Feature: The DIY Ethos - How Underground Promotion is Shaking Up The Mainstream
‘DIY’ as a subculture began, arguably, during the 1970’s punk movement when musicians and their friends rebelled against the traditional approach to music through large record labels at the time. Bands began to record and manufacture their music and merchandise, book their own tours and promote their bands themselves. This gave them great freedom, recognition, all round respect from fans, with a breath of well needed fresh air to the music scene. Smaller bands from the 70’s onwards would finally have the opportunity to showcase their talent, perhaps on a smaller, but very successful level within their own subculture. To this very day, their approach plays a huge part in alternative music, especially in Hardcore and Pop-Punk.
When looking at DIY in comparison to mainstream culture, the difference is unparalleled. DIY has been perceived less attractive to the general public as lacking in mass appeal. However, the passion of bands and their support is what keeps this aesthetic alive today.
Local DIY promoters take a keen interest in all aspects of their role, and have a genuine interest in the music, bands and concert goers. Demented Promotions is a DIY Dublin-based promotion and booking agency that deals with all types of alternative music. Since its establishment in 2006 they have organised and set up some of the best shows in local and international Pop-punk, Hardcore and many other genre types. Founder and CEO Stephen Mac Kell explains the idea behind Demented Promotions, and how it came about;
"The reason I started is because I wanted to give back to a scene that I found through a new school friend in 2005 and instantly connected with. I thought that a group of bands, groups of friends coming together and building a community and putting on their own shows instead of just playing Blast or waiting for a call from MCD that was unlikely to happen, was amazing. I didn't play in a band and I can't play an instrument, so I thought I'd run a show to show my support. I was only supposed to run one show but I got hooked and just kept doing more and more shows." The enthusiasm for the scene along with a genuine passion of the music turned into more than what Stephen had bargained for when he initially promoted his first show. "Now I'm 5 years in and I've run over 130 shows and put on bands from a ton of different genres from all over the world and made lifelong friends while I was at it."While local promoters like Demented are bringing something new and affordable to the music fan, nationwide promoters are notorious for their excessive ticket pricing, as prices generally range from anywhere up to €90 here in Ireland, and that is just the initial pricing without booking fees added on. There is also the ongoing problem of ticket touting which is a hindrance to consumers and distorts the market. MCD Promotions (Est. 1980) is now the number one mainstream concert promoter in Ireland today. Co-founders Eamonn McCann and Denis Desmond (McCann/Desmond; MCD) have been promoting and organising concerts through expensive advertising campaigns and hosting their gigs in some of Ireland’s top music venues. Mainstream music promotion is entirely profit motivated, and the demand is ever present with those who are only too willing to pay to see their favourite band, or singer. On the flipside, the DIY scene and promoter do not look upon each show as a chance to cash in, and any grossing profit generally goes back into organising the next event. Can these different types of promotion work in harmony? It is apparent that they can, with different agendas. "Mainstream promoters see music as a business and so do most of the bands they represent and promote, which is perfectly fine" Stephen explains.
Local promotion offers a great advantage for new bands within the scene to showcase their talents, with an added advantage of freedom in their performance as they are not under strict guideline, pressure or obligation from corporate sponsorship. This freedom allows them to express themselves through their music, allowing them to address an audience who are willing to listen and embrace their message. While Demented Promotions have brought over some fantastic international acts to our shores, bringing in the biggest crowds, it had allowed support slots for our own local talent to perform. "During my time promoting, I've gotten to put on my two favourite bands, Have Heart (twice) and Terror (just once, so far), they were big highlights. One of the best things about putting on shows is when people go off for the great Irish bands that we've got playing the Dublin scene, both now and in the past. Bands like Barntown and Find A Way, and now with bands like Frustration, Starters and The Blind" adds Stephen.Considering this recent emergence of fresh talent across Ireland, constructed by a steady foundation set by its predecessors, it’s never been a better time than now for DIY. There are a lot of exciting events to look forward to in the Irish scene for 2011. "I'm currently working on 21 shows and trying to get a club night going at the moment" explains Stephen. "This includes the newly announced Pop Punk Still Lives 2 featuring Such Gold and Starters (March 11th, Downstairs @ Fibber Magee's) and Red Enemy EP Launch (18th March, Fibber Magee's). There's a lot of exciting stuff coming through at the moment that I'm looking forward to announcing very soon."
It would be well worth checking out what your scene has to offer. The internet is the key to finding out about shows and events set up by local DIY promoters in your locality.
There is a great social aspect within the DIY culture. Not only does it allow an expression of creative freedom, but you can interact with a group of people that share the same musical interests and lifestyles that you may not normally meet in day-to-day life. I would strongly urge anyone who has a passion for music and creativity who would normally attend mainstream concerts to consider supporting their own scene by becoming involved. You may just find something worthwhile, and save some extra pocket money in the process. "Support your local scene if you like/love the bands that play in it. Get down to a few shows and see what your scene has to offer." says Stephen. "If you're into one or two bands on a line-up that's 10 euro and haven't heard of the touring band, go to it because you really could find your next favourite band, your best friend and you'll be helping your scene grow with your support."
Further information on Demented Promotions can be found at DementedPromotions.com
Words & Photographs by Laura-May Fox
