Christopher Hopper

Without going into a long, drawn out dissertation on the internet revolution and how it has quite literally revolutionized the world (on par with the microwave oven), I did want to jump on the demise-of-the-record-industry band wagon for just a moment and introduce a radical new concept. (Yes, one I wish I had come up with).

As most of you probably know, the record industry in the US is and has been in a state of upheaval for the last few years (to put it mildly). While most people talk about generalities, the specifics are quite simple. Artists are no longer in need of two primary components, both of which were previously secured by large, well-networked, well-oiled machines called “record companies” (currently shaking in their boots); my daughter and son’s generation may even view the term like I view fax machines.

1.) The advent of digital recording, growing better and better everyday, has brought the previously outrageously expensive tools right into a teenager’s dirty bedroom. (While there is still a huge discussion about a teenager actually knowing how to use them in such an environment, and also an endless discussion about the true artists we still call “recording engineers,” I’ll save both for another day).

2.) It no longer requires a massive marketing budget to promote an artist to stardom. Which, in turn, has accomplished another interesting side-effect: if you’re going to succeed, you actually need to be good because grass roots marketing doesn’t accept plastic.

The pioneers of the next age of the music business will be those who are constantly looking for ways to use technology to their advantage, pushing the limits and being as creative with it as they are with their art. If there was ever a door for the right and left brained musician entrepreneur to step forward, it’s today.

Allow me to introduce to you DeepRockDrive.com. As a client of SweetWater Sound, a marvelous, complete package audio sales firm, I receive their newsletter. Last month’s periodical introduced a new concept they are backing, one which rocked me to my core. Pun definitely intended. Allow me to explain…

No name band likes playing together.

No name band starts gigging locally and building a fan base to alleviate no name status.

No name band finds out about deeprockdrive.com and puts their nameless band up for a vote.

No name band tells all their friends on MySPace, Facebook and at each gig to go vote for them.

After 1,000 votes, no name band goes out to Nevada and performs live on a private stage with state-of-the-art streaming video and audio uploads worldwide. Viewers change camera angles and text song suggestions.

No name band still doesn’t have a name, but they are well on their way to a much larger fan base.

If you’re as sick of reading “no name” as I am of typing it, then save yourself some trauma and check out this very creative venture (introduction video below). And who knows…you may even see my bald head there one day!

CH