Post by Fuggle on Nov 15, 2007 20:35:43 GMT -5
'Tour: Smart'
Martin Atkins visits Erie with compelling advice for bands. He'll play DJ, too.
BY DAVE RICHARDS
dave.richards@timesnews.com
Never mind the Sex Pistols, here comes Martin Atkins, former drummer for Johnny Rotten's post-Pistols' band, Public Image, Ltd., as well as such industrial-rock bands as Killing Joke, Brian Brain, Pigface and, for a short time, Ministry and Nine Inch Nails.
Atkins, a native of England, has toiled in the music-biz for years, not only as a player but independent label owner (Invisible Records), producer, mixer, engineer, studio owner and DJ. The past three years, he's also taught a college course, The Business of Touring, at Chicago's Columbia College.
Atkins, 48, figured his class needed a proper textbook. The only one he could find, however, was written by a lawyer, which incensed him. So, he poured his accumulated smarts -- not to mention dry Brit wit and refreshing, occasionally four-lettered candor -- into "Tour:Smart," a comprehensive, indispensable guide for new or spinning-in-their-van-wheels bands.
Published in September, "Tour:Smart" has earned nothing but five-star reviews from Amazon.com readers, as well as raves from the music press, including Mojo.
"This incredibly detailed work by former PiL drummer Martin Atkins tackles every conceivable aspect of getting the show on the road in a highly readable style," wrote Mojo's Kris Needs, who also described as "the ultimate touring manual."
This Friday, Erie bands can attend a free "Tour:Smart" seminar with Atkins at the Erie Art Museum Annex, He will basically give you a crash course on how to tour, but also take questions about the music business and his own illustrious career. (He'll also spin tunes during an hour DJ set later Friday at Beer Mug.)
"These are strategies I wish I had under my belt 20 years ago," said Atkins, in a phone interview.
Heck, he says, not having a strategy is the biggest mistake of most starry-eyed bands. They blithely hit the road, not taking into countless factors such as distances between gigs, where they'll stay, the cost of gas, how to publicize shows, and countless other details.
"I tell bands, 'Great, you're on myspace. So, you don't need a label anymore but you sure as hell need something," Atkins said. "You need people who've been doing this awhile to give you advice. Someone with their brain turned on who doesn't have the same blinders -- or rose-colored spectacles or whatever is in front of their eyes -- to help and give you leverage. Otherwise, you're just another stalk of corn in a field with five miles of corn."
When asked what would be a common mistake for bands trying to go national, Atkins said, "Trying to turn national, like, 'We're going to L.A.' Please don't do that. What about Dayton? What about Indianapolis, Louisville, Springfield? Look at the map. You're going to make mistakes 200 miles from home; you don't have to be 2,000 miles from home, especially with the expenses, danger, exhaustion."
Sample chapters in the 500-plus page book include "Contracts," "Riders," "Merchandising: the Engine," "Marketing 1: Revenue Streams," "Booking -- DYI vs. Agents," "Street Teams," and "How to Get a Better Live Sound. The book also includes direct advice from industry professionals including promoters, agents, club owners, roadies, and more, including underground legends Steve Albini and Henry Rollins.
Atkins basically suggests bands build buzz by visiting a city several times, gradually building a following, then capitalizing on that. He's big on bands having an array of merchandise -- T-shirts, CDs, caps, and other items -- to help generate all-important revenue. More broadly, though, he says bands need to think ahead and learn as they go.
"Ultimately what you hope for, or what I hope for, is that you leave people -- either bands or music-business students -- with an understanding that they need to acquire the skill of acquiring skills," he said. "If you've acquired 10 skills, it's only 10 percent more effort to acquire the other skills you didn't know you'd need until yesterday. If you have just one skill, it's 100 percent more effort to acquire another skill."
Atkins spent nearly 30 years soaking up every aspect of the business. He was just 18 when he joined Rotten's post Sex-Pistols' band, Public Image, Ltd, and stayed through 1985. He later played with Brian Brain, Killing Joke, Ministry, and his own long-running group, Pigface.
"I'm sitting here with experience that goes back to 1979," he said. "I'm in a strange position, just because I've been doing this for a long time. I feel good, I'm still doing it."
So is Rotten, but with a reunited Sex Pistols. Said Atkins: "I feel like he's undermining everything we were about in the beginning. Part of it makes me sad. It's not like, 'Oh, great, I get to sing these songs again; I can't wait.' It's like being in a cover band. Nothing's wrong with being in a cover band but from where we were, it's just not inspirational."
Expect Friday's seminar to last anywhere from two to three hours, if you're lucky. Afterward, Atkins moves to Beer Mug to play DJ between live sets by Hello Kitty Death Squad and Pegasus Unicorn. He will include some music from his own bands in his set, including Killing Joke, Public Image, and Ministry.
"I'm not a skilled DJ; it's more like a Martin Atkins' show," he said. "I'll play some stripped down dub mixes, or some mash-ups. I have a mash-up I did of Ministry, Killing Joke, and Anita Ward, who did 'Ring My Bell.' I play music that spans like a 60-year period. Maybe it's just me, but it all seems to make sense together."
Martin Atkins will give a free seminar and sign copies of his book "Tour: Smart" on Friday at 7 p.m. at the Erie Art Museum Annex, 20 E. Fifth St. You can also view his art exhibit, "Religion of Marketing." Admission is free. Atkins will also spin a DJ set during a night of music by Pegasus Unicorn, The Trashed, and Hello Kitty Death Squad on Friday at Beer Mug, 1108 Liberty St. The show starts at 10 p.m. and admission is $5.
