For anyone who is in the music industry, interested in the industry or just loves inspirational people, this interview with Lance King is a must-read! To last in the music industry for close to 20 years, and to be still going strong in all aspects of Rock N' Roll, as a performer, record label owner, and a driving force in giving young unsigned bands a positive mentor and a shot at being heard, is a very difficult feat. Music has changed faces many times in 20 years, and with each trend and bump in the Rock-’n’- Roll Highway, Lance has been there, seen it and ridden the waves like a world class surfer -- going up and down with each wave, dodging the jagged rocks, and savoring and appreciating every moment a surfer would as they hit land alive every time, even if they have a few bumps and bruises. Lance's life philosophies, and dedication to the music he loves is a measure of a man who must have his hands, feet and entire soul in every moment; be it in the music world or in his home life dealing with a wife and children as well as natural disasters. This interview is open and real, allowing readers a peek into a life lived on a zest and adventures spirit many forget can bring every dream alive and get through rough times knowing that life is not always a fun ride, but a lesson in living.
AAM: Lance you have been in this business a long time, as a Musician and Record executive, when you started you where young, Thinking back to all the bands you were in and the label you created, do you look back at your amazing life and ask yourself, how did I pull off all of this in about 20 years? Your footprint in Heavy Metal and music in general has been amazing; these are things that are generally not pulled off in music. What work ethic's and principles did you really try emulate?
LK: Great Question, I think it boils down to a certain attitude, and certain believe in yourself, a certain work ethic and then of course having the support of those around you helps a lot as well. Starting with the first part; "ATTITUDE", if you have a "CAN DO" attitude where the glass is always half full and you relish the thought of taking on new challenges all the time, and are a positive person it makes a big difference when you're working, negotiating, and or promoting yourself. You've heard the adage, Attitude is everything, and I think that is true, you can make your dreams come true if you know you can do it. You just have to know you can do it and keep working toward that end each day; everyone can make their dreams come true if they keep focused and positive about what they're doing.
This of course is part of your "BELIEF IN YOURSELF "; your self confidence, I'm not talking about your ego here, I'm talking about, your sense of self, and who you are and want to be, this is as important, because follow-through is a big part of this, and if you don't have a belief in yourself, you're not going to follow through with things you need too to achieve what you want to achieve.
"WORK EHTIC"; this is pretty self explanatory but many people seem to think others are going to do this for them, not the case, if you want to do music, it's all about you and what you are willing to put into it. It's about creative thinking in not just music, but marketing, and business, knowing where and when to spend your hard earned money that you make as a musician so that you can make more as a musician, building your own business. This means working hard at it every day, keeping yourself motivated and driven, and finishing the projects you start, if you can't do this and think of it as a business, it will at best be a hobby and likely never grow the way you want it to.
You asked about "EMULATION", I'll be honest and say, I didn't try and emulate anyone else that I can think of, obviously I have influences in my music style, you can't really get away from that. With the business aspect, I've always found business interesting, I'm a numbers guy, always loved math as a kid and most musicians are great with numbers. The work ethic; is from within I think, you can't emulate anyone else on this concept. It's a drive that you need to have from your core.
So while I say, I've not really emulated anyone else, I also say there are some great books that can help you if you need a redirection, a fine tuning, to sort of get your head in the right place to succeed. I've read only one of these books long ago, it was called: "THE SEVEN HABITS OF HIGHLY EFFECTIVE PEOPLE" by: Stephen R. Covey's is great; I can't tell you all of them anymore, and I don't practice them all each day, in fact I should re-read the book. But this book has some EXCEPTIONALLY good information for everyone that has problems prioritizing their days, weeks and lives and it's not all about careers, it's about working and personal relationships, which is a key to your success as well in life as well as business.
AAM: You have been in so many bands since 1981, including; Freelance, which must have been started while still very young and was your very first taste of band life (1981-1986), Gemini (1986-1993), Kings Machine (1993-1996), Balance of Power (1996-2003), Pyramaze (2003-2007), Krucible and Avian (2008) With many side albums along the way. What did you take away from some of these bands and band mates?? What did you take away from some of these bands that will be with you forever; musically, about interpersonal relationships, and the music business, that you still apply today?
