You attract what you put out. It’s as simple as that. If you’re out there exuding love and positivity, you’ll generally get that back. If you’re trying to pick fights and be grouchy to people, then you will get that. Ultimately, it’s your choice which approach you will embrace. Here’s the thing though – by picking one over the other, you’re significantly more likely to get your band somewhere meaningful. At the end of the day, it’s not about being right, it’s about trying to sell some goddamn records and make this entire endeavor a little less pointless. How do you do this? Embrace the world with a focus on what you enjoy. The reason for this is, quite frankly, entirely selfish — it allows you to connect with people on a more meaningful level. It’s all strategy — you need to meet people who can help your band grow, and open the sorts of doors that you are going to need opened as you attempt to push your brand in 2019. I know how these people work, so here is how you connect with them.
So, now we’ve agreed on the basic principle that you attract what you put out, the next step is thinking about who you want to attract. So, if you’re a small DIY band trying to get the attention of a small DIY label, what should you do? Well, you should talk about how excited you are about what that small DIY label does. Remember that people only really do things in order to improve their status in the world. On top of that, people want to talk about themselves, nay, they love to talk about themselves. To be totally honest, part of why I love doing keynotes is that it lets me just talk. Humans crave attention — so give it to them. People always think fondly of those who give their undivided attention without expectation and do so in a positive way. So if you immerse yourself in the scene and show love where it’s due, then guess what? Through demonstrating your engagement, you’ll attract in turn what you are putting out, which is to say, love from small DIY labels.
Similarly – if you’re grouchy on social media and want to fight people for being “posers” or whatever, then guess what? People are just not going to want to work with you. If people see that you’re coming from a negative place, they won’t want to help you out. Why? Fucking think about it, dude! The people running DIY labels are usually doing it for free or nearly free. They don’t want to sign bands that seem like they’ll be a headache. They want to sign bands that are going to be loving and cool to work with. So if we can accept the basic premise that it’s not about being right, but rather selling some goddamn records, why not devote your energy to making the people who will buy your records feel loved and appreciated? That seems like a much better idea than trying to fight with people who will never see your side after all.
Also, just for the record, it’s a pretty basic rule of arguing that you can’t really convince people of anything through direct attacks on the internet. If, for example, you hate The Black Veil Brides, your tweets are never going to convince anyone to not like The Black Veil Brides. You know what will get people to stop liking The Black Veil Brides? Showing them your (allegedly better) taste in music in a positive and non-condescending way. Fuckin’ shocker, huh? Again, people are attracted to those who are perceived as positive forces for the scene. There’s a reason someone like Scotty from Tankcrimes is a mini-celebrity. It’s not just that he’s a guy with great taste who runs a dope label — on top of that, he’s a guy who exudes a genuine passion for music and wants to talk to you about it. He embodies a really fun vibe that’s truly great to be involved with. This music has always been about the community. There is so much good music out there that while we know that technically we don’t need more, our motivation stems from our passion and sense of belonging, so give that to people and it won’t go unnoticed.
If your goal is to grow your presence on social media, either for yourself or your band, on a fundamental level there is no better tactic than to be the guy everyone likes. You achieve this by creating content that will make them like you. I know it sounds oversimplified, but that’s really all there is to it. I literally started my career in the music industry working with some very cool labels by writing my own little blog and doing it consistently for years. This turned into every band in the scene thinking I was a nice guy because I had, at some point, written a positive and friendly review of their band or a friend’s band. I didn’t do anything over the top – I was just an upbeat guy covering music I liked on my shitty little blog, which I maintain to this day. (Check it out: https://www.Twoguysmetalreviews.com) It was by creating content that made people like me that I was able to grow my network and get the opportunities I wanted. You can do that same thing. I know you might be saying ‘Well I want people to like me for me’, but guess what – you are what you show the world. It’s simple as that.
You attract what you put out – so make sure that what you’re putting out is the sort of thing that people want to be surrounded by. You want people to find material that is relevant to them and that makes them feel good. Every single person who got anywhere in the music industry started out as a fan. Every single person who pushed to the next level did it because they had passion. This is heavy metal. Underground heavy metal at that. This isn’t a big business enterprise. It boils down to us as nerds trying to do cool shit for other nerds to enjoy. You can either be a part of that movement and grow with your friends… or you can be annoying to be around and get nowhere. Your call.
MATT BACON
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Matt Bacon is a consultant, A&R man, and journalist specializing in the world of heavy metal. Having worked with everyone from Glam Rock icon Phil Collen of Def Leppard, to post Black Metal titans Alcest, by way of legendary thrashers Exhorder as well as labels including Prophecy Productions and Ripple Music, he has dedicated his life to helping young bands develop. Having started his own blog at the age of 14 he views his career in artist development as ‘a hobby that got out of hand’. In 2015 he formed Dropout Media in order to better support the artists he loves. We sit here now, years later with countless tours booked, records released and deals signed, and loving every minute of it.
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