Orlando, Florida. Vacation destination. Disney controlled and infiltrated with some of today's most questionable members of society. Not this night. Downtown Orlando became the epicenter for American progressive and alternative rock band, "Dredg" to unleash the music from their latest album "The Pariah, The Parrot, The Delusion." This is the band's fourth full album release and the first to be released completely independent from a label's backing. Dredg, like many bands today, is seeing the value of being independent from the labels in order to properly express their message as they see fit and to keep better control over their creative expression and what a message this album has is nothing less than intense and truly brilliant. "The Pariah, The Parrot, The Delusion" is an aspiring anecdotal album aroused by the brilliance of author Salman Rushdie, whose book "The Satanic Verses" brought on controversy that sent the author into hiding for a decade. The author also wrote and essay titled "Imagine There's No Heaven: A Letter to the 6 Billionth Citizen" which became the backdrop to this latest Dredg album.
Dredg has been through a four album transmogrification in which has adapted a spectrum of sound and reclamation of artistry through music expression. The detail of the production in this album is very conscientious and Dredg executed the recordings straightforward with their heart and soul. The band has come a long way, but the effects of the economy and downfall to the music industry has put the band in a position to fend for itself. Gavin Hayes (Lead Vocalist & Guitarist) and I sat off to the side stage and discussed his view of the bands approach to recording music in the state that our economy has fallen onto and the current pattern to music sales because with eighteen tracks to absorb off the latest album tracks need to be carefully written in order to attract dedicated fans and new fans to make their purchase online rather then in store like the "old days."
"We haven't really changed our approach so much from a writing stand point. We are still focused when we are creating a record. Our goal is still from the packaging to the songs to having a complete record under lined with theme and identity. That's always going to be important to us no matter which way the business turns. We never think of the records as a song by song compilation. We try to create something that is cohesive. The only difference on this record is that we are independent now and partnered with ILG (Independent Label Group) which is mainly promotion and distribution. I felt like a little weight was lifted and I feel we went more back to our roots on this record."
The third release "Catch Without Arms" was viewed by Gavin as an album that was created on a song to song manner. It was a record based on opposites and conflicting opinions. The rebellious take on the record was emphasized instrumentally and felt a little more cohesive. Dredg didn't want to regurgitate the same record this time and it was a direct reaction to the touring of that album that brought them to dig deeper within their recordings. They toured with a lot of rock bands over the years and at that time felt like their shows were coming off a little passive. "We didn't really write that record with touring live in mind. Our last record was kind of how we wanted to write songs that better translated in our lives and I think this new record is a combination of the first two. There are a lot of elements that could be on LCO and even on our first record with instrumental pieces."
Leaving Interscope to become an independent music group wasn't a surprise to anyone. The business has completely changed over these last nine years and it were at the tail end of people buying CDs. From there the business flipped itself upside down and Dredg really didn't fit the label's model anymore because the label had to adjust their business model so they could make money. There were bands around Dredg who were selling more albums then they were at the time and those bands were getting dropped. To go independent made sense
"Our manager approached us about working with ILG after ILG approached him. It just felt like the right step to take because to distribute an album takes a lot of capital and we needed the backing to release our new album. It was important to us to see the records on the shelves and to build a small budget to promote that record is now available. Technically we are part owner of DCI on that level and we can be viewed as running our own label even though it's just us on that label. It's not like we are going to be out there signing bands but it feels good and I feel more in charge. It's kind of similar to a distribution deal where we are running our label with them. It just felt right and together we are going to increase our fan base. If this was ten years ago it wouldn't have been the right decision for us, but for where we are at in our career it's like a perfect marriage."
Once Dredg is about to recoup expenses from this last album they will be able to see gain unlike what they saw with Interscope. As an true independent band they are supporting themselves on costs and anyway to save a dollar is money they need to invest back into the group. This is what it means to be a struggling artist. Their tours are increasing and it has taken them around the world. It allows them to network with other bands and to create new tours with bands they have co-headlined with in the past. Dredg submits the bands they have worked with to their booking agent and management and create the tour around what they want and not what a label wants. One of those creative controls the band has as an independent is artistic control. If you are a fan you understand what I mean just by viewing their album covers and colorful lyrics. Gavin painted me a picture between the art and the music as it is created for Dredg.
"The arts are a big influence for the group. Drew (bassist) and I met in art class where we were drawing and painting long before we were playing music and the other members add to our appreciation for art through cinema and even books. This last album Drew and I painted a picture for each song and we created them to connect with our fans by adding images that evolved into a treasure hunt which allowed us to connect with our fans on a much deeper level. Fans end up purchasing the paintings as well as the albums. The clues to the treasure hunt go up on our website and the fans get really involved with the hunt. Cinema became an avenue for me as well as Mark in which we separately scored different movies. Film scoring is something we want to get into even on an Independent Film level. There something behind that format that is cool because it's behind the scenes. I think aspects of our music blend in well and can transition over well to cinema. The one movie that really stood out to me as the score of scores was Kubrick's 2001 Space Odyssey. It's visually stimulating and with minimal dialog supported by incredible music. Overall it just works flawlessly. I have read something that the creators were using some of the music just for screening and it worked out really well so I don't know if it was a mistake that the music became the emphasis of the movie but what a great mistake if it was."
Art has been a heavy influence to people on all levels and it is no surprise to see how a man's essay such as Salman Rushdie's "Imagine There's No Heaven: A Letter to the 6 Billionth Citizen" would influence a band receptive to artistic expression to write an album influenced by another man's written imagery. Gavin views progress as an event that has always relied on strong efforts and courageous acts by individuals who are willing to chance themselves by drawing outside the lines so to speak. To get away for the old traditions and to break away from old beliefs in order to make a better tomorrow. Salman Rushdie is a beautiful representation of such courage and a major reason why the band chose to use his essay as the foundation of "The Pariah, The Parrot, The Delusion."
This Thursday Dredg will be sharing the stage with the renowned author and believe me it's not very often that an internationally acclaimed author will share a spotlight with a band from San Francisco, but the rockers have shown their sincerity and their dedication to writing music for the love of music. Together Salman Rushdie and Dredg will come together at New York City's Housing Works Bookstore Cafe for SPIN Magazine's third installment of Liner Notes. The event brings together musicians and authors as part of a continuous event to raise funds for the Housing Works non-profit group which was created to provide homeless and low-income people living with HIV/AIDS and their families with adequate housing, food, social support, drug treatment, health care, and employment. Liner Notes has been a success thus far and I am truly excited to see what comes from the uniting of Salman Rushdie and Dredg. The band is extremely excited and flattered to share an evening with such a talent.