Heavy Metal Bands Get Softer for Mainstream Radio

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NEW YORK (Reuters) - For heavy metal bands, it has always been about distortion-laden guitars, pounding drums, singers who can growl and break-neck solos. But now business demands are making some metal acts show their softer side.

With record labels dumping bands who don't sell records by the truck load, more and more of heavy metal groups are offering music that's easier on the ear in a bid to win mainstream radio play and targeting their harder tunes to niche TV shows.

While pop musicians in other genres have for decades marketed their sound in ways aimed at capturing fickle teen tastes, it's a big shift for heavy metal, whose rockers have prided themselves on their nonconformist and sometimes antisocial stance.

Canadian female rockers Kittie, whose first two albums combined sold more than 1 million copies worldwide, have high hopes for the single "Into The Darkness" from their new album "Until The End," coming out in late July.

The album contains two versions of the song. Both feature fist-pumping guitars and hard-hitting drums, but while one adds the band's trademark aggressive screams to melodic vocals, the one to be released as a single does not.

"That's definitely the lighter side of the band, but if it opens doors for us to get our heavier songs on the radio then why not," said singer/guitarist Morgan Lander.

"We're not a different band; we just refined our sound. Our more hard-core fans, if they pick up the album they're not going to be disappointed," she said. "I enjoy singing and I wanted to try some stuff out and it's nice to blend the two together."

Metallica, the biggest-selling rock act of 1990s, paved the way for that success with palatable radio hits like "Nothing Else Matters" and "Enter Sandman" that enticed radio stations to also play harder songs from older albums like "Master Of Puppets."

CORPORATE RADIO

Newer bands are now finding they need to employ that tactic if they hope to break into the radio market, which is controlled by profit-driven corporations.

"If somebody is paying you the salary they're paying me, you make a choice. You have to play the ratings game, that's how you make money," said a music director from a top rock radio station who asked not to be named.

Most mainstream rock stations only add two to three new songs a week, giving metal bands few opportunities to make the cut.

Hard rockers Flaw from Louisville, who blend sensitive melodies with aggressive guitars and anguished screams, are hoping to break through on radio with "Recognize," a song featuring clean guitars and vocal harmonies from their second album, "Endangered Species."

"We thought that if we came out with one of our heavier songs first it might not be grabbed onto by daytime radio," said singer Chris Voltz of the band's new strategy. "This time the first song that we gave to radio was one of the softer, more daytime-acceptable songs.

"You almost need to do somewhat well on radio for (your record label) to continue to support you," he said.

HARD-CORE FANS

Hard-core fans can still enjoy the full fury of metal bands on specialty TV shows like "Uranium" on Fuse and "Headbanger's Ball" on MTV2.

Fuse, a fast-growing U.S. music network still to turn a profit that reaches 37 million U.S. homes, tries to fill the void MTV left behind when it abandoned wall-to-wall music videos for cash-cow reality shows like "The Osbournes."

"The real sweet spot for us is introducing (bands) before you heard of them," said Fuse President Marc Juris.

Following the success of "Uranium," MTV resurrected its "Headbanger's Ball," a stepping stone to stardom for many a metal band in the 1980s. The show went on the air again in May 2003 on MTV2, reaching 55 million homes.

"We look for the (bands) that have a big touring base, a lot of Internet activity and credibility with the audience," said Tom Calderone, executive vice president at MTV Networks.

Dom Passantino (Dom Passantino), Saturday, 5 June 2004 17:45 (twenty-two years ago)

This is one of those stories that you keep the framework of and swap out the band and genre names like Mad Libs, yeah?

Ned Raggett (Ned), Saturday, 5 June 2004 17:49 (twenty-two years ago)

except with the bands involved in this article you could replace the word "softer" with "tolerable."

Anthony Miccio (Anthony Miccio), Saturday, 5 June 2004 17:54 (twenty-two years ago)

This is supposed to be a new concept? Did I dream up all those late 80's power ballads?

Barry Bruner (Barry Bruner), Saturday, 5 June 2004 17:55 (twenty-two years ago)

I hear Gorguts have hired Creed's former vocalist.

So wasn't Kittie's former stuff pretty typical mainstream fodder in the first place? They sounded like Babes In Toyland meets The Muffs or something like that.

Yeah! Band sounds like Band meets band! I rule at descriptions! On acid!

Oh well, whenever a metal band goes slightly lighter, it's always assumed it's to get more popular... Just look at Isis, Cave In etc... they've gotten a lot of shit recently. Not to mention Countess and Nargaroth! Honk if you like waffles.

