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  MUSIC INDUSTRY SERIES
Interview with Rick Goetz Part One


Ivan David

ivan david

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rick goetz

For all our readers interested in the music business, here's a new series of interviews where industry players will give us their insights on the current music environment and give words of advice to aspiring musicians and music business enthusiasts.

This particular interview is with Rick Goetz, who provides strategic music business advice and marketing services for artists and corporations based on his experience at record labels like EMI, Electra and Atlantic among others. You can visit him at http://rickgoetz.com/ and http://musiciancoaching.com.

Here's part one of the interview where we discussed how the climate of the music industry has changed in the digital age, particularly for aspiring and emerging artists. We also talked about how musicians can be more diligent about taking responsibility for the many aspects of managing their careers.

Article continues below...

 
 


How has the music industry changed, especially for new acts coming to the market?

  "This is a very stock answer and one you probably realize yourself: Technology has made recording much cheaper, and it has made digital distribution completely inexpensive. There were only six major labels that you could go to previously, and there was a certain curating process that those labels went through and invested in. And that was really the only way to have a career of any kind.

"What you find now is that people are able to put their music out for next to nothing, so a lot of people are doing just that and flooding the market. Therefore, the discovery process for your average consumer has become a real chore. We're so inundated with music that it becomes hard to stand out – to the point where the words "Oh, hey I'm in a band" make people cringe.

"15-20 years ago and even before that, if you had a record out, that really meant something. It meant you had found an investor (most likely a record label), passed through a taste-making process, gone on tour, etc. There used to be all these prerequisites you had to satisfy before you could put out music. Now, for relatively little money people can just press up a demo or a full album and put it out to the world.

"Of course, the ease of putting out music has made being a developing act easier in some ways: You have a better shot at making a living. On the other hand, it makes what people classically thought of as success much more difficult. At one time, Michael Jackson was the ultimate pop star in great part because there were three major television stations and he was on two of them at any given time. I'm not saying someone won't come around who is that talented but the media is no longer set up in a way that you can possibly dominate all the airwaves. There are just too many different avenues. You have a million different television channels and complete awareness of any time an artist comes into your town, so it's not like you missed it because you weren't paying attention; there are email alerts, YouTube, social media and everything's on demand.

"On the other hand, it's become possible for many more people to make a living. And we're being constantly sold this idea that success looks a certain way. In my opinion, being a successful musician means making a living at playing music. I think people have it in their heads that it's supposed to look a certain way, and you're supposed to get a record deal, because they watch VH1 behind the music. I wrote an article about this phenomenon called 'Everything You Need To Forget About The Industry'. It's about why a lot of people fail because they have a very dated and unrealistic viewpoint of what success is. Today, it's easier to make a living, it's harder to become an icon, and the challenges you face are much different. Building a viable business has become the artist's and sometimes management's responsibility.

"Record companies aren't what they used to be, and many artists do not have a record label's budget or resources at their disposal. Therefore, it becomes harder for all of us to make money in the traditional way. Music supervisors and music placement provide one gateway (albeit a difficult one), but really the best avenue that artists have today are touring and merchandise. And if these artists become more widely known, what brings in the most revenue is endorsements. But the bread and butter of your average band or solo performer is going to be touring and merch, because a lot of people are just not the type of bands that get their music placed in commercials. And touring is not the same as it used to be either. It used to be just something else to do along with getting local press to write a story about you, but now both those things are much more challenging."

Now that musicians must be in charge of the different aspects of their career, how can they demonstrate greater entrepreneurship and take responsibility for their success?

"I can speak a little bit about entrepreneurship in general. The most important thing artists can do, of course, is take responsibility, which a lot of them don't. I hear the words "I just want to be the artist" all the time, and that just doesn't fly in today's climate.

"If, as the owner of a marketing services business, I sat there and said, "Well, I just want to market my existing clients. I don't want to chase new clients, and I don't want to prepare my documents with my bookkeeper to do my taxes," my business would fail. The same rules apply to those running the business of being musicians. Being an artist no different from running any other type of business, and people forget that.

"Part of the reason people forget that being a musician is a real business is because music is so sexy. There are stories of people who spend their entire lives in banking who want to sleep with supermodels or something, so they invest in musicians to get closer to rock n' roll. You might laugh, but there is always some guy out there who has done nothing but chase money his whole life, hits forty or fifty and thinks, "Maybe if I'm in the music business I'll get a younger girlfriend or the respect of my peers or I will finally be cool.

