GUEST POST by Kyle Bylin of indie label 50 Entertainment
In Malcolm Gladwell’s book, The Tipping Point, he describes the levels at which the momentum of change becomes unstoppable. Expanding on the notion that once an idea hits it's threshold there's a point when it proceeds to spread from its niche market origins and spills over into the masses. Gladwell states, "Ideas and products and messages and behaviors spread like viruses do."
The success story of Staind can be traced back to a chain of events which lead to a moment called The Tipping Point of The Ballad. Beyond their early fans, they were still a relatively unknown band upon the release of their second album Dysfunction in April of 1999. The highest chart ranking it received was #74. It wasn't until October 31 on the Family Values Tour, seven months later, that the path of the band changed forever.
Ten minutes before going on stage, Lewis decided to play the song “Outside.” What happened that night in Biloxi, Mississippi Lewis later recalls as, “An accidental phenomenon.” Up until this performance the lyrics were often changed, but there...
in front of thousands, he finished them while he sang. This live acoustic version was picked up by radio stations across the country and the music video saw frequent airings on MTV2, becoming an instant hit through both mediums. The compilation released in May 2000 featured “Outside” as a bonus track and went on to become gold-certified.
The buzz generated by the live acoustic version built the perfect bridge between Dysfunction and their follow up Break The Cycle by successfully introducing new fans to the band a few months before the album was released. When Break The Cycle hit shelves on May 22, 2001 and it sold 716,000 copies it's first week. By week fifteen, the album had sold nearly 2.9 million copies and went onto spill into the masses by selling more then 7 million copies in the US alone.
Gladwell goes onto describe that there are three rules which govern these types of epidemics. In The Law of The Few he notes that the attainment of a tipping point requires the intervention of a number of influential people which he classifies as Connectors, Mavens, and Salesmen. Fred Durst of Limp Bizkit, a Connector, had a special gift for bringing the world together. After discovering Staind, he signed them to Flip which gave them a platform to launch their career. Napster (The Net), Television (MTV2), and Radio DJ's played the role of Mavens, the people we rely upon to connect us with new information. The Salesmen, the staff of Flip's parent company Elekra, were the charismatic people with powerful negotiation skills who put Staind in front of the world.
In The Stickiness Factor, he examines the specific content of the message that makes it memorable and have impact. Expanded upon by Dan and Chip Heath in their 2007 release Made To Stick, the brothers explored the principle of SUCCESs (Simple, Unexpected, Concrete, Credible, Emotional, and Stories.) “Outside” was Simple because it was at the core of the idea of what Staind was about. Unexpected due to the heaviness of their previous single “Mudshovel.” Credible on Fred Durst's endorsement. Most of all, the Story of Staind, four guys being discovered at a bar gig and getting signed, hits at the very heart of the romanticized notion of how “making it” in the music industry is defined.
Last, but not least, in The Power of Context Gladwell says, "Epidemics are sensitive to the conditions and circumstances of the times and places in which they occur." With Napster at the height of it's popularity, mass-radio play still thriving, the rise of alternative/nu-metal movement, and major label budgets still intact, it becomes quite clear that the environment which Staind arrived in was more then receptive and quite likely to adopt the idea of behind “Outside” and a band of their nature.
As Aaron Lewis begins to strum his guitar, the crowd in the background roars, and his voice projects, “And you, can bring me to my knees,” you can feel the impact of years gone by and the burdens they bear. In the space of just under six minutes, Lewis engages you with every word. In reflection of this story, what other occurrences can you think of when a ballad caused a tipping point for an artist?
