The Arkells Approach and Band Marketing
What makes you follow a band? In the beginning stages of becoming a fan, oftentimes this admiration begins with the discovery of a song that resonates with you. But beyond the music, what components of outreach does a band need to do to keep their audience engaged? In popular music today, people are highly saturated with rapid-fire singles more commonly released than comprehensive albums. As a result, this runs the risk of audiences adjusting to a norm of a limited capacity, becoming used to consuming music in one 3 minute track at a time.
My fascination with music marketing begins with the Arkells. Of all the music I listen to, the Arkells are a band I have followed for the longest period of time. Not only do I buy their music, but I’ve also purchased merchandise, records, and tickets for every concert they’ve done locally. Plus, I am continually participating in their social media campaigns while keeping tabs on what content they release on a daily basis. With this in mind, my investment in this band is not just monetary. Over the years, my personal identification with the Arkells has grown immensely given my consistent engagement with their music and campaigns in my coming of age.
While the Arkells have grown their community and following over the years, it is clear to me that they have harnessed the power of what an established, strong band persona can accomplish. Therefore, here are a few marketing strategies I’ve perceived this band implementing, all which expand on their personal capital in creative ways.
1. Remembering Where they Came From
If you follow the Arkells, eventually you’ll come to know that they’re from Hamilton. Paying credit to the band’s birthplace is something the Arkells do often, reminding us that “we’re all kids from a neighbourhood” in hit song “Relentless”.
Most recently, the Arkells can be seen utilizing their concerts to invest in their community, using a portion of the proceeds from tickets purchased for “The Rally” to benefit Hamilton’s Indwell organization, offering support to strengthen long term, affordable housing in Hamilton by providing tenants with health and social service support. Amidst the COVID-19 pandemic, the Arkells also created a specialty T-Shirt to assist Hamilton’s YMCA, with 100% of proceeds going to fund their organization. Jon Wells of the Hamilton Spectator reports that Max Kerman frequents the Y’s fitness offerings as Kerman advocates for this community organization, stating that “everyone is an equal at the Y, and we’re proud to support a place that cares for our most vulnerable neighbours.” In this way, the Arkells continually acknowledges their roots, demonstrating their normalcy to fans by remembering where they came from.
2. Being a Voice for the Working Class
In the Arkells’ discography, critiques of our societal inequalities are continually woven into their songs. With tracks such as “Oh the Boss is Coming!”, “Whistleblower”, “Knocking at the Door”, “Company Man,” and more, Arkells position themselves as musicians for the working class, advocating for the every day experiences of those working 9-5’s.
Meanwhile, the Arkells use this ongoing theme in their music and actively translate it into their band persona. In fact, I recall at their concert at Vancouver’s Pacific Coliseum in February of 2018, Max Kerman dashed off stage to write doctor’s notes for their audience member’s so that they can enjoy a break from the dull pace of working life. In their social media activity, they also stay consistent with this critique, crafting tweets and posts praising everyday people who are simply just working for “the man” to make ends meet. Subsequently, fans are able to feel recognized by the band as they demonstrate the value they see in the working class, encouraging one to stay engaged with the group.
3. Leading with Values and Getting Political
As reported by the Hamilton Spectator, the “outspoken Arkells [are] not shy about holding politicians accountable.” In addition to being a voice for the working class, holding politicians to account with hits like “People’s Champ”, alluding to Donald Trump stating “you do nothing every year but showin’ up on the red carpet” having “no vision for the long run” and “no sense of history”, one is able to identify with the Arkells politics, strengthening their engagement with the band further then their enjoyment of the song. Being political has become a part of the Arkells brand, and the best part is, it works for the common good they see for their fans. Although every band, person, or musician has a political stance, by incorporating it into your bands persona, the relationship between a fan, and lead singer Max Kerman is one bonded by shared worldviews.
4. An Accumulation of Personal Capital
As a follower of the band for years now, front man Max Kerman truly seems like the busiest guy in Canada. In addition to the Arkells, Max also co-hosts the “Mike on Much” podcast, while seemingly driving the band’s social media presence and being the voice of the group for all media opportunities. Not only this, but Max and has coined a prominent image for himself often re-created by many with his popular rainbow tassel jacket photographed at all appearances he makes. In light of this, it is clear Max Kerman is quite the personality. With every tweet, interview, and concerts he leads, creating an ambiance of dance and celebration, he is the fun-loving guy you want in your friend group. This component of Max’s personal capital, and how he’s made it visible in the media, at Arkells concerts, and across their social media I would argue is intentional. Perhaps it’s all for show. But, Max has a talent that makes you want to befriend him, and the band, given the humour and candidness embedded in all their public displays.
5. A Visible Focus on Fans
We all know that when bands tour they do the traditional meet and greets. But, the Arkells and manager Ashley Poitevin have a knack for making the band’s focus on fans known. For example, during the “Rally Cry Tour” the Arkells had a song request hotline where one could call in and share their story on what songs they valued most and needed to hear. This concert campaign was blasted on socials continuously, sharing the stories of Arkellians with their community on an ongoing basis. Plus, to pivot these efforts during times of crisis, the Flatten the Curve Music Classes were created becoming a crowd sourced campaign encouraging fans to get creative and learn to play Arkells song while under restrictions to stay inside during COVID-19 concerns. In this, a lucky few were able to join Max during an Instagram live. Soon after, this effort was picked up by dozens of Canadian outlets including CBC, Exclaim, CTV, and more. These are just a couple examples of the continuous time invested by the Arkells in their audience. Of course, every band values their fans. But as an arts marketer, I can’t help but appreciate how this focus on fans is marketed in the band’s public relations where they are constantly on the pulse of their community.
6. Capitalizing on Canadian Pride
Growing up Canadian, you will likely come to realize that groups like the Tragically Hip and Rush are commonly regarded as the founding fathers of Canadian rock music. Yet, the Arkells lead a new generation of alternative rock fans, accessing both a young and older audience, integrating their Canadian pride in many of their marketing campaigns and activities. First, the Arkells do a terrific job at being proximate to other Canadian icons. During the 2019 NBA Championship where the Toronto raptors claimed their hotly anticipated victory, the Arkells had coach Nick Nurse join them on stage for a guest performance during a sold out night on the Budweiser Stage. When the Toronto Raptors won, the amount of Canadian celebration that erupted was insurmountable. In this moment, Arkells associated themselves with this win felt by many, which again, just so happened to be picked up by dozens of media outlets, expanding their reach into new areas like Sports. Not only this, but the Arkells recently partnered with beloved Canadian olympian Tessa Virtue who created a special dance routine to their newly released single “Years in the Making”. Considering these components, the Arkells are always closely tied to Canadian events and people that are prominent in popular culture. They increase their relevance as a result by continuously encompassing being Canadian in their band persona. Through purposefully emphasizing their Canadian pride, the Arkells position themselves as the next leading Canadian rock band that we all must keep our eyes on.
Although I’ve tried to keep my bias minimal, I hope to have presented a convincing case that The Arkells Approach is a truly masterful marketing strategy many bands should consider emulating. This group is indeed “Years in the Making”, but due to these effective actions to grow their reach, and strengthen their engagement with fans, I expect their presence in music will continue to be amplified as the Arkells continue their “Relentless” pursuit to win you over.