All posts in Conversations

  • A Conversation Between Robert Forster and John Willsteed, November 2009

    This is a conversation between Robert Forster, co-founder of Australian pop band The Go-Betweens, and John Willsteed, formerly of The Go-Betweens. It took place in Brisbane’s Avid Reader bookstore on November 9, 2009 to promote Forster’s first book, The 10 Rules Of Rock And Roll, which is a collection of his music writing for The Monthly magazine between 2005 and 2009.

    John: Hello there, I’m John Willsteed. Robert would like to do a song.

    [Forster plays ‘Pandanus’ from his 2008 album ‘The Evangelist]

    I met Robert a little over 30 years ago. This is the first time we’ve been on the stage, I think, in 22 years. It’s not a stage. It’s a book shop. It’s very interesting. I think it’s intriguing that there is music; I like music in a book shop like this; it’s fantastic. It’s the meeting of these two things, music and writing, that we’re here for, because we’re talking about the release of Robert’s book. Why don’t you tell us what these 10 rules are?

    Robert: Alright, the 10 rules of rock and roll, which is the first section of the book and what the book is obviously named after, I’ll tell you them now.

    1. Never follow an artist who describes his or her work as dark.
    2. The second to last song on every album is the weakest.
    3. Great bands tend to look alike.
    4. Being a rock star is a 24-hour a day job.
    5. The band with the most tattoos has the worst songs.
    6. No band does anything new on stage after the first 20 minutes.
    7. The guitarist who changes guitars on stage after every third number is showing you his guitar collection.
    8. Every great artist hides behind their manager.
    9. Great bands do not have members making solo albums.
    10. The three-piece band is the purest form of rock and roll expression.

    That’s the ten rules.

    I think they’re contentious rules.

    Robert Forster's 10 Rules Of Rock And RollYou can take umbrage with any you wish to do.

    Rock and roll needs rules, and I’m glad that you’ve finally laid them down.

    I like the idea of the two things coming together because rock and roll, theoretically, it’s supposed to have no rules. That’s what it is founded on, to an extent, or the myth is that it has no rules. Obviously, the point of the rules and the point of the book being named that is to bring these two things that normally don’t go together, rules and rock and roll, together.

    Is it true that in writing about music, which is what you now do, that’s not saying you don’t continue to make music; you obviously do, but in writing about music, do you apply rules? Are they similar?

    Yeah, one of them is I try not to put myself too much in each piece, or go to ‘I’, which is a great, great temptation. I pull myself out, because sometimes I have connections. In one of the pieces in the book, which is on Delta Goodrem, I review her last album Delta, and it’s her third album. I reviewed the album. I did that about two years. What I don’t put in the article is that when The Go-Betweens were doing their second to last album, Bright Yellow, Bright Orange in 2004 in Melbourne in studio, she was in the studio. I didn’t know who she was because I’d lived over in Germany for a number of years.

    You didn’t know who she was?

    No. I’d lived over in Germany for a number of years, and she’d sort of come through Neighbours and things like that. I think she’d had one or two hits at this stage. It was a studio complex and we were in the main studio and she was in a room mixing a single with an engineer. When we were taking breaks from recording, we’d been out playing ping pong and she was sitting over on the piano. There was an old upright, a bit out of tune, and she’d sit and sing; not in any sort of flashy way, but a really nice way. She could play piano. She had a really good voice. It sounded really good. I only found out who she was later, but she would sit there and play, not try and impress, just because she felt like she could do it for hours. I only discovered who she was at that moment and I only heard her records later, but a couple of years later when I came to hear her record and it seemed like an odd choice to review a Delta Goodrem album, I remembered that I’d had that experience. I didn’t put it into the review because I didn’t think it was needed. One rule is when to put myself in and out of the reviews.

    I suppose an earlier rule, in a sense, then, is what to choose to review. How do you get to a point of choosing what you want to write about?

    Perversely enough, it seems to be the ones that I think I know something about, or that I have personal experience with. A band like Franz Ferdinand, who I really liked, like right from the first album. They’re a Glasgow band. The Go-Betweens, in the very early ‘80s, were on a label called Postcard in Glasgow. We were around Glaswegian musicians like Orange Juice, Josef K, Aztec Camera; we knew these people. And so when Franz Ferdinand, these sort of four Glaswegian arty, hipsters came along in 2005 with the great first album, I loved the album and I would have loved it if I hadn’t have known that they were from Glasgow, but the fact that they were just brought it a little bit closer. When I was thinking of an album to review, I reviewed their second one. I put that in a review and there is a paragraph about Glasgow. It’s just from personal experience. That is part of the thing; that I have a connection, that I think I know something about the record, or the concert, helps. Delta Goodrem, yo

    It doesn’t explain Delta Goodrem [pictured left] yet, though.

    I always end up talking a lot about Delta.

    We can let it go.

    No, I’ll add to what I was saying. My niece had some of her records in the time between I’d seen her in the studio. She’d become a big star so I was aware of her and I actually quite liked a single of hers called “Born to Fly”, which I think is on her first or second album. If I had to choose ten great Australian songs over the last decade, I’d put Delta Goodrem’s “Born To Fly” in there. It’s a great MOR, big ballad. It’s a fantastic song, which she co-wrote, to her credit.

    It seems like there would be a danger in reviewing when there was no connection, and that would be the point where there would be a danger of bringing yourself into what you’re writing, or purely being about the technicalities of what you’re listening to if there is no connection. I would imagine the connections go way back with you into your past. That’s the reason why you choose Nana Mouskouri, to not only to see but to write about, and Glen Campbell, to listen to and write about. Is that a fair thing?

    It is, but at the same time, my ear and my eye goes to new things as well. Even something like Vampire Weekend, who I really like and I reviewed their debut album, and Vampire Weekend are 22 years old. I hear Talking Heads. It’s a New York band and I’ve loved New York bands since the Lovin’ Spoonful, the Velvet Underground, or New York Dolls, or Television. Vampire Weekend, although they’re 22 year olds and doing something really fresh, they go back. There is a myth about a New York band so that sort of plays in as well. I do try and have a sense of adventure in what I choose. I do try and not be predictable, which again plays to Delta, I guess.

    I came across Robert’s writings by just subscribing to The Monthly when it started, just because it was a great magazine. It not only had good cultural reviews, but it had good political stuff in it. I was really pleased; there are some choices that I was really pleased with the way you wrote. It was very familiar to me, for some reason. Maybe there is a familiarity that comes from you as a lyric writer, and you as a critic. There is something in your language which resonates between those things.

    There is a lot of me in what I write. I have a romantic view of rock and roll. I also have a sense of cynicism, perhaps. I know those two things don’t normally go together, but that helps me with my writing.

    I think they’re very common bedfellows, romanticism, and cynicism.

    I think people are passionate. I think people project fantasies onto bands and fantasies onto songs, and they always have. I think a lot of – and I’m not trying to do a critique of critics – but I think sometimes it can be quite dry. I think my feelings towards music are quite passionate, and I think people have records and songs that are all about a place, a time, and I think people are quite perceptive about music in terms of the structure of songs or choruses, or people just have a great knowledge about music and I think often reviewers don’t acknowledge that. I think also that there is a huge fantasy level. I think people do think about what it would have been like. When they hear a Velvet Underground record, they throw themselves into it in some bizarre way, or they hear a U2 record or whatever. I think people place themselves in those records.

    When music arrives, there’s something about context. There is something about what you feel when you hear something. There are historical points that I can follow back in time. This music comes from these places. Do you think it’s your role to point some of that stuff out, as a critic?

    I can’t help myself. Without sort of having a tone in what I’m write as though I’m lecturing, but when I hear a record, it does set off a sense of associations. Normally, even if I don’t put them down on paper, I follow those associations to see where they’re going to take me.

    The beautiful associations, they kind of put music in a history of songwriting and music-making. I suppose it becomes more like the folk music that it is, rather than the pop music that it seems to be.

    Robert Forster serenading, poolsideExactly.

    I am fantastic.

    That was brilliant, John.

    I’ve been bullshitting at the university now for a number of years.

    It’s being taped by the way. You can try it in your lectures.

    I found a typo on page 249, would you like me to –

    Tell me later.

    I wrote here, “There are things with which I concur.” Nash Chambers did a great job on that album [Rattlin’ Bones, by Kasey Chambers and  Shane Nicholson]. I’m really glad that you point things out like that sometimes, that people who were listening to something might not necessarily think in that way, and they might not necessarily look to a producer and think this person is intrinsic to this process. The reason I love listening to this thing is it’s not just about the song or the singer, but it’s about the way things sound, as well.

    I think with Nash Chambers, who is Kasey Chambers’ brother and he’s a record producer in Australia, where I think there is a lack of great record producers. When I hear one and I think he does good work, it’s like fairly country/alternative country field, but he makes really good records as a producer. When something like that happens, I like to mention it and he’s just done the new Angie Hart album, the former Frente singer, so he’s sort moving more now into pop, in a way. People are starting to see that can produce records, because his records are so well put together in a country context, that they could work in a pop context.

    [More “things with which I concur”] The Monkees are up there with the Velvets and the Beach Boys. Rick Rubin could be that caretaker at the caravan park. I think he probably is the caretaker at the caravan park. I have an observation. I’m full of observations. I’m really pleased that you wrote specifically about a song and specifically about “Have You Ever Seen the Rain?” which I really love. It reminds me that you have a song called “Clouds” that I played guitar on. We both played guitars together. That song was in my mind as always being about the same sort of rhythm as what is in “Have You Seen the Rain”. I just really love the fact that you can pick a little thing like that and say this thing here is embedded, this rhythm can move from song to song, and generation to generation. Would you like to play another song?

    I will. I just want to say something about Creedence Clearwater Revival. There is a bit in the book, one page, where I wrote I was asked by The Sunday Times in London to write about a song. I wrote about “Have You Ever Seen the Rain” by Creedence Clearwater Revival. Creedence, to me, have always been a touchstone for what I’ve done, as you pointed out, because to me they’ve always been a little bit like a Brisbane band. There is something about their rhythm and hearing Creedence in Brisbane; Creedence sounds different in Brisbane than it does in Sydney or Melbourne. Driving around in the car in Brisbane and hearing Creedence, to me they sound like a local band. I think it’s just that rhythm, the easiness of the music, the realness, the funkiness of it just… they always sound like they come from, like Toombul, or Nundah, to me.

    What’s wrong with that?

    Nothing, it’s a compliment! I sort of see them down by the canal there.

    On the way to the airport, hanging out under the railway line. It’s a good point. Creedence are at home in Brisbane. Are there other bands that are at home in Brisbane, do you think?

    Not so much as Creedence. A famous band – my other theory is that Brisbane reminds me a lot, now, of LA in the ‘60s; the climate and the layout of the city. Especially when I’m at The Gap, where we live, I half-expect to go down to the shopping center and see The Byrds.

    Not that Hitchcock sort of thing.

    No! There’s actually a photo in the latest edition of Mojo that has just come out. There is this big photo, double-page photo of Brian Wilson in 1965 or 1966. I pointed it out to Karin, my wife, last night. He’s got a baseball bat and he’s on a concrete front drive, and behind it is just a really dry hill. There are these funky sort of ‘60s low-set houses and cars on the street, and you would swear it was on the back streets of Brookfield, or The Gap. It’s amazing. I’ve often thought The Gap is like L.A. in 1965, and then I see Topanga Canyon and the whole thing. This is the fantasy we live out there!

    You’ve gotta have something!

    I know, and I saw this photo and it was like: evidence, there it is. Anyway, I’ll play a song. [Forster plays ‘He Lives My Life’ from The Go-Betweens’ 2000 album, The Friends Of Rachel Worth.]

    I love Fiona’s shop [Avid Reader] and always have. You talked before about how there are connections between writing songs and writing words. My memory of you is that you were always a letter writer, as well. I don’t know whether that’s true or not. I just have an abiding memory of you writing letters home at a time when there was no email, and phone calls were expensive when we were traveling. Is there a progression? Do you feel that writing in this way isn’t something you would have done 20 years ago, but at this point in your life this is the right time for this? If so, is there a place with writing where you’re heading? Is this part of your journey now?

    Very good question.

    Thank you.

    I’m happy to do reviewing at my age. I think I’d have been unbearable if I’d have had this power and this access when I was 28. I think I would have been unbearable and I would have shot myself in the foot and I would have been going all over the place. I’m pretty happy that it’s come. I started reviewing when I was 48. It’s actually a good time for me to be doing this. It was a leap. I keep a diary and I keep books that last about a year and a half, filled with everything, like poems, what I did that day. I don’t write in it every day, but it’s a real mish mash that I keep, that I have these books. There are a lot of starts over the years, like a fantasy, it was a novel – or short story. I’d read it the next day and put it away. There are all those starts, and in a way, when I started to write for The Monthly it was great because it was nonfiction. I found I could write these paragraphs for these reviews. Right from the first review, when I sat down and wrote the very first review on Antony and the Johnsons album, I found that I could write paragraphs and live with them the next day, and keep on writing, and then live with what I wrote the next day, which is something I could never do with anything else I ever wrote in terms of fiction and short stories.

    So there is a real freedom in that, then?

    There is, and amazingly enough, I’ve always been – I was blind to it, but I’ve always been a non-fiction reader. Whenever I come to a book shop, it’s biography, history; I’ll read anything. Some of my favorite books are just off-beat; Sammy Davis Jr.’s first autobiography, Gloria Swanson’s autobiography, Swanson on Swanson. This sort of stuff, I’ll read. I lent you a book on Willem de Kooning, which you gave back to me…

    I've come to believe that Forster wears a black suit everywhere he goes I didn’t read it.

    You looked at the pictures.

    I didn’t even look at the pictures. It was a door stop.

    You sat on it maybe as a cushion? [laughs] I’ll read a really thick book on Willem de Kooning, that’s got really good reviews. I’ll read that, and I have a passing interest in his art, but I love the story and things will come out to me that will be a lot like de Kooning, one of the great 20th Century artists; he didn’t have his first solo show until he was 45. I found that amazing. I found that enriching, and a great fact to know. I’ve always been a biography reader so it’s really no surprise that I enjoy dealing in facts with a little bit of imagination as opposed to, you know, “Cecilia Page lived down at Redcliffe Pier and had 15 children…”. I don’t just leap off into a story. It seems beyond me.

    The biography thing, one thing I particularly like in the book is the Normie Rowe piece, which is one of two pieces of fiction in the book. The other piece of fiction is quite light, and almost a little folly, or something. I feel like the Normie Rowe thing I really quite substantial in some ways, yet at the same time, it’s almost a mock-autobiography or something. Is that something that you think you would pursue more?

    I do, I can imagine writing an ‘I’ – first person biography – that you would think would be my life, but would be entirely someone else’s life. I like playing with that idea. I’ve got another one that is similar to “The Coronation of Normie Rowe”, which is in the book, called “Art World”, which places me as an artist in New York. And I know Robert Hughes, and I’m painting people up on the Upper West Side, and I have nothing to do with the downtown art scene. I started [writing] this, and it has nothing to do with my life, but I do all of this and I’m hanging out with people, and they’re real names, so that it feels real and that it’s historically correct, but the whole thing is a pretense. And I like that.

    I like that too. I’d read that, unlike that Willem de Kooning book! That’s great. There was something else I was thinking. It’s a bit like a song, in a way.

    It is. With my songwriting, it stays quite close to what I do. I don’t have any songs like ‘Eleanor Rigby‘. There isn’t anything like that in anything other than my back catalogue. There is nothing. I have to be careful with this because I’m scared that I’m just throwing my life at people all the time, so I try and disguise it and play with a little bit so it’s not just one long 30-year confessional. I try to play with it. I don’t really do leaps off into characters.

    One of the pieces that was in The Monthly, reasonably recently, was a review of the two David McComb books. Would you like to talk about him, and those for a minute? That was a beautiful piece. I really liked that. David McComb from The Triffids

    David McComb from The Triffids [pictured right]. Amazingly enough, they were one band that Grant and I, in the late ‘70s, we didn’t feel like there was any other band in Australia that was really close. We read about in Ram Magazine or something – this is 1979 or 1980 – about this band over in Perth who were into The Velvet Underground and Dylan, and also Talking Heads and Television, and Grant and I went “okay!” This is years before we met them. We had a feeling about the band before we starting playing shows with them. We played a lot of shows in Australia with The Triffids when they lived in Sydney in the early ‘80s. I wasn’t really all that close to David. I played tennis with his brother Robert, and that’s a strange way. I guess it’s history now, but you play tennis with Robert McComb, the brother, and I was a lot closer to him than I was to David, although David was the other songwriter in a band like myself.

    Yeah, not particularly easy to know, either. He was a little aloof.

    Yeah, he was, but I liked David a great deal. There’s a book about David McComb called Vagabond Holes, and I write a remembrance of it. It’s based on three songs. I once ran into David on the streets of Darlinghurst in 1983, ’84. The Triffids had just put out a record, I think it was an EP, and it had a song called “Red Pony” on it, which I loved. When I ran into David, it was very early in Darlinghurst Streets. I’ll play “Darlinghurst Nights” next. I ran into David on the street at about 8:00 in the morning and I said to him how much I liked “Red Pony”, if he’d show it to me on guitar. I was at a house about two days later and he knocked on the door and he had a guitar. He played me the song and it was a beautiful moment that he just remembered, and he came around, and he found out where I was, and he played me this song. There was a drunken party about three years later in London. It was a drunken party and I was drunk, and I went up to David and they’d just put out ‘Born Sandy Devotional‘ and I said, “I really love ‘Wide Open Road’. Would you play it to me sometime? He said, “Now!”.

    We walked into a bedroom, this crazy ‘Australians in London’ party, and he just sat on the bed and I sort of crouched down and he played me ‘Wide Open Road’ on a guitar. Then it was like, “Okay, we can go back to the party.” I was just watching his hands. I can’t play it now, but it was these big strummy chords. And the third song is in 1995 or 1996 I was playing down in the Continental Café, which is a venue down in Melbourne. He was DJing that night and I was playing acoustically by myself. I knew David was DJing on that night, and just before I went on he played this song called “Mississippi” which is off an album and he and I both loved. It’s by John Phillips from the Mamas & The Papas, who put out a great solo album called “Wolf King of L.A.”, which he wrote a biography many years later which he devoted half a page to this record. It’s a fantastic solo record. I love the record and so does David. We used to talk about it. He played a song from it just before I went on stage, which was a really lovely “hello”.

