One of the common challenges for any band around the world is to put its music out there and make it be heard by a broad range of people. As we all know this is even more complicated within the indie scene. When the genre of music you play is not well known in the country you live in and on top of that, your lyrics are in a foreign language, the challenge is even more.
Marc Monster and the Olives is a Mexican blues, folk, country, and rock band created by Marco Oliveira (or Marc Monster) in 2007. Marco is a Berklee B.A alumnus who graduated in music business. As soon as he went back to Mexico he started to record all the songs he wrote while at Berklee. In order to record the music he called a bunch of musicians from Mexico City with some experience playing blues. After they finished a couple of tracks, Marco came up with the idea of making a band out of this exercise. This was the birth of this very talented ten-member band.
From the very beginning Marco was not only the singer/songwriter of the band but also its manager. From the outset he had to deal with the issue that blues and folk music are not quite popular in Mexico City and there’s not many places to play live. In addition, all the songs songs are written in English making it hard for a vast majority of people in this market to understand the lyrics and therefore relate to them.
“High Heels the album has songs and rhythms melted on a fine vintage production and a taste of soul…”
Marcmonster – High Heels by Marc Monster & The Olives
The band has been able to overcome some of these difficulties with its talent and creativity becoming a well-known project within the Mexico City indie scene. The members of the band have created a very particular sound that has helped build a small yet faithful fan base. In these 6 years, Marc Monster and the Olives have recorded 2 albums, participated in major jazz and blues festivals, and recorded the soundtrack of “Havana Cinema” a short film by Alfonso Cuarón.
What’s next for this unusual band?
After considering that they are not in the perfect market to make this project profitable, the answer seems to be “internationalization”. Perhaps a good example of internationalization is the band named “Moriarty”. This band mainly performs in France playing blues and rock with lyrics in English. Although it is a French-American band, they released in 2009 their first album in France “Gee Whiz But This Is a Lonesome Town”. After this success the album was released not only in the UK, Germany, Belgium and other countries in Europe, but also in Canada, Japan and Australia. Then the group began a long French and world tour with more than 270 concerts visiting 18 countries all over the world.
Thinking in terms of management solutions for Marc Monster and the Olives, a coupe of ideas: Firstly, I recommend leaving the management responsibilities to a more experienced company, rather than on the shoulders of the lead singer. Secondly, it is very important to make a worldwide networking in order to appear in the global scene. Finally, invest more time and money in outreach through a creative social media plan that could help them expand their profits.
On September 2013, Marc Monster and the Olives started the recording sessions of their third album with the hope of spread their fine music all over the world.
This constitutes a great opportunity for this band to incorporate some of the ideas mentioned above and do some research on what other similar bands like Moriarty have done to have greater impact outside of their comfort zone. With three albums in their trajectory, they have enough great music to offer.
I’m sure this band is one of thousands in the music market that need help to re-structure their careers and make their dreams come true. Maybe people like us can help them make this happen!
To end, a little taste of what these guys are about.