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Hi Rob. When did you and Toby first meet? “I’ve been a long time fan of Toby’s former band Little Angels since the late 1980’s, and eventually, as a musician myself with the band Panic Cell I played at Fields Of Rock festival in the Netherlands where Toby was playing with Fast Eddie Clarke’s band, Fastway. I didn’t have the nerve to approach him and introduce myself, which I kicked myself for. Fast forward to 2013, and I was a year into running my PR company Stampede Press and Toby got on my radar, so I reached out to ask if he’d consider me representing him. Thankfully, he said yes and we met for coffee and hit it off.” Any time that people involved with rock music on a grass-roots level (including fans) get together, the discussion usually turns to what is wrong with the music business and what can we do to help it. Did the idea for Lightning In A Bottle come from one of these such discussions? “The seeds were planted pretty much from our first conversations. With us both being musicians and music fans, a lot of our conversations would stem from how we could raise Toby’s profile with his latest offering at the time (the mini album ‘Raising My Own Hell), but would turn into talk about our love for music in its many forms and our experiences as musicians, including the highs and lows that come with it. The main focus with our conversations always come back to the music and bands; who we’re listening to, who had made an impact on our lives and why. Pretty much every artist we discussed always had a message behind their music, had great songs, and in some cases, they were pioneers with their delivery who were given time to craft music and work with producers and A&R scouts who, when everything was combined through fire and brimstone, would craft essential listening and killer songs. Obviously things have changed a lot, and we’re seeing music artists, especially at grass-root levels, have various ways to self-manage the logistics of music making, and the perception can all too often be misconstrued as “one size fits all”. We believe there are a lot of talented bands out there that, with guidance and positive discussion, could have GREAT songs, but it takes time, and while the internet offers the “instance experience”, we want to discuss the whys and nows, well, now.” What is it that Lightning In A Bottle will be offering? Essentially the core of Lightning In A Bottle is A&R based experiences with the purpose to help bands find themselves, what it is they really want, and help achieve great music. We are here to encourage positive, honest discussions and, along with the musicians, find the reality of their situation, and where the music can be taken. It’s also about education. We’re firm believers that if artists have “the tools in the box” and the means to reach out to music industry persons, then there are plenty of lessons to be learnt before they do so. We are here to help musicians jump over the common pitfalls and avoid doors getting shut.” Steven Van Zandt said that he felt for bands today, with YouTube and social media, have no time to learn their craft. All their mistakes are online for people to see, before they have time to grow. Would you agree? “Yes, it’s a great point. There’s a balance that needs addressing if artists are serious about their music and distributing in the marketplace. Social media and platforms like YouTube are incredibly powerful and both Toby and I have benefitted from using them. However, we’ve had time “behind the scenes” before the internet became the powerhouse it is now, to walk our journey and experience what we have without the urgency to be on social media immediately. I think most importantly when we were kids and getting into bands we had fun with it. It was never a chore, it was about getting together with your mates and making music. Some of the best times would be the simple ones; five people in the backroom of a pub jamming out covers and the beginnings of original material. There was no pressure (to start with). These days, it feels like bands are walking into another full time job with the amount of work opportunities being in a self-managed band presents. Both Toby and I can relate to that, but these days it can be overwhelming, and our fear is that artists could experience burn out a lot quicker if they don’t take a step back, focus on the music first and foremost and then, when ready, approach everything else without losing the passion, enthusiasm and joy that making music brings.” With Facebook playing a vital role in growing a fanbase today, a smaller band might have thousands of followers telling them how good they are, when in fact they might need one person being honest with them. Is that where the mentoring side of Lightning In A Bottle comes in? “All the services we offer are about giving honest, positive feedback and discussion about music and look to find the spark that can really give musicians the impetus to take their music and make it unique. The mentoring is a 1-to-1 approach, a “professional” friend who knows what it’s like to walk in your shoes a thousand times and offer encouraging words to help flagging spirits and inspire. For anyone that might be self-employed or in the thick of it running a band, it’s all too easy to lose sight of what it is you really want to do. I, myself, have managed to keep my passion for the music business and move forward because I’ve worked with some fantastic mentors and business coaches. It makes an incredible difference to my mindset.” My personal frustration with the music business is the established arena acts going out without a smaller band on the bill. Instead of ninety minutes of fans hanging around between doors opening and the main support, stick on a small band. What is the biggest frustration that you have with it? “I wouldn’t say this is a frustration, but more of an observation on our part. If the internet and digital technology presents all these wonderful tools for musicians to make music and then go in to the marketplace with it, the reality is that reality bites. The music industry is one of the tougher businesses to exist in, and it’s now very easy to be in it. However, there are many trappings, and the fact is there are only so many opportunities (especially big ones) for bands