Marketing Over Music?

Watch the video above. What don’t you hear? Any of Regina band Prop Planes music or any real descriptions of it.

The other day, I saw this video posted on someone’s Facebook wall and it almost instantly irked a bunch of people. Some people cited pretentiousness as a reason for not liking it; I’m a little put off because it seems like a case of marketing over music.

Prop Planes are set to play their very first concert tonight at the Distrikt. They’re headlining, with supporting acts Hours and Jim Demeray. (You can find more details on that over here.) In advance of that, they haven’t released any music in finished or demo form, played shows opening for other locals or any other thing that a band would traditionally do to establish themselves in their hometown. If I want to go to the concert tonight, the best I have to go on is the bit from the QC profile of them that describes their music as “a blend of rock and punk”. This isn’t how a lot of bands do things.

That said, Prop Planes can afford to work like this right now. The members have reputations from other Regina bands that have followed them, in addition to friends and family and anyone else who might show up for someone’s first show. As of right now, there are 193 people saying they’re going to this show tonight. If videos like the one above were made to build excitement about Prop Planes’ debut, it’s worked really well.

I’ve never had to put a band together or market music I’ve made or anything like that, so I don’t know about this. Dog Blog readers — any thoughts?

Author: James Brotheridge

Contributing Editor with Prairie Dog.

11 thoughts on “Marketing Over Music?”

  1. When I first watched this video I also wondered why there wasn’t any music.

    Not having anything tangible to listen to actually makes me want to attend the show to hear this band.

    It is certainly a weird marketing tactic as people who may love the music would show up on that fact alone…then again, people who didn’t like it would make a point of not going and would probably voice their distaste on-line.

    I’ve heard of other bands actually booking shows prior to even making any music, so curious to see if this will work!

  2. Maybe the debut concert will be two hours of them standing around and telling the audience about what they plan to do with their music one day.

  3. Why does a band that promises to be spectacularly innovative need to describe themselves with such predictable clichés?

  4. I’m not going to do J.Bro’s job for him and dismiss this as douchebaggery, but I will say it looks like it was produced with Sask Party “Sask Advantage” marketing money or something. And why can’t the drummer have a toque?

    In other news, I ran Prop Planes thru this random anagram generator http://wordsmith.org/anagram/index.html and came away with these Top 5 anagrams:

    5. Snap Propel
    4. Apples Porn
    3. Napper Pols (Ron Anders)
    2. Poplar Pens
    1. Penal Props

  5. Ultimately though, there’s nothing really wrong with this tool…it’s 2012, have at ‘er, but constructively, I’d really suggest some more meaningful content in the advertisement…more of how you came together, what inspires you, etc. and less rhetorical myth-making and self-glorification. Oh, and give us a taste of your music. Are you keeping it a secret?

  6. I’m of two minds here. 1) Buzz, whatever that is, is hard to come by. You can’t knock a band for using every tool at their disposal to generate interest in what they’re doing. 2) you can definitely knock a band for getting your attention and then not offering anything in return. It’s a good-looking video, but it doesn’t actually say anything! It’s full of platitudes that would get laughed off the sports page! And why won’t anyone name their previous bands? Suspicious!

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