    That night, after the end of that show, ’95-’96, I was staying at a hotel in town and he and his girlfriend drove me into town because I was going to get a taxi and he and his girlfriend said, “No, we’ll drive you into town.” We went into the city and I got out of the car to say goodbye and said I’d take my bags, thanks for driving me into town. I walked around the back of the car, and I got my guitar – this guitar, actually – and my bag out, and David was standing there. I said, “Thank you for dropping me off, thanks for DJing, thanks for playing ‘Mississippi’” and he got in the car, and that was the last time I ever saw him. He died about three years later, but he was great. I’ll play ‘Darlinghurst Nights‘, dedicated to David McComb.

    John: Maybe I should open it up a bit and invite questions. I’ve talked enough. Would anybody like to ask Robert a question? The Go-Betweens' Send Me A Lullaby cover art, by Jenny Watson

    Audience: My name is Jenny Watson, and I did the album art for [The Go-Betweens album] ‘Send Me A Lullaby’ [pictured left]. Robert, I want to ask a question about when you walked into my flat and saw those small canvas paintings, and I’d only had five exhibitions and you said, “You’re doing our next album cover”. Are you usually that decisive in your business dealings? Because you were more decisive than any top-notch art dealer, I can tell you!

    Thank you, Jenny. I try and follow my instincts. That has got me into trouble at times.

    John: Are you impetuous?

    Not impetuous, but it’s like the idea of Brisbane is LA 1965, 1966; how far do you take that?

    John: All the way, baby!

    Oh well, it can get you into trouble and you can find that you’re trying to do something that the rest of the world doesn’t understand, which could be difficult. No, I try and – also the other thing is when I see great work before me, I always hope that I recognise it. I did on that circumstance, and I try and do that whenever I can.

    John: It’s a big thing, isn’t it, Jenny, having some of your work put on somebody’s album cover and spread around the world. Jenny: It was fantastic. It was in a book called ‘The Best 500 Record Covers in Rock and Roll’. Thanks for the publicity! John: Anybody else have a comment, statement, or a question?

    Audience: I’m really interested in the fact that the writing in this book is so beautiful. Just if you pick it up and read the first essay, you’ll realise that you’re in the hands of a master writer here. Stuart Glover, who is head of creating writing at the University of Queensland, said exactly the same thing. I wonder when you said that you will read any non-fiction; do you have non-fiction work that you won’t read? Do you have a filter where you say the writing has to be of great quality, or is it just the subject for you?

    No, there has to be quality with it. A great biography writer is someone like Richard Elman, who wrote a very good book on Oscar Wilde, and James Joyce. He’s one of the masters. John Richardson, at the moment, is writing a great biography. It’s his third volume on the life of Picasso. They’re fantastic books. There has to be a certain standard to keep me there, but I think it can also go – and something that I’ve always been interested in, is going-high brow and low-brow. It’s not indiscriminate taste, but I see value broadly, but there is a limit. I do have an autobiography of Shaun Cassidy, which I bought at an art shop, which I refuse to read. This was published in the mid ‘70s. I don’t touch it.

    Knowing you have it is enough.

    It is.

    No Alain de Botton, any of that sort of stuff?

    No, no.

    What about the Dylan book? That’s an interesting autobiography, isn’t it?

    Chronicles‘? Yeah, I leapt on that, and that is a great book. In a rough way, I template if and when I write something that’s biographical about myself; that would be a book that I would always have in mind. I think Dylan’s done an astounding job on that book.

    There is something surprising about it, in that style. It is. Would you like to be that unpredictable, I suppose, or it’s not impetuous.

    No, I think if I did write – I wouldn’t write my autobiography, I don’t think, but if I wrote something biographical I think I would have to, in a way, break the mold or play with the form the same way I have done with The Monthly, the same way I have with that song I just played, “Darlinghurst Nights”, which doesn’t really conform to many rules as a song. It’s melodic and has a sense of poetry and information giving about it, which are all important to me, but if I did write something like that, then I would like to certainly play with the form. It’s not going to start, “It was a blue day in Brisbane in the 29th of June, 1957 when Robert Forster came into the world.” I can’t do that.

    I’d buy that. Do you ever feel like you have nothing to say? Sometimes, do you ever feel, “I have nothing to say”?

    No, unfortunately I don’t find myself in that position.

    John: That was very quick. [laughs] Anybody else out there have a question?

    Audience: On ‘Darlinghurst Nights’, I want to thank you, because that’s such an evocative song. Thank you for playing it. As a long-term resident of Darlinghurst in those years, I saw the Go-Betweens play their first show there in 1980, at the Paris Theatre, where Grant played with his back to the audience most of the night. Jeffrey Wegener and Ed Kuepper of Laughing Clowns

    Really? See, this was the first show that the Go-Betweens ever played in Sydney at the Paris Theatre in 1980. The Paris Theatre has now been demolished. The bill for this night was The Go-Betweens on first, the Laughing Clowns on second, and The Birthday Party on third. It was a great bill. We’d actually headed down by train – Lindy [Morrison], Grant [McLennan], myself – and we went to the back of the Paris Theatre. We didn’t know anyone and we sat in the stalls in the darkness and watched the Birthday Party and the Laughing Clowns [half of the band pictured right] sound check. We were completely spooked. We just wanted to crawl out of that theatre and get back on the train and come back to Brisbane. We stayed and played, but I did a signing yesterday in Newtown and I met someone else – the first time, in almost 30 years, I met someone that was at that show. That’s the first time in 30 years, and now you’re the second. That’s amazing.

    John: I’m surprised you remembered.

    Was there a question? I’m sorry, I’ve just taken off.

    Audience: I’m glad to hear that. I’ve just wondered if you’d been to Darlinghurst in recent years, and what it evokes today when you go there?

    I have been. It’s quite different because in the early ‘80s, the roads coming up on the hill, like Taylor Square, a street going down to Williams Street. Crown Street had one-way traffic that was like a blitz going through all hours of the day. There is a lot more traffic, life, and noise in Darlinghurst. I’ve been there 5 years ago and it was very quiet. Is it better or worse? I don’t know, but it was the early ‘80s when we were there. It was very active, and there were a lot of people that I knew living around that area.

    Audience: Two weeks ago I walked from Central up through to Taylor Square, through all these old streets and lanes that I used to walk through. It’s very quiet now. It’s quite dull, really.

    It is. There used to be “No-Names”, the restaurant, but it used to be the place outside The Cross in Sydney where you could get a coffee. Reggio…?

    Audience: Reggio is still there, I think.

    They used to sell very, very strong coffee there that would keep you up for about three days. A lot of people create a lot of work on this; it was high-octane coffee. It was like one or two cups of this stuff and you’d honestly be chain smoking ten cigarettes and you’d be up for about three days.

    John: Babbling in Italian.

    Ed Kuepper used to drink a lot of those! A lot of Laughing Clowns material was written on this coffee that Ed was drinking down there.

    John: I gave up alcohol and drugs at one point, and the thing that I survived on for the next few years was ‘duplos’, like double, short, blacks from Darlinghurst. I didn’t mean to say that thing about the, you know, with the ‘D’… Has anybody else got any questions they might like to ask?

    We’ll make this the last question.

    Audience: It’s kind of two questions. Is there something you won’t review, and also how did you make the selection for what when into this book?

    There are things I won’t review. I was very wary of Australian artists for the first two or three years when I was reviewing for The Monthly. I was almost scared. If you look at the reviews that I did in The Monthly for the first couple of years, a lot of it is overseas. It’s almost like I was careful and as I said before, I didn’t want to come in with this ‘boots ‘n’ all’ attitude. I feel a lot more comfortable with it now, like this year I wrote a big review on Paul Kelly’s double CD about his career, which I would have never done the first two years. I wouldn’t have had the confidence. It was quite natural. I saw the record in Rockinghorse, on the wall, and I went, “I can do that,” which I wouldn’t have been able to do before. There are certain areas I don’t go within Australian music because I know the people and I don’t really want to go there. What’s the second part of the question?

    Audience: How did you make the decision for what when into the book?

    Some of the things I left out were the reviews I wrote in the first year. I re-read them and I think I started settling into a rhythm about eight months in, where I thought I was writing well. I started to keep them. There is not much from the first eight months. I dropped quite a few things. I think also, at that stage, when I started writing for The Monthly in April 2005, The Go-Betweens were just putting out ‘Oceans Apart‘ which would be the last album. The Franz Ferdinand piece, I remember I wrote a lot of it in a hotel in Madrid, a day off. I had to send it back to Melbourne. I dropped the Bill Callahan one, which is all over the place. It’s about a Smog album. Right now, it takes me two weeks to write them. I don’t know how I did this, but I wrote the complete Smog review in a hotel in Canberra, and we were playing that night. I wrote the whole thing; woke up, knew I had to do it, spent the whole day in a motor inn, in Canberra in my pajamas, and just had people delivering coffee. I knew I had to be at the sound check at 4:30pm. I got out of bed around 9am. I listened to the record quite a few times and I just wrote the whole day.

    I think William Holden could play you in a movie! Robert Forster one of his 230 ties. I just made that up, btw.

    There’d have to be a couple of whiskey bottles then, I think. But no, I left that out [of the book]. To me, when I read it again, it read like it was written in pajamas on a lot of coffee, in a Canberra motor inn, in one day. I just thought “no, that can’t go in”. I think after the first 8 months, I think I’m a lot more consistent. There are a couple of pieces that I left out after, where I just failed. The other thing that I have to admit is I started this at 48. I wrote a piece on Lucinda Williams’ ‘West’ album about two years ago. I just didn’t get it. It was messy when I handed it in, and I just failed. That happened one other time as well. I’m not a journalist that’s had 15 years experience, done university, worked at The Courier-Mail, worked at Sydney Morning Herald, done stuff overseas. I’m not that journalist. I’m still failing. I’m still messy, and I still miss what I’m trying to get at, every now and again.

    You’re getting better.

    I am getting better, but it’s still scary. Month by month.

    Thank you very much, Robert Forster.

    Thank you. Thank you for coming along. I appreciate it. John Wilsteed, everyone!

    Fiona: Robert, Avid Reader would really like to thank you because you had a sell-out session last week, and because of the sell-out you agreed to a second session. You’ve had 200 people in Avid Reader listen to you, which has never happened in the history of Avid before. Thank you so much for your generosity. Thank you for coming along! More on Avid Reader at their website; more on Robert Forster at his.

  • A Conversation With Simon Noynay, illustrator

    Melbourne-based Simon Noynay [pictured below right] illustrated my ‘future of the music video‘ story for Rolling Stone, as shown below. His work has also appeared on t-shirts for Threadless [my interview with Art Director Ross Zietz here]. Coincidentally, I wore his ‘drum ‘n bass‘ shirt design last night. Spooky. I asked him some questions about his craft.

    'The Future of the Music Video' article by Andrew McMillen for Rolling Stone, as illustrated by Simon Noynay

    Simon, are you a full-time artist and illustrator, or do you work on a freelance basis?

    Simon Noynay, Australian illustratorUntil recently I was working as a part-time freelance illustrator, but have since joined a commercial illustration agency and heading towards full-time client work.

    How did you follow this career path?

    I have been drawing since I was five and originally began pursuing a career as a fine artist after high school. Although I’ve been a part of several exhibitions and artist’s residencies, I was searching for other creative avenues where collaboration was more encouraged. I completed a Bachelor of Communication Design last year which helped reinforce my love of illustration and character design. I now enjoy working together with artists of different disciplines, ranging from animation, sculpture, fashion and graphic design.

    How did you become an illustrator for Rolling Stone?

    'Songbird' by Simon Noynay

    I was introduced to the art director of Rolling Stone through my illustration agency. I’ve currently worked on three recent and upcoming issues.

    Where else has your work appeared? Who are your regular clients?

    My work has appeared in different media and in a variety of styles. From clothing, shoes, magazines, books, installations & tattoos etc. I was also profiled by Art & Australia and NOISE as one of the top 25 artists under 25. While I have had the privilege to create things for clients like Adio, Adobe and Qantas, my regular clients like L.A. clothing label Acrylick and my own character design creation, “The Moops” are my favourite jobs to work on.

    Is it difficult to illustrate for briefs? How much do you like to know about a story before you’re comfortable illustrating for it?

    On occasion, it can be difficult when there is a lack of clear communication and indecision, nevertheless I enjoy the pressures of deadlines and the overall processes of working with clients and art directors. Sometimes all you have to work with is a short sentence and a few examples; however my illustration thrives under these conditions and the result becomes something surprisingly refreshing compared to my laboured exhibition artwork.

    'The Bite' by Simon Noynay

    Web or print illustration – do you have a preference?

    I love web graphics and animation but my work is usually created for print, so I have to say I prefer that certain thrill of seeing my pieces printed and sometimes wearing them.

    What advice would you give to young illustrators looking to work for commercial clients like Rolling Stone?

    Show your work to clients you wouldn’t normally approach, talk to art directors and get as much feedback as possible. Also don’t be afraid to experiment with different techniques and points of views.

    View more of Simon’s work at huskworks.com. He can be contacted via email.

  • Rolling Stone story outtake: Bridezilla

    A conversation with Pia May Courtley, guitarist in Sydney rock band Bridezilla, for my fan-sourcing music videos story.

    Sydney rock band BridezillaPia, how did the partnership with Genero.TV originate?

    Through our label (Inertia). I’m not sure if Genero approached our label or vise versa. Either way – someone approached someone and here we are now!

    Which element of the ‘fan-sourcing music videos’ concept appealed to you?

    I like the idea that there’s a bit of a role-reversal between bands and their fans. As a musician it’s refreshing to engage with new people on a creative level – a charming change from the producer/consumer relationship.

    Do you view this as just a way for you to save cash on video production, or was there a more profound reasoning behind the decision?

    I guess the cash thing maybe plays a minor role but moreso, for us, it’s about potentially coming across ideas we would have never thought of ourselves.

    Any concerns about this method of video production arise before you agreed to partner with Genero?

    There is an element of risk involved. But like a first date or foreign food…you never know until you try…

    Why did you lend that particular song to Genero?

    ‘Beaches’ is our current single, or first single and the only song from our record to be released so far.

    Do you think that fan-sourcing the creative content of music videos devalues the music video medium?

    Not really. There’s lots of young people out there with great ideas making viral videos anyway. And if anything these people don’t have rules as to what sells so their ideas end up being more genuine.

    More of the band on MySpace. Check out fans’ music video creations for ‘Beaches’ on Genero.TV. A live recording of ‘Brown Paper Bag’ at All Tomorrow’s Parties New York 2009 is embedded below.

  • Rolling Stone story outtake: The Temper Trap

    A conversation with Lorenzo Sillitto [pictured below right], The Temper Trap‘s guitarist, for my fan-sourcing music videos story.

    Lorenzo Sillitto, The Temper Trap guitaristHow did the partnership with Genero.TV originate? Was it through your label, or otherwise?

    The partnership with Genero came about by coincidence really. We had done a few videos which we weren’t really happy with and that had cost a bit of money, and we were a little fed up with the whole process. So as an alternative we wanted to see if we could hold some type of competition on our MySpace or the like to see if fans or would be film makers would be interested in making a video for one of our songs. Then coincidentally we were playing a small showcase gig in Melbourne and our manager Tom introduced me to the guys at Genero, which was quite out of the blue as they were putting together the resources that we were desiring, so that’s how the partnership started.

    Which element of the ‘fan-sourcing music videos’ concept appealed to you?

    All of it, I think it is a really good way to get your fans involved in something tangible that the band is doing, it allows them to feel a part of the process. It also gives the band a few options when it comes to selecting video. It is also really good creatively, because you are going to get a set of completely different concepts.

    Do you view this as just a way for you to save cash on video production, or was there a more profound reasoning behind the decision?

    I think this process is great in getting fans involved and even young aspiring video makers and it gives them the opportunity to work with artists which they may not have otherwise been able to work with. It is also advantageous to us as it gives us more options when it comes to selecting a video. Radiohead have been involved in this type of thing before and have had great results. And I guess saving money is good also as videos can often cost a small fortune. This is not to say that we wouldn’t pay the creator if we selected a video that we liked and we would use.

    Any concerns about this method of video production arise before you agreed to partner with Genero?

    There is always going to be a little trepidation going into an exercise like this, such as:will people make a video? Will any good ideas come out of this? Will we get a bunch of young boys or girls jumping on their beds singing one of our songs? But generally you are always going to have concerns with the final product, it doesn’t matter whether it is with novice or a big-time director.

    Why did you lend ‘Love Lost‘ to Genero?

    The Temper Trap: house of cardsThe reason was that this is probably going to be the next song that we hope makes to radio, and we wanted to have a clip to go with it.

    Do you think that fan-sourcing the creative content of music videos devalues the music video medium?

    I don’t think so. there are so many bad film clips out there these days that I think the video medium is already devalued. If anything, I think this could possibly spice up the market as people in the industry are looking for different avenues to connect with the audience, and getting them involved creatively is a great place to start. Some of my favourite videos have either been done by friends of the the bands or people who said “I really love the song” and made a clip for it.

    There is no better way to represent your band than through passionate fans and people around you. I’m looking forward to seeing the entries and what ideas they have come up with…

    Check out fans’ music video creations for ‘Love Lost’ on Genero.TV. A video for The Temper Trap‘s song ‘Sweet Disposition’ is embedded below.

  • Rolling Stone story outtake: A conversation with Gavin Parry, General Manager of Digital & Brand Development, Sony BMG

    Here’s an outtake from my first Rolling Stone story on streaming music subscriptions. It’s an interview with Sony BMG‘s General Manager of Digital & Brand Development, Gavin Parry [pictured below right]. Sony launched the digital music outlet bandit.fm in late 2008. I spoke to Gavin on 25th August, 2009.

