Focus groups…
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
great movie!!! the concert was to fucking loud and bummed me out!! the music hall sucks…..
great job, guys! will the track by doyle/eryhka that was played during the closing credits be on doyle’s new album, or otherwise released in any manner?
thanks
sam mangano
cleveland, ohio
Saw the film in March and still talking about the it. Wondering if you can bring “Before The Music Dies” to the Cedar Lee Theatre in Cleveland over the summer.
Kim
Cleveland Heights