Heavy metal as a brand

April 17, 2015 –

slayer_ad_2015_lineup

Most metalheads, not being of the commercially-minded type, rarely stop to think about heavy metal as a brand. Media sells a certain image with heavy metal, just like Harley-Davidson motorcycles and Jack Daniels whisky, both of which are highly successful brands. Metal forms more of a meta-brand, symbolizing rebellion and bad boy lawlessness. That image can be used to sell a lot of products, since consumers really hate the idea that they are merely being good sheep by buying whisky and transportation.

In commercials, television and movies, rebellious characters are often introduced with heavy metal in the background. Fight scenes in both football and blockbusters often get the heavy riff treatment, as do superhero epics. Bizarrely, House Hunters — a television program about people choosing which house to buy — uses AC/DC style hard rock riffing in the background to its real estate epics. Anywhere boldness, bravery, rebellion and defiance must be shown, heavy metal is the appropriate soundtrack.

Much of this can be seen through the use of well-known bands in movies. Check out how many soundtracks Slayer has contributed to, for example. The royalties from those might even outpace their album sales. At some point in the future, perhaps metal bands will put out albums and tour so that they can sell their music for commercials, television, movies, sports/MMA and house hunting. Now look at AC/DC. Metallica. Iron Maiden. Pantera. Anthrax. Compare to Morbid Angel and Darkthrone.

Speed metal: the choice of royals

February 3, 2014 –

Prince Harry Visits Nottingham

Many of those who are involved with music have spoken praise for the 1980s speed metal explosion, which offered a form of music with both intensity and integrity. Until the great wave of commercialization, it simply refused to join the social impulse to all get along and behave like everyone else.

But a recent interview with Dominic West, who accompanied the UK’s Prince Harry to the North Pole, confirms that speed metal may have more going for it than simply being aloof to the great herding instinct. It is the music not only of Royals, but of soldiers:

The royal is addicted to the music of bands including Megadeth, Slayer, Metallica and Anthrax, according to actor Dominic West.

Dominic, 44, said it was the only music that Harry, 29, would listen to on their recent Walking With The Wounded expedition to the South Pole.

He said: “Harry has a terrible selection on his iPod. It is the sort of thing soldiers listen to. Hardcore thrash metal.”

While none of us want to be stuck in the 1980s, and retro-nostalgia is both embarrassing and makes us hate the future, perhaps it is time for metal to look back at what made speed metal so popular.

First, it did not behave. When the teacher said, “Everyone sit down,” it ran around its desk. When the teacher wanted everyone to play nice with each other, it did not. When someone said “Give peace a chance,” speed metal gave them the finger. It was disobedient, lawless, wild and uncontrolled.

Second, it had musical integrity. Please just say no to either (a) droning three-chord “trve kvlt” retro-metal and (b) droning three-chord “innovative and open-minded” post-metal. It’s musical simplisticism. No one seems against minimalism per se, but when it becomes an excuse to dumb it down, it’s time to leave the hall.

Third, it had a sense of imagination and vision — and abandoning those things crushed it. When Metallica were writing songs about Cthulhu, they were interesting; when they turned to social topics, they got less so. Similarly Slayer was awesome when writing about Satan and vampires but faded out when they started writing about serial killers and politics. (All of Anthrax’s best material is about comic books, and Megadeth is best when either full-on into drugs or full-on into Christ.)

Death metal and black metal at least initially carried on these values but over time got closer to the punk rock that had sold-out, standardized itself and caved in before them. When death metal was 300 intricate but occult nihilist riffs per song, it piqued our attention; when it became three riffs in verse-chorus form it made itself into a parody.

Perhaps our new watchword in metal should be to make music that belongs on Prince Harry’s iPod. As a cultural barometer, he provides a better sense of how metal is doing than most other sources we could consult.