    Andrew: As I understand it, Gavin, Bandit is currently a pay-per-download site, but in October, it’s being re-launched as a purely subscription-based site for streaming music. Is that correct?

    Gavin Parry of Sony BMGNo, that’s not correct. I think what happened with the article in The Herald and everything sort of spiraled out of control and there was misreport after misreport. Essentially what’s happening is we’re continuing the download service, and a subscription service will run along side of it. You can either choose to download on a pay-per-download model, or you can choose to be involved in a streaming model, which is basically a monthly payment plan.

    So it’s up to the consumer to consume music how they want, basically.

    It’s all about trying to provide as many options as possible, remembering that we also provide all our videos free to the user, free video streaming. Every featured artist on the site, which is about 1,000 featured artists at the moment and that’s increasing, they have three tracks each that are free to the users for streaming. That’s there right now.

    How long has the streaming service launch been in the works? I know Bandit was launched in November as a download service.

    We’ve had it in place since November, when we organized all our licenses. It’s always been in our plans.

    To my knowledge, all the major labels have music for sale in the store, but Sony is the ones running the site. Is that correct?

    Correct – you have to be very clear here. What happened with The Herald article is it said we were running the service on behalf of the industry. That is incorrect. At Sony, we’ve set up Bandit and we own and operate it, but we have licensed any music from any other three majors.

    And Sony is the main financial backer of Bandit.

    Yes.

    What do you think the benefits are of a streaming-based subscription model to the previous, per-download model?

    Bandit.FM logoI just think it’s about options. There was a lot of feedback online about how people don’t stream music to the PC and people would never use it. If you look at The Music Network this week, they did an article in there that said 50% of kids stream music to their PC on a weekly basis. We know how popular Spotify is in the UK and Europe. There is no doubt that a streaming service, not just to the PC, but to any Wi-Fi device could be quite popular.

    Conversely, what do you imagine some of the costs of a streaming-based site might be, such as high bandwidth and the necessity to allow many concurrent users?

    The cost from our perspective or the cost to the consumer?

    The cost from your perspective.

    From our perspective, basically you have to employ someone like Akamai to cope with the volume. We currently employ Akamai. You are familiar with what Akamai is?

    I haven’t heard of Akamai, no.

    Rather than streaming from our servers, we basically employ a series of other computers, a network of computers that Akamai operate to take the load off of us so the streaming that occurs from a local PC – if you’re in Perth and you’re streaming from Bandit, you’ll be streaming from a computer in Perth rather than a computer from our hosting arrangement. This means the biggest cost to us is actually paying Akamai to be able to operate that high bandwidth.

    There are also hosting costs, obviously to ingest and to hold – we’re up to about 70 Terabytes worth of data. The cost of hosting is pretty significant, as well.

    Where do Australia’s internet service providers sit within this discussion? Are you concerned that Australia’s network might be ill prepared for this kind of streaming model, given that other territories have had faster connections and unlimited bandwidth, compared to Australia?

    I think it will be fine. It just depends on what sort of plan you’re on. Obviously, cable will work fine; it depends on what plan you’re on with the ISPs. A lot of the bandwidth now should be able to cope with the streaming service.

    I can imagine traveling throughout the city and falling into black spots with mobile phone coverage and having the song interrupted by buffering might be a bit annoying.

    It’s the same thing you’ve got if you’re on a Wi-Fi network. You’re up to the vagaries of what the network might be. There are concerns but it will all be up to the consumer to ensure the bandwidth they’re paying for with their ISP is adequate to stream the music.

    With Bandit, did you consider putting in place an advertising-based free service, as Spotify had done in the UK?

    We essentially have got that in place with the video streaming, and with the ‘three free tracks’, which is a limited audio catalog. The problem you’ve got is the advertising model globally, when you actually look at Spotify and other services like iMeem and Last.fm, those services have really struggled to generate enough advertising revenue to continue to operate.

    On a similar note, is Bandit’s launch time to beat Spotify to the Australian market?

    Spotify logoNo, not really. To be honest, when we launched Bandit in November, Spotify was on the radar and probably has significantly upped its profile in the last twelve months. Bandit’s plan was always to have a subscription service operating around October/November of this year.

    The other thing I should mention is there is another service that we’ll operate, and again, this is all about providing options to the consumer. We’ll be operating a model very similar to eMusic as well. People can sign up and pay a monthly fee and receive a certain value of downloads.

    A certain value, what do you mean?

    Are you familiar with the eMusic model?

    No.

    You pay a monthly fee, but you are given a certain value for that fee. You’re given a value; for say $20 a month you’ll get $30 dollars worth of value that you can download. It’s not about streaming. Again, it’s a regular payment plan, but it’s all about downloads.

    Will this value package be launched at the same time in October, or is it currently available?

    The plan is we’ll launch it at the same time as we launch the subscription package.

    Are you able to provide some figures on Bandit since it launched in November, such as how many users or what is the volume of weekly downloads?

    We’ve got a monthly net browsers now of around 80,000. We’re doing about 2 million page impressions per month. We’ve got over 50,000 active users that have actually purchased something. That’s probably enough to give you an idea. We’re quite happy where we’re at after only nine months being operational. We’re pretty much on plan, as far as where we expect the service to be. We’ve done very limited marketing so far.

    I was looking around your website earlier, and I noticed that a lot of artists have unique content-rich splash pages, which includes images, artist’s recommendations, and news [example below left]. Who supplies the content that is displayed on those pages? Is it managed in house or is it syndicated?

    Queens of the Stone Age on Sony's Bandit.fmWe’ve got our own editorial team that puts together news stories, and also looks after Bandit on Twitter and our Facebook page. We also have licensed in the All Music Guide.  When you’re looking at all the biographies and all of the similar artists and influenced by, that all comes from the All Music Guide.

    What we’re trying to do is build a very deep, rich site that is more than just a download store. You can see how it’s been built by creatives. They’re very graphical and it’s a very appealing site. That shows with our average session duration which is around 15 minutes.

    How many staff are working on Bandit full-time?

    We’re still in development mode, so we’ve got a team of probably four developers. We’ve also got a person in customer service, editorial, operations, and also we have a programmer who deals with the other labels.

    It’s still a pretty small team of around ten, would you say?

    Yeah, which we’ll scale down once we’ve finished the development phase.

    What inspired the decision to make Bandit operate within the browser as opposed to an external program, such as Nokia’s Music Store?

    It’s really a matter of what you can support. If you build something within a browser – it’s really a phased approach. The first thing is once you build it within a browser, you know you’ve got a higher chance of compatibility with most computers. If you build an application, it’s much more work to get compatibility with all the various operating systems. It’s really initially a cost consideration, but having said that; we’re currently working on a download manager which is built using Adobe AIR. That’s basically an application that will sit above the site, which will manage the download process, and also manage your library. We have to roll that out in October, as well.

    October is going to be a big month for you, then.

    Yeah, the guys are flat-stick at the moment. We’ve got them down in the dungeon, working hard!

    Final question – are Sony using the Australian Bandit Store as a kind of testing ground for potential expansion to foreign territories?

    I think the focus is just making the Australian site a success, and then we’ll see where it goes from there.

    Fair enough. That’s all my questions. Did you want to add anything else?

    'Grunged' channel on Sony's bandit.fmThe other thing that we’ll be adding in October is a level of social networking, which will be quite interesting. In that case, the core part about Bandit is the channels. You can see different channels which split music be genre, by demographic. We put up the faith channel yesterday, which is all about Christian music. Coming in October, when we launch the social network piece, each user will not only have a user profile, but also will have his own channel. The idea is that a user can go on, select their own playlists, stream music, connect to other artist, connect to other channels, connect to other users, and in that way we’re actually giving people a lot more context. Their channel will be a representation of themselves, musically, online.

    This idea of ‘channels’ kind of makes me think that you’re trying to build on the concept of the radio station, so everyone has their own channel.

    To some degree, that’s it, the ability to essentially create your playlist. We think the subscription service also has quite relevance to families, and it’s not just focused on teenagers and young adults. I think the subscription model going to a family where they have unlimited music online, and they can basically just turn Bandit on to their stereo, set up their playlists, and play music in stereo, I think that is a big thing. In that case, they are actually setting up their own radio station.

    Okay, thanks for your time, Gavin. I appreciate it.

    No problem.

  • A Conversation With Andrew Ramadge, news.com.au and music journalist

    Andrew Ramadge, journalist. Serious business.Here’s a conversation I had in August with Andrew Ramadge [pictured right], one of my favourite Australian journalists. He writes about consumer technology for news.com.au, and music for Mess+Noise and The Brag. He came to my rescue when I was humbled by Hungry Kids Of HungaryHe’s written a lot, but my favourite article of his – the one that really brought him to my attention – is ‘Tall Tales And True‘, a look at the state of Australian music journalism for M+N in March 2009.

    Andrew: Hey Andrew. I’m mostly interested in how you got into journalism, and how you’ve progressed from print to online journalism. When did you first become interested in writing professionally?

    My father was a journalist and he still is. He edits a newspaper now. When I was a bit younger, I swore that I wouldn’t get into the media, that I wouldn’t follow in his footsteps, which as you can tell; I failed at. [laughs]

    The first time I realised I really loved writing was when I was at university, in Melbourne. I was doing a Bachelor of Arts. Most people do a Bachelor of Arts when they don’t know what else to do, or when they just want to get on the dole for a while. I was one of those people who really enjoyed it. I loved writing essays, forming arguments, and at the same time I was reading the street press, and reading record reviews. I’ve always loved music. At that point, the street press critics were emerging writers and I thought I could do that as well. I sent in reviews to Beat and that’s how I got started.

    So music journalism was your way into the industry?

    Yeah, that and the fact that my father was a journalist, so I suppose people would say I always had it in me, anyway. After I finished my degree, I moved to Sydney. I was looking for work and a position was open at News.com.au and I took it. One of the reasons I got into online journalism was because I started my career as a web developer. I sort of had a little bit of experience in journalism, and a lot of experience in online. It seemed to be the perfect synthesis.

    Was the opportunity at News.com.au for a consumer tech journalist, or did that role evolve?

    I started off as a general news desk journalist. I was doing a little bit of sub-editing, a little bit of production work, as well as putting in calls, and just highlighting the news of the day. After I’d been there about a year or year and a half, I think, before News.com.au put in a new section for technology. Again, because I’ve got a background in computers, and online development, I was kind of a perfect fit. I applied for that job once it became available and I got it.

    Do you find it odd that you find you got a job at News without an internship or without that kind of way into the industry, which I know a lot of students do pursue?

    I suppose; I’d already been working when I was in Melbourne, for the street press, and also editing the website for Beat magazine online, so I had an online editor experience. Also, I think internships are becoming more rare nowadays. I think Fairfax may have actually suspended their cadetship program recently.

    I think the ways that people get into journalism now are different than they have been in the past. One up-and-coming technology journalists that I know is Ben Grubb, who’s also from Brisbane. He will have a career in the industry because a lot of people know him and are keeping an eye on him. He didn’t do a cadetship. He did it himself. He started a blog. He showed he had talent, ambition, and I suppose he went around making good contacts.

    Cool. What did you learn during your time writing for street press? You started as a freelancer, I suppose, and then you became a staff member when you were editing.

    Yeah, I started out writing reviews and features. At that point, Beat had a website, but it was pretty perfunctory. It wasn’t very good. I wrote a business case for the publishers of Beat magazine to start a new website for them, and then I built it and edited it. That’s that side of it.

    What I learned about writing when I was at street press was the same thing everyone learns, really, which is a pretty good introduction: some free CDs, you get to go to a lot of concerts and meet people and figure out how everything works, really. I also eventually learnt not to be precious, which is another good thing. I learnt that there are only so many times that you can get angry at an editor for changing a few of your words. After that happens for a few years, you sort of get used to it, which is a very good lesson to learn, especially for mainstream media where the editing process is a lot more intrusive.

    Mess+Noise mag. Photo by Dan Boud - boudist.com

    How did you make the transition to Mess+Noise?

    When I found out about Mess+Noise, I left Beat. I continued to edit their website but I stopped writing for them, by and large, and threw myself into Mess+Noise, which was the best experience I’ve ever had. It was wonderful.

    I joined them for issue two of the print magazine, after I’d seen issue one. That changed the way that I think about everything, really. I went from doing the regular street press thing, which is 400 word reviews and 1,000 word features, to just having free rein to do whatever I wanted. What I wanted to do for Issue 2 was write a 3,000 word piece, not about a particular band, but about a genre and scene in Melbourne, which at the time was the art rock scene, which was centered around the Rob Roy Hotel. That’s what I did.

    It was really liberating to just be able to do that. I also realised that anyone could do that. It’s if you have someone who promises they’ll publish it as well, you’ve got an extra impetus.

    When I joined Mess+Noise, the editor at the time was Danny Bos, and he really opened up a huge amount of possibilities for me. A bit later on, Craig Mathieson became the editor, and I learned a lot from him, as well.

    How did Mess+Noise come about? I’m not too familiar with its history as a print magazine, only the website.

    It grew out of another website, which I’m not 100% clear on the back story of, but it was called Mono. It was an Australian music website that was in the late ‘90s, I think. Danny Bos was a member of the team who did that.

    After Mono, Danny started Mess+Noise as a website. In some ways it was similar to how it is now. It was mainly a discussion board. He really wanted to put out a music magazine, so as soon as he got organised enough and got his money together, he started doing that. Then it was put out every 2 months for a bit over 2 years. There were 16 issues.

    I read that they were purchased by Destra a couple of years ago.

    Yeah.

    And as of late last year, they’re owned by The Sound Alliance.

    Yeah, that’s correct.

    How do you think this site got such a strong following and such a devoted, loyal audience? That’s always fascinated me. Its audience seems to be quite opinionated and quite passionate about the indie scene in Australia. How does that come about?

    Some of it was a follow on of momentum from Mono, so a lot of the people who used to talk about music on that website followed Danny to Mess+Noise. I also think it grew a reputation over the years of publishing really high quality music journalism, which if you do it for long enough, then it can get you a lot of respect and a lot of people following what you publish.

    Do you enjoy writing for the web more than print?

    A little while ago I had my first feature in The Weekend Australian; a full-page feature. I enjoyed writing it and seeing it in print, as well. But I suppose I’m one of those writers who is at the right age to still feel very nostalgic about print, which a lot of writers my age do. I had to come to the thinking that “just because it’s in print means that it’s necessarily better than the web”.

    Mess+Noise mag. Not sponsored by Eiffel 65.

    When I opened up the paper that weekend, I still liked reading it and seeing it there, but I realised it wasn’t as important to me as some of the stuff I’ve written for online. I think for me, that sort of distinction between print and the web is starting to go. It’s much more about the quality of the piece itself. It doesn’t matter where it’s published.

    You mentioned that a lot of people still think that what appears in print is perhaps more valuable and more valid than its web equivalent.

    Yeah.

    I think that might be related to the fact that print still pays quite well and it still has that professional reputation, whereas I suppose a lot of other online outlets aren’t..

    ..don’t have the same reputation and they don’t pay as well, is what I think you’re trying to say? It depends on the magazine, the newspaper, or the news website or whatever. Obviously, street press doesn’t pay very well at all. That’s a print title, whereas the website of Pitchfork Media might pay ten times as much as street press.

    Part of it is that. It’s not necessarily whether it’s print or web. It’s just the title that you’re writing for. I can tell you that at News.com.au, we pay our online freelancers a professional rate, the same rate that they would get if they were getting if they were writing for the Sydney Morning Herald in print.

    As for reputation, you’re right; with newspapers, let’s continue talking about the Sydney Morning Herald. That’s been around for what, a hundred or more years? I think it has been around for more than a hundred years. Over that time, it has built quite a reputation. If you work a few years in there, then – in a sense – the reputation brushes off on you.

    But I guess what we’re going to see now is that websites that have been around for a long time aren’t going to go away. The big websites that are there now, theoretically, are going to continue into the future. If they don’t, another website will take their place. They’ll build their own reputations, as well. Give it another 10 or 20 years and you might end up seeing that websites have a stronger reputation for breaking news or publishing quality journalism than print does.

    I guess time will tell on that. You mentioned online freelancers for News Limited titles earlier. Do they employ many of those at the moment?

    I’m not really sure how many freelancers we’ve got all up. I know that in the technology section, we’ve had several freelancers.

    I spoke to a guy from the Brisbane Times a couple of months back and he said they’d pulled all their freelancers because they couldn’t afford them.

    We haven’t dropped any of our freelancers, yet. I’m not sure that we will, either. I think everyone realises that at the moment, online publishers are trying to figure out how to make money, and they’re not being particularly successful. That’s a whole range of reasons, and obviously, that’s why both News Limited and News Corp internationally and Fairfax in Australia have both flagged that they’re probably going to be charging for content soon.

    I guess that’s why magazines and newspapers can afford to pay writers 70 cents or $1 per word, in some cases, because they do have a traditional advertiser base who understands the rates, and the magazine editors can apportion rates per what they receive from advertising.

    Obviously I’m generalising here and trying to make sense of it, but I can see that website editors might not have figured that out yet, which is where the debate about paid content comes in. They’re trying to monetise the user base.

    I’d be happy to talk to you about this off the record, but not on record, only because I don’t want my opinions on the matter to come back to haunt me at work.

    Fair enough. You mentioned you got your first piece published in the Weekend Australian. How did you get that in there?

    Andrew Ramadge on tour with Laura in 2006

    Well, The Australian is owned by News Ltd, which is the parent company – the sister company of News Digital Media, which is the publisher of News.com.au. They had an article that they thought I’d be good at. They sent me an email.

    They approached you; that’s interesting. I’m sure, over the years, you’ve become familiar with and adept at pitching article ideas. When did you first start to do that, because I’m assuming that during your time at street press, you didn’t get much freedom to pitch new ideas.

    You’re right; I didn’t have a huge amount of freedom in what I could pitch. For example, I couldn’t pitch an article on a band that no one else but myself really cared about and that was never going to pay for advertising. Also, I couldn’t pitch for large opinion pieces or in-depth features that would have taken several pages. That’s not the way that street press works.

