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The Whole Thing With the Summer Slaughter Tour

A year has passed since last year’s Summer Slaughter tour. A pretty good year.

There’s been quite a few good albums releases, with more to come.

The new Code Orange fucking rules.

And don’t get me started on Unleash the Archer’s new masterpiece “Apex”.

That fucking dumpster fire of an album Suicide Silence released this year continues to make me giggle (tee hee). Not because I hate the band, because I hate what they did leading up to the album, and how they colluded with metalsucks and it totally blew back in all of their faces. What can I say, I love seeing people eat crow.

Which brings me to the topic at hand: this year’s Summer Slaughter lineup, and the events surrounding it.

To be fair, they’ve done some pretty cool things this year. They’ve got Dying Fetus and The Black Dhalia Murder headlining, and Origin is pretty ok. Slaughter to Prevail even has their moments. They’ve got a poll up to decide another one of the opening bands for the tour – and it’s nice to see Jungle Rot getting another shot after the whole Mayhem festival debacle.

There are bands from Relapse and Metal Blade in the running too. Unique Leader and Victory records bands aren’t really my thing, but they add variety. Not so sure about the unsigned bands, not familiar with them.

But jesus christ, look how they’re promoting it.

Having people vote for openers? Awesome! Making them vote by visiting the website of a shitty movie starring members of Asking Alexandria and the Blackveil Brides? Gross!

 

 

Now, I did learn a neat little factoid over the past year – I guess the head of Sumerian Records is the organizer of the festival. Doesn’t really change anything I said about last year’s festival – but it does add a some pretty interesting context.

The fact that they’re using the festival’s popularity to reach out to an audience (fans of the Summer Slaughter tour) who probably wouldn’t want anything to do with the movie seems like a really good business move on paper.

warped tour AS promo

Reaching out even further by promoting the movie in conjunction with the Warped Tour would follow suit – you’re (potentially) drawing fans of hard rock and (what passes for) punk. As an advertising strategy in a capitalist market, it makes total sense.

However, I do (still) have an issue with the whole shebang. The demographic audiences for the movie/the stars of the movie (and for the bands/tour).

I’m going to go out on a limb here and say that the majority of people attending the Summer Slaughter don’t like Andy Biersack, or his band the Black Veil Brides (assuming the attendees even know who the band is).

I don’t have to go out a limb to tell you what Andy Ballsack thinks of metalheads. I’ll let him speak for himself, here he is getting boo’d with his band as they walked onstage at the golden gods awards.

So, ah, yeah. There’s that.

Basically, my problem is the “diversification” of metal festivals in the US. In this instance, “Diversification” means appeal to fans who are in a different social class than your traditional metal fans (i.e. they have more money, because they’re not lower/working class).

It might not seem like a big deal, but there are some cultural differences that make this a much bigger change that it sounds like. I’m not saying there aren’t “well-to-do” metalheads – but by and large since it’s inception metal has been made by blue collars for blue collars. And when you change that demographic, you change the art.

summer slaughter 2017

Using the credibility and dedication of established metal fans as a platform to provide a watered down, pale imitation of extreme metal so that “joe evreybody” can enjoy it (and pretend they’re edgy and non-conformist) is exactly the opposite of what transgressive art is supposed to be about.

Or maybe that’s just me.

Say Hello to the Face of This Years Summer Slaughter Tour

If you don’t care who funds a festival (as long as the lineup is good) you should have no problem with this article. After all, you don’t care.

But if you’re like me, you know these people…

AA-asking-alexandria-23957158-500-344black_veil_brides_by_bleedingstarclothing

…have absolutely no place representing an extreme metal festival.

Don’t get me wrong, the lineup for Summer Slaughter this year is light years ahead of what it was last year. It’s fucking fantastic… but it’s brought to you by a movie entitled, “American Satan.”

At first glance, that seems pretty cool. The names kinda lame, but at least it seems to be a rock/metal oriented movie. But then, looking at the cast, I noticed it’s starring the lead singer of the Blackveil Brides, as well as a member of Asking Alexandria.

What the actual fuck?!?

When the Summer Slaughter tour started out, it was a force to be reckoned with. They’re continually billed as “the most extreme tour of the year” and have been pretty famously advertised as catering to fans of “extreme metal”. And for the first year of their existence, this was true.