LK: Well that is a hard question to answer and be specific, as you've noticed, I've been doing this awhile, it's a way of life, it's who I am, I'm a musician; which means I'm a renaissance man. You have to be in order to make a big noise out there. You have to think about each way you can do things as well or better, but cheaper than the next guy can do them, this of course means that you need to do a lot of things yourself. Early on I set a goal for myself to learn a new proficiency a year.
I don't know if I've met that, but I strive to learn constantly; each band, every conversation, every album or recording project, every day presents a new challenge and or learning experience. I like computers, I'm a Mac guy; it seems to go well with my more right brain thinking. Mac always focuses on creative software, artistic tools to help artists realize their visions. So early on I purchased a Mac; 1988 I think was when I got my first one. I got Photoshop, Quark Express, with illustrator on it. I started just messing with the programs and figured them out. No formal training on any of it. 
However, I learned, I knew that I needed to get my flyers, posters, and ultimately the first couple of Cd art layouts done. It's always good to strive for greatness, so if you're not able to get done what you want done by yourself you must include other talented people to help you.
I don't want people to sell themselves short, but rather utilize their own talents and others best to accomplish their goal to the desired outcome. My mother was a painter, a dancer, and she also was a chemist and a bartender. My father was a photographer; for he focused on the beauty of the earth, and an author, who also taught me how to build a house, and work on a car, (neither a mechanic nor a carpenter, he learned as he went). So you get some gifts passed down genetically, naturally. I learned all kinds of arts and crafts as a kid and took every possible industrial arts class in high school that was offered. I had a general knowledge of a lot of different things that has helped me to solve problems and think outside the box creatively.
AAM: You write, arrange, produce, and sing all the time, even with owning Nightmare Records, so many performers move onto having their own production companies, music labels and side projects, but always feel the pull toward performing and feeling the natural high they get doing their craft, that no matter what they do outside of where they started, are pulled back to their origins. Is that pull and feeling of stage-lust why even after you created nightmare records in the very early 90's, you still get up on stage?
LK: Because at heart I'm a "look at me" kind of guy lol, I'm the oldest, a first born, I'm a Sagittarius a free spirit, born in the year of the Tiger, I'm a person that if you tell them no, or you can't do that, I'm going to do it anyway to either see your reaction, or just to prove you wrong.
I love the stage, I love the connection to people, I love to entertain, and I love to embrace music and surround myself in to volume and melodic structures; living like this is like walking a tightrope.
People can't really understand what I'm talking about unless they've done it, but it's fantastic when everything clicks. Music is energy, I believe music effects you to your very DNA, when you play it, you can communicate your intent to your audience, if you're feeling sad, mad, happy, or any other possible emotion you can express in words and even the many you can't, can be expressed in music. This is the reason I continue to do this. It quite simply is an expression of oneself, a small one. Songs you write are like a picture of a moment in time, they're almost historical or biographical. They're a portion of who you are and what your life has been and it's fun to share it. For instance in the 80's there was a HUGE overwhelming amount of happy
Care-free music that uplifted us, made us happy, made us free spirited, and want to party naked. The 90's brought a big change in more depressed, melancholic and even suicidal feelings in music. The last 8 years there have been a general change and it's getting more positive again. My music for quite sometimes has been more uplifting and positive, story-telling and showing the listener something that they can interpret themselves. Once in awhile throughout my career there have been times after a band breakup where I've been a little down or angry and vented in songs; but I've refocused myself and gotten out of the headspace to find a positive flow again quickly. I'm getting long winded here, the short answer is. BECAUSE I LOVE PERFORMING!
AAM: You will be performing with Krucible, and working with AVIAN, Two bands you are very excited about; tell us about them, and when a full length Cd can be expected?
LK: Well KRUCIBLE is a band from Houston, TX, comprised of players that are into Power Metal and Progressive Metal, and Hard Rock, we are very melodic, but like to have some technical flash in there as well, sort of a bit like Dream Theater, Queensryche; and yet some elements of Judas Priest and or Helloween in there too, some people might even say Crimson Glory and Balance of Power type stuff. This is likely the only band playing at this year's ROCKLAHOMA that doesn't have a CD to promote, yet we have a very solid spot on the lineup as one of the Headliners on the Second Stage South on July 11th at 10:45.