Chøg chøg chøggachøggah! Døggidøggidøggi CHØGG CHØØØG! (Øystein H-O), Saturday, 5 June 2004 18:02 (twenty-two years ago)

I'm trying to think of a successful metal band whose ballads weren't among their better songs.

Anthony Miccio (Anthony Miccio), Saturday, 5 June 2004 18:10 (twenty-two years ago)

...distortion-laden guitars

Fule. Distored guitars. Full stop. To paraphrase Frank Zappa slightly,
a wire service article on rock music written by someone who cannot write for people who cannot think.

... it's a big shift for heavy metal, whose rockers have prided themselves on their nonconformist and sometimes antisocial stance.

Fule. Heavy metal is one of the most conformist genres in rock and roll. It's been that way for a couple decades. And I'm saying it as a fan.

The [Kittie] album contains two versions of the song. Both feature fist-pumping guitars and hard-hitting drums, but while one adds the band's trademark aggressive screams to melodic vocals, the one to be released as a single does not...

Fule. The radio version of Focus' "Hocus Pocus" was quite different,
much cleaner, shorter and less full of wild instro than the album version. What was that, 1972 or '73? There are literally thousands of examples.

"That's definitely the lighter side of the band, but if it opens doors for us to get our heavier songs on the radio then why not," said singer/guitarist Morgan Lander ...

And I was so looking forward to seeing her bite the crotch out of an inflatable male doll somewhere on TV.

Metallica, the biggest-selling rock act of 1990s, paved the way for that success with palatable radio hits like "Nothing Else Matters" and "Enter Sandman" that enticed radio stations to also play harder songs from older...

Fule. Metallica was an arena juggernaut well before MTV glommed onto the crap mentioned here.

Hard rockers Flaw from Louisville, who blend sensitive melodies with aggressive guitars and anguished screams, are hoping to break through on radio with "Recognize," a song featuring clean guitars and vocal harmonies from their second album, "Endangered Species."

Wow, you go, Fule! "Beth." Kiss. "Only Women Bleed." AC.

"We look for the (bands) that have a big touring base, a lot of Internet activity and credibility with the audience," said
Bytester Electrosonic, artificially intelligent software p.r. 'bot
for MTV Networks.


Urnst Kouch, Saturday, 5 June 2004 18:18 (twenty-two years ago)

woah, actually yeah, Kiss's ballads were even more atrocious than their rockers. forgot about that.

Anthony Miccio (Anthony Miccio), Saturday, 5 June 2004 18:33 (twenty-two years ago)

From the soft part, like a hymn: God gave Rock 'n' Roll to you, gave Rock 'n' Roll to you, put it in our hearts for everyone..."

Urnst Kouch, Saturday, 5 June 2004 18:38 (twenty-two years ago)

Heavy metal is one of the most conformist genres in rock and roll

Yeah, it's the same as with hiphop: subculturally conformist, musically innovative.

Siegbran (eofor), Saturday, 5 June 2004 21:56 (twenty-two years ago)

Is this why Afflicted went from being hippie death metallers into playing retro steel and thunder type Manowar-metal?
Boo!

Is there any genre that doesn't get softer for mainstream radio though?
Is it OK that I act as if genres are sentient beings running around changing their nature for the sake of having their mating calls broadcast throughout the world?
Is it OK that this post has no commas whatsoever?

Øystein H-O (Øystein H-O), Saturday, 5 June 2004 21:59 (twenty-two years ago)

Here's a headline: Youths Exchange US Currency for Tokens at Video Arcade

Ian Christe (Ian Christe), Saturday, 5 June 2004 22:00 (twenty-two years ago)

What's a video arcade, pops?

Øystein H-O (Øystein H-O), Saturday, 5 June 2004 22:13 (twenty-two years ago)

Øystein:

http://www.nplex.co.kr/img/1/business-arcade03.gif

This is a dud Reuters report. Radio is a specialty market only occasionally open to heavy metal bands. When the opportunity arises, there's a struggle to maintain the band's established image within the confines of radio. Some bands succumb to the lure of the payola siren, others are aware of the death knell. But loads of bands, especially right now, are getting harder for rock radio -- see "Flaw" in the article above. After all, Slipknot debuted at #2 last week. As "HARD-CORE FANS" reveals, MTV isn't playing radio cheese, anyway, so who cares.

Bring on the power ballads, spare the lame analysis!

Ian Christe (Ian Christe), Saturday, 5 June 2004 22:46 (twenty-two years ago)

Oh who cares? 98% of the genre isn't even visible to the "mainstream". And 80% of metalheads could care less about the "mainstream" to begin with. Who is the article supposed to resonate with?