"I think the first thing that musicians should do that many of them don't is take an honest self-assessment. I also think everyone should start as a one-person company. There are a lot of people that run out and say, "I need a manager. I need an agent. I need a...” What people don't understand is, when you're starting from zero with one album, there's no business; there's nothing to manage and no reason for a nationwide tour. It seems that most artists think, "Well, I recorded an album. I have spent all this money, and now I'm going to be big." People don't realize that there is a lot involved between making an album and establishing a real career.

"The people who I've seen that are successful as both musicians and entrepreneurs are people who start off keeping their overheads very low. They don't spend major label budgets (or the budgets major labels used to have) on recording. They really invest. They say, "You know what? I'm going to make sure I continue doing this over a long period of time."

"I've often watched artists spend $30,000 on their first album and max out all their credit cards. They go deep into debt, because they believe that they will be big, and will be able to recoup what they spent. I'm not saying this isn't possible but the odds of recouping a $30,000 expenditure on a first album (especially without a touring base) are about the same as getting hit by lightning. I believe all musicians should start out trying to run everything themselves. I think it is best to start a career thinking, "I'm going to be the person that books my shows and handle all of the business aspects of my career so I at least know what this job is that I will eventually hire someone to do." This might mean you have to learn how to do some of these things on the fly and by trial and error.

"The more artists take on and the more honest they are with themselves about what their strengths and weaknesses are, the more valuable lessons they can learn from the process. I think people should look at their first album as series of learning experiences and not much else. If I were an artist just starting out, I might say, "You know what? I'm going to buy some basic recording equipment, because I am really interested in developing a set of skills. I'm going to try to record some demos and to book my own shows." And after I do these things to the best of my ability, I might realize I am failing miserably at certain aspects.

"I can actually point to my own marketing business as an example, because I have run it a lot like a musician's business. I found myself trying to do my own taxes and really messed them up. I had to say, "I don't have the money, but I have to find it so I can hire a bookkeeper and an accountant," because I just couldn't do it myself. And I noticed that I kept putting off sending out my newsletter. I started out saying, "I'm going to put it out twelve times a year." And six months would go by without me sending one out. I realized I was never going to be able to do it myself, so I had to hire someone else.

"I realize that not everybody has the funds or the flexibility to do exactly what I did. But musicians have to realize that somehow they have to find people to complement them. And sometimes this can be very simple and affordable. As an example, I mentioned earlier that there is a lot of sex appeal attached to the music industry. And there are music business students all over who just need a reason to speak to people in the music industry, or what I call 'conversation currency'. They want to develop their skills as music business executives, so they pick up their projects just to meet people and get school credit. And if you are an artist, they would often be happy to help you out as part of their own development process. There are a lot people that you can find if you're diligent who will support your efforts simply because they want to better their career. I tell people who want to work in the business side of the industry, whether they want to do A&R, be a publisher or work in some other capacity that they need to find the best band they can, manage them and try to get them opportunities.

"Going back to the topic of entrepreneurship, what musicians often don't realize is that it is much easier to get an existing company additional funding than it is to run around with a blueprint of a business and say, "This is going to be great". You can have the best idea in the world and still not get funded unless you prove your concept to a potential investor. That's just common sense. If you look at guys who invest in companies – venture capitalists or bankers – they're going to go down to the balance sheets and say, "Okay, this company is making this much money and spending this much money to do so". Nothing predicts future success like existing success. For years, record companies would hear of an indie artist being spun on radio, call retail and say, "There's an independent artist spinning in Los Angeles, and we were wondering if anybody was requesting their album". Everyone wants to be a part of project that seems to be gathering momentum on its own.

"Today the process of getting attention in the music industry is more complicated than it once was, but it still comes down to the same thing: As an artist, you have to use the biggest bullet point on your resume, work on that and then make it grow into the next big bullet point. So, you might have a friend of a friend that is a producer and willing to do a track on your album for a small amount of money. You're not necessarily paying because you think the song is going to be so much better than the rest of the songs on the album; you're paying because it makes it possible for you to attach to a name brand: "I worked with X producer". Then, when you go to take another meeting with an executive and that person asks, "Why should I care?" you can say, "Because I have been working with this well-known producer."

