Metal Hammer Magazine talks to Live and Unsigned

Metal Hammer magazine’s Ryan Bird has been talking to Live and Unsigned ahead of the Grand Final. The Metal Hammer magazine journalist will be an industry judge for the Live and Unsigned Rock Final amongst some of the biggest names in rock music.

Metal Hammer magazine

Metal Hammer magazine was introduced to the UK in 1983 and is today the biggest selling metal magazine in the UK. Ryan Bird is one of the top music writers there, having been a professional writer since the age of 18. He has toured the world to bring exclusive interviews to Metal Hammer magazine readers. Ryan’s been sent to every music festival there is, and has interviewed anyone who is anyone in the metal and rock music industries.

Metal Hammer Magazine on Music

L&U: What’s it like being able to write about music you love for a living?

Ryan: In a word: brilliant. It’s a big responsibility because there are thousands upon thousands of people who would do almost anything to get the same opportunity themselves, so it’s something that you have to respect and appreciate every day.

L&U: What inspired you to be a journalist? Did you use to, or do you still play yourself?

Ryan: The biggest inspiration has always been the thought of working a nine-to-five in a shirt and tie, which I’ve done with minimal success in the past, and realising that it’s about as appealing as a swift kick in the plums! In the past I’ve been involved in my local music scene, but having started writing professionally at the age of 18 I’ve often been too busy to find the time to make music of my own.

L&U: Who’s the best band you’ve ever interviewed?

Ryan: Metallica. Lars Ulrich made me a cup of tea, which is not something you experience every day! Interviewing Dave Grohl was also a huge honour and a somewhat surreal moment.

L&U: What does a band have to do to inspire you to write about them?

Ryan: First and foremost they need to create music that is honest and passionate. Those two attributes are more important than anything in terms of reeling me in, and an ability to write decent songs that are full of energy doesn’t hurt either.

L&U: What’s the best thing about being involved in the music industry?

Ryan: As a journalist there’s nothing better than hearing and in some cases being given your very own copy of records months before they’re available in the shops. Getting into gigs for free and being flown to the other side of the world to interview bands you love also have their plus points.

Metal Hammer Magazine on the Music Industry

L&U: How strong is the metal industry at the moment?

Ryan: At the moment I think metal is as strong as it’s been for some time. When you see the likes of Machine Head and Alter Bridge headlining arenas and the better part of a hundred thousand people attending festivals such as Download you realise that the interest is huge, particularly in terms of live events. The recession and the ever-growing digital revolution have made things difficult in recent times but everyone from labels to magazines seem stable and there’s a sense that people are finally starting to get to grips with the modern consumer.

L&U: Are there enough labels investing in metal music?

Ryan: Major labels haven’t really been too sure of what to do with metal bands for a number of years. Often you’ll find them farming out the press and marketing duties to specialist, independent operations as it’s a very unique market that many of the bigger companies simply don’t understand. On the other hand there are great, established labels such as Roadrunner and Century Media who are continuing to grow and develop new and established artists alike.

L&U: Where is the metal industry heading?

Ryan: In the long term I would be surprised if you’re still able to buy metal albums in the shops. Metal fans are far more obsessive and dedicated to their favourite artists than your average Joe and will constantly find new, cutting edge ways to consume music, be it via digital downloads or streaming alternatives such as Spotify. Specialist metal magazines will eventually need to evolve due to the popularity of on-the-move web devices and the growth of the mobile applications market. They’ll need to be able to reach each individual reader and keep them constantly updated rather than waiting for them to take magazines off the shelf.

L&U: Any up and coming acts under the radar?

Ryan: Both at home and overseas there are a lot of great bands coming through at the moment. Your Demise are quietly growing into one of the most relevant and accomplished hardcore bands in the UK despite receiving very little mainstream recognition, while American bands such as Letlive are putting on the most explosive shows in front of barely a hundred people.

L&U: Will metal as a genre always be out of the mainstream?

Ryan: I’m not sure that it ever really has been, particularly over the last fifteen or twenty years. From the Grunge explosion to the Nu-Metal scene that was producing number one albums in the UK less than ten years ago, metal has always found a way of crashing the mainstream and making its presence known. The majority of people over the age of 40 know who bands like Slipknot and Metallica are, yet not all of them will know a thing about a lot of commercial pop acts because the market is so overcrowded and soulless.

L&U: What do you make of the charts?

