No Shortcuts - OTHERWISE & Michael David Winery

In addition to my continual Google image searches for Hope Solo, I've got another creepy habit of spending about an hour a night just stalking my Facebook news feed.  Last night I happened upon a great live video from Vegas based rockers OTHERWISE.  They were playing their new song "Soldiers" at The Roxy in Los Angeles.  These guys are an amazing band and we've brought them in to slay a Rock 'n Roll Wine event before.  I, along with many others, feel it is only a matter of time before their big breakthrough.  So it got me thinking about how hard it must be for a band to reach a point where playing music for others is their full time profession.  How do you get there?

The path used to be very clear cut.  Get signed by a major label.  Then you had the marketing dollars and relationships (via the labels) to get your songs played on the radio.  Once that happens everything is suppose to fall in place.  Radio was the gatekeeper.  But now YouTube, iTunes, Spotify, Facebook, Bandcamp, and various other social media outlets make it possible for ANYONE to distribute music worldwide with the click of a mouse.

So with the music and artist landscape so crowded, how do the legit artists standout amid all the horseshit?  And how do you maintain a relative sense of longevity in the business?

Let's take American Idol winner David Cook.  I saw him play this past weekend.  I was unimpressed.  His opening line was "Let's get this thing over with, I've got some blackjack tables to hit".  Not exactly the way to endear yourself to your fans.  This guy was as personable as a codfish with zero fan engagement.  But I suspect he has NEVER TRULY CONNECTED with his fans.  He swooped us his fanbase from a TV show and pre-packaged radio hits.  He has so many big name collaborators that he has to use a songbook on stage so he doesn't fuck up the lyrics.  Truthfully, I like a few of the songs so this is not to knock his talent or him personally.  But he took, or more accurately, was awarded, "a shortcut".  Don't get me wrong.  Who wouldn't take that?  But the price he paid is that he has no truly GENUINE fans.  They are fleeting.  Inevitably his radio play is going to become less frequent and so will the people buying tickets to his shows.

Which brings me back to OTHERWISE.  In this day and age, they are doing it the right way.  For the past several years they have painstakingly played show after show in sweaty-ass bars to build a loyal and rabid fan base one person at a time.  A community.  They call them the WISE ONEZ.  Many of which I'm sure met at OTHERWISE shows and now share a unique bond.  Sure it's not as many fans as David Cook.  But their fans are GENUINE.  And they multiple by word of mouth recommendation.  The most powerful advertising medium of them all.  If you see them perform live you CONNECT.  You feel raw emotion.  You see raw emotion in lead singer Adrian's face and gestures.  He'll lock eyes with fans, not to challenge them, but to relay confirmation that the lyrics are authentic and the words actually mean something.

Their hard work is starting to gain traction.  "Soldiers" has been at #15 for three straight weeks on SiriusXM Octane channel.  Primarily because loyal fans have called in and requested it.  Individuals from all over the world have started to upload videos using "Soldiers" as their battle cry anthem for whatever their cause.  Because the music resonates.  These guys haven't taken any shortcuts and know the most important asset they have is their LOYAL grass roots following.  If they continue to nurture and grow that community of WISE ONEZ they will ultimately be the ones holding the cards.  And their careers will outlast the David Cook's of the world.  Below is "Soldiers" live at The Roxy:

So what's this got to do with wine?  Absolutely nothing other than I've got the perfect match for OTHERWISE.  The "Petite Petit" from Michael David Winery.  It's a blend of 85% Petite Sirah and 15% Petit Verdot.  It's big, full bodied, boastful and rich with no inhibitions and no excuses for it's boldness.  Once you think you've got all the goodness it has to offer, the finish just keeps lingering on...like a memorable song in your head... 

Michael David Winery 

"Petite Petit"

"I think people who are creative are the luckiest people on earth.  I know that there are no shortcuts, but you must keep your faith in something Greater than You, and keep doing what you love.  Do what you love, and you will find the way to get it out to the world."  - Judy Collins, Singer/Songwriter