I spent last week on a UK Tour:Smart tour. I’ve said it before, and I’ll say it again: If a person like me who has been in the business for 30 years is still learning about the business, you should be too. My week ended at Unconvention (which has to be the best name ever for an unconventional convention). It’s also a testament to Colin Consterdine’s temperament that despite hitting him square in the face with a box of blueberry muffins at SXSW (I mean SQUARE) he still invited me to participate. There were so many great ideas for marketing your band, your music, and your brand to the world and trying to get some attention above the ever growing crowd of people.

Here are tips: (More broad strategy, philosophical stuff, but if you get it, you can sustain. If you can sustain, you can apply your specific lessons and SUCCCCEEEED.)

1. You need fans before you need the guy that is the lawyer for The Eagles
2. Build momentum before you start thinking about business structures
3. Keep your day job while you play and build a fan base. Keep working until you get fired
4. If you can sustain you can succeed. You will need to focus and make choices. When you bet everything on one thing it will blow up in your face
5. The moment you have the leverage to get the deal you think you wanted, you don’t need the deal any more
6. There simply is NO ONE WAY to ‘monetize’ making music. There are a million different ways. Find ten ways that suit you
7. I feel like it’s 1977 all over again. Get creative, be original...(or hijack, remix, whatever someone else’s great idea).

While at Unconvention I met Vijay Nair from India who told me that because India has neither traditional copyright nor any of the million organizations that will help you (like we have in the States), he eventually came to some GREAT conclusions and actions on his own. I loved his idea of giving away a free copy of his album and inviting a fan to turn on another fan to his music. If that isn't the whole fucking point of it then WHAT IS?!!

Another great example of this is a local Chicago artist, Joe Pug. I read about Joe in a blog on Chicagoist (that gave a nice review of his album). But, what really got me is that Joe included his personal email address in the article and invited anyone who wanted a copy of his album to email him. The catch -- you had to ask for at least two and promise to send one to a friend. Genius! Someone at my company did just that and sent one copy of Joe’s album to friend who works in publishing in LA and another all the way to France.

Another exponent of unconventional DIY promotion is Tom Fort from Cobalt and the Hired Guns, who keeps showing up at my events. I saw him at SXSW and at a panel I did with the Chicago Cultural Center. He knows my assistant’s name and even sent her a real paper, hand-written postcard for his band’s upcoming show. That postcard is still displayed on her desk and always reminds me Tom.

It’s simple, simple stuff.

So.... still think you need a deal? Let’s think about this. Once you have a few of the elements in place to get a deal...

• a fan base
• a web site
• a CLUE
• a great recording (or maybe a few)
• some archive video footage
• a work ethic
• an immunity to hard floors, soft tacos, and mediocre plumbing
• a few live albums or demos
• several t-shirts
• shag-a-bility
• noise Noise, or, to be more accurate, other-members-of-the-band canceling headphones

....The LAST THING YOU NEED is a deal!

AND why bother? Many major label A&R men won’t even consider signing artists until they have squillions of friends on MySpace, and thousands of self or indie released records under their belt. And once you’ve reached that level, do you really need a label anyway? Why not bring on board the staff you now know you need, then, for all intents and purposes, YOU ARE your own full service label anyway AND you’ll get to keep 100% of the profits rather than a meager 10-15% (and that’s AFTER the label has recouped 100% of the shared costs!).

Maybe you should sit and ponder how much you really need a deal versus how much you want to say to some other loser in a bar, "we're signed - you're not!!" These conversations, rather revealingly, never talk about the important nuts and bolts of the deals but instead about the amount of cash up front (probably the least important part of any deal with any chance of longevity). It’s smart marketing that really makes a difference. We put a version of the new Pigface album out on an 8-Track cartridge to be difficult, to sound good, and also to prompt a few YouTube video moments of people breaking into Grandad’s car so they can listen to it.



As for me, I’ve finally finished the new Pigface album and i'm taking a break from being the label guy. My friends at Full Effect Records are dealing with that shit this time around so I can concentrate on the nearly finished new book and the school the school the SCHOOOOOOOL! . I’m very proud of this album and hope you all enjoy some new music.

Also, our friends S-Endz and Sam Coley attended my event at Hare and Hounds in Birmingham, and Sam made this kick-ass video (see below). S-Endz’ band, Swami is in Canada on tour -- of course touring :SMART. And a special thanks to Jenny at Capsule for putting the event together.



Upcoming Martin Atkins dates:

Saturday, June 27 - Chicago IL
Martin Atkins DJ set / Pigface CD Release Party at Vampire Night
@ Lucky Number Grill; 1931 N. Milwaukee Ave. Chicago, IL 60647
Time TBD / FREE ADMISSION if dressed like a vampire or $5 at the door.
Info:MySpace.com/VampireNightChicago

Friday, July 10th - Baltimore, MD.
Martin Atkins Gallery showcase/sale of his artwork at The Metro Gallery
@ 1700 N. Charles St.; Baltimore, MD 21201
8 PM to 11 PM / Doors open at 7 PM / FREE WINE from 7 PM to 8 PM.
Info: sarah@themetrogallery.net

Saturday, July 11th - Baltimore, MD.
Martin Atkins DJ set / Pigface CD Release Party at Orpheus, Baltimore.
@ 1003 E. Pratt St. Baltimore, MD 21202
DJ Set from 11 PM to 12 AM / More details TBA


Martin Atkins has drummed with PiL, Killing Joke, Ministry, Nine Inch Nails, Pigface, and The Damage Manual, among others. As owner of the now 20-year old Invisible Records, he has worked with artists such as Thrill Kill Kult, Einsturzende Neubauten, Chemlab, Chris Connelly, Sheep On Drugs, Murder Inc, and Psychic TV. Martin teaches a course on Business of Touring at Columbia College in Chicago, IL, and has written a survival guide for touring bands, Tour Smart: And Break The Band, which features contributions from Henry Rollins, Cynthia Plastercaster, The Enigma, the Suicide Girls, Zim Zum (formerly of Marilyn Manson), Kevin Lyman, and various other managers, journalists, venues, agents, sponsors, radio personalities and the like.