Ryan: At least ninety percent of the charts are, in my opinion, crap. The average person buys around five albums per year and they want to understand all the words, which makes sense as from a young age people are fed simple, repetitive songs in the form of nursery rhymes, which means that many people never look beyond those attributes even in their adult life. However bands like Black Stone Cherry have recently had Top 20 albums in the UK and in the U.S. Lamb of God have made it as high as number two, so there’s always hope.

Metal Hammer Magazine on Metal Music

L&U: Who’s your favourite metal band?

Ryan: There are many, but Tool, Pantera and Deftones would all be up there.

L&U: Best gig ever been to?

Ryan: I’ve seen a number of massive bands play small, intimate shows over the years, but Deftones at the Northampton Roadmender in 2007 will take some beating. They played for over two hours and were never more than a few yards away no matter where you were stood, and the sound was simply phenomenal.

L&U: Best festival for metal music?

Ryan: Download has done a massive amount in terms of keeping metal and rock thriving in the live environment, but right now I don’t think anything is even close to Sonisphere. It’s a much more personal experience as it’s put together by people who have spent their whole lives going to festivals, while the site layout and diversity of the line-up simply can’t be beaten as it stands. Outside of the UK, Wacken Open Air in Germany is fantastic.

Metal Hammer Magazine on Music Competitions

L&U: How important are competitions like Live and Unsigned?

Ryan: They’re very important and provide a great platform for up and coming bands. Playing to decent crowds and getting the opportunity to perform on big stages as the competition progresses can only be a good thing. Even the bands who don’t make it through will benefit from the experience.

L&U: What will you be looking for from the acts performing?

Ryan: Above all else I’m looking for a band that is passionate about what they do. I’m more interested in a band who love playing music and connecting with an audience than one that is worried about how good their hair looks and how perfect they sound onstage. Don’t be afraid to risk a bum note if it means doing a back flip off the drum kit!

L&U: Any top tips for acts performing?

Ryan: Relax, enjoy the experience and don’t worry about doing anything other than giving an honest account of yourselves. If you’ve got good songs and a passion for making and playing music then that will shine through. Even if you don’t win, this is still a great chance to put yourselves on the map, and you just never know who else could be watching.

L&U: What advice would you give to unsigned bands in general?

Ryan: Be aware that life in a band is not always easy sometimes not enjoyable either. You’ll have to put in a lot of hours both in the practice room and on the road and you’ll play as many gigs to five people as you will a-hundred to begin with, but as long as you stay focused and are willing to put in the hard graft you’ll be more likely to catch a break than not.

L&U: What successful ingredient do you see in acts that make it?

Ryan: Passion, commitment and, most importantly, a great attitude. Keeping your feet on the ground is vital even if things do start to pick up. If you lose sight of why you started making music in the first place you’ll come unstuck and risk losing it all. The vast majority of bands who make it do so through hard work and not forgetting what they’ve had to go through to get to where they are.

L&U: What makes a good metal song?

Ryan: Riffs! No metal band will ever get anywhere without good riffs, whether they’re simple and effective or fast and complex. Some of the simplest riffs ever written are the most memorable. Without them you don’t really have a lot to stand on.

L&U: What makes a good metal act?

Ryan: Great songs and confidence in the live environment are important, but so is the ability to evolve and branch out. You’ve got to be willing to take risks and change with the times, but the ability to do so on your own terms and without losing sight of what makes a band unique in the first place is what separates the good metal bands from the great ones.

L&U: How important is it to build your own fan base?

Ryan: Building a fan base is essential and will stand a band in good stead for the future. Connecting with people and building a personal relationship with those who buy your albums or come to your shows is critical if you want to have a long-term career. You need to make people feel part of what you’re doing rather than a customer. You only have to look at bands like Skindred to see how important a dedicated fan base can be in terms of sustaining a career.

Metal Hammer Magazine Writer judging Live and Unsigned

L&U: How do you think this year’s Live & Unsigned rock winner should capitalise on the success and get the most out of it?

Ryan: By working hard, staying grounded and listening to the advice that they’ll receive from industry experts in the process. It’s important that they savour the moment and use the enjoyment to drive themselves on further, because if they play their cards right and don’t get carried away with themselves then this could be just the beginning.

Don’t miss the Live and Unsigned Grand Final on July 23^rd at The O2 in London. It runs alongside London’s biggest indoor festival, Live Fest. Tickets here www.livefest.co.uk

Don’t miss your chance to play in front of Metal Hammer judges