The most rewarding thing about being a filmmaker is watching the reactions of those who view your film. I am way to close to this film to understand whether it delivers or not. Joel, who is currently editing the last bits and pieces, is especially close. So, the two of us have no idea how this resonates with our audience. I received an e-mail this morning from a friend who said that both he and his 14 year old were glued to the screen. Wow, that’s “hitting with two generations”. I recently witnessed a nationally syndicated journalist (one of the first to see the final cut) turn to me after the film ended with tears in his eyes and say, “that was incredible”…a bona-fide. For me it’s the best part of being a (new) filmmaker. However, don’t get me wrong, it hasn’t always been this sweet. The earlier screenings several months before didn’t do so well. So, I highly recommend to any filmmaker to share your film along the way with a wide range of folks. You will learn so much from their feedback and that feedback can help you make a better film. And remember, criticism can sometimes hurt but it does a lot more good than bad.

- Andrew Shapter

Many people ask me what this documentary is about. Many people seem to think that (thanks to a serious sounding title) that our film is about the dark side of the music industry. Well, we started on the heels of Farenheight 911 in 2004, so, I understand that assumption. However, Joel and I are no Michael Moore. We learned a great deal about how the industry arrived to it’s current state and surprise surprise, it’s much the same in industries all over the world. Consolidation hurts quality, especially when it comes to music. When companies merge, they tend to narrow their focus and they begin to chart trends with experts reporting from large controlled gatherings called “focus groups”.

Can you imagine hearing Dark Side of the Moon for the first time at a focus group? Imagine sitting under a tent a 3pm in a hotel parking lot listening to one song after another while eating free bar-b-que. After each 30 second sample, you are supposed to determine whether you like it or not. That can’t work with about 99% of music today.

Thinking back, I discovered “Dark Side of the Moon” after a long night (of then legal drinking at 18) with my first girlfriend Amy Costner. It hit me hard that night as I wore the needle out on my brothers record player. My point is, focus groups can never be used to determine whether music is worthy or not. Period. However, they might work when determining the new trends in auto interiors. Music has never been something that you can sample in 30 seconds in order to determine whether one likes it or not. In order to decide whether one likes it or not, it takes time to develop.

The small indie labels that exist today such as ATO, Sub-Pop and others, do a much better job with music. No focus groups, just time and development the old fashioned way. We discovered modern versions of Jerry Wexler at ever turn. With offices no bigger than your closet, music was being produced by energetic music lovers that make up the world of indie labels. They support their artists on tour and they allow ample time for their audience to catch up. We learned rather quickly while making this film, that music is alive and healthy and it’s better than ever before thanks to many factors including technology. It’s harder to find good music in mainstream outlets such as commercial radio or big box retailers, but, who cares? Eventually they too might learn. We are excited about the future and proud to deliver this film which champions the little guys that do so much good with music today.

-Andrew Shapter