So, musicians need to become multi-skilled. Is only focusing on the music ever a good idea in today's environment?

"The music always has to come first because without great music everything else will fail but I've been seeing people spending a lot of time marketing inferior products. It is as if the thought process was, "I'm going to skimp on the artistic side so I can rush this out." The artist will have only played five shows and suddenly feel a real need for a release as if there were legions of fans waiting for a new product. I don't recommend that.

"But once you have the music together (and the live show) then yes, you've got to give the business side a shot. It sounds so obvious but I get so many people coming to me as if the only way to make any headway in the business is with professional guidance.

"It is as if the concept of trial and error never occurred to them. I'm not suggesting that musicians have to do everything themselves forever, but I do recommend that they try everything so they at least know their strengths and weaknesses.

"This includes playing shows at a variety of venues, promoting their own shows, doing their own work on social media, working in the studio with different people etc. You have to act as if there is no help coming, because if you sit around waiting for help, you will likely be waiting for a very long time.

"I know this is a bit of a tangent to your question but there is no shortcut for hard work. You can find a million people out there who will point to an overnight success story. But then you will look at the story more closely and see that it was not actually an overnight success. So, if somebody wrote songs for ten years and then one hit, that person did not just suddenly get lucky.

"I think people like to believe it is possible to miraculously get 'discovered' without putting in the work. There's a popular cultural myth that tells aspiring artists, "You can be very lucky, and somebody is going to take you from obscurity to superstardom." It tells them that success can happen without hard work. This mentality comes up again and again, and I battle against it daily because of what I do for a living. But even someone like Justin Bieber may have been lucky at the beginning, but then he put a lot of hard work behind it after the fact to stay at that level."

You're saying you cannot avoid hard work and have to pay your dues?   "Most artists do, yes. There are some musicians who don't have to do as much as others. But when people hear that one success story that looks like it happened due to pure luck, they want to believe that it can happen to them, too. And maybe it can, but just think about the Boy Scout motto: "Luck favours the well prepared."

"If you want to be lucky in the industry, you still need go out and make sure you are working hard and being seen. It's the same thing if you want to be struck by lightning: Make sure you build a big metal wand and wave it around on a rainy day."

Stay tuned for part two...


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9.9.13




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Geezer was arrested on Tuesday night after an altercation in Death Valley, California and was booked at the Inyo County Jail...

ramblin man festival BREAKING NEWS: RAMBLIN' MAN FAIR ANNOUNCE SAXON, BLUE OYSTER CULT AND MORE...
A mega announcement from Ramblin Man Fair just dropped...

hate HATE RELEASE NEW LYRIC VIDEO FOR TRACK 'LEVIATHAN'
Poland's death/black Metallers Hate are known for their highly dramatic soundscapes...

majesty MAJESTY ANNOUNCE 'GENERATION STEEL' NEW ALBUM AND EUROPEAN TOUR
"We are more than proud of the new record and can't wait to also present these songs live on stage..."

induction MARTIN BECK'S INDUCTION REVEAL COVER FOR UPCOMING SINGLE
The single. 'Far Beyond The Horizon' is out on February 16th and features some special guests...

cadillac three THE CADILLAC THREE ANNOUNCE UK HEADLINE DATES AND GRAMMY NOMINATION
"The UK has become like a second home to us over the past year or so, and we can't wait to come back! We've been working hard on new music for y'all..."

bonafide BONAFIDE ANNOUNCE EUROPEAN AND UK TOUR FOR FEBRUARY/MARCH 2015
With their new studio album 'Denim Devils', the Swedes are set for a spring and summer on the road...

toseland THREE MAJOR ANNOUNCEMENTS FROM TOSELAND
A new EP, A UK tour and a world record attempt - Toseland is starting 2015 with a bang...

attila ATTILA PREMIERE VIDEO FOR 'HATE ME'
In this hilarious and unforgettable video clip, Attila trade their microphones and instruments for handcuffs, nightsticks, and cop uniforms...

if all else fails ROCK STARS DEDICATE GET WELL SOON VIDEO TO MONTROSE MUSICIAN
A host of British and American Metal stars combine to wish their comrade Lewis Paton a speedy recovery...

