Austin, TX (AP) Columbus,
Ohio based rockers Watershed will again be touring America
this spring. Expect the same rusted out van sitting outside
the club; just don't expect to hear any new tunes inside.
In fact, don't expect to hear any tunes at all, unless
the house jukebox is plugged in.
Succumbing to the realities
of the radically changing music industry landscape, Watershed
is the first major act to jettison the outdated "live
performance concept," the industry standard since
the 1950's, and downsize to the modern business model
necessary to compete in today's cutthroat global economy.
No guitars, drums, or roadies are needed for a great night
of entertainment. The performers simply pull up to the
venue where they are scheduled to perform, walk inside
and sit down at the bar. Fans are encouraged to drop by,
ask questions, or even buy the band drinks.
"Talk Globally, Rock
Locally," as the model was recently dubbed by music
intellectual Carson Daly, is based on the one simple fact
that savvy bands have understood for years: people are
more likely to enjoy your band if they never see you perform
or hear your music. Focus groups have conclusively proven
that if you sit at bar all night and talk about how cool
your band is people will leave believing that you and
your band are actually, in fact, "cool." This
up-tick in favorability rating leaves the door wide open
for "upselling" at a future date.
"The Chinese bands
were just killing us (under the old model)," remarked
Watershed singer/guitarist Colin Gawel. "They play
4 or 5 sets a night for a pitcher of tap water and an
old newspaper. We just couldn't find any work. We knew
we had to cut expenses quickly or we would be forced to
outsource our entire rhythm section to engineers from
the Calcutta School of Technology like Robert Pollard
did with GBV. However, I must say in fairness, those Indians
were pretty tight."
The band seems to be enjoying
the new strategy. "Sure, I guess I miss playing sometimes,"
remarked bassist Joe Oestreich, "but then again,
I've always felt that if it wasn't for the gigs, touring
would be the perfect life. How many times have we just
been relaxing at a bar when all of the sudden we have
to get up and haul all our gear onstage? And then offstage?!
How many times?"
"A lot. Too many [expletive
deleted] times," answered drummer Dave Masica. "This
new system is like the Donald Rumsfeld plan for rock n
roll, we can deploy anywhere with amazing quickness. We
can play bowling alleys, strip clubs, truck stops, you
name it. We can do a gig anywhere we want, when we want.
Fans cannot possibly ask for much more than that
can they?"
Watershed fans interviewed
for this story seemed to have a mixed reaction. "It
is nice not to be forced to scream 'Freebird!' over top
of the PA system just in order to be heard," remarked
Ken George, following a Watershed, March 16th performance
at the Double Door in Chicago. "Now I can just approach
the band at the bar and politely ask if they plan on performing
'Freebird' at anytime in the near future. But sometimes
the silence in the bar gets a little creepy."
Other fans were less charitable.
"I switched shifts at Subway and drove three [expletive
deleted] hours to see these losers play 'Anniversary,'"
complained Mitt Swanson outside Smith's Old Bar in Atlanta.
"And now you are telling me they are just going to
sit at a bar and get drunk. Watershed Sucks."
With the tour on pace to
lose a record low amount of revenue, others might also
argue that "Watershed Sucks. ...sucks like
a fox."