This stage is to be HUGE 60x80; so we're really looking forward to doing a great show. We hope we can find some new fans; it will be interesting to see the crowd’s reaction to us!
Check out our website and stay interested and looking for our new release The CD will likely be released early 2009. I'm presently singing, playing keyboards, mixing and producing the new AVIAN album due in Sept.
AAM: tell us a bit about the KRUCIBLE's background, and how you got involved with this new band?
LK: Well I got a call from a long time friend, Shane bassist of Krucible shortly after my departure from Pyramaze. He was one of the promoters doing the PROG-POWER USA festival in Atlanta every year. He wanted to play the festival that he'd been promoting for a very long time with his band, but he didn't have a singer. I agreed to help them out and do this mainly around that show. The band has done three shows to date; two in Houston, and one at last year's
PROG-POWER USA festival, we have a show this weekend in Houston again, we are using this as our warm-up for ROCKLAHOMA! But don't let that fool you, we are going to BRING IT at, and we are going to bring it BIG.
AAM: What footprint do you think you are leaving on the world of music, including all the bands in the Heavy Metal genre, and with your Label? Do you feel you have helped to bring it into the 21st century, and have done right by the music and the industry you obviously so love and work so hard to promote?
LK: Well that is all perspective, mine, yours, and everyone that pays attention, it's not something I think about to be honest, I just work every day trying to promote great music to people that I hope will at least listen to it and decide if it's their cup of tea. I sign bands that resonate with me personally, music is subjective, not everyone will agree with me about what I like. I like to think the footprint I make will be one of a label that is known for QUALITY not quantity.
AAM: Sometimes you will collaborate with bands and labels in other countries, how is it that you work out the rights to have them on Nightmare in the US, and to their various Labels in their home country, and how are distribution deals worked out for these bands, it is very interesting and something that most people realize is a pretty regular practice for bands that come from different countries?
LK: Well this of course started with my licensing my own music to other territories, I've worked with many labels from almost every Country you can think of (and some you wouldn't) with my music.
Licensing was a good way for me to get more of a presence around the world myself and for up and coming artists, the internet and media have made it a global market these days so things are simplifying to more of a single label for all markets again. I work with bands and other labels on several levels, manufacturing, distribution, licensing, promotion, production, mastering, graphics) As my company and career have grown, the quality and visibility of the bands and labels, interested in a cooperation have gotten better. As it should, pretty simple stuff, I'm open to working anyway I can with quality companies and artists to make a win/win for everyone involved.
AAM: Right now you recently signed Avian and Shining Star among several other bands; usually how are these bands usually brought to Nightmare's attention, and when looking for bands, what qualities do you and those that help you find these great talents look for?
LK: Well the bands you mentioned are bands I sang in so it's no secret how they got signed to Nightmare. I've signed many different bands from around the world, like Cloudscape (Sweden), Andromeda (Sweden) and Memoira (Finland) for upcoming releases this year. In the past I've signed bands from Germany, France, USA, Canada, Mexico, Brazil, and the list goes on. Like I say, internet has opened up the world, communication and negotiation is the key to getting great music, from one part of the world to another.
Great music (in my opinion) first starts with the song writing, which is about melody and a memorable chorus or "The Hook" as we call it in the business. I look for production (how well the album is recorded), and if the songs are what I think of as good. I'm a musician so I look for good players which tends to put me a little on the side of being very choosy about who I sign, I like quality music, made by quality musicians, for the fan that appreciates quality.
AAM: "Is 80's Glam-Metal making a comeback?"
