Whether we’re talking writing, art, music or filmmaking, word of mouth is key to a creator’s survival. Someone could write the most amazing piece of literature ever put to paper, but it won’t make a lick of difference if only three people read it.
Sure, advertising and marketing help, but they can only go so far. How many over-hyped blockbuster flops have we seen the past several years? Once word gets out the plot sucks, the acting is terrible, and the flick is just plain boring, it doesn’t matter how much money the studio threw at the advertising department.
What needs to happen is those first three people need to tell everyone they know how incredible the creation they just experienced is. Sure, I’ll settle for them telling three more people each, but if you finish the last track on an album and say, “Wow, that was awesome,” then you need to tell everyone. Remember the true meaning of awesome? Something that fills you with awe. Something awe-inspiring, not just, “Yeah, that was pretty good.”
Which brings me to Clutch. They’re not exactly a small band, but it surprises me how few people have heard of them. They have their own label, they tour like crazy, and they get some play on satellite radio, but I have yet to hear them on any terrestrial radio stations. They first came close to mainstream with their “Electric Worry” playing in the background of commercials for the Left 4 Dead game series.
They deserve more exposure. Their songwriting and studio work is damn good, but the awesome part comes during their live shows. These guys kill it on stage. No spectacle or flashy lights and pyro, just some damn fine playing, and most of the time in small, intimate clubs where you can get up close, like so:
I first discovered them when they opened for Pantera fifteen or so years back at Chicago’s Aragon Ballroom. They performed most of their first full-length album, and I distinctly remember “Rock & Roll Outlaw”. Even today it’s one of my favorite tracks, and it’s not unusual to catch my kids singing it. (For a while it was my middle son’s most-requested song in the car.)
I mention Clutch now because they just released a new album, Earth Rocker, last month. You need it. Their work is primarily rock, with their earlier work leaning toward hard rock, but they also have a strong blues influence that comes to the surface from time to time. Take, for example, “Gone Cold” off Earth Rocker:
Love it. Yet you still get their songs influenced by cars and science fiction, like “Crucial Velocity”:
I’m looking forward to hearing these tracks live. They’re going to be playing the House of Blues in Chicago on Friday, April 12th, but it’s not looking like I’ll be able to make it. Fortunately I caught them at a small club in Joliet back in November, so I at least got my fix.
Even if these particular tracks don’t catch your ear, check out some of their other albums. They have a real range to their music, and there’s sure to be something for everyone. In fact, I’ll leave you with another of my favorites, “The Regulator” off of Blast Tyrant.
That may actually sound familiar to some of you. Remember when I said their first flirting with the mainstream was “Electric Worry”? Well, “The Regulator” saw airtime during an episode of The Walking Dead.
Boom. Now it’s clicking.