download festival ANOTHER BATCH OF BANDS ADDED TO DOWNLOAD FESTIVAL BILL INCLUDING THUNDER AND EVIL SCARECROW
This year's Download Festival line-up is shaping up nicely with another 24 new acts added to the bill...

steak number eight STEAK NUMBER EIGHT TO EMBARK ON EUROPEAN TOUR WITH PRONG AND HARK
Belgium's post/sludge Metal act Steak Number Eight have announced the dates of their 2015 European tour...

beth hart BETH HART TO RELEASE NEW ALBUM 'BETTER THAN HOME' ON 13th APRIL 2015
Some artists choose to sing the blues and some artists find that they have to live them as well...

asomvel ASOMVEL ANNOUNCE UK TOUR FOR MARCH 2015
With the new line-up powering the band to bigger heights, Asomvel are heading out on tour...

dr living dead DR. LIVING DEAD! LAUNCH BRAND NEW VIDEO
'TEAMxDEADx' is an example of the quality Thrash Metal displayed on the upcoming third album...

mabel greers toyshop MABEL GREER'S TOYSHOP RELEASE NEW VIDEO FOOTAGE FOR 'ELECTRIC FUNERAL'
The band which grew into Yes have reunited and will release a new album in March...

paradise lost PARADISE LOST ANNOUNCE NEW ALBUM TITLE AND RELEASE DATE
"We have written a very dark, yet melodic album, but this time many songs definitely have a death Metal edge, which is something we haven't done for a long long time ..."

ensiferum ENSIFERUM ADD MORE EUROPEAN TOUR DATES
We're really looking forward to the new Ensiferum album, 'One Man Army', here at MetalTalk...

airbourne AIRBOURNE SIGN WITH SPINEFARM RECORDS
"We're pumped up to have signed on the dotted line to the world's toughest and truest hard rock label..."

vader VADER BRING BLITZ! OVER EUROPE TOUR TO THE UK AND IRELAND IN MARCH
"We come together with our dudes from Hate. We can't wait to bring Hellfire to you soon..."

thy art is murder THY ART IS MURDER ANNOUNCE UK SHOWS SUPPORTING EMMURE
Tickets are on sale now for what promises to be the heaviest tour of the year...

horror holocaust CROSSOVER DEATH SUPERGROUP DENIAL FIEND RE-ISSUE 'HORROR HOLOCAUST' ON VINYL AND IN EUROPE FOR THE FIRST TIME
Ten tales of blood curdling horror that are anvil heavy thrashing death...

wacken EUROPE AND DREAM THEATER ANNOUNCED FOR WACKEN
The sold out legendary German festival announces more details of the mouth-watering bill...

camden rocks CAMDEN ROCKS 2015 ANNOUNCE THE FIRST ACTS
The bands include Trail of Dead, Funeral For a Friend, Heavens Basement, The Dictators, Black Spiders and more...

all that remains ALL THAT REMAINS LAUNCH #thisprobablywontendwell PICTURE COMPETITION
This unique competition marks the release of new studio album 'The Order Of Things' out on Feb 23rd...

titanfest TITANFEST ANNOUNCED FOR MAY IN LONDON - FIRST BANDS REVEALED
Titanfest now sees some of the most respected and time-hardened Metal musicians working side by side with the next generation of the emerging UK Metal scene...

joe lynn turner JOE LYNN TURNER ANNOUNCES UK AND NORTHERN IRELAND DATES THIS SPRING
Legendary rock and roll singer Joe Lynn Turner of Rainbow and Deep Purple fame is pleased to confirm details of his intimate acoustic 'An Evening With...' tour...

wildfire festival EXCLUSIVE: WILDFIRE FESTIVAL 2015 ANNOUNCES FIFTY BAND LINE-UP
Wildfire is known for bringing the best in Scottish talent to Wiston Lodge, and there is one name everyone at Wildfire HQ agreed should be on the bill...

kiss KISS GET ANIMATED IN COLLABORATION WITH J-POP IDOLS MOMOIRO CLOVER Z!
Just when you thought the Metal world had gone insane enough with Babymetal...

ronnie james dio RONNIE JAMES DIO FIFTH ANNIVERSARY MEMORIAL EVENTS ANNOUNCED
The weekend will include a public memorial service, a celebrity bowling tournament and the inaugural Ride For Ronnie motorcycle ride and BBQ...

