Lake Effect takes time out of his busy schedule to talk Before the Pulse and his pet hates about the music industry.
Lake Effect here! Hope all of you are enjoying all the music that the unsigned artists I work with are spilling out lately. While I only officially represent Before the Pulse, I work closely with Rachel Lambert, Stephanie Heyworth, TW, Littlewing Annie and The Red Wires. All of them are busy either in the studio or getting ready to get in the studio. Song drafts are filling the waste paper baskets and live performances are coming in their batches.
There is one thing I have noticed in my short time in the industry. Time is something that nobody has. All my acts are attracting a whole load of attention and I’m always logging into my emails to find somebody wanting the details for one of the acts or trying to book them for a gig or a meeting. This is brilliant don’t get me wrong, I love the fact that the acts are attracting all this attention but seriously why does everything need to be done NOW?
Almost every email or meeting has something about needing the details today or needing that industry standard demo with band bio today. In all due respect to the industry people who are contacting us, firstly thank you but listen to what you’re saying! All of these acts are still in school and you couldn’t be asking for all this at a worse time. Exam season is about to hit the nation like a tidal wave and everyone involved is preparing for the storm. This includes musicians. They don’t have the time or money to be in the studio every night or have demos ready for dispatch when they only hit the scene two months ago.
Take Before the Pulse for example, they formed in early March and had a video out the same month. Within three weeks, I had my inboxes filling up with people wanting to get them on a stage or talk to them about a record deal and the band, quite rightly said – “Not yet.”
Some of you may now be saying, “well maybe they don’t want it bad enough.” Again, listen to what you’re saying. If you approach an act’s management, then clearly you saw potential in the act. Give them a few more weeks and they grow in their skills, or have more time to think of that killer hook or the guitar riff they’ve been trying to find. But instead of that, as it wasn’t done today, you’re no longer interested. The acts slow down at this time of year because their revision takes over. This is understandable. Yes, they want the record deal or the career shaping gig but if they don’t reply to you today, they’ve lost the chance. Which is why they lock themselves in their room for hour upon hour each day to revise for their exams. Why? Because now they feel that they need that fall back option. The industry turns it’s back on them because that reply wasn’t sent fast enough so now they need a career outside of music that will tide them over until the next opportunity.
So listen up labels, promoters and industry people. Give them the time and they will do it, rush them and they won’t be comfortable. Music is a process that can’t be rushed. You want the act, you have to let them realise their full potential first. Studio time is expensive for a lot of places and bands with busy schedules don’t have the time to all sit down and say “right the next video is out next week, go.”
So there we go guys, a guy with his foot in the door but not quite into the party’s view of how things are running. Make sure you check out all of the acts mentioned in this article and as always stay locked in to Blink FM – The Next Generation Station.