LK: I've certainly noticed an increase in this Genre recently. Not long ago I started working with Blastzone and Chavis Records, doing distribution for these labels, of course this brought the Glam and Hard Rock/Metal genre's back into my focus, because for several years, I've been primarily focused on the "Progressive Metal genre". Before the last 6 months, I only have the 80's and early 90's to gauge your question. I've noticed one thing in the last 6 months though; 80's glam is still relevant, IT IS COMING BACK! I predict it will come back much bigger than it has been in quite awhile, I don't know that it will ever be as big as it was in the 80's but anything is possible, and I certainly don't want to limit it in any way by saying that and perhaps shaping peoples perspectives on this. I can tell you I was impressed with the sales figures and I think it's due to a change in the pulse of America. I think people are ready again for music that makes them happy, is care free and uplifts our spirits and what better music is there for that than 80's rock, hard rock?
Movements like Rocklahoma, are helping this to happen, they've created a festival that IS the 80's, this of course gave a lot of people the reminder they needed, when they live it again for a couple of days in an environment, that totally immerses them back into it.
I see it already, it's spreading.
AAM: Though Nightmare Records is mainly a distribution record Label; With all the bands that are signed to Nightmare Records, do you ever bring bands into a studio at some point to record new Cd's or even re-master their Cd's?
LK: I Master albums all the time personally, I have worked with other bands in the studio, and am increasingly being asked to produce records. I've mixed albums as an engineer, pretty much anything you can think of or conceive has been done and will be done again because their basic need is to bring music from the mind and heart of the artist to the ears of the music fan.
AAM: In what ways Nightmare distribute the band's music in this new age of selling and marketing, getting music to a larger mass audience?
LK: Digital distribution is the new frontier, ITunes, CdBaby, Amazon, and a hundred other great locations are doing this now! Nightmare is working on a new website that should be live before this interview is printed that will have digital downloads of the albums available in our store as well as buying the Cd. I plan to make singles available on the new Nightmare website for our artists before and after the albums street date as well.
AAM: For Rocklahoma, you have formed Tri-Label with Blast Zone and Chavis Records. Is this a relationship that was formed first out of sharing stage 2, and now has become a friendship, and maybe future mutual business dealings in other projects?
LK: These are companies that I have worked with or was working with currently, I had worked with Bill at Chavis before with some distribution a few years back and we are now starting this again, and Blastzone I've been distributing for the last 8 months. So it was an opportunity for us to bring a stage of artists to what has quickly become the biggest rock/metal festival in North America. I knew we needed to be at Rocklahoma, so we made it happen and worked out a deal with the festival. We are looking forward to bringing the festival some artists they're not familiar with and some they are, because there are just so many great bands that haven't been pushed by the major labels, and gotten the exposure that some of the icons we all know. These bands on our stage will deliver and I think people are going to like what they hear.
AAM: Though some of the bands on your stage 2 are signed to Nightmare Records, Blast Zone or Chavis Records, several bands are unsigned. How did Tri-Label decide what bands to bring to Rocklahoma and for the bands not signed, in what ways did they come to perform on the TRI-LABEL SECOND STAGE SOUTH ?
LK: We started this concept in order to not only find new bands, but also to give our roster of bands the opportunity to get in front of a big audience of rock lovers. Our labels all are focused in a bit of different musical directions; Nightmare is more on heavier, melodic and technical or shredder stuff, the musician's music. Blastzone is running the gambit as a distribution label; they look for a lot of things but are focused a lot on Glam and Hard Rock, Chavis signed more the serious Hard Rockers that are accomplished musicians, so together and separately we are a perfect mix for ROCKLAHOMA, we bring the variety that they need. With the presentation of the main stage icons of the 80's, we thought it was a perfect fit.
AAM: Do you know if all bands, especially the smaller and unsigned bands get paid to perform at Rocklahoma and other festivals, or do most do it for the exposure, with the hope of getting noticed and signed by Indie or even Major labels?
LK: Most bands are doing it for the opportunity to be signed or more importantly to get the exposure to fans and media, this is an investment for the Tri-label group and for most of these bands to bring this festival, the fans attending and of course the media their show in hopes of making a connection that will bring them notoriety and progress their band to another level quickly. This is an opportunity for my label and my own career to expose what I'm doing, possibly to a group of people that may not have heard it before, this is why it's important to all the artists and each of the label partners helping to bring this to the fans that they come and check out our stage between the main stage sets. YOU WON'T BE DISAPOINTED!
