This is the first of my editorial pieces – full of reasoned opinion, and poerhaps laced with some humour…
Take yourself back to 2005. If you were a DMB fan back then, take a few moments to remember how Stand Up was promoted by Sony BMG in the lead up to its release in mid May of o5. The fact that the band was touring was a great start – we had the chance to hear American Baby, the first single from Stand Up, performed live for the first time. DMB appeared on Rove Live. There were newspaper adverts, radio adverts, in store samplers being played at Sanity and the like, and a little bit of radio play to go along with it. Triple M even had a competition with the major prize being a trip to Randalls Island, New York for the band’s 2 night stand there on 30 and 31 Jul 05. I hadn’t been a fan until the autumn of 04 so didin’t have anything to compare it with, but it seemed to be a reasonable effort.
In the lead up to Big Whiskey and the GrooGrux King, an album that proverbialy “pisses” all over Stand Up in terms of both musical and lyrical ability, there’s been hardly anything. If you go back through previous blog entries, you’ll see conjecture over release dates, the label who would release it, and the formats on offer. It all seems ridiculous compared to the band’s heartland in the US, where pre-orders at the DMB site are undoubtedly going strong, fans are being treated to a live streaming of the album through Pandora, and will get to view DMB’s charity concert in New York City on 1 June via either hi-definition cable/satellite TV or a video streaming site that’s useless to someone who doesn’t speak American.
I wouldn’t say it’s the band or its management giving Australia the middle finger, but record labels who simply see other more mainstram, poppy acts as more marketable. But they seemingly ignore the fact that DMB have sold around 35 million records worldwide and are in the top 100 selling artists of all time when you count records sold in the US only. And it’s a form of music that isn’t really too foreign to the Australian people, considering the association that the band has had with artists such as John Butler Trio and Xavier Rudd.
So Warner Music find themselves in a position where they can either continue the “tradition” of hurting the chances of the band doing well in Australia (and thus touring here again), or actually making an effort to market this release, which is worthy of being heard by as many Australians as possible. Sure, the band can’t do a whirlwind promo tour at the end of June because they’ll be immersed in their northern hemisphere summer schedule, but Warner can make the presence known via the media, through some good advertising in music retail stores, and conveying their reputation to an audience who hasn’t really been made aware of it.
Let’s face it, the odds of DMB returning to Australia in, say, our forthcoming summer, hinge critically on how well this album does here. Will it do as well as 21st Century Breakdown (Green Day’s latest release) has done, and will continue to do? Probably not, because more people can easily identify Billie Joe and co by virtue of the profile they’ve been afforded by their distributors here, and are familiar with their music. Or will it tank, and subside into the nether regions of the ARIA charts? That’s realistically up to Warner to decide. Assuming the the album pops up on iTunes next Tuesday (being the first Tuesday after the prescribed digital release date of 1 June), it will be interesting to see if it cracks the Top 20 and maintains some sort of position there, at least until the 26 June physical release (which in my opinion is rather puzzling regardless of whether or not it’s due to the wrangling over distribution rights).
But both releases will only do well if people know it exists. And whilst the word of mouth of you, the DMB fanatic, can do a little bit, it’s Warner’s marketing that will count the most.