By: Matt Wright
What’s an Aquarium Drunkard? I don’t know, but if it’s a metaphor for music in the digital age, it’s a good one. We all know there’s a lot out there, so good ears and tastes you can trust are all the more important. One of the ears — or two, really — that I’ve come to rely on belongs to Justin Gage, and his team of writers over at the wonderful Aquarium Drunkard blog. Covering an idiosyncratic blend of current indie rock to classic funk, soul, and rock, AD is a genre unto itself. Where else can you find a loving ode to McCartney’s “Live And Let Die” (“And let’s just pretend that whole Axl thing never happened”) followed closely by a glowing review for current IODA fuzz-pop faves The Pains Of Being Pure At Heart? Only at AD, and that’s why we love tham. I “sat down” (read: exchanged emails) with Justin recently, and here’s what we talked about. Enjoy!
How long have you been doing Aquarium Drunkard? And why did you start?
It will be four years this April. Like many blogs, AD began as a way to keep up with friends spread out around the country (and beyond). It was a central place to riff on what I happened to be reading, viewing, visiting, and, of course, listening to at the time. Things quickly shifted to a strictly music focus and I soon had visitors beyond my immediate friends, or even their friends for that matter.
And what were you doing before this?
Right out of college – in ’99 – I worked at an Internet start-up in Atlanta during the first Internet boom. It was great time. The company was young, creative, fast-paced and sadly defunct by the Spring of ’01. I soon moved to California — been in L.A ever since.
You guys also run a record label, Autumn Tone. That being the case, you seem uniquely positioned to address how labels and blogs can/should work together. What would you tell a label wondering what to make of this whole music blog thing?
Right. Sitting on the other side of the desk, I see music blogs as a unique way for bands/labels/etc to reach niche audience that were much harder to dial into a decade ago. It’s no secret that things that grow organically have much more sticking power than any slick PR campaign ever would/could. Write and perform a hybrid of electro and appalachian folk? Cool, there is most likely a kid out there writing about it. Grime? Dubstep? Anti-folk? All have blogs/pages dedicated to their every move. Dial in and see what happens.
You guys cover a lot of what we in “the biz” like to call “catalog” releases, meaning stuff that’s been out for a while. Do you think the music press is too focused around release dates?
No, I see why it is important for them, especially print media with longer lead times. They want to appear fresh, and current, which is understandable. In terms of how that relates to AD; the blog, radio show and the events/shows that we do all stem out of one thing, and that is if it interests me. While I certainly follow new music, I get just as excited by a record that was released 40 years ago I haven’t heard.
What’s the most exciting thing this blog has lead to for you? Like something that truly made your day as a music fan, and would never have happened without AD. Hopefully I’m not overreaching here!
It gave me a platform to realistically start Autumn Tone in 2006 - something that would have been much, much harder had I not had some firm connections in place.
Do you think music blogs are any more or less relevant in 2009 than they were a couple years ago? Why?
Relevance is obviously subjective, but I think that the handful of quality blogs that have stuck it out, and have devoted readerships, provide a great resource. For me, the few that I consistently read act as a trusted voice — each with their own strengths.
Have you ever written for print? How is that different than blogging?
I have. Writing online traditionally succeeds in shorter, punchier, bursts, rather than long-from pieces. Blogs are a great example of this. In print, one gets to stretch their legs a bit more.
…and there you have it! Thanks to Justin for taking the time out to talk to us. Click here to visit Aquarium Drunkard. Also, here’s a track from The Pains Of Being Pure At Heart:
The Pains Of Being Pure At Heart
“Everything With You” (mp3)
from “Everything With You”
(Fortuna POP)
Buy at iTunes Music Store
Buy at Napster