    I did have a little bit of freedom in being able to pitch about local bands. For example, if there was a really great band in Melbourne, I could pitch to the editor and if they ever had a spare half page or something, then I might be able to use that for a small article, which is one of the limitations of street press – and why I joined Mess+Noise was almost evolutionary for the way that I started working.

    I still had to pitch articles. What we used to have in the early editions of the magazine was an editorial board; when I say board, we just met at the pub, really. It was a group of writers and editors, and we’d all have to pitch what we wanted to do to the whole group.

    There were no limitations. We could pitch whatever we wanted. Half the time, everyone would be like, “Great, let’s do that.” That’s how I came to write 3,000 word articles about a particular scene. In one case, I think there was a 5,000 word article about one musician, or the ‘storytellers’ series, where I interviewed different musicians about how they came to write some of my favorite songs. That sort of stuff would never have been in street press, but it still was subject to a pitching process.

    You started with verbal pitching at the pub. Do you still pitch articles to your current editor?

    Of course. Now that I’m working for a big company like News Limited, pretty much every article that I write has to go through a pitching process.

    How does a story idea come about? Do you read something you’re interested in and you think about the angle you’d like to take? Or in some cases, would there would be a news event you have to write on, or your editor asks you to write about?

    It’s probably a mix of both, about half the time an editor asks me. There are different sorts of editors; there’s a technology editor, and then there is also whoever is actually running the news portion, whether it is the morning editor or the afternoon editor. Something might be going on that they want a story about, so they’ll ask you to write.

    The other half of the time you’ll pitch an idea of your own. You’re exactly right; those ideas come from things that you’ve read or perhaps you’ve had a tip from a source, or whatever. Also, the other thing to note is that your story won’t always come through. You might get a tip off and investigate it but find out later that it’s either not worth the story, or someone told you the wrong thing, or it doesn’t stand up.

    What makes a good editor?

    I’ve worked with different publications and different styles of publications. Obviously, a magazine editor is very, very different than a breaking news editor. By breaking news I mean somewhere at a pace like News.com.au, which tries to stay up with what’s current 24 hours of the day, 7 days of the week, and tries to be informative about what’s going on at that very moment.

    I’ll talk about magazine editors in general, only because that’s where I’ve written a lot more of my feature articles for. In a good editor you need confidence; to not accept any bullshit, either. If someone doesn’t like something, they need to tell you and that’s fine. You also need to be very supportive of your writers.

    Do you see yourself becoming an editor in the future?

    Yeah, and I think I’d really like that as well, but no time soon. I’m not done with my writing yet. There are still a lot of things that I want to write.

    You have News.com.au and you’ve got Mess+Noise occasionally. Do you have any other publications that you write for?

    Mess+Noise magazine. I believe this is 'Sir' on the cover.Yeah, I’ve been involved with Mess+Noise for a very long time now, and I used to be an editor there. I was editing the reviews and opinion section of the magazine before it went online. I still write for them whenever I can. It’s just a matter of finding the time now, because I’ve got a full time job and it’s very demanding.

    I also have a weekly column in The Brag called Pop In Print. Last year I published an essay for Overland, which is a literary journal. In the future, I’d like to continue publishing pieces in places like Overland and Mess+Noise, which favor in-depth, long-form journalism.

    I saw you comment on ‘Tall Tales And True‘ where someone asked you what you got paid for the article. You told them that you’ve long since given up on expecting to be paid for everything you write, and instead you try to focus on what you’re passionate about and telling the best story you can. If you get paid, that’s a bonus. Does that come back to not being precious, which you mentioned earlier?

    No, it’s not about being precious, this one. When I first joined Mess+Noise, when it was a magazine, I didn’t get paid for any of the articles that I was writing at that point, only because Mess+Noise didn’t have any money. It was a love job, a do-it-yourself job. Basically, it was just a zine, a very pretty and very high quality zine, but it was still a zine.

    Now, I’m really passionate about this; everyone needs to pay the rent, and I suppose I’m lucky enough that I can pay the rent by being a journalist during the day. Even if I couldn’t, I’d still prefer to get a day job and then write about what I want, out of hours, without having to worry about whether or not it’s going to contribute to the rent.

    The reason being is that there’s a huge weight lifted. You can write about whatever you want if you don’t worry about whether or not you’re going to get paid for it. A lot of the best things I’ve ever written were for no money and I went into it knowing, and just stopped being concerned. If that’s not a concern, it frees you up to actually prioritise what you really want, which is: “I’ll write this exactly how I want, about what I want.” I’m a big fan of do-it-yourself culture.

    It’s interesting because you did that for Mess+Noise and you started with street press, which as you say pays pretty poorly, and in many cases, for all contributors, it’s a love job. The people who write for it love writing about music. Do you find the time to write for pleasure lately? I notice you haven’t been updating your blog very often.

    The blog is simply a collection of the things that I publish in Brag, so it’s about 6 months behind the print version at the moment. I don’t have a lot of spare time lately. Hopefully, that will change.

    Do you have any daily routines?

    No, I’m incredibly disorganised. [laughs] My routine at work depends on what’s going on during the day and what I’m going to try to do in that day. If you’ve got a day where you can go and try to find a new story and break some news, your routine will be a little bit different than when something is broken in North America overnight and you’re following it up.

    Are you a procrastinator?

    Sometimes, yeah. It’s funny; when it comes to my writing outside of work, the writing I do after 9 to 5, I tend to leave things a little last minute.

    Has that been a problem?

    Yeah, it can definitely be a problem sometimes. One of the biggest problems it can cause is to add to your stress level. I don’t think anyone would argue that people who are a bit more organised tend to get less stressed out about things and stressed out about getting things in at the last minute. Then again, it depends. Every writer that I’ve ever met works in completely different ways. I’m not too worried about it.

    I ask that question of a lot of people, if they procrastinate and how they deal with it. It’s definitely a recurring theme, especially with writers, to sit on a task you know you’ve got until the very end, at the last possible moment. I often think that working that way is possibly sacrificing the potential quality of the piece. If you’re rushing to have it done by a certain time, you’re not fully thinking about the issue, unless you want to argue that by mulling it over for so long it’s just ticking away in your subconscious and you know exactly what you’re going to write.

    Andrew Ramadge

    I believe very strongly in the second model, which is that even if I’m not writing something, if I’ve been thinking about it for a month, what I end up writing in the last day of that month will probably be pretty good. Not probably, actually a lot better than if I’d started on the first day of the month. I can guarantee you I would have been sitting there thinking about the issue for the 30 days before I started writing.

    It’s interesting how that works. How do you find new music to write about?

    To be honest, probably this year, I’m not writing about new music as much as I have done in the past. As you know, the column that I write every week is about old music. I think that’s probably because when I was editing the review section of Mess+Noise a few years ago, I was totally caught up in everything that was happening that week. I suppose just for a change of pace, when I started doing my column, I started focusing more on what was really important to me and what I was really passionate about. Every record I write about now is not necessarily new but I think it’s got something in it, a reason for people to listen to it, or a reason for people to read about it.

    How do you find new music to listen to?

    Nowadays I rely a lot on my friends. As you would imagine, a lot of my friends are music critics and they’re probably doing what I used to do, which is keeping on top of things that happen every week, new releases, and who’s touring. Anything they recommend to me I usually give it a try.

    So you kind of take the back seat these days and let others drive?

    A little bit. I don’t necessarily want to do that forever, but at this point in my career and life, I’m pretty happy having music recommended to me, rather than searching it out all the time, but again, that’s just because of time constraints. I don’t have as much time as I used to, and I’m also no longer a reviews editor, so I don’t get quite as many CDs sent to me.

    Thanks for your time, Andrew!

    Andrew Ramadge writes for the Technology section of news.com.au. For an outdated list of his writing, check his MySpace and Pop In Print. He’s also on Twitter.

  • A Conversation With Ian James, Managing Director of Mushroom Music Publishing

    [Note: this post originally appeared on OneMovementWord.com]

    Ian James is the Managing Director of Mushroom Music Publishing and a guest speaker for the MUSEXPO Asia Pacific component of One Movement For Music (Oct 16-18). Andrew McMillen spoke with Ian about the nature of genius, indie labels, and fostering excellence.

    Andrew: Ian, you’re involved with One Movement as a speaker, but I’m also curious about your goals when attending these kinds of conferences on behalf of Mushroom Publishing.

    Ian James, Managing Director of Mushroom MusicIan: It’s to impart information. It’s about sharing what I know with the next generation of managers as much as anything. I know that a lot of artists attend these events but I’d like to see an improvement in the infrastructure of our business, which primarily means having a lot better level of training or information going to the next generation of managers.

    What do you hope to achieve when you speak at these events, aside from imparting knowledge?

    I like to entertain people. If they don’t walk away enjoying it, it probably hasn’t been worthwhile.

    I was reading a 2003 interview with you on the AIR website, and this quote stood out. “There are so many people in the music business looking for a very limited number of opportunities. If you’re not excellent at what you do, you won’t get anywhere.” As Managing Director, how do you go about fostering excellence in those involved with Mushroom?

    The trick to the people that work for me is that you choose the right ones first. You choose people that have got something special, and then you give them as much room to move into as you can. I’ve got a great International Manager called Zoe White, who is about 26. She spent three years in London working at Beggar’s Banquet. She had her own little vinyl label called Passport over there, which you can check out. I was told by a friend of mine that she was back in Melbourne and she’s been a great International Manager.

    Similarly my A&R Scout, Michael Kucyk, who was brought in by Linda Bosidis, my A&R Manager. You find young people who really know what they’re doing and then you give them room to operate and you also give them the collective wisdom of the building. The Mushroom building is full of a lot of people who know what they’re doing.

    I can imagine. From that same interview, another quote of yours that stood out was where you sat on a board meeting once and said, “I’m not the least bit interested in competency. In fact, what I look for is genius, but I’ll settle for extreme talent.” Do you hold those same standards with your staff at Mushroom Publishing, to convince them to sign only the best acts?

    Yeah, that was in relation to the training boards and the standards that other industries apply to the people that work in them. It works just fine for the clerical world, for instance. In our world, you don’t stand a chance unless you’ve got a level of genius, or something really special.

    When it comes to the staff, there are different types of staff. We don’t want everyone to be a potential rock star marking time in a publishing company. I’m not interested in people like that. They can go and mark time somewhere else. It’s really about people who want to be in the music business, and have the aptitude to do that, and not necessarily in promotions.

    The final quote I’d like to discuss from that interview which you said in reference to independent record labels: “There is this theory that with a label you’re building a copyright asset with which you will then cunningly turn into millions of dollars.” Do you have anything to add to that statement, six years on?

    Mushroom Music Publishing logoThe ability to convert it into millions has been seriously diminished in that the little labels are struggling and unfortunately we are not seeing too many of them rise up. Certainly, the current financial situation has got something to do with it, including the fact that people simply aren’t buying or paying for things the way they used to, and particularly the output of indie labels. I find the hypocrisy almost stunning that these people can profess to have their favorite bands and not feel the need to actually do anything towards supporting them. I’m looking forward to debating that with anyone who wishes to cross the line when I’m in Perth, and explain that particular piece of self-serving philosophy.

    I find that it’s interesting that quite a lot of the labels that were the emerging labels at the time have ended up with Universal; Steve Pavlovich [of Modular Records] in particular. They’ve adopted a half-way position where they’re taking advantage of the power of the major companies, who are prepared to give those types of labels a lot of latitude. I think it’s a pretty good marriage, actually. It seems to work.

    The pure indie labels are really struggling, I think, Andrew. I think they’re really doing it hard, which I don’t like.

    To take a step away from talking about business for a moment, what are some of the most enjoyable aspects of your role? I can imagine it must be wonderful to watch the artists that you have supported and championed and the ability to support themselves via your publishing deals.

    Yeah, that’s fantastic. In terms of the warm glow, that’s the best, to see someone really make a living out of it and consistently make a living out of it, not just a living, but make great music out of it, have the satisfaction of putting out three great albums. We’ve spent a lot of time with Eskimo Joe and we find they’ve grown up. They were young guys in Perth when we first met them. Now they’re really occupying their space brilliantly. That’s very satisfying.

    Ian James [right] with Jesse Hughes of Eagles Of Death MetalAlso, the great shows. I’m a big fan of Eagles Of Death Metal, who are not everyone’s favorite band. I went to a show in London, the last night of the Raymond Revue Bar, which was a ’60s strip club in Soho with red velvet curtains. It was a ladies’ night only, except I managed to smuggle my way in because I’m a friend of Jesse Hughes [pictured right], the singer from the band and also their publisher.

    Seeing the Eagles of Death Metal with about 300 London girls and me.. it was that sort of night. That’s what it’s about. You could just imagine, Andrew. That’s the sort of stuff that’s also wonderful.

    Conversely, what are some of the less enjoyable or stressful elements of your job?

    I guess the whinge factor, with everyone wanting something for less. It’s a litany about exploitation and how important it is for the artist that they get it and how this person, who is not going to pay you any money, is going to provide it. “Opportunity” is a word I hear very often.

    Put it this way; you can’t blame people for trying but when you hear the same story, it’s a bit like those beggars in the middle of the city who have been asking for money for about ten years. You go, “Enough, we know you’re down on your luck, but you’ve been down on your luck in this exact same spot for ten years. Leave it out.”

    I find a lot of people like that come to us and kind of aggravate my licensing staff. When my licensing staff get aggravated, they come and aggravate me. I get it down the line. That always annoys me, the “Hi, I’m in marketing and I want it for nothing.”

    Put it this way; we’re a bit bulletproof here at Mushroom. It’s a big organization. Not many people try and cross us. No one succeeds. It’s not like I’m particularly vulnerable to things really annoying me because we’ve got a way to deal with it.

    Finally, Ian, what are the personal qualities are integral to achieving success in the music industry?

    I think you’ve got to be lively. I think you’ve got to have a good mind and you’ve got to be lively. That applies to both musicians, and to people that work in the business.

    Don’t miss Ian James when he appears as a guest speaker at the MUSEXPO Asia Pacific component of One Movement For Music Perth, October 16-18 2009.

  • A Conversation With Neil Strauss, New York Times Bestselling Author, 2009

    Neil Strauss and his entourage. I wonder what the kneeling girl is up to.It’s June 23, 2009. Minutes away from meeting Neil Strauss, I catch myself being self-conscious. I realise that when I sit, my jeans reveal my red-and-white striped socks above my white basketball shoes, which were hastily pulled on before a flight from Brisbane to Sydney earlier that day. Shit. What will Neil think?

    I can see him in the opposite corner of the Sofitel Hotel’s lobby, closing an interview with another young, starry-eyed guy, and chatting with his publicist. I change sitting positions a couple times to try and find the optimum spot that’ll make me look relaxed and in control. I want to exhibit both of these traits before Strauss, one of my favourite writers, because I want this to be perfect.

    As I walk toward them, the publicist turns and says, “you must be Andrew”. We shake hands, and Neil offers his. “Hey Andrew, what’s up man?” he asks warmly. They’re finalising his plans for tonight; an opportunity to watch a taping of The Chaser’s War On Everything seems to be on the cards. Neil turns to the otherwise empty lobby antechamber and asks me to pick a comfortable seat for our interview. I select a window seat, and run my eyes across the page of questions written in my notebook.

    I don’t admit that I was self-consciously readying myself just moments earlier. I don’t describe to him the trepidation I feel as a fan almost half his age, speaking to my favourite writer. The one who wholly shared his personal demons and sexual exploits in the 2005 book The Game: Penetrating The Secret Society Of Pick-Up Artists; an autobiographical account of the two years that Strauss spent investigating the lives of men devoted to improving themselves by attracting women.

    As I ponder, Neil bounds over and sneaks a look at the page.

    Neil: Ready for all fifteen questions!

    Andrew: I think fifteen’s a good number. Or is it too many, or too few?

    Here’s what I do. I write out like a hundred questions, even though I rarely get to ask them all. I write them out, while researching and studying them beforehand, and then just have a conversation. And if the conversation stalls, I turn to a prepared question.

    But that’s just the way I do it. I don’t know if it’s the best way; no-one ever told me!

    So I really enjoyed Emergency [his 2009 book on survivalist preparedness]. What did you set out to achieve with the book?

    Note: book may not actually save your life.The main thing was to write an interesting, hopefully somewhat humourous story. But what I set out to achieve is always different to what I achieve. I originally set out to write a book that would influence the (2008) American election, so that a Bush-like type of person didn’t win the election. So the original goal was to look at the country and ask, “Why isn’t anybody having a revolution?” That’s even almost how I pitched it. And they let me do the book like that in the first place – “okay, go do your fun little pet project, and then give us a real book” – and then it just turned into this whole other thing about self-sufficiency and learning to be independent of the system.

    Did you come across that accidently?

    My favourite composer is John Cage, and his credo is “be open to whatever comes next”, and I think that’s it. You start with one idea in mind, but you have to be willing to go further. Like when I did the Marilyn Manson article for Rolling Stone, I planned to tear him apart, because I didn’t like him. And when I met him, I liked him, and it turned out to be a positive article. The first book I wrote was with him, and if I hadn’t challenged my preconception, maybe I wouldn’t have started my career writing books.

    So the original thing was to activate and politicise apathetic Americans, but then I realised that the whole idea of voting for a person is a pretty pathetic way of empowerment. One person isn’t really doing that fucking much. It’s like that lyric – “meet the old boss; same as the new boss” [The Who‘s ‘Won’t Get Fooled Again], you know. And even though there are major differences, I realised that it’s more about one’s own self, and not entrusting your safety to someone else. To become self-sufficient, and not depend on the system so much. The way you leave home when you’re a child, and eventually have to leave your parents and become an adult, in the same way you have to eventually step outside the normal political system.

    Was one of your goals to encourage others to become self-sufficient, as opposed to living a life of convenience, which you describe at the beginning of the book?

    Yeah. It’s also to wake up from some of the delusions you were taught as a child, from the history books and in class. And to do whatever it takes to give yourself peace of mind. The other thing is to – rather than having these anxieties and fears – take them to the extreme and get rid of them. In that way, one of my aims for the book was basically generational Prozac (laughs).

