journalists or the media talking about them.

There's a lesson here for brands; don't expect your advertising to do the heavy lifting, your products have to deliver and if they are great, people will talk about them.
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