AAM: With the obvious success of music festivals like Rocklahoma, do you think that we can see major festivals like Rocklahoma on the two coasts or in other locations in the near future?
LK: There are festivals everywhere these days, but few have seen the success of Rocklahoma in such a short period of time, but you already have festivals springing up that are trying to emulate their focus, like South Texas Fest.
AAM: Though much of the American music scene is centered in either LA or NYC, you have chosen to live and pretty much work out of the Mid-West. Do you think staying away from LA and NYC has helped you stay grounded?
LK: OH HELL YES! This is easy and short and sweet and to the point.
AAM: You have been in this business a long time, dealing with band interactions, press, and since 1990 Nightmare Records, where public persona is so important. However, being in the business so long you know what your public and private persona's are. Do you care a bit less today about how you as a musician, record executive, and simply just being in the public eye may perceive you to be now?
LK: Let me paraphrase, you're asking me "do I care now as much as I used too, about what my public image is?" The simple answer to this question is "Not really", in the 80s and early 90's I was more in the glam world, "Were going to kick your ass, you're going to have so much fun seeing our show, you'll talk about it for the next year" kind of quote you might hear me scream from the stage… to now you may hear me speak in a much more normal tone from the stage and say something more like "we're going to play some great tunes and we're going to have a lot of fun and we hope you do as well" or simply put " Are you with us?"
I went from a perception is everything to, shut up and put out mentality, from if you weren't the coolest looking band you weren't shit to a more of a let's make some great music kind of perspective. I know public image is important, I also know I should be aware of it more, I know I should blow myself up to be bigger than life from a marketing perspective, and I know I shouldn't put the pictures of myself getting out of bed in the morning looking like crap out on the internet lol. And I know that everything I say in public should be calculated and thought out and contrived, but I choose not to worry about a lot of this.
I say what my truth is, I'm real about it; I scream it loud and don't worry about the consequences. I'm not trying to appeal to everyone, just those that can relate to "what I'm doing", those are my people, and those people are my audience.
AAM: You started in this business at a very young age, today you have a wife and family, your plate is basically overflowing. How do you balance the two worlds, and though we all hit bumps, in what ways do you find the way to balance it all?
LK: That is a daily challenge with different answers to it each day, the truth of the matter is, it's not always balanced and there are bumps, and you do your best to figure it out with each new situation that comes up, I'm in a business that is very hard on relationships, but we've managed to stay married for 17 years now, we have two beautiful children that are amazing. I have a wonderful, supportive wife that as you might expect has sacrificed a lot for me, as I write this, I'm thinking, I better buy her a REALLY nice gift for her birthday coming up next week!
AAM: You are a very spiritual and centered person you also do Martial Arts, a sport and a way of life that teaches discipline and respect. With these two sides of your persona away from music, do they keep you grounded and humble, both show another way in seeing yourself and the world? Also, do you believe these two very important extensions of yourself allows you to better understand all types of personalities and helps with mainly the young musicians that come to your label and people that pass in and out of your life?
LK: Absolutely, but my wife is a huge grounding force for me as well, she slaps me back to reality routinely, I'm a dreamer, I like believing anything is possible; I still believe we shape our own reality but she is my rock. I came from a family that is more of a "Do it if it feels good" formula for living their lives. I liked that until I realized that everything we do has consequences, and if you're always living your life without some sort of a code or foundation, without a clear line of right and wrong, you have a lot of regrets later (at least I did). I've adopted the adage from my martial arts academy, "Opera non Verba" or "Deeds not Words"; this is why I'm less hype now than in my early days as a musician. It's all about the doing not the saying you're going to do it. I give everyone the benefit of the doubt, and opportunity regardless of what it is their doing or talking about, what they do with that opportunity is up to them.
AAM: You work very hard, what do you do to relax, and what types of hobbies and other music do you listen to when not working?
LK: I like all kinds of music, except old school Country Western and Abstract Jazz, otherwise it's all good, I don't listen as much as I should these days, I'm working too much, nothing is better than pounding a heavy bag or sparing another good fighter to get rid of your pent up stress! I also enjoy down-hill skiing, boating or just generally being outside in the sun, in the woods or on a beach doing anything there is good!