    The economy’s falling apart around you; people are freaking out over these pandemics; terrorism alerts are always in a shade of orange or red.. so, you know, learning what this stuff is and what it means, and how to protect yourself. That was my Prozac for this generation’s panic attack.

    How soon did you finish the book before it was published? There’s some stuff near the end that’s pretty recent.

    Strauss: shadowed skull indentsI literally finished it in February, and it came out in March. That’s the cool thing about publishing, and why I love writing versus movies or TV, because you can literally get it from your pen to the reader so soon. And I’m lucky enough that my publisher’s pretty cool, and they can turn it around (quickly). I think if it came out now, it’d be a slightly different time.

    I’m really interested with what you’re doing with your publishing company, Igniter.

    Thanks for asking about that! I’m fucking stoked that you asked me about that.

    How did that idea come about with [fellow Rolling Stone writer] Anthony Bozza?

    We were on Tommy Lee’s tour bus. He’d just written the Tommy Lee book, and I’d written the Mötley Crüe book [The Dirt: Confessions Of The World’s Most Notorious Rock Band]. And we started talking, and exchanging notes, and found that the same people had been approaching us about books. We both got approached by Slash to do a book, and Axl Rose. Over the course of that night, three different people approached both of us about writing their books. And we were like, “fuck, this is weird!” Every now and then, there’d be a good one that we didn’t have time to do.

    So when someone came to us with a good book that they wanted written, we’d pass them onto agents and publishers and it’d never get made. It couldn’t get through the (publishers’) doors. So we just thought “fuck it, let’s put these books out ourselves.”

    Why do you think that they couldn’t get published? What was stopping these projects – the idea of working with unknown, unpublished authors?

    Yeah, unknown authors, and that most people don’t trust their taste. The phenomenon of social proof – no one thinks something is good, unless other people tell them it’s good beforehand.

    I was going to ask you about social proof, because you’re now, what, a six times New York Times bestselling author? That’s a pretty massive social proof there.

    Yeah, exactly.

    So with you and Anthony behind Igniter, do you think that your names will hold sway in the publishing community?

    That’s our hope, that we can get people to read good books. And also, we don’t want to deal with agents. If an agent has a book, he’s already shopping it to every publisher. We want to go find raw talent. I’ll give you an example: in our first book, which is out this fall…

    Is that the book on the mafia guy?

    No, the first one is on Bozo The Clown.

    Ah, I know you’re a big fan of his.

    Exactly. So you’re on my mailing list, I take it, since you knew about the mobster book?

    Yeah.

    Amber Smith: massive stalker. Be careful.When I did the writing contest, for the mobster book, there were three guys who got through to the final. The mobster chose a different guy to the winner of the public vote, who was Ian Kelk. He’s an unemployed computer programmer. So Ian didn’t get to do the mobster book, but I said to him “listen, I’m going to find writing work for you.” And so a few weeks ago, Amber Smith [pictured left], who’s this gorgeous supermodel – she’s been on the cover of Vogue, Playboy, FHM, and also now has a reality show – she wanted to do a book. Her story is insane: she’s a supermodel, but she’s only been in two relationships for like three months each, and afterwards she stalked the guys for like ten years. It’s awesome – she’s one of the most beautiful women in the world, yet she stalks guys and they run away from her! (laughs)

    So I called up Ian, and said “why don’t you phone her, see if you guys get along, then come down and work on her book.” So this guy who applied for my writing contest – an unemployed computer programmer – is now hanging out with, and writing a book for a supermodel. That’s the kind of stuff that we like making happen.

    So Igniter’s goal is to get unknown writers published?

    It’s just to get good books published. It could be a known or an unknown writer, it just has to be good. But I’m more excited about someone, maybe, who.. like when I wrote for the New York Times, there were certain bands that I was one of the first to write about, like Elliott Smith, or Built To Spill, or Ryan Adams. There were artists I’d find and write about, and then the world would embrace that person, and I could be like “cool, I hope I helped in some way”.

    That’s the kind of feeling (of talent discovery) that we’re looking to replicate with Igniter.

    It’s interesting how certain writers can hold that kind of control, or influence, over popular culture.

    In my case, The New York Times was a good platform because it reaches a billion people. And they’ll let you do.. do you know who Robert Randolph is?

    No.

    In other words, I could say to my editors, “man, there’s this guy who performs pedal steel music in churches, it’s an old church tradition, and people just fucking dance on the rafters and it gets crazy.” I did a story on him, and now he’s huge. He plays at Bonnaroo and all those kinds of festivals. And they put it on the front page of the Arts section, so it was cool to have a platform like that for people be able to listen to.

    As well artists you liked, were you pressured by the Times to write about artists that you didn’t like?

    Kenny G: everything I know about him is from that South Park episodeAll the time, but I could choose how I wrote about them. For example, I had to write about [the saxophonist] Kenny G [pictured right]. I thought, “well, I could write the normal fucking shit about Kenny G – he’s too easy to make fun of”. But then I found out that he was a pilot. So I thought, “why don’t I have Kenny G pick me up in a plane, then we’ll go fly somewhere, then have dinner together, and we’ll talk.”

    So I did that and I realised that I’d developed a respect for Kenny G, because he’s a guy who plays what he feels. And what he feels just happens to be very simple, and sweet. He’s just a simple, sweet guy playing simple sweet music, and he’s playing what he feels. He’s not like, you know, [jazz musician] Sun Ra. I have respect for Kenny G’s integrity, and I’m glad that I met him, because it would have been too easy to make fun of him.

    You seem to have preconceptions of artists and people before you meet them. Have you tried to stop having those preconceptions?

    I think it’s okay to have preconceptions, but you have to be willing to discard them in the face of the truth. I only think they’re bad when you stick to them, regardless; that’s just dogmatic thinking. It’s impossible to learn if you don’t listen.

    What preconceptions do you think that people have of you, based on your experiences in The Game?

    Generally when I walk into an interview, they definitely expect to see some arrogant fuck. You know, some arrogant, shallow fuck. And that’s fine, because people who think that generally haven’t read the book. They think it’s some lad’s manual, and that there’s a guy out there acting like that guy from Magnolia, screaming “respect the cock!” at guys. It’s fine for people to have preconceptions about me, because I usually am not like the preconception, and they’re thrown off.

    I lent The Game to a bunch of my friends, and the ones who read it loved it. But the ones who didn’t pick it up had that preconception of it being a guide for guys to get laid. They find something morally wrong in the idea of a book teaching something that should be inherently known.

    It’s the weirdest book, because the people who’ve read it know what it is, but those who haven’t don’t get it. I think the book is like that – you expect it to be one thing, but it turns out as something else. Like how it begins with the greatest pickup artist in the world about to kill himself. And while reading, you think “okay, maybe this isn’t going to be like what I had in mind”. And I think with all my books, I try to give the audience what they wouldn’t expect. Like with the Jenna Jameson book [How to Make Love Like a Porn Star: A Cautionary Tale], you know it’s going to deal with sex and porn, so I started it off somewhere really dark.

    When did you realise that you had a book on your hands with Emergency?

    It was originally just going to be a story about getting the St Kitts passport, and that was it. The original pitch was just ‘escaping America’ (laughs). And then I went to Tom Brown’s Tracker School, and I called my editor and said “listen man, I need like, another year!” I realised that I had so much to learn; I had to learn how to be human all over again. And he was cool enough to be okay with it. I still remember that cell phone call to my editor from Tracker School.

    I guess that’s before you dropped your Blackberry in the water?

    Exactly! (laughs)

    You mentioned your parents throughout the book, and that they’d always lived a ‘life of convenience’ in the city. Have their views changed since they read the book?

    Neil Strauss: look how trustworthy he is!It’s funny, because I went to visit them, and I was doing a radio interview from the back of their car, and the interviewer asked what my parents feel about the book. I was like, “I don’t know, ask them!”. And they said, on air, that they wished they got the St Kitts passport with me, now.

    It’s funny, that always happens with everything I do. When I’m doing it, all my friends and family make fun of me, but once it’s done, they’re like “oh, I should have done that”. Whether it’s The Game, and learning to be more attractive to women, or Emergency, and the need to be safe and self-sufficient.

    What do your parents think of your evolution as a writer, from starting with places like Ear and Village Voice, to writing New York Times bestsellers?

    Man, you want to know something hilarious? My next book’s probably going to be an anthology of articles I’ve written for Rolling Stone and stuff, and my parents just sent me a book proposal letter I wrote when I was eleven years old. It’s the fucking funniest thing!

    In it, I’m like: “Dear publisher, this is my book. Please send a printed copy, and all money to..”, and I gave my address. And the grammar is really good, it’s just weird to read that I was sending out book proposals at age eleven.

    What was the book proposal?

    It was a series of fictional mystery novels. “The Smith Mysteries“.

    Did you end up writing them?

    I wrote the first book, and I think my parents attached it to the letter they sent. I can’t wait to read it again, it’ll be fucking weird.

    Dude, eleven?!

    Yeah, I know. But my parents were always against me becoming a writer; they actually cut me off when I was writing for Ear Magazine and stuff. I had to support myself, because they really wanted me to study business, and do what they felt was safe. Ironic how business is the least safe thing to do right now! It’s much safer to be writing.

    But eventually, once I was at The New York Times.. they were always a little hard [on me], but I think it drove me to excel more. Like when the Marilyn Manson book [The Long Hard Road Out Of Hell] reached the New York Times Bestseller list, they told me, “well, it’s awesome that you’ve been on the list for one week, but it doesn’t really count unless it’s for two weeks”.

    Damn, they’ve got high standards!

    Yeah, and that’s why in Rules Of The Game, the book is dedicated to “Your parents. You may be upset with them for what’s wrong with you, but don’t forget to give them credit for what’s right”. So I can’t really blame them for shit, because I feel that I’m happy with stuff I’ve done, and I feel that they gave me everything I needed to succeed.

    How do you feel that the experiences in The Game and Emergency have shaped how you view yourself?

    The Game: one of my favourite book designsThey’re completely different. With The Game – even separate from the book – I always think about how if I’d never come across this underground group of guys, I always would have lived my life in the dark, and died never having emerged from my little shell. Like, there are good things and bad things about The Game, and I thought I’d neither attack nor defend it, but when I do interviews, I will defend guys’ right to learn it. The right that guys should be able to learn those skills if they want to. Because I think “fuck, if I’d never learned it, I would have just lived my life with blinders on”, not knowing who I could be, or the experiences I could have.

    Even if the book never came out, I’m so grateful for those experiences. It’s just weird, I was just a completely different person [beforehand], and I just wasn’t me. I was just so intimidated, and shy about everything.

    But after going through your experiences and sharing them, you’ve allowed how many thousand people to improve themselves?

    Yeah, it’s pretty fucking weird. Because I didn’t know that the book would have that effect, and I think if I was trying for that effect, I probably wouldn’t have had it, because I would have tried too hard.

    You share a lot of yourself and your experiences through your writing. Did that come easily, or did you hesitate?

    No, I had to do it. When I did those books with celebrities, I had a rule, which is you have to tell the whole truth; you can’t hold anything back. You’d have to be willing to make yourself look bad, if that’s how it happened. I hold myself to the same standards I held those other people to. I couldn’t be hypocritical about it.

    With The Game, many times I considered doing it under another name. My alias was ‘Chris Powles’. I used ‘Style’ online, but if I needed to use my real name, most of the time I was ‘Chris’. I thought I’d write the book under that person’s name, and pretend it was another book I had ghost written for somebody else, like what I’ve done using my real name in the past. I thought many times about not doing it, and then I thought, “If you’re not willing to put your name on what you did, then why did you do it?”

    You mentioned at the start of Emergency that when you were researching those crazy groups around the year 2000 that you were a bad reporter because you got nervous talking with people. That’s not still the case, is it?

    I still feel like a horrible reporter. My last two interviews were with Jay Leno and [comedy film director] Judd Apatow for Rolling Stone. I still feel like, “Oh shit, I didn’t ask the hard questions.” I still leave every interview feeling like I didn’t get all the stuff.

    If I do an article for Rolling Stone, I feel like it’s got to be the best article and that I’ve got to get the most out of the person. I always just leave feeling I should have asked them harder questions, or been tougher, or I don’t know what. But then I listen to the interview afterward, and I actually end up getting good stuff, so I don’t know.

    Even after your hundred questions, you still feel like your hundred and first would have been the best.

    Yeah, exactly, like I missed something or I didn’t explore something with them or didn’t dig in deep enough or didn’t have enough rapport with them, or whatever.

    How do you prepare for an interview?

    I just make myself an expert on them. I brainwash myself. If it’s music or movies, I listen to every album, watch every movie, read every interview, and write down every possible question I could ever think of. So I brainwash myself with their lives. (laughs)

    How does that compare to being interviewed? Do you prepare for things like this?

    Talking about a book is different than writing it, so before each book comes out I’ll think about how would I describe this thing I went through and summarize it. Sometimes, I come to realizations I didn’t have in the book. People ask me about The Game and Emergency. I don’t friggin’ know. I just wrote this book and that book. If I think about them, it’s “Well, both books are really about fear.” The Game is about fear of approaching women, getting rejected, social humiliation, let’s say. Emergency is about fear of dying. Both are about ways to conquer your fear through knowledge and experience.

    So you’ve been a journalist, biographer, and an autobiographer. Which do you prefer?

    I think I just like writing, whatever it is. I love storytelling; anything that is storytelling, I love.

    The Rules Of The Game: continuing the trend of naked women silhouettes

    You’re pretty good at storytelling. Your writing style in The Game is so good. It’s one of my favorite books, just because of how you wrote it. The Style Diaries, at the end of Rules Of The Game, some of those stories are really different to the style of The Game, as well.

    I’m curious; how do you feel they’re different? You’re probably right, whatever you’re going to say.

    The Style Diaries were more personal, more focused in each vignette, and in how those stories fit into the whole picture of ‘the game’. The one where you were climbing up the back of your apartment building; that one was pretty crazy.

    I think it’s funny; I like the writing in The Style Diaries better. I think The Game is a better book. I think I like the writing in The Style Diaries better because it’s like you said; it’s more focused and on the subject. That some of my favorite stuff that I’ve written, all those little vignettes. Also, it was just exploring the idea of relationships, which doesn’t get to be explored in The Game.

    One of the main arguments against the concept of pick-up artists that you raised in The Game was “what do you do after the orgasm?”.

    Exactly.

    So in The Style Diaries, you explored that a little bit.

    Exactly. I think I also want to expand on that writing. I’ve had some even crazier experiences than what I described in The Style Diaries; insane shit. I was thinking of just putting it all out as a little secret book. I might do that.  (laughs)

    I read in another interview that you were a bit of a workaholic when you first started writing.

    Yeah.

    But I’ve seen you tweet about procrastinating by watching YouTube and stuff. How do you deal with procrastination or maintaining productivity, when you’re on deadline?

    The best thing for procrastination is a hard deadline looming over your head, like your editor is saying, “If this doesn’t come in now…”

    [American actor and 30 Seconds To Mars singer/guitarist] Jared Leto [pictured below right] told me that he had a thirteen day deadline for the band’s next album. If it wasn’t done, they were going to fine him $2 million. That’s a good way to not procrastinate, to have a hard deadline with consequences. I find that’s the only way to get shit done.

    Jared Leto, a.k.a. Angel Face.I’m a workaholic but I’m also a lazy workaholic. I fucking work really hard, but at the same time, if I don’t have to work I can be at the beach.

    It’s hard; I was much the same with university, and now with writing assignments. It all comes together right near the end; for better or worse, and I often think it’s for worse. You think you could do it better if you plan the whole way along, rather than cramming it all in.

    Exactly. What I’ll do is wait until the night before it’s due and fucking really transcribe it and then, “Fuck, I gotta…” But something I noticed when I started working at the New York Times, when I had a weekly column: it went from ‘finish your work the night before’ to writing it on the due day. Sometimes I find I do my best stuff under pressure.

    Do you have any interview transcribing tips?

    Yeah – outsource it. (laughs)

    For real. Even if I couldn’t afford it.. I just have to have someone else transcribe it. Sometimes it’s good to listen to because then you relive the conversation, but sometimes I find it easier if if I can fucking find someone I could pay a little bit to do it. Even when I didn’t have the money, I was like, fuck – it just makes my life easier.

    Do you have any advice for people who want to start becoming contributing writers to Rolling Stone or New York Times; those big-name publications?

    I think they need to be willing to write wherever, for no compensation. I never applied for Rolling Stone; I never applied for The New York Times. They just saw my writing in little shitty magazines and were like, “Why don’t you write for us?”

    I think you could be the greatest writer in the world, but unless someone can see your writing, no one is going to know. Just get your stuff seen. I would take every opportunity. I did a weekly column in the paper called the New York Press. I got paid $75 a column but it would take me all week to research and write it.

    It was a free weekly paper, and because of that, everyone in New York would read it on the subway, and that’s how it came to the attention of The New York Times. When the job opened up at The Times, someone recommended that I apply for it. I didn’t even apply for it. I thought, “I’m not good enough; I just write for this little paper,” and then one day they called me and said, “We like your stuff.”

    I think you should not be precious about shit. My advice would be that paragraph in The Game, about not waiting for opportunities to come to you, but meeting them halfway and putting in the work.

    Have you read the book Outliers, by Malcolm Gladwell [pictured below left]?

    Yeah.

    Outliers: a pretty sweet book. Read it.I think that 10,000 hours concept is pretty interesting [where Gladwell suggests that expertise is built after spending approximately 10,000 hours working toward a skill or pursuit]. The first stuff I wrote fucking sucks, you know? (laughs)

    If I look at the first articles I wrote for Ear Magazine, you’d never know I could be a decent writer.

    I guess you’ve got to start somewhere. How did you get the start with Ear, did you apply for that?

    Yeah, it was an internship. I was in my college dorm room and a guy had gone to New York and applied for an internship at this magazine. He was rejected because he was too well-dressed. I thought, “That sounds perfect for me!” and I just wanted to be in New York. I didn’t really think about writing. I got the internship. It’s good to have an internship somewhere small, because after a while they’ll let you write for them and take on other responsibilities.