walkway WALKWAY RELEASE SINGLE AND VIDEO FOR 'STREETWISE'
The single is the first release from their second studio album. Walkway will support Status Quo in June 2015...

motley crue MOTLEY CRUE REVEAL DATE OF FINAL SHOW AND FINAL TOUR LAST LEG DETAILS: NEW SINGLE AND VIDEO OUT NOW
Motley Crue are also in the process of putting together the ultimate collector's album package...

art of anarchy PRESENTING ART OF ANARCHY FEATURING SCOTT WEILAND, BUMBLEFOOT, JOHN MOYER OF DISTURBED AND JON AND VINCE VOTTA
Poised to become one of the biggest new bands of 2015, Art Of Anarchy is redefining the rock supergroup...

jettblack JETTBLACK RETURN WITH A BRAND NEW SINGLE AND VIDEO
Jettblack get serious in 2015, kicking things off with a headline tour and new single in February...

dead kennedys DEAD KENNEDYS FANS PERFORM PUBLIC SEX ACT LIVE ON STAGE
"This was something definitely different to see at a punk concert..."

evil scarecrow EVIL SCARECROW'S MISSING TRACK FINALLY RELEASED! A MESSAGE FROM DR HELL!
Evil Scarecrow have just released a new, old version of 'Robototron', which they feel is the definitive version of their most popular track...

eddie and the hot rods BREAKING NEWS: ORIGINAL EDDIE AND THE HOT RODS LINE-UP REFORM FOR 40th ANNIVERSARY
This will be the first time all original members have played a full show together for over thirty years...

carthagods CARTHAGODS TO RELEASE DEBUT ALBUM WITH SPECIAL GUESTS INCLUDING TIM "RIPPER" OWENS, RON THAL AND MARK JANSEN
"It's been a long time that we look for this occasion to finally satisfy our fans..."

paddy goes to holyhead EXCLUSIVE: PADDY GOES TO HOLYHEAD ANNOUNCE FINAL CONCERT FOR ST PATRICK'S NIGHT
Sadly it's the end of an era as Paddy Goes To Holyhead have announced that they are to play their final gig...

grateful dead BREAKING NEWS: GRATEFUL DEAD TO RE-UNITE FOR 50th ANNIVERSARY FAREWELL CONCERTS
The reunion, billed "Fare Thee Well: Celebrating 50 Years of Grateful Dead", will feature the band's surviving members...

nazareth BREAKING NEWS: VOCALIST LINTON OSBOURNE LEAVES NAZARETH
"I am no longer a member of Nazareth. It didn't work out, for me, or for the band..."

lordi LORDI ANNOUNCE UK DATES FOR TOUR FORCE ONE
Lordi bring 'Scare Force One' to the UK for ten dates in the Spring...

nightwish NIGHTWISH REVEAL TRACKLIST & FORMATS OF 'ENDLESS FORMS MOST BEAUTIFUL'
The new studio album, released on 30th March, is available in several tasty formats...

iron maiden IRON MAIDEN LEADER STEVE HARRIS' MANSION BACK ON THE MARKET AT KNOCKDOWN PRICE
The mansion boasts its own pub called the Horse and Cart as well as an indoor swimming pool...

pete way EXCLUSIVE: ALL PARTIES IN BATTLE BETWEEN FIN MUIR AND PETE WAY OF WAYSTED GIVE A RESPONSE
"I can confirm that this appalling defamation is completely without foundation..."

death angel DEATH ANGEL ANNOUNCE UK HEADLINE SHOW AND DATES WITH QUEENSRYCHE AND ARMORED SAINT
Los Angeles Heavy Metal legends Armored Saint will join both acts for a special London show at the Electric Ballroom...

udo dirkschneider U.D.O. TO PLAY ENGLAND FOR THE FIRST TIME IN DONKEY'S YEARS
Germany's favourite rock god Udo Dirkschneider has announced three exclusive shows for the UK...

california breed CALIFORNIA BREED HAS GONE THE WAY OF BLACK COUNTRY COMMUNION
After a great first album, the departure of a superstar drummer, and very little touring, California Breed is extinct...