James Slone (Freon Trotsky), Saturday, 5 June 2004 23:29 (twenty-two years ago)

Dang, the image doesn't work.

Anyways, I'm all for more metal bands adding some pop elements.
We need another Anacrusis already, dangit!

Oh well, I still think Nevermore's "Dreaming neon black" (the song) could've made a decent hit.

Øystein H-O (Øystein H-O), Saturday, 5 June 2004 23:30 (twenty-two years ago)

ILM Hedline: Darkness does Dark Funeral's Dirty Work, Radio Rejoices

Ian Christe (Ian Christe), Saturday, 5 June 2004 23:36 (twenty-two years ago)

Wouldn't that be beautiful though?
If Marduk or one of those bands did a big waffly power ballad on their next album, and the rest was of Panzer Division Marduk meets Abruptum caliber?

I was hoping Gorgoroth were doing that on Incipit Satan, as it had some great song titles in "Unchain My Heart!!!" and "When Loves Rages Wild in My Heart"

Øystein H-O (Øystein H-O), Saturday, 5 June 2004 23:38 (twenty-two years ago)

Ugh- more like Insipid Satan hehe. Man, that album sucked.

James Slone (Freon Trotsky), Sunday, 6 June 2004 00:22 (twenty-two years ago)

Who is the article supposed to resonate with?

Other snobs who read newspapers and believe a great deal of the material published in them. But it fails at this, too, because it lacks wit, style or even slight idiosyncracy that might tickle the interest of anyone with a keen interest in words.

As an exercise, you ought to track it in the Google news tab and see how many times it is republished in various newspapers. My hunch is that it will do well in reprint because it is the kind of dumb but seemingly hep and inoffensive thing that appeals to editors in charge of filling features holes with wire service copy.

Urnst Kouch, Sunday, 6 June 2004 00:59 (twenty-two years ago)

So well put, Urnst -- this drives me completely insane. Because I've written bits about heavy metal that were picked up by Reuters, I know what an uphill battle it is to slip in something banal yet accurate, and how easy it is to drop a robotic drone of an article like this. Either way, the sixth grade teacher tacks it up on her wall. Personally, I think the story is the impending death of commercial radio at the hands of Sirius and XM. Turns out people will pay to listen to death metal all day long.

Ian Christe (Ian Christe), Sunday, 6 June 2004 05:04 (twenty-two years ago)


Other snobs who read newspapers and believe a great deal of the material published in them.

Only snobs read
Only women bleed

David Allen (David Allen), Sunday, 6 June 2004 16:19 (twenty-two years ago)

Another thing the article (inasumuch as I read it) ignores is that plenty of metal bands rock harder by getting "softer." -- In other words, their ballads actually rock harder than their noisy stuff.

chuck, Tuesday, 8 June 2004 15:53 (twenty-two years ago)

It's something to do with how being quieter the sounds often have to be more precise, I've always figured.

Ned Raggett (Ned), Tuesday, 8 June 2004 16:04 (twenty-two years ago)

The ballads on Metallica's Black Album are better than the rocking songs on it.

latebloomer (latebloomer), Tuesday, 8 June 2004 16:15 (twenty-two years ago)

Yeah but that's hardly an amazing feat.

Meanwhile in other news: dance music producers add vocals and rappers add choruses for mainstream radio.

Siegbran (eofor), Tuesday, 8 June 2004 22:00 (twenty-two years ago)

"Yeah but that's hardly an amazing feat."

Exactly my point, the albums "rocking" songs are so half-assed the ballads stand out against them.

latebloomer (latebloomer), Wednesday, 9 June 2004 00:13 (twenty-two years ago)

Heavy metal has this kind of alpha-omega up the yin-yang. (groan). One of the things I appreciate (never say like) about Slipknot is how they make headcheese out of the double helix of metal's DNA, lots of gooey slime with chewy bits in the middle. Sure, that's usually annoying, but there's no denying that cut and paste songwriting is here to stay. Anyway, I have to stop responding to this thread now so it just dies...

Ian Christe (Ian Christe), Wednesday, 9 June 2004 01:51 (twenty-two years ago)

eight years pass...

its lucky metal bands dont sell out anymore innit?

pfunkboy (Algerian Goalkeeper), Thursday, 14 February 2013 18:38 (thirteen years ago)

Following the success of "Uranium," MTV resurrected its "Headbanger's Ball," a stepping stone to stardom for many a metal band in the 1980s. The show went on the air again in May 2003 on MTV2, reaching 55 million homes.

is it still on?

pfunkboy (Algerian Goalkeeper), Thursday, 14 February 2013 20:47 (thirteen years ago)


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