    I’ve read that you kind of fell into writing; you didn’t set out to be a writer.

    Now I don’t know. Now my parents sent me that thing from when I was eleven years old. Maybe, I don’t know; it’s confusing. I feel as a kid you want to do everything. You want to be a writer, you want to be an astronaut, you want to be a farmer, and you want to be a movie star.

    I take it that your journalistic urges haven’t been quelled, because you’re still contributing to Rolling Stone.

    Absolutely.

    Do you read newspapers?

    I still read The New York Times, not just because I work for them, but I do feel like that’s the closest you get to the full story.

    How do you feel about newspaper readerships declining?

    It’s fucking weird, especially the idea that a lot of these papers folded and going online. I just feel like online is a place for information, not writing. You don’t necessarily go online to read good writing. I still like the printed word.

    That’s one of the theories behind the decline though, that people are becoming less attached to good writing, and strong reporting. They want instant facts, which is what the web is for.

    You know what I think is interesting though? I think Twitter and all that are making people better writers. Twitter is what I had to do my whole life, where you need to get a certain word count. On Twitter, everyone is becoming their own editors. “How can I express this idea in..” How many characters is it?

    140.

    “How can I express this idea in 140 characters?” You have to slim it down, change your words, cut out things, so it’s making everybody an editor of themselves. I think that’s the closest that the mass population has come to being writers. Do you know what I mean? It’s pretty cool.

    You started a book club with Emergency after it came out. How did that go? I knew you were trying to organize some teleconferences or something, to get everyone together.

    It went so well that I had another book club that I killed and made this one my main book club, because I got really good people on it. We read Emergency, and then we finished that. I thought, “I like this group; let’s do another book,” so we read a book called The Rise And Fall Of The Great Powers, which I mentioned in Emergency. We all read that and it went great, but I think we’re going to do one more book and then I’ll close it down. It’s kind of fun and it motivates me to finish reading some books too. It worked out pretty awesomely.

    What are your reading interests? I assume you read widely in music and culture.

    I mostly read fiction, almost 90%, because I feel it’s good writing and I want to be influenced by stylists. I also think you learn more about life from fiction than nonfiction because people feel with nonfiction, “This is useful,” but to me fiction is metaphors for real life and the brain works better through metaphor. I feel like I learn more through fiction. I love it.

    Can you recommend any good fiction books that have come out recently, or even historically, old things?

    Some of my favorites are Ask The Dust, by John Fante. It’s a story about a struggling writer in Los Angeles; it was written maybe seventy years ago, but it could’ve been written now and it’s fucking hilarious, especially as a writer. You would love it. He has a picture of his editor on his wall that he worships and it’s a total AFC story too. He has a crush on a waitress, and he totally blows it with her. There’s a horrible movie adaptation, but the book is great.

    The Painted Bird by Jerzy Kosinski is a brutal book about a kid wandering through the villages during World War II, in Poland. I like Life Is Elsewhere by Milan Kundera, which is about life choices; doing what you’re born to do, versus doing what society and family pressures you to do. I like Mishima Haruki MurakamiGabriel García Márquez; Jim Carroll’s The Basketball Diaries is awesome.

    I don’t know; I really love fiction, which is ironic because what I do is so different from what I love.

    That’s really surprising to me.

    It’s weird to me, too, because my goal is always to be.. there’s this bookstore called St. Marks, in New York. Behind the desk, they have a counter of their most stolen books. There’s [Charles] Bukowski, and William S. Burroughs, and my goal was to be on that list of their most stolen books. One day I saw The Game there and I was like, “Yes!”

    I went to another bookstore once and they said their most stolen books were the Bible and The Game. I don’t know if that means people thought The Game was the Bible and stole it, and I also thought it was kind of fucked up; how could you live with yourself if you stole the Bible? The book’s about ethics, yet people still steal it. It’s so weird.

    When you’re writing, actually sitting down, and writing a book, do you shut yourself away from the world?

    Yeah, for sure. I have to. It involves an intense amount of focus; a lot of it is organisation, and how you organize 500 type-written pages. How do you organise that? It’s like there is a string unspooling in your head and you need to focus to make it snap taut, if that makes sense.

    There’s a little place I go to on the beach in southern California, a little shack on the water where I go and get focused.

    Not St. Kitts?

    St Kitts, in the West Indies. Not pictured: Neil Strauss, writing.Yeah, I go to St. Kitts [pictured right] a lot to write, too.

    What ever happened to Spencer [the character from Emergency]? Do you still see him?

    Yeah, I just saw him in St. Kitts. He bought a couple of Segways for his house and so we were riding those around. Now he has all his money out of U.S. dollars. He has a lot of money in Australian dollars. He wanted currencies that were backed by something stable. I think the Australian dollar is on the gold standard?

    Gold standard?

    I think it’s backed by gold, versus the U.S. currency which isn’t backed. Canadian currency is kind of backed – he studied it and he felt he wanted a currency backed by something solid, versus a free floating currency, if that makes any sense.

    I’m still friends with Spencer, and the same with the guys in all the books; Mystery and Spencer and the Manson guys. Everybody I’ve written with and about.

    I never watched [the VH1 reality TV series] The Pick-up Artist. How did that fare, ratings-wise? Did that get a good response?

    I think it did really well. It did well enough for a second season. They represent it pretty well. There’s a lot of empathy for the guys trying to learn it. As far as reality goes, I thought it was portrayed in the best possible light,as far as the TV medium goes.

    I watched the videos that you did for Rules of the Game.

    Those are my favorites! (laughs)

    I like David Faustino in those.

    Yeah, he’s fucking hilarious, isn’t he? He’s so fucking funny. I really think he’s a comic genius. Those are really eye-opening. To me, the video where he goes blindfolded – no, with his hands tied behind his back, and gagged, and has to meet women and get phone numbers. He has a hat on and no one can recognise him. The fact that he got four out of five phone numbers, while fucking gagged and blindfolded; it kind of means most of this stuff guys are worried about are just their own limiting beliefs.

    Yeah. You mentioned your next book project earlier – I didn’t catch the name.

    It’s just an anthology of stuff I’ve written for The New York Times and Rolling Stone. I’m probably going to do something to make it more interesting, like weave together funny, early writing days stories.

    Like maybe your first book proposal?

    Exactly, the book first book proposal, and I got cut off by my parents when I was trying to write, and dealing with all that stuff.

    Stylelife [Neil’s “online academy for attraction”] is still going on, while you’re doing your book tours abroad. Who takes care of that?

    Join Stylelife and you, too, can wear a tuxedoI really like the Stylelife guys. I don’t know if you know the guys, but they’re really sweet. Gypsy, Bolshevik, Bravo.. they do a really good job running it and they’re good-hearted guys. They do it. I feel bad because I haven’t been around enough; I’ve been traveling too much.

    They just put together an anthology of our newsletters. I couldn’t believe that it sold out really fucking quickly.

    The other good thing is the teleconferences we did with most of the guys in The Game. We did a seminar, and those guys are all pretty good. I know I spent most of the time talking but when I saw The Sneak do his thing, I was like, “Fuck!” I like those guys. It’s fun; I’m proud of them.

    Well, I’m out of questions. How did I do?

    You did awesome. I was just thinking as we were talking. The TV interviewers, they generally haven’t read the book and they just want some entertaining shit about “five tips for our viewers”. This is more fun for me because you know – I can talk about Igniter, and talk about the stuff that I’m passionate about right now. It was great. I enjoyed it. I thought you definitely cover your stuff pretty well.

    Cool. I’m still pretty new to this.

    I knew when I saw you that it’d be a cool interview. Plus you just had a regular conversation, which is better than just going one-by-one through the questions. I thought it was interesting. I like these interviews the most, because it’s someone who knows the work versus somebody who is like, “Here’s the world’s greatest pick-up artist; let’s get some tips and say “this wouldn’t work on me!”

    To back up their bias.

    Exactly.

    I knew when I saw that interview list, I knew you and the guy I talked to before, I knew you guys would be good.

    Who was the last guy?

    I think he writes for a student newspaper, at the university of whatever it is. I knew you guys would be guys who follow this shit.

    Cool.

    Are you going to stick around for the book signing thing on Wednesday?

    No, I’m flying back in about two hours.

    Are you serious man? You just came down today to hit and run?

    Yeah.

    Did you fund it yourself?

    Yeah.

    That’s cool man, thank you.

    Thanks for having me, man.

    That’s really cool. I did the same thing. With Emergency, I spent more money on the book than I made from the book. I’ll do whatever it takes for the stories, even when I was a kid; I flew to Europe to cover a festival when I was a sophomore in college, just because I would do anything for a story. That’s awesome.

    What are your interests? What do you want to do?

    Writing, but I kind of want to pursue your style of writing, like the interviews written in feature style; the kind of thing that you do for Rolling Stone. I’m not sure if I have a book in me, yet.

    Even though I did that book proposal [as a kid], I never thought seriously about writing a book. Even when I did the Marilyn Manson book, I wasn’t ready to write my own book yet. It just happened. You know when it’s right.

    I think that ten thousand hours thing is true, too. You pay your dues writing for websites and writing for magazines, and then when you get that opportunity for your book, your reflexes are there.

    I’m writing for four publications at the moment.

    That’s awesome.

    The bylines are gradually getting bigger and bigger, and they’re paying more and more.

    That’s cool. That’s exactly what I did. Are you out of school?

    Yeah, I just finished last week. I studied Communication, which is half journalism, half media studies. It was a lame course, man.

    They’re all lame.

    It was a waste of my three years. Well, no; I was at college two years, like residential college on campus, and that was great, making friends and stuff. In terms of the educational content…

    It doesn’t matter what you major in. Unless you’re going pre-med or pre-law. Just because I majored in psychology doesn’t mean anything; I learned so much more about psychology from living and writing The Game.

    I think it’s important just to get real life experiences. I think because I took those internships in college, instead of writing in college, I learned more from the people I was around – like from that kid in the dorm room who said he didn’t do that internship – than I did from any economics class I took.

    So you write mostly for websites?

    Half websites, half print.

    Cool man, what kind of print?

    Street press, which is a free newspaper you pick up off sidewalk, like music newspapers.

    Cool, it’s like me with the New York Press! (laughs)

    As well as a weekly publication for the  music industry , which is really aimed at the major labels [The Music Network]. I’ve been writing a column about digital music and the changes that are happening in the industry.

    That’s cool.

    I have to be careful with what I say, though, because they’re so major label-centric and I can’t really be attacking their methods, or how they’re still tied to the old way of thinking when distributing music and stuff.

    It’s so weird; I remember I worked for The New York Times when I first heard about ‘the World Wide Web’, but I never knew what it was. I heard The Rolling Stones were doing a promotional thing where they were doing something on the World Wide Web, broadcasting a concert. I didn’t know what it was. I just knew what the internet was. I didn’t know what the World Wide Web was. To me, the internet was all the news groups you had.

    I remember someone said, “It’s the backbone of the internet,” and I still had no fucking idea what the World Wide Web was. Everything was dialup. Then I remember writing about the first music download, which was the quality of an AM radio in a bad car, and it took like two hours to download. Then I remember going to these conferences every three years, and someone saying that one day it will be “all you can eat”.

    I think that’s the future; it’s the all you can eat services. Like the subscription model with [online music service] Rhapsody. I have [the multi-room music system] Sonos. Do you know what that is?

    Yeah.

    Luke Steele's Sleepy Jackson: Neil's a fanIt’s fucking life-changing. It’s changed my entire musical life. When I come home, the first thing I do is “Where’s Sonos?” It’s like a pet. I pick it up and I’m like, “Okay, shit, I went out and I talked to that guy on the street and he told me about a fucking Sleepy Jackson album [pictured right]” or whatever, so I put it in and I hear it right away. It’s fucking great. Then someone comes over, like some club girl, and she wants to hear Lil Wayne, and I’m like, “Okay cool, here’s Lil Wayne.” If you’re talking on the phone and someone recommends a song, you can hear it right away.

    I got it for my parents for one of their birthdays. They love it. I think it’s game-changing, even though it’s just hooked up to Rhapsody. The whole idea that it’s your home stereo component and it’s all you can eat.. I love it, and it’s also the price of one CD a month. Napster is now like $5 a month. It’s fucking insane. 80% of what you’re going to want to hear is going to be on that.

    That’s the challenge for new artists though, because there is so much music out there. How do you get heard? How do you differentiate your product from everything else that’s going around?

    I think it’s always true that gatekeepers emerge. In other words, the internet happened, and there was so much shit out there; then search engines come up as the portals. I think gatekeepers always impose themselves. I keep a running list of everything that people recommend to go ahead and listen to.

    I have a physical recommendation for you.

    Oh, cool.

    It’s a Brisbane electronic artist. He does pop songs with an electronic edge. [Yeah, I pimped Hunz to Neil Strauss.]

    Cool, like The Notwist and The Postal Service kind of stuff?

    He’s influenced by Radiohead and Boards Of Canada.

    I love both of those. This sounds great. Is there anything else I should listen to?

    There’s a band called The Middle East. They’re indie folk from North Queensland, way up north. They’re really unique and powerful.

    Cool, I’ll see if I can get that. What kind of music are they?

    Indie folk.

    Cool. It’s kind of old, but have you heard the Yeasayer record? It’s about a year old, but it’s awesome. It takes a couple of listens to get into it, but I’ve been listening to that a lot lately. There’s also a group called Margot & the Nuclear So and So’s, do you know them?

    I’ve heard of them.

    It’s about a year old, but I like that too. Then there is a band I liked, called The Felice Brothers. Their first album was amazing; their next album wasn’t as good.

    Cheesy? Totally. But worth it.

    Do you still find that face-to-face recommendations are your strongest musical markers?

    Definitely. When I was in Australia last with Mystery, I bought a bunch of CDs and did an article on the top ten favorite Australian CDs back then. It’s cool to see that sometimes they end up getting to the States. I think that was maybe five years ago. I think it was when The Sleepy Jackson and Architecture In Helsinki were first getting popular. I always take recommendations because even if one in twenty is good, it’s worth it.

    Shit man, I can’t believe you just came down for the day. That’s crazy.

    Totally worth it. I really appreciate it.

    Cool man. It was cool meeting.

    Can I be cheesy and ask for a photo?

  • A Conversation With Neil Ackland, Sound Alliance Managing Director

    Sound Alliance. You mightn’t be familiar with the name, but most Australian web users will be aware of their music communities: inthemix, FasterLouder, and recently, Mess+Noise. The alliance was formed when Neil Ackland joined Libby Clark and Andre Lackmann, who launched dance music community inthemix out of a spare bedroom in 2000. They’ve since expanded to a team of 45. Their influence on the Australian web industry is huge, so when the opportunity to interview Neil arose, I jumped at it.

    Andrew: Neil, you’ve obviously had a lot of experience with planning, goal setting, and so forth for the Sound Alliance. When planning a new venture, have you found it’s best to shoot for the top, as opposed to aiming for a less ambitious goal?

    Neil Ackland: Positively glowingNeil: I think it depends on how you value success, really, in terms of shooting for the top. I think we’ve taken a very long-term view to a lot of the ventures that we’ve launched. I think the game we’re in is not a make-a-quick-buck game, by any stretch of the imagination. I think our intent here is of running inthemix, for example, and sites like FasterLouder, and Mess+Noise, and [gay/lesbian community] SameSame require constant energy, nurture and investment – both in terms of time and money – to get them to continue to grow and to continue to flourish.

    I don’t think we ever went into this thinking that it was going to be a massive success [when inthemix first began in 2000]. We just saw an opportunity in the market to do something a little bit interesting. We saw some gaps there, and fundamentally just believed that online was the way of the future for the way people were going to consume content. Whether that happened in a year or ten years, we were confident that was eventually going to be the way it was going to go.

    Over the last couple of years, it’s started to really bear fruit. I think we’re an ambitious bunch and we obviously want each of our media properties to be the leading destination within that category. We didn’t come into it saying, “Let’s go global, and take in the world and become the next MySpace,” or whatever. It was always much more about providing a good solid base for Australian music fans, I suppose.

    What were your goals with Sound Alliance for those first couple of years?

    I’ll put it in context for you. Before we had Sound Alliance, inthemix [ITM] was the first business that we launched. It was set up as a hobby. We came together, the three partners here, and we’re all really passionate about dance music and electronic music, and we set it up as something that we do in or spare time, outside of our day jobs, and very humble beginnings.

    We never really had any great aspirations of it becoming Sound Alliance, at that time. It was more a case of wanting to do something we were really passionate about. All of us had day jobs that didn’t really fulfill our entrepreneurial flair, our passions, or our interests. They were just day jobs. We wanted to do something a bit different outside of that.
    It just flourished from there. The first couple of years were about were trying to establish enough of a business model around inthemix so that one day we could stop doing our day jobs and do it full-time. That was the first goal and the first dream that we wanted to achieve.

    It must have been an amazing time, at the point where you could quit your day jobs and focus on inthemix and Sound Alliance as a business.

    Yeah, I actually got fired from my job, so…

    That was convenient!

    [Laughs] It was actually the best thing that ever happened, to be honest with you. It was a good time. It was really exciting. I think whenever you’re launching a new business, you’re young, enthusiastic, and you are confident in your ideas and you want to go out there and have a go, it’s a really exciting time. I think that is what I love about setting up new businesses, that feeling of something new. I think ultimately, the three of us are all entrepreneurs at heart. We get a real buzz from seeing things, coming up with ideas, or working with other peoples’ ideas and taking them through to fruition.

    I look back on that stage of my career very fondly, because at that time, the game was much more about something that you’re really passionate about. I was just bouncing out of bed in the morning, really enthused and excited about the day. Working all the hours, going out on the weekend and getting amongst it and really immersing myself and seeing, and enjoying something that was very fresh and new at the time.

    inthemix was one of the first online communities in Australia that really had some momentum behind it. It was really exciting to be a part of that. You really felt like you were part of something bigger than just a business. It was much more than a business. It was a bit more of a movement, I suppose, at the time.