Then came the slow descent – the lineup steadily got worse every year. I would argue that a big portion of this is due to the participation of Sumerian Records. Initially the label brought diversity to the bill, which isn’t a bad thing. It’s what you’re supposed to have at a festival. But I started noticing a pattern – a few big names in death metal were being used to add star-power to a tour that progressively started catering to an indie label (like independent startup label, not to be confused with shitty millennial/hipster Indie rock).

I’m trying to think of another tour that changed their business model to cater to an indie label with a shitty roster.

Oh wait, now I remember. The Mayhem festival.

I’ll take you one further – Mayhem started to go downhill the same year that Sumerian Records got their own stage (2013). The lineup that year was actually pretty awesome (on par with how awesome this years Summer Slaughter lineup is, considering the formats of the festivals). Post 2013, these changes cause the decline I’ve been referring to. Mayhem went so far downhill, in fact, that it literally dampened the concert draw of headliners like Slayer.

Slayer had played the same venues as Mayhem the previous year, selling out concerts. Strangely, Mayhem didn’t. But why?

Kerry King said it best:

“Do I know this tour wasn’t booked correctly? Absolutely I know this tour wasn’t booked correctly. Gary Holt made the comment that usually there’s the Main Stage, a second stage, a third stage, and then that piece of shit record stage…now what they’re calling a second stage is at best a fourth stage and they’re wondering why people aren’t showing up.

In case you’re not familiar with the whole Mayhem festival debacle, I’ll save you the trouble of a google search. It completely imploded and dissolved.

So let’s recap for a second.

Mayhem festival started out with huge names, as a rather diverse metal festival. They had some heavy hitters, and then filled the roster with up-and-comers from independent record labels that catered to scenes that weren’t even fully accepted in the metal community (This is a good thing, it’s how we keep the music going – but there’s a point, I promise. Bear with me). Slowly they allowed said the independent record label to change the business model of the tour – taking creative control. The label (Sumerian) started using this opportunity as a springboard for shameless self promotion. They even changed the business model of the tour, adding a stage exclusive to the label. After these changes, the tour had one more fantastic lineup. The tour continued with the failed business model and completely dissolved within a period of two years. And it wasn’t pretty. Even Slayer couldn’t save it. Fucking Slayer. This is just as much the fault of that complete garbage label Victory Records, but they never would have been included on the tour in the first place if Sumerian hadn’t paved the way.

Summer Slaughter started out with huge names. They were a specialized festival, but still very diverse. They started making changes and incorporating bands outside the format from a certain scene-catering record label.  Enter 2016. The Summer Slaughter tour lineup is incredible (exactly what happened when Sumerian got their own stage at Mayhem ), but the promoters have allowed Sumerian to use it as a springboard to promote their shitty movie starring members of Blackveil Brides and Asking Alexandria.

The point is…change is not, by itself, a bad thing. In fact, innovation is one thing that keeps metal going. However, when a festival makes changes that have proven to be fatal for their peers, it’s a very bad thing.

Now, I’m not knocking fans of BvB or AA. I personally, despise that style of music, but different strokes for different folks. I don’t have a problem with them, or their fans.

I do, however have a problem with them being the public faces of a tour that promotes itself like Summer Slaughter does (this isn’t the fucking Warped Tour). Especially when you connect the dots and see that this is exactly the sort of business move that shut down Mayhem. I, for one, will not let the majority of my ticket sale go to putting people from Blackveil Brides and Asking Alexandria on the big screen.

A common argument I hear in favor of this sort of sellout move is that the big tours need the money to keep going. Valid argument. Hmmm, is there something they can do to keep the festival in the running without selling out? Maybe they can do what Maryland Death Fest did. They decreased the number of stages to a manageable level, kept all the bands on the bill. A few people might be butt-hurt about it, but they made a sound business move while keeping the integrity of the festival intact. And those guys have been going for at least 5-6 years longer than Summer Slaughter. So, it is not only possible to keep the integrity of the festival intact by not bowing to corporate sponsorship – it might just add to the longevity of the event.Sponsors don’t just give you money and expect nothing in return. The guys at Maryland Death Fest know this.

I think it’s safe to say, if promoters think it’s ok for members of Asking Alexandria and Blackveil Brides to be the public faces of Summer Slaughter they deserve to go down as swiftly, painfully, and publicly as Mayhem. Long live Maryland Death Fest!

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