kamelot KAMELOT SIGNS TO NAPALM RECORDS; NEW ALBUM AND TOUR DATES ANNOUNCED
In support of this highly anticipated release, Kamelot will hit the road for select UK shows, followed by a massive North America Tour...

the gentle storm ARJEN LUCASSEN AND ANNEKE VAN GIERSBERGEN'S NEW BAND THE GENTLE STORM REVEAL TOUR DATES AND ALBUM DETAILS
"We'll perform some Ayreon classics together and premiere a couple of songs that will be on our upcoming album..."

jimmy page JIMMY PAGE IN FIGHT WITH ROBBIE WILLIAMS OVER HOUSE RENOVATION
The pair are neighbours and have fallen out over Williams' plans to revamp his multi-million pound mansion...

hard rock hell SAXON ANNOUNCED FOR HARD ROCK HELL 9 WITH ROCK GODDESS, PIG IRON AND MORE
Hard Rock Hell, aptly titled 'House of Horrors', are pleased to welcome Heavy Metal Titans Saxon back into their realm...

dark funeral DARK FUNERAL TO RELEASE 7INCH & DIGITAL SINGLE 'NAIL THEM TO THE CROSS' IN FEBRUARY
The single is available as a hand-numbered 7inch limited edition of which 500 copies are on black vinyl and 500 on blue vinyl...

santa cruz SANTA CRUZ TO RELEASE BRAND NEW SELF-TITLED ALBUM ON MARCH 9th VIA SPINEFARM RECORDS
Santa Cruz will also play five UK dates as main support to Amaranthe...

tygers of pan tang TYGERS OF PAN TANG TO HEADLINE GARAGE DAYZ RE-VISITED ALL DAYER IN LONDON
A mouth watering bill not only from bands that were a huge influence to bands like Metallica and Megadeth....

truffle TRUFFLE TO PLAY SPECIAL SOUTH COAST GIG WITH SIEGE, TOLEDO STEEL AND KODIAK JACK
Tickets are priced at only $7.50 for a night that promises to be full of faces from the area past and present....

ensiferum ENSIFERUM UNLEASH TWO NEW VIDEOS ON EVE OF LAUNCH ON NEW ALBUM
Today Ensiferum unveils the official new video for 'One Man Army''s title track as well as an in-depth "making of" clip...

autograph AUTOGRAPH RELEASE FIRST NEW SONG IN OVER 25 YEARS
Simply put, a reunion was both inevitable and essential...

steve hackett STEVE HACKETT ANNOUNCES NEW SOLO STUDIO ALBUM 'WOLFLIGHT' OUT ON 30th MARCH
The ten tracks take the listener through a journey in space and time looking at the different faces of the endless fight for freedom...

adrian smith IRON MAIDEN'S ADRIAN SMITH ROCKS UP IN CHISWICK WITH DOOGIE WHITE, ANDY BARNETT AND DAVE 'BUCKET' COLWELL
MetalTalk's first Gig Of The Week for 2015 turned up two major surprises as a great night was had by all...

sabaton SABATON ANNOUNCE "SABATON OPEN AIR" WITH POWERWOLF AND CIVIL WAR
Tickets are on sale now for this special event in Germany in July...

pig iron PIG IRON ANNOUNCE RELEASE DATE FOR FIFTH STUDIO ALBUM
'Sermons From The Church Of Blues Restitution' will be released worldwide via OYR on 2nd March and will be preceded by a high value four track EP...

sonata arctica SONATA ARCTICA ANNOUNCE EXCLUSIVE LONDON SHOW FOR 'ECLIPTICA OVER EUROPE TOUR 2015'
"On these shows we'll perform 'Ecliptica' in its entirety as well as assorted hits from our catalog..."

skalmold SKALMOLD UNVEIL NEW SPRING TOUR DATES WITH ELUVEITIE AND WIND ROSE
For those who didn't catch the Viking/Pagan Metallers live on tour, here's another chance...

tony iommi BLACK SABBATH LEGEND TONY IOMMI TELLS ALL ABOUT HIS CANCER BATTLE
"In the good old days there was cocaine everywhere. This time we had tea and coffee and health drinks..."

def con one DEF CON ONE ANNOUNCE CRUSHING HEADS TOUR
British Metallers Def Con One can be seen across the UK in 2015...

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