Drummer Martin Atkins got his start with post-punk legends Public Image Ltd., and has collaborated with such artists as Nine Inch Nails, Killing Joke, and Ministry in his decades as a musician. However, when Atkins arrived on the Full Sail campus this February to speak with students, he wasn't here to impart tips on cymbal placement and drum tuning.
Atkins' lecture to a packed house of Recording Arts and Show Production & Touring students focused on chapters from his recent book Tour: Smart, which he describes as “the first real book about the business of touring,” and has quickly become a valuable resource for artists wanting to break into the live music industry.
Atkins passed on guidance and information by relating stories from his 30 years on the road. This included everything from advice on what to do when you find yourself getting spit on by a crowd while performing alongside punk icon John Lydon, to more practical tips on booking venues, creating merchandise, and advertising your shows.
“You’ve got to put your DNA in this stuff,” he said. “No matter what it is – music, film, art – if this business is important to you use everything at your disposal to reach your fans and get noticed.”
Atkins fielded a number of questions from students throughout the presentation, many of whom asked his advice for cutting costs while on the road. He suggested making incremental investments when first starting out – explaining such steps as not “spending the money on printing posters for a tour until you can confirm at least 10 dates,” and “making 20 band shirts, selling those, then making another 20.”
He also stressed more personal strategies for success, even noting the benefit of working at a pizza place on weekends, and knowing how to balance the pH levels in aquariums. Yes – a friend of his was actually hired at a studio over five other candidates because he was the only one who could not only engineer a recording session, but also take care of their saltwater aquarium.
“Pour gasoline where you see a spark,” he said. “Because you need to grab a hold of your situation and do as much as you can with what’s available to you.”
Through his personal recollections and honest take on the music industry, Atkins was an incredibly colorful and informative guest, and many students in attendance remained afterward, as Atkins signed copies of his book and CDs, and offered a student one final piece of advice – maybe something for all aspiring artists to keep in mind.
“You need to figure out what success means to you,” he said “For some people success is having a top 10 album, and for others it’s just having the opportunity to play music with your friends on the weekend. They’re both great in their own way, and it’s about going after what makes you happy.”