to work towards. Expectations are high, and it’s all too easy for musicians to become disillusioned when they hit the infamous “glass ceiling.” We want music artists and bands to continue to be inspired, to find ways to become more unique with their songs, but with the internet, and especially social media painting a warped picture, the need for education, and musicians to be prepared as best they can before jumping feet first, is absolutely imperative in our opinion. Especially for any musicians that are willing to commit and invest; it will save a lot of money and heartache in the long run.” There has been plenty of discussion about the rise of VIP Golden Circles at festivals, creating a massive gap between the bands and the “real fans”. Franz Ferdinand posted some photos of the empty space that they played to at a recent festival. Josh Homme stopped a recent gig, refusing to continue until “real fans” were allowed into the Golden Circle. Given that the music business is indeed a “business”, how can this problem be resolved? More bands speaking out? “It needs discussion. It does feel too corporate and it’s taking away the fun and escapism that going to a live show brings. From a musician point of view, if I was playing a show and was lucky enough to have a sizeable audience watching the band, I’d want them up front. A great live show is all about the band and the audience connecting. They feed off each other, especially when everything’s in sync, it makes everyone feel alive and forget what’s going on in the outside world. I think if circumstances see a demand for a VIP experience and it’s not diminishing the experience of anyone at the show, then there is debate as to the hows and wheres, but not at the cost of anyone who’s bought a ticket.” When you see TV talent show contestants/winners getting dropped after what is perceived as failure, you must look at something like The Voice – Kids with total dismay? “Without knowing what goes on behind the scenes and how people are treated, I can’t cast judgement. What I do know that the records of our lives are the records of our lives for a reason. Bands grafted, they played endless shows and tours, took risks, and sacrificed so much. When given the opportunity, they had time to develop the music and go on to craft those records of our lives. Take Queen as an example; they didn’t come out the gates with ‘Sheer Heart Attack’ or ‘A Night At The Opera’, it took time and experiences… Twisted Sister would perform six nights a week, long sets around the Tri-State area before they got signed, and even then it was a battle… Aerosmith’s definitive album (in my opinion) ‘PUMP’… watch the documentary on that, it’s an incredible eye opener. It’s happening right now, we’re seeing bands coming through that have been on journeys and creating awe-inspiring albums that should serve as inspiration. Gojira’s ‘Magma’, Vola ‘Inmazes’ spring to mind immediately for me. If I had one key bit of advice for anyone who is a musician and looking to carve a career in the music business… have fun making music and do some research along the way. Watch documentaries, read books, understand the journeys cornerstone bands of our generations had to undertake to make those records of our lives. As much as the internet might paint a picture of a fast track to success, there is a hill to be climbed and we still need to climb it… there is no helicopter or parachute, and even if we climb that hill and make it to the top, how we gauge “success” is crucial. Failure is something that comes with character building. We shouldn’t fear it but use it as a way to become stronger. If musicians and bands aren’t aware of this, or not being guided in the right direction on how to handle success and failure by people who can relate to their journey, then it’s going to be a difficult experience.” Rock and Metal is predominantly male, the same gender that seems to struggle with opening up about mental health issues. Dealing with highs and lows is an issue that will always be prevalent within musicians. How can Lightning In A Bottle help raise awareness? “As a society, as a music community, we should be aware and understanding of the stresses and strains of life. It’s always been difficult, the transition of being younger and ready to take on the world, but then reality kicks in as we age and the challenges become apparent and the conflicting that comes with it internally. We all have our dark days, some more than others. Both Toby and I have first-hand experience of the avalanche that awaits creative artists, self employed persons, the safety net seems to come and go. It’s an extremely difficult path to walk, and if not careful, can lead you down some dark alleyways. Myself and Toby are not mental health authorities and will always advise people to seek council from professional organisations like MIND, but we are here to guide creative artists into the positive, no matter what.” Clarence Clemons said in his autobiography that he plays music for free, but gets paid for the rest of the bullshit. Would you agree with the much missed Big Man? “When you take something that is passionate and from the heart like music and then combine it with business, it can get messy… BUT if people understand the circumstances and situations better, and working out how to exist in the music industry without it upsetting you too much; I believe that’s the key. Clarence… that sax in ‘Born To Run’… inspring!” It’s not all doom and gloom though, so what bands out there at the minute have recently made you put your pint down? “Gojira, Vola, Code Orange, Krysthla, Conjurer… latest releases by Shinedown, Papa Roach, The Darkness…. bands like The Glorious Sons, The Virginmarys, Crobot, Biters, Massive Wagons, Those Damn Crows, and more… the signs are there, we just need to allow them time and not buy into the insta-grat mentality that might lead to failure in the short term.” What is the main aim/hope for Lightning In A Bottle? “To help musicians find their way, enjoy making music and become unique, to make more records of our lives. It’s all about the music, don’t get caught up in the hype. We want to help join the dots and connect the right moves to the right people.” More information about Lightning In A Bottle can be found on the official website, here. Interview: Dave]]>