    So from starting as a part-time hobby, and not really measuring your goals in any specific way, how has that changed since Sound Alliance has become a profitable business, of late, with its numerous ventures?

    It’s changed a lot in a sense, but now there is a lot more responsibility. It’s far more professional and the scale of it has changed dramatically over those ten years. The same fundamentals exist; we’re still passionate about our product and our sites, and we’re really passionate about the subject matter: the music industry in general, and being a part of that.

    I think that running a team of 45 staff is a big responsibility. I think our business skills have probably expanded and evolved over time, quite a lot. I think we’ve really been able to refine our business model and our business skills, and learn about quite a diverse range of areas within the music industry. It’s become a real business now, rather than just a hobby.

    That’s good, because if you do the same thing for a long period of time, it has to constantly evolve and change, otherwise, you can’t stay engaged at the same level. I think for the three partners in this business, it feels like every year we’re almost taking on a new role and a new challenge. We’re constantly engaged, so it doesn’t feel like we’ve been in the same job for ten years because we haven’t; we’re always doing something new and fresh and interesting. It keeps us focused and really engaged with the business.

    You and your Sound Alliance co-founders were recognised as ‘Creative Catalysts’ earlier in the year. Are you often approached by young people who view you as a source of creative inspiration, or was that a new experience for you?

    We were really surprised by that. We were quite honored to be included in that list. I wouldn’t say that type of thing happens very often. I think we probably try to provide as much inspiration as possible to the people within our team: our staff, our contributors, our state editors and that type of thing, whenever we get an opportunity to speak to them face-to-face, or get some time with them. I think inspiration is really important.

    We put a lot of effort into trying to nurture talent within our business. We’ve had a lot of staff who joined us as contributors. Tim Hardaker joined inthemix as a part-time writer when he became a contributor while he was at uni. He’s been with us for six years and is now the General Manager of inthemix. Those are the types of things that we are quite proud of, in terms of not just giving people inspiration, but giving them opportunities to succeed, as well.

    In the early days of Sound Alliance, who were your sources of inspiration?

    Neil Ackland: eyez on the prize

    I was inspired by quite a few people in a lot of different areas, just generally people around me. I was quite inspired by different promoters and DJs. When I first came to Australia in ’98, I met quite a few different people around the Sydney scene. I found it really vibrant and really open and welcoming, versus what I’d experienced in the U.K.

    There were some interesting inspirations. Jon Peters, who was the brainchild of kGrind, back in the day. He was a really interesting guy who had some really stretched thinking and really out-there ideas. He managed to get people to buy into his ideas and I found that really inspiring at the time; that the power of an idea could be enough to bring a whole group of people together behind something. That was quite inspiring. I was always inspired by people who had come from not much, but who had still been able to achieve a lot with a bit of street smarts and because they were passionate about what they did.

    Did you have a mentor during that time?

    I didn’t, actually. I’ve always relied heavily on my business partners, and them on me in return. I don’t think it would have been possible to do what we’ve done with just me running the business, or just the two of us. I think the “alliance” part of Sound Alliance is one of our key strengths.

    There are so many facets of running a business and getting a business from where we were to where we are now. It’s not just beyond my own skill set, but just things I’m not passionate about that my other partners are, the technical or legal aspects or financial or accounting aspects of the business. All these different areas, I would look at any one entrepreneur who was able to launch a business on their own and try to do all those things and think that was pretty amazing, because the skill set required is really quite broad and quite vast. That’s why I always felt that I had support and a different skill set requirement amongst the three partners in the business.

    We help each other through the tough times, and we share in each others’ successes.

    Despite being the head of Australia’s largest independent online publisher, your personal online presence is reasonably subdued, in that you don’t tend to blow your own horn too often. Was this a conscious strategy from day one, or are you naturally modest?

    I’m not crazy about being thrust into the limelight, it has to be said. I prefer to let the results and our products do the talking rather than me, always. In the last year or so, I’ve probably taken a bit more outward approach to getting our name out there. I’ve had some success around that, but I don’t know. There is so much to our business that is just about the team effort. I’m happy to fly the flag for the team, but I don’t really see it being something that’s about any one particular person.

    You can see where I’m coming from though. Guys in their sales and advertising fields don’t tend to let their achievements speak for themselves too often. I respect that you’re pretty low key about your achievements. That’s really awesome.

    I suppose I’m very aware of the tall poppy syndrome in Australia. I’ve seen a lot of people come and go, over the years, who have come out telling a big story and shouting from the rooftops about not a lot, in terms of actual delivery, or the reality of what they’ve got. I’ve always looked upon that type of thing with a bit of cynicism, and I just think it’s never really been our style. We’ve got a slightly different approach to the way we do things and that’s worked for us so far. We haven’t really felt the need to go shouting too much.

    Is there a particular reason why you don’t share your business and motivational thoughts with the world, in the form of a blog, or is it just a matter of being time-poor?

    It’s funny you say that. I am actually setting up a blog at the moment, which will be probably going live in the next few weeks. We’re going to combine blogs, so there will be a developers’ blog, which will be Andre [Lackmann] who is the CTO here. He and his development team want to share some of the work that they’ve been doing and invite input from other developers, around some of the social media tools. Myself, and Stig [Richards], who runs the agency [Thought By Them] here, will be updating our side of the blog, which will be coming at the music industry from amarketing/brands/advertising/digital kind of perspective.

    A lot of it does come down to just being dedicated to something and being very time-poor. I’m interested in changing. I do read a lot of blogs and I follow some people whose opinion I really value. I think we’ve got some interesting stuff to share. I don’t think we’ll be updating it every day or anything, but I’m sure there will be some interesting tidbits coming through.

    Definitely. I think you’d attract a significant audience if you guys told the story behind what’s going on with Sound Alliance and how you got there. That’d be a great story.

    Cool, thanks for the feedback. Let me know what you think of the blog when it goes live.

    I will do. Personally, my connection to Sound Alliance began when I started writing for FasterLouder in June 2007. I now write for Mess+Noise [pictured below right, in magazine form], and I’ve always thought it was interesting that one of these sites pay its contributors, while the other doesn’t. What’s the difference between the two?

    Mess+Noise: definitely not available in the supermarket.When we were initially presented with the opportunity to acquire Mess+Noise, we were really interested in the community. We really loved what they’ve been able to create and recognized how unique it was, in the sense that it really didn’t take a lot of time and a lot of different factors to create success in terms of doing a community online. Those guys have achieved that really well.

    One of the things we were really attracted to about Mess+Noise is that it had a real focus on allowing its writers to focus on quality, and not be constrained by either an advertorial approach to content or word limits, or the speed at which they had to respond. They very much did things their own way, at their own pace, and they said exactly what they wanted to say. We really respected that. I liked that about what they were doing.

    I think FasterLouder, for us, is a great platform for writers, photographers, and creative people to start engaging with the live music scene. I think the way we would view Mess+Noise is that it was less about the immediacy of having the gig review and photos up a couple of days after the gig; it was much more timeless, and focused on quality over quantity.

    We wanted to take a different approach with Mess+Noise and try to focus on that; really try to nurture some of the great professional writers and professional photographers who are out there, and bring them across to Mess+Noise to engage with the site.

    Our reason, I suppose, is that a young writer could hone their skills, cut their teeth if you like, by contributing to FasterLouder, and eventually when they’re ready, they’ll be able to move up to start writing for Mess+Noise, and start to be paid for what they do. That’s the path we’re hoping we’re able to take young writers and young photographers on, and that they can see that we can nurture those skills, give them feedback, and pass them through that process to a point where they can hopefully become professional writers or professional photographers.

    That’s really cool that you talk about it like that because I’d like to continue the discussion along those lines. I found my experience to be exactly what you said. Taking the time to contribute for free is wonderful and a great opportunity for people who are just starting out in web publishing; often the experience, the community feedback and the industry freebies are seen as a reward in themselves. But as you know, there comes a time when these free contributors decide to move onto paid work. I think the Australian street press has a similar staff turnover: writers learn the ropes and then tend to leave within a few years.

    FasterLouder: goes to 11, sometimes

    I think it’s really tough. It’s changed the dynamics and the economic structures of a whole range of things. The one thing I do think something like FasterLouder helps provide is an opportunity for feedback. It gives a great feedback loop and an opportunity for writers to see how many people have viewed their articles, and to get people to ‘heart’ and comment on it, discuss it. I think that is one of the great things that FasterLouder offers, in terms of being able to get some feedback on your writing.

    You could put something out on a blog about a gig that you went to on the weekend, but the number of people who are likely to see it is quite limited. I think you get to expose your work to a broader range of people and the pressure is not as intense, and as high as it would be as if you were writing for a very critical, discerning audience on a site like Mess+Noise. The parameters are not quite as restrictive.

    I think that’s really cool that you guys have kind of had that strategy from the start at FasterLouder, and then progressed on to Mess+Noise when the time was right.

    I think we tried to adopt that approach even before we had Mess+Noise, in the sense that the heads of the talented and the really passionate always pop up above the crowd, and we try to bring them in. As I said before, we’ve got staff here who came through that contributor process, and have now come through to be full-time employees down the line, or just contributors being paid by Mess+Noise.

    There are not millions of opportunities, but they do come up occasionally. Where possible, we always try to include the people who’ve worked with us over that time.

    The people who are really outstanding do tend to rise above the crowd and receive more opportunities, so it’s kind of a natural selection process. That’s cool. Moving on; your LinkedIn profile states that you’re adept at establishing profitable business models from niche social media.

    You’ve done your research!

    How long did it take for inthemix to become profitable, broadly speaking?

    Off the top of my head, I’m not entirely sure about inthemix. I think inthemix was probably more of a phenomenon than even we thought it was going to be. Our approach with what we did with our business was always to reinvest. inthemix, in isolation, had we just kept that company running as five or six people working on the business, it would be an extremely successful business, but what we’ve chosen to do is to build our company out, create Sound Alliance, and reinvest all that money back into building the business we have today.

    I think in isolation, inthemix is still a fantastic company, business, and community; all of those things, and it continues to grow. Every time we think we’ve definitely reached our maximum audience at the site, it defies belief and keeps on going. That’s a really solid business model right there. I didn’t really answer your question, did I?

    No, not specifically, but that’s okay. [Laughs] Has Sound Alliance ever sought venture capital funding?

    Yes, we have. We’re one of the few Australian companies in our industry who have succeeded in getting venture capital funding. I know a lot of people who have tried and failed. The process is exhausting, and it’s a whole new world out there, I can tell you.

    We managed to get a round of funding last year, and the partner is Albert Investments Group, which is a parent company of Albert Music, the publishing and recording business. They have music studios over in Neutral Bay; they’ve got AC/DC and Dallas Crane, and a few other acts. They’re a really great fit for us.

    We’ve really seen eye-to-eye with them in terms of the cultural sphere of our business and the fact that they’re family-run. They’re one of the oldest music businesses in Australia, and they ended up being a really great partner. There were a lot of companies fishing around out there when we were entering that ‘boom’ period just before the financial crisis There were a lot of conversations going on. I don’t think there was a single online company worth its salt that hadn’t been approached by numerous people, at that time. It was just the way it was back then.

    albert_music

    We’re very fortunate. We managed to take on a partner as a minority shareholder in the business, who shares our goals and our vision for what we’re trying to achieve. They are hugely supportive in getting us there, and have been able to provide a lot of value and not just in terms of capital investment, but in terms of the network they’ve been able to open us up to, their skills, and knowledge of the music industry have all been invaluable.

    So you guys had pursued that for most of your time as Sound Alliance, but you only found a partner, just last year?

    No, we’d only been out there looking for about nine months, or something like that. It wasn’t something that had been a priority prior to that.

    Returning to yourself; do you have a daily routine?

    Not really. If I had the choice, I would probably a lot more routine focused. My day is pretty irregular, in terms of what happens. I have a lot of regularly scheduled meetings that happen week in, week out but outside of that, I could be pulled in any number of directions, depending on what’s going on at any one time.

    In a way, I kind of like that aspect of my role, in that it’s very dynamic and it requires me to use left brain/right brain, and switch on and off in different occasions and at different times. It’s what keeps it really challenging. No, I don’t have a massive routine in terms of the way I structure my day.

    Has this changed since you started ten years ago?

    I wouldn’t say I’ve always been a massive routine person, in terms of what I do. I will always try and dedicate some of my day to researching into keeping up with what’s going on out there. I don’t always do it at the same time every day, but I’ll always spend some of my day doing that whenever I can sneak it in; when I’m on a cab checking my phone, checking out news stories and blogs, or when I get home before I go to bed at night, or however I can squeeze those types of things in. I don’t say “At 9:00 in the morning, I’m going to do this for twenty minutes.” I’m a bit more sporadic than that.

    Do you ever struggle with procrastination?

    When I’m tired, yeah, but I tend to make quite quick decisions. I’ve learned over the years that you can’t dwell on things too long. You have to use your instinct and your gut to make a lot of your decisions, where when you’ve got time to procrastinate and pore over the details, that’s great, and sometimes I’ll do that. But generally, my instincts will tell me which way to go and I just don’t have the time to procrastinate.

    So you don’t have any trouble remaining focused on the task at hand? You just devote the time necessary and then move on?

    Yeah, I think I can get through quite a bit of stuff quite quickly. I can process a lot of things during the day and move through quite a few things in a short space of time. If I have to focus on something, I’ll go home and work from home. If I’m writing something really important or working on numbers or spreadsheets, I’ll put my headphones on or get out of the office and try to focus on it there.

    Let’s talk about [Sound Alliance marketing consultancy arm] Thought By Them for a moment. Is it at the stage where companies and events come to you for consultancy or do you guys still submit proposals for these projects, like regular businesses?

    Thought By Them: they make ideasIt’s a lot more people coming to us now. It used to be, in the early stages, us going out there and trying to tell people about what we’re doing. We’ve never really been out there in terms of pitching all the time, and trying to win big pitches. We have taken the approach that what we’re offering is quite a specialist thing and it doesn’t suit all brands; it only suits certain types of brands at some stage in their lifecycle. More often, they’ve kind of found us rather than us finding them.

    With Thought By Them, we didn’t want to get too big, too fast. We try to focus on delivering really good value and really good ideas, and constantly innovating, rather than exploding and taking on too many clients. We’ve really focused on having one client in one brand category, rather than having a lot of different clients in the same category.
    It’s been a really organic approach. I think that’s really suited us because we’ve been able to learn a lot during that time, and really hone our skills, like how unique our position is in the market.

    How did the music licensing and CD production arm of Thought By Them come about?

    We don’t do too much of that at the moment, to be honest. It was really more a case of just seeing opportunities for brands. We don’t tend to work within strict disciplines, in terms of our work arrangements and that type of thing. We tend to be quite fluid, and try and react as things are going on amongst consumers and provide our solutions right to that, rather than sticking within a mandate of just being a digital agency, or an events agency, or a music agency.
    With music licensing, and that type of thing, if it’s the right solution for what one of our clients is looking to achieve, then we would recommend it. It’s not something that we roll out as part of any standard product offering.

    I’m assuming that digital music distribution has affected the CD production aspect that you guys offer.

    Yeah, but the CD production stuff is such a small part of what we do. We’ve only really done it a few times for specific clients when it’s been a requirement, but it’s not really a core part of what Thought By Them is doing.

    You’re a few years older than me, so you knew a time before the web dominated our means of mass communication. Something that I’ve been doing more and more in the last year is reaching out to individuals who inspire or fascinate me, such as yourself. Do you have any tips for approaching these seemingly ultra-busy, really important figures?

    [Laughs] I can only look back on the people who have approached me, and the ones that have had success in doing so. I’ve never shut the door on anybody or denied anybody my time, if they’ve been polite in the way they’ve approached me and I think I can assist them. If they’ve taken an interesting approach, then I’ll always give my time.

    I’d be surprised if many other people who are in the industry would take a much different approach to that, but I’m sure some people do. Generally speaking, I think if people were reaching out, asking for information and advice, I’m more than happy to try and provide it, if I can squeeze in the time.

    Nick Crocker: checking all the boxes, and the checkered shirtsWith Nick Crocker [pictured right; Native Digital owner, and my mentor], for example, when he first got in touch with me, it was a matter of a mutual friend saying, “Hey, you should catch up with this person. It’s worthwhile meeting up with him,” as he came to me through Luke at Universal. There was never really an agenda. It was just an interesting guy worth catching up with, much the same way as he now passed your details along to me, and we’re talking today.

    I think it’s good to really try to work on your network. You don’t always have to start by targeting somebody who is right at the top of your inspiration tree. You can find your way there by other means.

    It’s best to just have a go. I think you’d be surprised; a lot of people have this misconception of “Oh my God, I could never just find that person’s email address, or contact them through LinkedIn or Twitter, and ask them if they fancy coffee.” There is no harm in trying. I think you might be surprised. I’ve probably had a couple of people approach me with an ulterior motive; maybe they were a recruiter or something like that and I might not have got back to them, but generally speaking, if I think it’s somebody who is doing it for the right reasons, I’ll always respond.

    I’ve definitely found what you mentioned about being surprised about who will meet up with me. It’s an approach that Nick introduced to me this year, and I’ve definitely been blown away by the response, the respect and attention that I’ve received from some people I would have never thought would have given me the time of day. It’s pretty amazing.

    There is this outward perception that the music industry is so unapproachable, and that all these people are up on a pedestal, but it’s not like that at all. I think they’re all just real people doing their thing, and one of the things that always attracted me to work in the music business is that I saw this bunch of people that had all come together of their own steam. Their own entrepreneurial tendencies and flare are at the core of what the music industry is all about. It’s a whole bunch of people who are really passionate and determined, and they really love what they do and really love the industry itself.

    I’ve found it’s quite consuming and quite seductive to be so drawn into a space by that. That’s why if you’re talking about getting someone’s time, they’ve all been in that position before, so I think most of them recognize that and they’re happy to pass on any pearls of wisdom they might have, to do their bit.

    Much as you have, today. Did you have any specific tactics that you used to connect with inspirational or motivational figures when Sound Alliance was starting up?

