I got into heavy music because a good friend hauled my ass to a sketchy venue in NJ back in 1994 or so. Into Another, Life of Agony, Biohazard.

If our parents knew where we were at, they’d be furious. That was an experience. A life changing event when I was just 17 years old or so.

And 30 years later I just went to a show with that same friend.

So yes, we’re making videos and writing newsletters and putting out vinyl and tapes, and that’s all well and good.

But there’s only so far that online marketing can take you.

Those social media posts are stacked up against long drives, truck stops, and scary venues as a teenager.

It’s not about the product, it’s the experience.