Fundamental Advice with Ashley from Lower Hollow
In a recent episode, Meagan spoke to Ashley from hardcore/metal band - Lower Hollow. These are the study notes from the full interview.
BE COOL, STAY IN SCHOOL
After years in the field, Ashley believes there are skills that have become fundamental to your progress in the music industry.
“There’s tons ways to educate yourself around this, if you are willing. I think that’s the big thing and that’s, unfortunately, not something that a lot of artists have.”
It will take time to realise your career as a musician, but you have unprecedented access to resources that can improve your chances of success. Even if you have the hard skills honed, like your ability to play an instrument, don’t neglect the soft skills, like songwriting. There are professionals creating content that demystifies the musical process. For example, Ashley cites Rick Beato, who uses his podcast to discuss the elements that go into creating classic, memorable work.
STOP, COLLABORATE & LISTEN
There’s no amount of claim to a project that can defend you from failure, so save your stardom for the stage.
“Don’t be so up your own arse that you think that everything just works because you’re the main guy and you’re the mastermind behind this whole thing.”
Trying to be a well-known musician can unleash a territorial ego, but some attitudes towards musicianship might hinder your growth. Ashley notes that if you are not receptive to criticism, and you care more about your imprint on the music than the music itself, you are bound to clash in collaborative scenarios. In a band, if you approach creativity as a competition, you miss out on the glorious, artistic challenge of combining diverse ideas into a cohesive whole.
DIY FYI
While music is not a meritocracy, easier isn’t necessarily better. Yes, there are products and services that can help you skip difficult aspects of your career, but beware of shortcuts. Doing things by yourself develops resilience and resourcefulness; qualities that equip you for life, not just your career.
“My dad used to say, you should steal with your eyes.”
That means, ARM yourself:
- ANALYSE your peers and heroes
- RESEARCH the things you don’t understand
- MIMIC strategies that are proven to be effective
GET YOUR SHIT TOGETHER
Okay, hard pitch:
Many hands make free work. If you don’t have the budget to hire an extra team, delegation is your best bet.
“We live in a fucking world that’s broken and we’re being governed in all parts of the world by people who don’t have our best interests at heart, so money’s not in our favour.”
Ashley recommends dividing essential responsibilities between band members, according to their strengths and passions. Beyond that, closing the gap is just a few hundred YouTube tutorials away. If you already have the relevant skills, you might want to include them in your next audition. Ashley mentions videography, graphic design, website development, administration, recording and writing as solid offers.
CYMBAL EYES
Making good music isn’t enough, and it never has been.
“No one gives a shit about your music when your artwork sucks, and that’s just the truth.”
A song is introduced by its cover art; it is seen before it’s heard. Weak imagery could destroy your odds of getting those first few plays, more than that, you’re missing an opportunity to create additional layers of meaning & memorability in your work. For example, Ashley refers to Slipknot CDs and Metallica’s ‘And Justice For All’ as an album with iconic audio-visual pairing.
MERCH MUCH?
Your aesthetic extends to product. While the classic band tee is a rite of passage, white logo on black thread is a start, not a final export.
“It’s because it’s cool. Because visually this band looks amazing & I think a lot of bands kinda forget that stuff.”
Take the test now:
- Would you buy it as a random shirt?
- Would it pass in the stores where your listeners typically get their clothes?
- Will it fall apart after 3 moshes?
- Is it itchy?
- But is it cool?
Bonus points if it’s locally sourced, well-priced or 100% cotton.
Some musicians prefer to reach a level of fame before they release merch. Ashley cautions against limiting your revenue streams, as moving up in the live circuit could take ages to cover your costs.
“You wanna make money? Don’t wait for the venue to pay you well.”
There’s no clear graduation to a higher performance rate and royalties can be crumbs, so make the most of merch-on-demand services and drop that high-quality drip now, not now-now.
HI-HATS & LOWER LOWS
Effortlessness is officially out and the try-hard is trending.
“People need to be a lot more switched on to what it is to be in a band.”
Ashley acknowledges the heavy ask of today’s artists, but knows the value of teamwork and perseverance. It might take several attempts, but low lows make sweet victories and the experience you gain on the journey is the heart of future art.
THE STUDENT BECOMES THE TEACHER
Ashley hopes his zest for knowledge is infectious; inspiring to his collaborators, evident in his work and obvious to his onlookers.
“I’m constantly trying to acquire the skills that I don’t have and l’m trying to apply them to the things that I care about, and I do that in a nurturing way.”
The proof is in the pudding with Lower Hollow’s sophomore album. Rich in concept and tasteful in execution, ‘Threnody: Songs Of Fortitude’ is a well-rounded feast for the eyes and ears.
Meagan King
Host
Meagan is one half of reclusive duo from Johannesburg, Lemon Dove & she jumped on the show during lockdown 2020. In addition to hosting & curating episodes like WOMANITY, 5 Years of Sludge, Goodbye 2021/Hello 2022 & more, she also edits episodes, co-produces some of the music you hear within our content, structures the annual schedule & more. She also made these beautiful illustrations of us
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