What does it mean to be a Swedish death metal act in 2013?
-Since there are so many acts that are doin really well, the scene is very crowded and you struggle to get noticed. It becomes easier over time but the first years are tough. “another melo-death act from Sweden?” Figures… But it can also be very lucrative if you play your cards right. There are many people “who know people” in this business. And its a real challenge and great fun to write music these days. With all the programming and easy software, anyone can do it. So you have to find a way to separate yourself from all of the other bands.
Lately we’ve seen an explosion of bands playing old school Swedish death metal. How strange is it to see a Mexican band having the same guitar sound that Entombed had on “Left Hand Path”?
-Haha, well. The Gothenburg sound is know all over the world and I think it’s a good thing. Mainly because I like the genre. Every band will find their way eventually and if they need a little help and a point in the right direction then The Gothenburg Sound is a great sound to start with and try to copy.
We live in a globalized world where there are no borders to be crossed thanks to the internet. How do you best utilize this to gain the outmost for you band? How do you think the cherries from the raisins?
-We wouldn’t be where we are today if it wasn’t for all the social networks that are out there. We are very aware of this and we use our networks as a way to interact with our fans on all levels. I mean, we chat with people all the time and have accepted ourselves as public persons. We have people in Australia that we helped a little just by sharing their video. And now Im gonna meet up with them for a beer in Melbourne this Holiday. How weird is that? From one click to a trip around the globe. All thanks to the social networks. We have people in Japan who are true supporters and write us from time to time just asking “hows everything?” Its amazing, and we are very greatful to have these people supporting what we do. Its like rocket fuel to us.
When I feel nostalgic I can miss the time when you had to make an effort to get in touch with new cool metal. Is there a danger in this easy access will make people less inclined to follow a band for a longer period of time, that we will see more bands go up like the sun only to fall flat to the earth again?
-Well, yes and no. It kind of depends on the music being crap or not, haha. You can follow a band on so many more levels now and when you finally see them live for the first time its like youre friends. But with the easy access comes great competition. People can scroll through a list on Spotify and hear the first 4 seconds of a song and think “meh…” and just click “next”. Its that easy. People don’t buy products anymore, people buy the stories behind the products. So, having a band today is more like owning your own company. There are so many things to think of, other than just writing music.
What is realistic to expect from a new record when it is released? What would you consider a success and what would be a failure?
-Well, when we released ELITE we were just happy to have a worldwide record deal. And it sold pretty good but we didn’t bother looking at the numbers. Its what you do as a brand that will show if you are successful or not. I mean, we got tours in Japan and UK just by having the right contacts. How did we get them? From other contacts. And how did we get them? It started with a smile, a handshake and a couple of beers. Like I said, if you play your cards right, numbers wont matter. As long as you don’t sell 0 albums, haha. It’s the investment you have to look at. Our goal is never to be satisfied. That’s why we keep growing and growing. And with the new album coming this fall we hope to keep doing what we do. As peoples demand are ever increasing we need to be able to cover more territories. For that to happen we need to cover the expenses. For that to happen people need to buy our stuff. For that to happen we need to get our shit together because like I said. People don’t buy products anymore. People buy stories. A new album is standard, it’s the story that needs to change.
How do you set yourself apart from all the thousand bands that keep popping up each month?
-We don’t. People choose what they want to listen to. Its that simple. Of course we try to come up with stuff that has never been heard before but if we were to “compete” with every single band out there? Haha, it would be a mess. We simply believe in what we do and remain true to all the people who support us.
What is the touring scene like for a smaller band on the up’n’going?
-The difference is money. We can’t book 10 000 € shows, because promoters have not heard of us yet. We need to constantly prove ourselves to everyone but if you do it right, be on time and play a kick ass show, people will know about it. So, there is a lot of sleeping on floors, airports, venues and shitty hotels, haha. But we love it.
How much of a DIY scene is there still left around the world that can support you if you want to tour or release an album on your own?
-It’s very easy to release your own album. Just upload it and you are GO. As I said earlier it really depends on the people behind the album if the band is to be successful or not. I have friends that are unsigned and they are doing very well. Selling merch and booking tours like never before. Its all about willpower. Of course it helps to have a major label supporting you. But if you don’t have the willpower to do it on your own, you might as well quit.
What part does image play in the concept of DEALS DEATH? Is there an image to speak of left today that hasn’t already been done?
-Other than the music, we present ourselves as different personas. Almost as superheroes. We want people to feel that they are watching a show, not a gig. Image is very important these days. It’s a great way to separate yourself from other bands. And then there is the image of being a professional band. Promoters and labels don’t care how you look or what the music sounds like if you cant act like a professional and take responsibility.
What kind of future do you expect?
-A dark one. This planet is overcrowded and ruled by greed… Oh, you meant the bands future? It’s gonna be great, I’m sure.