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No Wave
50 Foot Wave recently announced the cancellation of their southern european tour which would have been to showcase their debut album Golden Ocean. The reasons given include a poor turnout of people to their previous gigs, the lack of interest by radio stations and the general difficulty in promoting the band in that part of the world. Fans in the UK also commented that the turnout was low when they toured earlier this year.
This cancellation means that 50 Foot Wave are having to reconsider their whole business plan. If you remember from my previous posts about the band, one core philosophy was to tour a lot. However if people don’t turn out to tour then it makes little artistic and commercial sense to do so.
The problem with 50 Foot Wave has indeed been lack of promotion, and the fact that their music is too challenging for rock or indie fans at this moment. Promotion in the UK would have been hard from the start as most music press now is in a dire state and is heavily influenced by commercial, major labels who have now picked up on indie-lite or rock-lite and made these the primary forces in indie and rock music. So we have a plethora of Coldplay and Keane sound-a-likes, and the roughest, scuzziest music is so tame compared to that of the 80s and early 90s.
Whilst there is a considerable fan base for Kristin Hersh and her music in all its guises, many fans are getting older and moving onto other things. Tori Amos admits similar shifts in demographics in her fan base. This identifies people who acknowledge an artist or band as a vital part of their life; other fans just come and go. So to have a long lasting career you need to have a compelling, growing or evolving fan base. This requires effective promotion.
There could have been an alternative: Clara Bow is a great song, commercially viable with a kick-ass video. 4AD, their record label, could have released this as a single and got air play on radio and TV. But there was no promotion that I was aware of. Golden Ocean just appeared. And many of the people on 50 Foot Wave’s website forums report only hearing about the album from that website.
