Review by Phil Rozier for MPM
In another life, I learnt a bit about business. Business contains a load of key parts, all essential, and all equally as important as the next. A business can not survive without sales, people, finance systems, processes and procedures.
And all this the gets wrapped up in a brand. Don’t worry, this isn’t a business 101 lesson, but after growing a business to employ over 600 people, I learnt the value of a brand and how important it is to create something people are proud to be part of. These people, customers and team members alike, all need to benefit from what the brand represents.
OK, end of lesson. Or is it? The trouble is, brands can actually be damaging. Which one of you lovely readers refuses to shop in a certain super market? Or prefers a certain clothing brand? Or would not be seen dead in a certain restaurant chain?
It’s all freedom of choice, of course, but, sometimes, brands can be so successful, they prevent us from experiencing new things. Just because that shop, clothing item, or restaurant has a certain meaning via its brand, it shouldn’t preclude us from being open minded to the fact that other brands, often competing brands, could be equally as good, if not better. There is every chance, those competing brands, could be worse!
But, the point being, is you don’t know until you try. Don’t allow the corporate branding machine to limit your own personal experience. Don’t let them win!
What the absolute? What am I talking about?
Music. Bands. They’re not too dissimilar to brands. Who here has brought a Metallica album, regardless if it is any good or not? You bought it because it’s Metallica, right? Probably didn’t even give it a second thought.
Iron Maiden, one of the greatest bands in heavy metal history, but lets be honest, not all their work is the gold standard upon which they’re known for. The power of the brand (band), comes before the actual product at times.
And Lab Rat, is a new brand, I mean band. Or technically, a new solo artist, who has just released his first album ‘In The Walls, We Wait’
And on this fair weathered May evening, I have the challenge (yes, it is a challenge because I bought Metallica’s LuLu just like the rest of you!), I am trying a new brand for the first time.
‘Lost in Soho’ opens with a pretty simple, basic riff. It’s not Green Day, it’s not The Hives. Is it something in-between? That’s like crossing McDonald’s with Burger King. Is it possible? Imagine a Whopper, with McDonalds chips. The drums kick in, and you’re met with a pretty rocking beat. The vocals are slightly rasped, but tuneful. ‘Every night I’m lost in Soho’, yea, believe me, I know what that’s like.
‘You pray for hell to bring me down’. This guy obviously has some pretty dark influences. At just over 90 seconds in we’re met some spoken vocals, almost rap influenced, and I think it works. A banging chorus, easy enough to get a crowd singing along, conjures up images of a tattooed sporting, low slung Gibson ES-335 guitar, punk ass attitude front man. The track finishes neatly, as the last chord strum is palm muted to silence. The lights dim, and the band disperse into darkness before banging out the next track. At least, that’s what I imagine this band (brand) to be. See how influenced we are? I’m already putting together the live show, without even seeing what the musicians look like.
But, that’s the greatest ‘image’ I think a new brand can create. Do I want to go and see this band, off the back of this track and what I think the live show would be like?
Hell yea. I think the albums coming my way, so I’ll keep you updated on the rest of the tunes as I hear them. But, for a first time trying these new shoes? Sure, they don’t have the Swoosh, but, they’re definitely comfy and I reckon they’ll go the distance.
GET THE SINGLE ‘LOST IN SOHO’: https://lnk.fuga.com/labrat_lostinsoho
