Learning by Example: Music, Doing It Right – Automatique

Every now and then we are going to point out some bands/music artists that are doing some stuff right. In March you heard from the Randies, from who a lot could be learned from regarding the world of DIY Touring (read their Q&A here). To clarify because a band is doing some stuff right, it doesn’t necessarily mean that they are signed to a label, are playing to stadiums full of people, have scored hefty distribution, or even publishing deals. The music industry is still a long ways from transitioning into the new day and age and it seems bands are finally starting to realize how much power they hold in their own hands.

 www. myspace.com/automatiqueband          photo by Jessy Plume

The band being used as an example today is LA based Automatique. Please note that when a certain band is focused on, it doesn’t mean other bands/artists aren’t doing the same thing or that every band should do everything these bands/artists do. Once a band/artist has fully developed their identity and achieved a mastery of their sound or at least created an identifiable sound/image then they can decide what works best for them. Any bands/artists used as an example is purely that, an example of how they are doing things that seem to work for them and fit their style. For myself the best way to learn is through observation, example, and trial and error. I will trust that for much of the general population this works as well, being as life doesn’t come with an instruction manual.

I first came across Automatique through friend Jon Hershfield (of www.isgoodmusic.com – check it out). He was friends with this band and had suggested them to me as a potential band to book. I went and checked out the band with Jon and his then fiancee (now wife) Shannon at The Scene in Glendale. I can honestly say I wasn’t blown away (but it turned out they had just recently started playing together as a band at that time) although I didn’t hate their sound either– but I did notice a positive energy, friendly attitude, and good rapor with the crowd they were playing to that evening. We ended up booking them on a bill and then a few more down the line as they showed up consistently to many of our shows as a band even when they were not playing to show their support and also made an effort to get to know our built in crowd of regulars that showed up to the weekly shows.

They seemed to grasp the concept of strength in numbers and the give and take support system that was the underlying theme of that scene. Although that mentality in this town can be a rarity and is commendable that is not what I will focus on. Throughout the years that I’ve known them I have seen them do a few things that show that this is one band that understands what tools they have at their disposal and readily utilize them.

The following is a list of some of the things I’ve seen them do that work for them which I feel other bands/artists should take note of:

The Band Photo – Many bands shoot a band photo once and then leave that up on their sites/myspace/etc. for a long period of time and never change it up. People like to see new pictures of the bands they are following, maybe not every day but at least every few months. Automatique does a really good job of changing their photos out fairly often. They mix it up with live shots, candids, and more professional photographs. These photographs do a great job of showing their audience a glimpse into each of their personalities.

Band Video Footage – Automatique TV – With how easy it is to create videos many bands do this nowadays, the posting of pseudo video diaries/random videos. Automatique however, was one of the first bands that I saw really embrace this via their Meet The Band Video that allowed you a further glimpse into what each of the band members were like and what their style of music was like, etc. They now have a few dozen videos available for viewing of live performances, hanging out and being silly, as well as more serious insight into the stories behind their songs (which you can view here), etc.

Automatique – Meet the Band

Music Videos – Besides their random videos for Automatique TV, they also have managed to make a great music video (directed by TRAffIK’s own Byron Turk) on a limited budget that actually fits their song “High Wire.”  (You can watch it here as well as read a making of Q&A with Byron)

Maintaining Professionalism – Having booked many various types of bands at different levels in their careers you come across many types of personalities. Although, I haven’t really had many bad experiences I always am glad to encounter bands that maintain a certain level of professionalism. Maintaining professionalism is a great way to put your band in the running for future bookings. Automatique excels at this and not only (speaking from my experience) do they do their best to promote their shows, but also show up on time, follow load-in schedules, don’t run into other bands set times by playing longer than their time slots, and they are always pretty good about thanking the bands who put the shows together as well as sticking around for other bands on their bills.

Crowd Consistency – In this town it is very difficult to keep a consistent crowd coming out to your shows as you are not only competing with the ten trillion other bands that play on the same night you do, but also every other event (from art shows, fashion shows, to photo exhibits, movie screenings, etc.) and not to mention people’s lives in general (work,etc.). The first thing this band does is not OVERPLAY which is great for their fans as they don’t feel they have to make it out every week to see them and allows them to keep a strong fanbase. The second thing is they INTERACT with their crowd via their live shows, hanging out with people drinking/chatting, and also via the the fore-mentioned videos, myspace page, etc. They treat them all like friends. Last of all they SUPPORT bands they play with or bands they’d like to play with when those bands are playing shows that they are not. Aside from supporting the bands they also support their fans at their events, etc.

There are many other things that could be said about this band that are positive and could be learned from, but those are the main areas that I have observed them achieving consistency throughout my dealings with them as a band. Even if I didn’t like their music (which is not the case, as I am a fan), I would still have to give them credit for what they do right.

As an aside Automatique should be credited with my meeting of the amazing team of photographer Jessy Plume and video producer/editor Byron Turk.

To learn more about Automatique or see upcoming shows visit www.myspace.com/automatiqueband

May 14, 2009 | Categories: Girl Behind the Wheel, Life in TRAFFiK, Music | Tags: Automatique, Byron Turk, Drew Skinner, Jessy Plume, Jimmy Kuhen, Rocco Shield, Sean Skinner, Siria, Siria Contreras | Leave A Comment »