AAM: I can't imagine how busy your life is, when you have to travel do you tend to bring the entire King clan on the road? Or do you try to keep them out of the craziness of touring?
LK: BOTH, it's a lot harder when you bring them but it's a lot nicer to be able to share the experience with them. Sometimes it's just not economically feasible.
AAM: You have said that since having your first child that you have changed the way you see life; in what ways has having a family changed your perspective not only on life but your music?
LK: A HUGE QUESTION, wow, thought I was done with this interview, this I could write a book on, first off, your priorities change, your life's focus is not all about you anymore; it's about your family. I realized that there must be a God because here I was a feeling of love that I had never ever experienced before, at the very first meeting of this little alien that came out of my wife. The power is so strong, you're so overcome by it that at that point, you know there is a lot more going on than we see in our so called reality. Of course this sort of things change your perspective in everything you do from that point on, anyone that has had kids can relate; if you haven't there's absolutely no way you'll get it from any words I try and say. It's just one of those things; you have to be there yourself to get it.
AAM: We know that your town was hit by a tornado recently; All Access Magazine's thoughts are with your family and your friends and neighbors. We know the readers and fans would like to know that everyone is doing ok, and ask if you feel that you have made all the precautions you need to take to keep your family and home comfortable and confident that you have made your family home as safe as possible for what may be a very turbulent summer?
LK: Yes one hit about 5 miles north of our home and devastated about 27 homes, one fatality of a two year old child and several serious injuries unfortunately. Of course, homes can be rebuilt, but that family will always feel the loose, so I feel very sad for this family. Regarding making precautions, there isn't a lot you can do when a tornado hits your home, you have to get to the basement, and typically under the stairs is the best place or they say the south wall I believe; other than that, you ride it out.
Looking forward to rocking out this year with all the ALL ACCESS folks and the rest of the Rock and metal world at this year's ROCKLAHOMA, here are some links for your readers.
PROUD TO PRESENT THE TRI-LABEL STAGE AT ROCKLAHOMA
myspace.com/nightmarerecordsmusic
All My Best, Lance King Vocalist and Owner of... NIGHTMARE RECORDS & DISTRIBUTION
Tri-Label 2nd STAGE SOUTH has:
WEDNESDAY (JULY 9TH)
2:30pm: LEGACY UPRISING
3:15pm: PEDDLE POINT
4:30pm: JADED
6:35pm: DOWNTREAD
8:15pm: OVERLOADED
10:00pm: LURE
THURSDAY (JULY 10TH)
11:00am TBA
12:15pm DOG'S DIVINE
1:40pm: BONE SHAKER
3:20pm: COCKPIT
5:00pm: JOE TOWN
6:00pm SIX MINUTE CENTURY
7:20pm: SEX DEPARTMENT
10:00pm: POWND
FRIDAY (JULY 11TH)
11:00am TBA
12:30pm MINOLI
1:55pm: GODS OF KANSAS
3:35pm: ASREALS BANE
5:15pm: LIPSTICK MAGAZINE
6:55pm: MINDFLOW
8:35pm: BANSHEE
10:15pm: KRUCIBLE (LANCE KING)
12:30am: GYPSY PISTOLEROS
SATURDAY (JULY 12TH)
1:10pm: ODIN
2:35pm: ORDER OF NINE
4:15pm: THE JAKALS
5:55pm: LYNUM
7:35pm: ASPHALT VALENTINE
9:15pm: KARNEVIL (DARIO LORINA)
10:55pm: DEATHRIDERS (NEAL TURBIN)
1:00am: DIRTY PENNY
SUNDAY (JULY 13TH)
12:30pm: DANGEROUS INC.
1:55pm: SACRED DAWN
3:35pm: SHADOWSIDE
5:15pm: WARMACHINE
6:55pm: GYPSY ROSE
8:35pm: TEXAS HIPPIE COALITION
10:15pm: CROOKED X
12:30am: BULLET BOYS (closing the show)