Martin Atkins visits Erie with compelling advice for bands. He'll play DJ, too.
BY DAVE RICHARDS
dave.richards@timesnews.com
Never mind the Sex Pistols, here comes Martin Atkins, former drummer for Johnny Rotten's post-Pistols' band, Public Image, Ltd., as well as such industrial-rock bands as Killing Joke, Brian Brain, Pigface and, for a short time, Ministry and Nine Inch Nails.
Atkins, a native of England, has toiled in the music-biz for years, not only as a player but independent label owner (Invisible Records), producer, mixer, engineer, studio owner and DJ. The past three years, he's also taught a college course, The Business of Touring, at Chicago's Columbia College.
Atkins, 48, figured his class needed a proper textbook. The only one he could find, however, was written by a lawyer, which incensed him. So, he poured his accumulated smarts -- not to mention dry Brit wit and refreshing, occasionally four-lettered candor -- into "Tour:Smart," a comprehensive, indispensable guide for new or spinning-in-their-van-wheels bands.
Published in September, "Tour:Smart" has earned nothing but five-star reviews from Amazon.com readers, as well as raves from the music press, including Mojo.
"This incredibly detailed work by former PiL drummer Martin Atkins tackles every conceivable aspect of getting the show on the road in a highly readable style," wrote Mojo's Kris Needs, who also described as "the ultimate touring manual."
This Friday, Erie bands can attend a free "Tour:Smart" seminar with Atkins at the Erie Art Museum Annex, He will basically give you a crash course on how to tour, but also take questions about the music business and his own illustrious career. (He'll also spin tunes during an hour DJ set later Friday at Beer Mug.)
"These are strategies I wish I had under my belt 20 years ago," said Atkins, in a phone interview.
Heck, he says, not having a strategy is the biggest mistake of most starry-eyed bands. They blithely hit the road, not taking into countless factors such as distances between gigs, where they'll stay, the cost of gas, how to publicize shows, and countless other details.
"I tell bands, 'Great, you're on myspace. So, you don't need a label anymore but you sure as hell need something," Atkins said. "You need people who've been doing this awhile to give you advice. Someone with their brain turned on who doesn't have the same blinders -- or rose-colored spectacles or whatever is in front of their eyes -- to help and give you leverage. Otherwise, you're just another stalk of corn in a field with five miles of corn."
When asked what would be a common mistake for bands trying to go national, Atkins said, "Trying to turn national, like, 'We're going to L.A.' Please don't do that. What about Dayton? What about Indianapolis, Louisville, Springfield? Look at the map. You're going to make mistakes 200 miles from home; you don't have to be 2,000 miles from home, especially with the expenses, danger, exhaustion."
Sample chapters in the 500-plus page book include "Contracts," "Riders," "Merchandising: the Engine," "Marketing 1: Revenue Streams," "Booking -- DYI vs. Agents," "Street Teams," and "How to Get a Better Live Sound. The book also includes direct advice from industry professionals including promoters, agents, club owners, roadies, and more, including underground legends Steve Albini and Henry Rollins.
Atkins basically suggests bands build buzz by visiting a city several times, gradually building a following, then capitalizing on that. He's big on bands having an array of merchandise -- T-shirts, CDs, caps, and other items -- to help generate all-important revenue. More broadly, though, he says bands need to think ahead and learn as they go.
"Ultimately what you hope for, or what I hope for, is that you leave people -- either bands or music-business students -- with an understanding that they need to acquire the skill of acquiring skills," he said. "If you've acquired 10 skills, it's only 10 percent more effort to acquire the other skills you didn't know you'd need until yesterday. If you have just one skill, it's 100 percent more effort to acquire another skill."
Atkins spent nearly 30 years soaking up every aspect of the business. He was just 18 when he joined Rotten's post Sex-Pistols' band, Public Image, Ltd, and stayed through 1985. He later played with Brian Brain, Killing Joke, Ministry, and his own long-running group, Pigface.
"I'm sitting here with experience that goes back to 1979," he said. "I'm in a strange position, just because I've been doing this for a long time. I feel good, I'm still doing it."
So is Rotten, but with a reunited Sex Pistols. Said Atkins: "I feel like he's undermining everything we were about in the beginning. Part of it makes me sad. It's not like, 'Oh, great, I get to sing these songs again; I can't wait.' It's like being in a cover band. Nothing's wrong with being in a cover band but from where we were, it's just not inspirational."
Expect Friday's seminar to last anywhere from two to three hours, if you're lucky. Afterward, Atkins moves to Beer Mug to play DJ between live sets by Hello Kitty Death Squad and Pegasus Unicorn. He will include some music from his own bands in his set, including Killing Joke, Public Image, and Ministry.
"I'm not a skilled DJ; it's more like a Martin Atkins' show," he said. "I'll play some stripped down dub mixes, or some mash-ups. I have a mash-up I did of Ministry, Killing Joke, and Anita Ward, who did 'Ring My Bell.' I play music that spans like a 60-year period. Maybe it's just me, but it all seems to make sense together."
Martin Atkins will give a free seminar and sign copies of his book "Tour: Smart" on Friday at 7 p.m. at the Erie Art Museum Annex, 20 E. Fifth St. You can also view his art exhibit, "Religion of Marketing." Admission is free. Atkins will also spin a DJ set during a night of music by Pegasus Unicorn, The Trashed, and Hello Kitty Death Squad on Friday at Beer Mug, 1108 Liberty St. The show starts at 10 p.m. and admission is $5.