    Not really. I would just try and make sure that I was very present. I think if you’re really passionate about working in the music industry, you have to walk the walk and talk the talk. You got to do your research, get out there, go to the gigs, go to the clubs, or whatever your particular genre interest is. Meet the people, network, and get amongst it. That’s how opportunities and many things arise. I think you’ve got to live the life and get amongst it if you really want to be taken seriously in getting into this space.

    We’ve just been interviewing some staff this week. We invited some junior staff members to come back in and do a presentation to us on some ideas of how they would help promote some releases. The presentations yesterday were from this young guy and girl, and I was blown away by the amount of research they’d done, and how they seem to know our product. They’d gone into this great level of detail to understand what it was they were coming back with, even though they hadn’t really been given direction. Even though their ideas were slightly off in some areas, it was so impressive just to see people going to that level. I think that’s what it takes to get your foot in the door in this industry: you have to really stand out, and be really prepared to go the extra mile.

    There are a lot of people who just think “Oh yeah, it’d be cool to work in music,” or cool to work in fashion, or whatever, but it’s not really the right reason to be involved in something.

    My final question, Neil, I understand that Sound Alliance has a new web project on the horizon. Can you give me any hints on its focus?

    We’ve got quite a few actually. I don’t know which one you’re talking about. [Laughs]

    I can talk about a couple of things we’re doing. We’re re-launching inthemix towards the end of this year, though there’s no specific date set yet. It’s a fairly major sort of overhaul for inthemix, in terms of functionality, tools, the design, and what it offers.

    I think it will send that whole community off onto the next level, in terms of their engagement with the site, what they can do with it, and what it can give them. That’s something really exciting, whether you’re a DJ, producer, or just a punter, we’re going to offer a lot of things on those levels that are going to enable them to connect to other people in the same space and really take the essence of what ITM’s strengths are and style them up a little bit more.

    inthemix has been running on the same platform for about four years and we know it’s a little bit tired and dated; it’s not exactly Web 2.0. We’ve been honing a lot of those tools on our other sites and seeing how people use them and interact, and getting them ready to roll them out on the big beast [ITM]. That’s a pretty exciting project for us, pretty massive, and it brings to an end about a four-year development schedule.

    The Sound Alliance heirarchy

    We’ve basically been putting all of our sites onto one codebase, one unified codebase. It basically means you’ll be able to make a change or add a new piece of functionality and they’ll all simultaneously go across all the sites. It will just have a slightly different front-end design look and feel. It will mean we will be able to get new developments to the market quicker, cheaper, and much more effectively without reinventing the wheel every time. This is quite a big launch for us.

    We’re also working on a whole heap of mobile stuff at the moment; we’re just about to launch a mobile site for Mess+Noise, to give that a try. We’ve launched mobile sites for inthemix forums, and we’re going to be rolling out a whole range of mobile stuff, possibly some apps, and a few things down the track, as well.

    We have this other thing called Sound Alliance Labs which we just launched recently, where we’ve allocated a budget every year, and our staff can pitch their own ideas for development. We have a monthly meeting where they have to come in and pitch ideas, not necessarily revenue-generating, not necessarily great business ideas, but just things they’ve seen or things they think would complement what we’re doing. They can either pitch them to the management team either individually or as groups.

    If we like their idea, we give them a budget and they can work on it outside of their hours. So if the developers come up with a great idea for an iPhone app or something like that, we give them a budget and pay them outside of their standard work hours to go away and develop it. We’re going to give an award for the best lab project every year, based on all the submissions that come through. We’re trying to maintain a focus on innovation and make sure that our staff have an opportunity to do all the things they’re really interested in outside of work, while bringing the benefit back to Sound Alliance, for the greater good of the overall company rather than going off and doing them on their own. We can just see a lot of our team working on some really exciting things, and we wanted to bring that within these walls, rather than see that innovation go off elsewhere. It’s things like that which are exciting and fun and challenging.

    And it’s fascinating for an outsider. It’s been really interesting to hear you speak about your past, the present, and the future. It’s been great to speak with you, Neil, and I thank you for your time.

    Cool, happy to share with you. I hope it’s been useful, and I look forward to seeing what’s ahead for you.

    If you’d like to get in touch, Neil Ackland is on the emails and the Twitters. Coincidentally, Denise Shrivell of Digital Ministry published an excellent interview with Neil earlier this week that focuses on the business side of Sound Alliance. Take a look.

  • A Conversation With Ben Corman, Rudius Media Creative Director

    I don't understand the significance, either.Ben Corman is the Creative Director of Rudius Media. They’re an American web publishing company founded by Tucker Max, who wrote a book called I Hope They Serve Beer In Hell which is being released as a movie in September 2009 (production blog here).

    I’ve followed Tucker Max since around 2004. Initially, because I was the typical teenage male attracted to his hedonistic story-telling; lately, because Rudius is an interesting case study as a (mostly) public web media company, given that their staff is largely comprised of writers. Corman is averse to publishing photographs of himself – he was adamant that the graffiti pictured right should be used to depict him – but he took the time to respond at length to my questions about Rudius Media, his role and their future.

    How did the opportunity to sign on with Rudius come about?

    I sort of fell into it. A couple of months after I joined the messageboard, Donika [Miller, Rudius Editor] and Luke [Heidelberger, Rudius Director of IT] started the Submitted Stories board and, being that I wasn’t doing much with my time, I started writing short stories to get posted there. I’d always (sort of) written, but it was hard to sustain any enthusiasm for it without having anyone to read my stuff. That board was great because for the first time my work was getting put in front of an audience who didn’t give a shit about me and would give me honest feedback.

    Donika noticed me and offered to help edit my stuff, which was a huge ego boost. It was really nice to have someone say, “hey, this is good and I believe in it.”

    I’m not sure what happened after that. I kept writing and about a week before I was supposed to see Tucker speak at UCLA he messaged me about my writing. We went out for drinks after the speech and talked about the company and what he was trying to put together; I told him that I’d love to come on board. I assume that Donika put my name out there as someone with a little bit of writing talent. and it was just luck that we happened to be in the city at the same time.

    How does your current role differ from what was described to you at that time?

    You assume that I had a role described to me. The night I got myself hired, I’m not sure Tucker ever said what I was going to do. He said something like “I’ll give you something easy to do, just to see how you do at it and to see if you’re a good fit. If you do well, then I’ll give you more work. If you blow it, no harm, but it means you’re not a good fit, and we’ll go our separate ways.”

    The first thing I did was some transcription work for Robert Greene’s site. Then after that I started editing a few of the projects that we had going at the time. I was just happy to be a part of the company; we never really had things like job descriptions or roles.

    How do you describe the company and your role when you meet new people?

    Rudius Media. Also pictured: Russell Crowe's silhouetteI sort of evade the question when I meet new people. For most people, what they do to pay the bills and what they’re really passionate about are two separate things. I like to get right at what they’re passionate about, because that’s always more interesting than the sort of small talk that surrounds “so what do you do?”.

    Usually, when the question comes up, I say I work for a start-up media company and I’m the creative director of the literary side. That’s enough of a mouthful that most people nod without knowing what that really means.

    Don’t get me wrong. I’ll talk all day about writing, but only because I find that sort of thing really engaging. And there are parts of my job that I really like discussing, like how the internet has changed content distribution, or what it takes to make a living as an artist. But those topics are usually divorced from the discussion of what I do professionally. Most people have some sort of creative outlet, whether it’s DJing or coding or climbing or writing or photography. It’s easy to have a wide-ranging discussion about those interests without it having to be bogged down with talk about the day job.

    Do you find that people tend to have difficulty accepting what appears to be a relatively unclassifiable, ‘new media’ company? Do you find yourself oversimplifying your role to fit into what people are able to understand?

    I think most people don’t know how the movies they watch or the books they read are made, and consequently they don’t really understand the difference between Rudius and a more traditional media company. Which is fine; I don’t expect people to know the ins and outs of either industry, and I certainly didn’t understand the nuances of this business before I worked in it. When I talk about what I do or what Rudius does, they don’t realize that we’re different from the other players out there. Conceptually, their understanding that we’re different stems from us being a start-up and that we’re still trying to establish ourselves in these spaces.

    When I talk about what I do and the many hats I wear, it’s in the context of a start-up. People understand that my job can change pretty much on a daily basis, depending on what Rudius needs at the moment. So I don’t ever really have to simplify what my job is. I do whatever needs to be done.

    People are more interested in the fact that we’re a start-up and that I work from home, than what I actually do day-to-day. In some ways I live the dream. I don’t have to worry about making it into an office. I don’t have hours to keep. I travel a lot. As long as the work gets done, everyone is happy. I think a lot of people would prefer the system we have over the traditional eight hour work day.

    When you first met Tucker, did he buy you a copy of [Robert Greene’s] 33 Strategies Of War like he did for Ryan Holiday? [a fellow Rudius writer, pictured below right]

    Ryan Holiday at an American Apparel press conference. Photo by flickr user 'Steve Rhodes'Nope. But Tucker has this amazing library that I’ve borrowed more of my fair share of books from. For a while I was reading like a book a week out of it. And he has this habit of ordering books twice, so I’ve been able to get a number of free books that way.

    When I first met Tucker, I knew he was a Robert Greene fan, so I lied and said that I’d read all his books and was a huge fan myself. Things probably would have turned out the same, I’d have still gotten the job, if I’d been honest but I was reaching that night because I really wanted to work with Tucker. And once that lie was on the table, I had to go back and read Robert Greene. I was too poor to buy the actual books, so I blew off studying for my finals and spent the next week in the UCLA bookstore reading Robert Greene’s work.

    In “I’m With The Band“, you wrote: “And if you already think I’m an asshole this is where you should probably stop reading.” Can you explain that line? Why the pre-emptive self-defense?

    I was trying to say that I realize how ridiculous it is to complain about a positive. I’m aware that what’s coming is going to be good for all of us. If the movie [I Hope They Serve Beer In Hell] does well, we’ll be in a great place. We’ll have resources, we’ll be able to work the artists we want to work with, and we’ll have our pick of projects.

    A lot of people are going to look at what’s coming and think I’m crazy to miss the days when we were run out of a living room. And they’re probably right. I assume that things only get better from here on out and that I’ll have more opportunities going forward. Which is why I feel like an asshole writing that I’ll miss it. But Rudius has been such a big part of my life over the last few years that I can’t help but feel something now that we’re about to undergo this huge change.

    In September 2008, you took a hands-on approach to updating the Rudius Media homepage with new content almost-daily. What was the strategy behind this decision? Has it succeeded, or is it too early to tell?

    As we’ve grown and added sites and as some authors have fallen off from writing, we’ve not done a very good job showcasing who is writing and where the newest and best content is. The change was supposed to (in some small way) address that shortcoming, and give readers an easy way to stay on top of what’s happening in the Rudius universe. In looking around at Rudius Media, it was a pretty big oversight that a new media company wouldn’t have a portal for it’s own content.

    It was also the first part of a larger strategy to redesign the sites. I had hoped that we’d be able to get that redesign done this year, but because of the budget, it looks like that’s going to have to wait until 2010. I want to make Rudius Media more of a community instead of each site having it’s own little fiefdom. So we’re looking at features such as single login that will allow a reader to comment on any of the sites as well as log into the messageboard, dynamically updating blog rolls that show which sites have been updated and where the latest content is and the ability for our readers to interact with each other through profiles and other such web magic.

    It’s really too early to tell if all of this will be a success or not as the changes to the Rudius Media site are just the small first step. There should be a lot of cool stuff happening next year.

    How do you deal with procrastination? Have your work habits improved of late?

    I used to just throw myself at the day with this sort of checklist mentality. So if I wanted to update the blog, I’d just sit there first thing in the morning and sort of command myself “ok, now write.” Or if it was midnight but I had some editing to do, I’d sit down and try to edit. As a result, I’d just be super unmotivated to actually do the task in front of me. so I’d waste time on the messageboard or on my RSS reader.

    I’ve found that I’m better at certain tasks depending on the time of day. So mornings I can deal with the tech side and keeping the servers alive, usually over breakfast. Afternoons I usually spend on the content side; editing, looking at author applications, reading my RSS reader. And I’m better at writing post-8pm. So now I just block my day off into three-hour blocks and I just stay with whatever task I’m on for those three hours.

    It has the advantage of not feeling like I’m going to spend my whole day on one task and since I know, “okay, I’ve got three hours to get this done.”

    I also tracked myself for a week to see where I was wasting time. I realized that keeping my email open all the time was a huge problem, because every new email was an interruption to what I was doing. Now I only check it once an hour or so, whenever the natural breaks in whatever I’m working on come.

    The bigger problem though was my RSS reader. It’s easy to lose a whole day just sort of mindlessly reading articles and tagging them in del.icio.us. Now, if I find myself doing that, I make a conscious effort to close it and get back to whatever I should be working on.

    How do you define your business relationship with Tucker [pictured below left]? Do you consider him a mentor?

    Tucker Max. Six foot nothing.He’s my boss and the owner of Rudius Media.

    He’s not a mentor in the sense that he’s looking over my shoulder and giving me advice or direction but he’s always been there as a resource. And as I’ve tried to learn everything I can about this business, it’s been invaluable having him there to bounce questions off of. A lot of what I’ve been trying to learn, he pioneered with TuckerMax.com, and so when I’m not sure exactly what the next step is, I can go ask him, “What do I need to do here?”

    I’ve noticed that most people who comment on your blog entries tend to write something like “oh yeah I can totally relate, this is just like what happened to me”, before they go on to describe a similiar experience they had. I notice this happens a lot on Ryan’s blog, too. Maybe it’s a wider blog phenomenon, but it seems really concentrated on the Rudius sites. Does this kind of reaction to your writing bother you?

    Not really. I’m usually so happy that people are reading and commenting that unless someone is obviously trolling, I’m happy that they’ve taken the time to hang out at my site. It’s not like I know my readers; they have no obligation to me to keep coming back and reading what I have to say. But they do, and that’s incredibly rewarding. That they then want to share their experiences is pretty cool.

    There’s all these articles out there about narcissism, and about how blogging and Twitter and everything else is just an extension about how narcissistic we’ve gotten as a society. I’m sure there are elements of that out there, but for the most part, I think people blog and Twitter and share on flickr and goodreads and del.icio.us and messageboards because they’re looking for a connection with other people. I don’t see it as narcissism, but as us really trying to connect by saying “here’s what I’m about”, and seeing if that resonates with other people.

    Yeah, the downside is that there are a lot of people blogging about their cats, but you know what? If that person has twelve readers, I bet there’s a cool little vibe happening where they all get to just geek out about their love of cats. It’s easy to shit all over that, but most people aren’t trying to do this for a living; they just want to find other people who share their hobbies and passions.

    So if my writing connects with someone where they want to share their experiences back, I’m not sure how that could bother me.

    Since I began reading your site a couple of years ago, I found it frustrating how little you discussed the day-to-day working for Rudius Media. It’s great that you’ve recently started to write more about that side of your life.

    I tend to write about what’s going on in my life and what I find interesting at the moment. With the movie tour coming up and with the movie site about to go live, Rudius has definitely been on my mind. But it hasn’t been a conscious decision to write more about my work, or what happens day-to-day. When I sit down to write, there’s no real decision like “I have to go in this direction.” I just write about whatever happens to be on my mind at the moment.

    If you like the day-to-day Rudius stuff, there will be a lot more of it coming up. I’ll be on the movie tour, and I plan to write every day, sort of what I did with the Panama trip. So look for that.

    What are your goals with the non-fiction element of BenCorman.com? [site banner pictured below right – dude in suit isn’t Ben]

    Fake Ben Corman standing in a fake suit among a fake building wreckage.I wish I had goals for the site. A few months ago, when I was having trouble writing post-Panama, I sat down and spent a few weeks mapping out my next novel. I’ve got a notebook full out outlines and character profiles and everything else that goes into a really big project. And for a few weeks I sort of nibbled around the edges, filling in parts of the outline or writing scenes, but not doing any of the heavy lifting.

    Then I had a pretty rough weekend and wrote about it in the entry about my grandmother dying (“January 22nd, 1917 – July 3rd, 2009“), and ever since then, the words have sort of tumbled out and on to the page. So I put the novel away for a bit, and I’m just going to ride this for as long as it’s fun and it’s working for me.

    I go through these periods where writing comes really easily and I have a lot to say; that’s when I really just love doing it. But as to where it’s headed or what the plan is, it’s pretty undefined. Just: do this, and see if people respond to it.

    It’s actually a dumb plan. I should be working on the novel non-stop so that it’s ready when we’re a big bad player in Hollywood.

    What do you hope others get out of your writing on the site?

    I hope people are entertained. Growing up, I read a lot. Even now, there’s nothing I like more than just killing half a day getting lost in a really good book. I don’t think my own writing is that strong yet, where people will just get lost in it for hours, but I hope that they sort of lose themselves in what I have to say – for a few minutes, at least.

    Finally, how do you feel about being interviewed?

    It’s harder than it looks in the movies. Like anything else, there’s this pressure to be engaging, to be funny, to be honest, all while still maintaining that fiction that I’m cool enough to be interviewed.

    I really hate reading interviews with people that I respect that are boring, because it feels like they’re not trying. That’s probably selfish of me, to want more than they’re willing to give. But now, being on the other side of the table … it feels like you’ve given me the chance to say something, and you’ve opened your audience to me. I want to respect that.

    So much of this blogging shit is just a shell game: it’s creating content because the template is to update (x) times a week on Y subject, and link bait sites A, B and C. In my own writing, I’m trying to get past that. I’m trying to create the kind of stuff I’d want to read, and not just create content because I need to hit that content template.

    So I’d feel really shitty if I just mailed it in with two line answers. But it’s fun too. And I can only hope that this interview turns out to be entertaining, or that someone gets something out of this.

    Ben Corman updates the RudiusMedia.com homepage most days, and writes mostly non-fiction at BenCorman.com. He’s joined Tucker Max’s movie tour in the lead-up to its September 2009 US release, which Tucker has blogged about extensively here. Contact Ben via his site or Twitter.