I say “touring”… because he is playing shows… to nobody.
His facebook page has ‘fake’ likes, his events have ‘fake’ comments. He has created a fake record label and booking agency; and apparently lied to promoters and venues on his tour, saying he had pre-sold 100s of tickets per show…
… when as it turns out… no-one is going to his shows.
Venues (such as the Underworld in Camden) have posted on social media saying they don’t want to see him ever again. He has had to pay venues in cash to cover their staffing costs for the night. He has hired session musicians to play with him.
I can’t help but wonder what on Earth he, or someone advising him maybe, was thinking.
I understand having a “fake” booking agent. It makes sense. If you are new to the scene, having someone phone venue and say “Hi I’m booking a show for Threatin”, makes more sense than phoning the venue yourself and saying “Please give me a gig”.
But… to lie to a venue about having pre-sold tickets… that’s fraudulent. That is not cool.
Those venues could have put on a band that drew and audience and made some money… instead of having Threatin turn up and play to no-one.
You can’t help but wonder when you read this story… how did this happen?
Vanity Metrics Gone Wild
I stole the term “vanity metrics” from the indeprenuer podcast. With the rise of social media, musicians seem to be obsessed with likes and views. But, at the end of the day, a like does not put food on the table. The metrics that really matter are album sales and ticket sales.
If there are no sales, there is no art (another lesson from Real Artists Don’t Starve)
Likes and views do no necessarily correlate to sales. Sure if you get enough, you will get some sales. And if you get your music infront of enough of the right people, you will get even more sales.
…but, having 30,000 likes from bots Brazil… that is not going to turn into sales (the likes from Brazil are from what I read in a Metal Sucks article).
Was Threatin focussing solely on appearing popular? Did he (or someone working with him) think that by pumping social media numbers, ‘real’ people would come to shows?
I have no idea.
The Saga Thickens
Fed up of the total shit-show surrounding this bad, his live guitarist and drummer have apparently quit the band mid tour, (it looks like they were duped just like the rest of the internet about this guy).
Shows are being cancelled.
Someone must have sunk a tonne of money into this. Flying a band from LA to the UK to tour for a couple of weeks is expensive. I hate to think what has been lost…. $5,000… $10,000… $20,000?
My Favourite Coverage So Far
Glenn Frick over at Spectre Sound Studios has done the best coverage of this I’ve seen. His videos are always pretty great, you can watch it here:
Glenn also gives some pretty nice historical context for the drama.
I want to know what you think about this whole mess – leave a comment below