Artist relations – A tale of two Dave’s.
I can almost guarantee that the FIRST thing people ask when you tell them you work for a company like Wampler Pedals is something like this… “I bet it’s great hanging out with artists all the time.” Many people actually apply to work with us based on the fact they think we spend all day playing guitars and hanging out with Brad Paisley. If only that was true, life would be considerably more interesting than sales meetings, product development discussions and manufacturing scheduling… Having said that, someone does have to work in artist relations and sometimes that aspect of the job IS awesome. You do get tickets for gigs, or invitations to hang out and things like that but the reality is that those days are incredibly rare. Most of the time, if I’m being totally honest, artist relations is usually just disappointing people who want to be part of our artist “family”.
When considering the artist list, we have to be choosy about who we work with. There has to be a reason for the both of us. The artist has to offer us something that no one else does, or have the ability to open the brand to a new audience (a classic example of this is the relationship we have with Tom Quayle. No one was targeting the modern fusion market until we released the Dual Fusion and Tom was the perfect person to do that with). Making the decision about bringing someone in is not as easy as you may think because quite often that person has already bought loads of our pedals and spends a large portion of their life working extremely hard to be successful in the music business. It’s not easy to let down people like that without in some way damaging their view of us.
Anyway, back on topic. After doing this for years I have found that most people really don’t seem to know how to sell themselves to us. They appear to make the same mistakes when approaching us that venues make when approaching them for gigs. Rarely does an offer that involves “you’ll get great exposure” as its unique selling point end well, especially when like gigs, you probably won’t.
I’m going to highlight this issue with two examples. Each are from opposite ends of the spectrum and will give you an indication of how you should approach a company about working with them – how to start the relationship that allows them to actively endorse our product and our company, and be able to use us in their own marketing. For those of you who are hoping for me to provide a sure fire script or check list on how to be accepted you are going to be disappointed, but if you read on, you’ll get the idea of how the decision makers brain works in this situation.
OK, so I bring you “A Tale of Two Dave’s” and everything you read here is true (and yes, it was really hard not to start this piece with “It was the best of times, it was the worst of times).
Dave 1 is Dave Murray. Dave is the only guitar player to have appeared on every Iron Maiden record from the Soundhouse Tapes to the Book of Souls. Take a moment to reflect on that, take a moment to consider the amount of gigs he’s done with Maiden, the world tours, the live albums – and most importantly (considering the subject matter of this post), the potential for albums and tours of the future. Our first contact with Dave came through the “contact us” form on our website from a guy called Johnnie. Johnnie is Iron Maiden’s touring manager and also has the general responsibility for all of the bands gear. That initial contact was extremely polite, brief and requested the opportunity of testing some tones for the forthcoming album, basically it was an exploration about making this happen. Now, as you may or may not know from previous posts on this blog, I’m a long standing fanatical Maiden fan so once I’d taken a moment to get myself together, I emailed him back (acting dead cool) saying “Sure, we can do that”. Johnnie quickly put me in touch with Dave’s longstanding guitar tech Colin to sort out the details.
It turned out that Colin was already a Wampler user having at the time a Hot Wired v2, so when Dave mentioned to him trying out some new tones for the album Colin thought of us. We sent out a Triple Wreck as per the request but we quickly heard back that wasn’t right. Colin and I chatted quite a bit about Dave’s tone and worked out that as Dave generally subscribes to the school of “stuff a Tubescreamer in front of a screaming amp” to get his lead tones, a Clarksdale would be worth testing out. We sent one out, he loved it and subsequently the Clarksdale is all over his lead tones on the new album.
Now, here is the important bit. Throughout this whole experience the bands representatives had zero expectation of free gear and offered to pay for everything at all times. Any unit that wasn’t used was returned to us instantly by first class post. There was absolutely no hint at any time of “yeah but, look at the exposure you will get” or “excuse me, you do know who we are, right?” about it. Just professional people acting professionally. I’m pretty certain you can imagine how much credibility it offers us to have an artist such as Dave Murray “outed” as a Wampler user, but not once was this leverage used by them. For me that was extremely refreshing and put the approach of others into perspective.
Now, because I’m not a horrible person – well, most of the time I’m not - I’m not going to tell you Dave 2’s full name or which band he is from. I can confirm though he really is called Dave (or at least that was what his now deactivated Facebook profile said, but I do have my suspicions) and unlike Mr Murray and his representatives, he had zero professionalism and no sense of how professional relationships work.
He initially contacted me via my personal Facebook profile having adding me as a friend some days before. His message told me that his band has enjoyed minor success with their first album and have managed to work a tour across the U.S.A. in support of the album. He was honest about the size of the venues, about how many people were in them and the likely exposure he was getting. He told me of their plans for the future, future bookings and how the second album was in the works. When written like that, it’s quite an attractive prospect – we actually support more emerging artists than established ones, so he has a fighting chance based on the evidence above. He was obviously an extremely hardworking guy who was determined to make his way in the music industry. On that basis alone, I could almost forgive the “PM through Facebook” thing.
The thing I can’t forgive is when approaching us about working together is the use of this phrase, or something like it (and some of you will have heard this in terms of being paid for gigs… yeah, you guessed it) and I quote directly from Dave 2’s initial contact: “I can give you significant exposure for your brand if you give me the gear and some t-shirts so I can use them on tour and the album, we are really keen to partner up with a reputable brand such as yours and I’ve been told how great you are and how great your gear sounds”.
Hang on a minute, is that a generic cut and paste statement put to many other companies? Is that a generic statement that isn’t even pedal specific? Is that how a professional person approaches a professional company? The pedal industry is actually quite close knit, we all talk to each other and actually have each others backs (there are some personality clashes but I can say with almost 100% certainty that every company talks to all the others in one way or another). I spoke to the guys I was closest to at the time (and the ones who happened to be available on Facebook at the time) and we’d all received the same thing in quick succession. I since found out that he had approached some other boutique guitar luthier’s and amp builders the same way. Well, way to go to make us feel special Dave 2, way to go.
It’s pretty simple to work out that Dave 1 is in a better position than Dave 2 to obtain gear and to work with the people who will represent him well. Companies will want to work with Dave 1 regardless because he’s Dave 1. The thing is though, Dave 1 is acting like Dave 2 should and Dave 2 is acting as if he is Dave 1 (or at least how people would expect someone as 'big' as Dave 1 to act). If you think about it, there is the cornerstone of this issue, the moral of the story - If you want to work with us, or want to have access to our products and create that professional relationship – because even if you are a significant rock star don’t act like one. Be Dave 1. Then buy Dave 1’s last album with Maiden, the Book of Souls and go see them on tour (or try to spot their private 747 being piloted by singer, Bruce Dickinson), his solo tones are nothing short of magnificent!
*please note – as a rule, we don’t send out pedals to be auditioned by artists, but certain situations allow.