Mark Caro at the Trib has a piece entitled, “Yes, it’s a thin line between band and brand”. He takes note of the fact that Yes is following the classic rock band neo-strategy of employing a front man found on YouTube.
Yes’ lead singer Jon Anderson is suffering from respiratory illness and the band has plucked Benoit David from Canadian, Yes tribute act Close To The Edge. Chris Squire says…
“You can’t ever really replace Jon Anderson, because he’s been such a force in the music business. We look upon his replacement as more of an understudy.”
“Understudy” is an interesting choice of words, it implies that the position is a role that could be filled at any given time.
Most bands have relatively short shelf lives. They peak, grow less popular and creative and eventually are dismissed as has-beens.
But brands go on forever. Send the “understudies” out on the road like some Broadway show touring company, and the fans will show up.
Caro goes on to site examples, Journey, The Who, Pink Floyd/Roger Waters, The Pretenders, The Beach Boys, Styx, of acts that are cultivating the brand long after the original band has gone by the wayside.
Does it matter? Wouldn’t you rather see a relatively faithful performance of the music you love than none at all?…
…Where do you draw the line? Would you see the Rolling Stones with an “understudy” for Mick Jagger?
The Stones example appears far fetched but, take a look at the fact that Skynyrd without Ronnie Van Zant as front man and songwriter has had a career at least twice as long, at this point, as the original band. Granted, Ronnie is gone but, would this work if the face of the band voluntarily retired? Would the fans accept that?
Here’s something to ponder; what if the whole band wanted to retire and made it a real franchise? I know we’ve talked about the probability of Kiss doing this but, I think that’s an easier sell. If some other batch of guys puts on the makeup and plays the roles, I think it’s easier for the audience to take that leap of imagination. And, as I’ve said before, Kiss could be doing that now and who would know?
But, if a more standard rock and roll outfit put together an officially sanctioned act to promote the existence of the brand, is that going to work? I think that is a true mark of what a brand is; if it outlasts the person that started it. Ford will be here a hundred years from now and Budweiser will go on owned by Belgians. But, can a band really be a “brand” with the test of time?
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Tags: and the brand plays on, brand, branding, Classic Rock, mark caro, Music Business
Sans Direction wrote,
As long as the original creative members kept control of the deal, I’d have no problem with that.
And, presumably, so would John Bowman.
Link | September 12th, 2008 at 11:34 am
J wrote,
The Blue Man Group is the only outsourced “band” that I know of; if you go see any Blue Man Group show, it is doubtful that you will actually see any of the three original members of the group. Isn’t Cirque du Soleil doing the same thing? It’s no longer a circus, it’s a production company.
Link | September 12th, 2008 at 11:51 am
Sans Direction wrote,
I heard about Kiss thinking of going that route.
Link | September 12th, 2008 at 12:52 pm
Pribek wrote,
The Coasters/Drifters thing, that’s been going on as long as I can remember and I’ve heard a bunch of different stories. The Blue Man Group, that’s performance art and so is Cirque and Kiss for that matter. The big difference is Kiss had hit songs.
But, what if you had an act that had a slew of hit records and was also properly lawyered up and owned all of their rights including the name. Let’s say…somebody like Bon Jovi. What if those guys decide they want to call it a well constructed and satisfying career and go to Boca Del Vista to live out their golden years as the business they’ve built from the ground continues to flourish.
Is that ever possible.
Link | September 12th, 2008 at 1:15 pm
J wrote,
Ask Russell
Link | September 12th, 2008 at 2:07 pm
Pribek wrote,
Where is Russell?
Link | September 12th, 2008 at 2:11 pm
J wrote,
I dunno. Isn’t it deer season? Maybe he’s gone hunting…
Link | September 12th, 2008 at 7:21 pm
Pribek wrote,
yeah, he likes to hunt doesn’t he?
deer camp
Link | September 13th, 2008 at 12:56 am
Pat Darnell and Friends wrote,
Ask Sarah.
Link | September 13th, 2008 at 2:55 am