Operation "Finale":
Log One:
Marketing:
Much has been said, and most of it true, regarding the lack of effort and financing by RCA on advertising of ZZ's four post "Recycler" albums. Each album received less and less promotion, to the point where "Mescalero" was put out almost as an afterthought.
To be fair "Antenna" did receive a fair amount of push, to include TV spots and interviews, radio shows, flyers, posters and singles. What could not be overcome however is the substandard quality of the record. While there were several bright spots the album as a whole found the band somewhat "lost" on the type of sound they were trying to emulate. It was neither a return to roots nor a continuation of the 80's pop formula; rather a somewhat disjointed set of pieces that didn't make a complete puzzle. The album sold decently, but in no way met the needed sales to help recover the $35 million RCA signed ZZ for. And it would appear that it immediately became evident to RCA that they paid too much; as a result they were going to be much less "generous" in their future promotions.
A fellow Top fan (I apologize for not recalling his name) pointed out that "Rhythmeen" was what "Antenna" should have been, meaning that if "Rhythmeen" had come out in 1994 then ZZ would have been heralded as a revitalized working band. "Rhythmeen" is in my opinion the best record ZZ has done in 28 years - but the disappointment of "Antenna" was the last chance the band had to hang on to a large share of fans. They simply were not interested anymore by 1996.
"XXX" received little mainstream promotion, and it didn't help that ZZ elected to only play one new song from the album throughout the 1999/2000 US tour, choosing rather to cater to the casual fans by wearing out "Cheap Sunglasses" night after night.
Nothing in ZZ's career can top RCA's blundering of "Mescalero". Clive Davis, for reasons which I can only assume were the hope of greater profits, told the band he felt "there is more we can do" after "Mescalero" was completed; he wanted to give it the Santana "Supernatural" treatment. Sure, that worked great for Santana, but it was largely a fluke. ZZ was a working three piece band, not an individual that doesn't sing. ZZ wisely did nothing, and six months later the album was released to minimal reception. Shame really, it is a great album. Hard to believe too that Bill Ham would let all that go down, he had obviously lost the drive and love for his greatest band; maybe that's why two years later he found himself relieved of his duties, who knows?
Anyway, nearly a decade later here we are. Time to learn from the mistakes.
If I am in the inner circle, and the discussion of "what should we talk about when promoting the new album" comes up, the focus has got to about the fans and being honest with them. Here is what I would say are important points to make when marketing the new album and the current version of ZZ Top:
1) The band has been together for 41 years and counting, with all original members still intact
2) This is the band's first album in eight years
3) All three members can still play their respective instruments
4) They put on a good live show and can be seen in a town near you
5) ZZ has a rich heritage of tradition and still wish to create new music
Then, when executing the plan, do this:
- Get an exclusive deal through a retailer or something similar if that helps sales and promotion. But make it temporary, and don't gouge prices. AC/DC did this with their newest album after the better part of a decade with no new music, and apparently it sold very well.
- Set a firm release date and keep it.
- Release a single or two prior to the release date to build up anticipation
- Advertise - in music magazines, music stores, online, maybe even TV.
- Sell the album through both Compact Disc and Vinyl, and let this fact be known
- Do interviews with ALL THREE MEMBERS
- Promote the album through a tour. And for the love of God play the new songs during the tour. It is official Billy, your market has been saturated - too many shows, too few surprises. I have been listening to lip-synced versions of "Party On the Patio" since late 2009, and I don't like it anymore now than I did then.
- Play songs from the new album during the tour.
- Play songs from the new album during the tour.
- Play songs from the new album during the tour.
- Play songs from the new album during the tour.
- Sell the new albums at concerts.
- Take creative control of band merchandise. Sell higher quality clothing and promotional items. Actually look at the stuff you are putting in front of fans at the shows in the merchandise booths. Sell stuff that talks about the new album. No more "Can't Stop Rockin" shirts - I mean come on, you want me to pay $25 for a shirt that says "Can't Stop Rockin" and falls apart the first time it is washed. And don't charge more for the same stuff at shows than on the internet; believe it or not people actually look at prices when they shop. Are you aware the country is experiencing hard economic times? The fans are already paying up to $100 a ticket to watch you play "I Need You Tonight" for the 245th time, simply because you can play the same solo note for note one handed every night and point at people at the same time, thinking that impresses people. That gimmick is not worth $100. Play the instrument like you still have a desire and passion for your craft. Stevie Ray Vaughn played with his teeth, now that is impressive.
- Don't patronize your fans. Without their support you have nothing.
And finally...
- Don't give me that return to form crap. Billy always says "La Grange"..."Return to roots"..."Tex-Mex"..., etc. These are just soundbites, Billy is just saying what comes easily to his mind, what he knows people want to hear. Every time he is asked about the new album, he doesn't think about the answer, he doesn't show any passion in his response, he's not telling it like it is, he just reels off one-liners. It's bullshit. Do any of the people who have heard "Flyin' High" think it sounds anything like "La Grange"? Does it sound anything like "Tex-Mex". SERIOUSLY?!! The group needs to actually talk openly, truthfully and candidly about the new album. Don't give me some line that you think I want to hear. Do the album and music for yourselves, not for numbers or popularity. People see through this, they are not as dumb as Billy apparently thinks they are. Honesty is going to be a big part of this topic. Honesty has got to happen, now.
I would argue that if the band subscribes to at least one of the above points it will help promote the group and the new album.
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It is plain to see I am in no way shape or form in the inner circle. I can only assume my thoughts and opinions would be incredibly unpopular. But I am a paying customer, and there seems to be one or two people who tend to agree with my current take on the band.
Don't let it end like this. Bring it back to how it should be. Make the effort, cherish the moments, and reward the fans - in turn you will restore all the rightful glory and prestige to America's greatest band, ZZ Top.
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