Tag Archives: Dublin Cowboy

Bernie Tormé and Dublin Cowboy – story of a phenomenally successful pledge-fund campaign

Former Gillan guitarist Bernie Tormé had pretty much turned his back on the costly business of making albums prior to the making of Flowers and Dirt in 2014 and Blackheart in 2015. Both of these were released as a result of successful pledge-funding initiatives, whereby fans rather than record label bosses stump up the cash to finance the making of an album through placing advance orders.

In October 2016 Bernie unveiled plans for an ambitious new triple-album that would similarly be financed through pledge-funding. On the day the pledge campaign was announced Bernie engaged with fans directly on social media and through the special pledge-fund page that had been set up here.

Meanwhile, I worked to secure external coverage with the aim of letting as many people as possible know about the album plans and directing them to the pledge-fund page. In this we were helped by positive coverage from the likes of BlabbermouthMetal Shock Finland,  Vive Le Rock!,  Rockchickenz,  Rock Guitar Daily,  Pure Rock USHeavy Metal ITEmpire Extreme  and many others who all helpfully provided links to Bernie’s pledge-fund page as well as news about the project.

Phenomenally, the pledge target was reached in less than nine hours. Thanking fans Bernie said:

“I’m absolutely blown away by this, can’t believe it, 100% of what I needed in 8 hours 45 minutes! Man, I’ve truly got the best fans in the whole damn universe! This is going to be a great album.”

MetalTalk captured the moment nicely here. However, it was not just the rock and metal sites that were showing an interest. Roots Music Journal No Depression made it one of their pledge-fund campaigns of the week:

“On its surface, Bernie Torme might seem an odd choice for a column about roots music campaigns. This is, after all, the guitarist who is best known for his work in the hard rock realm with acts like Gillan, Ozzy Osbourne, and Desperado with Dee Snider. But Torme’s recent works have melded his hard rock roots with a love of psychedelic and blues rock and he plans to up the ante even further with his new triple-album Dublin Cowboy. The triple album will consist of a harder edged electric album, a live album, and the part of most interest to a roots fan, Torme’s first acoustic album.”

Dublin Cowboy cover

Throughout the process of making the album Bernie kept fans up to date via social media and the pledge-fund page. Explaining the approach on his pledge page Bernie told them:

“When I made the last two albums, Flowers & Dirt and Blackheart, I really loved the fact that I was able to be hands on and communicate directly to fans, as an independent musician that was a really positive experience, so much better than the past when the cold, dead, (and also pretty judgemental) hand of the corporate music industry (in the shape of a record company) laid over everything you tried to do.”

Not only is it a great way of keeping in touch with current fans, the pledge-funding process can actually be a great way of re-connecting with old ones, too. This quote from a long-term Gillan fan is a classic example:

“Thanks for this. I’m a big fan of Gillan with Tormé but never heard Bernie’s solo stuff so I’ve bought this one now!”

Pledgers got early access to the album via download at the beginning of March ahead of the official CD release date in April. Fan reaction was immediately and overwhelmingly positive:

“This acoustic one cuts me to the core. Can’t stop listenin’…Love it!!” DP

“What I’ve heard is sounding great, and Janus is just awesome!” PW

“Beyond the obligatory 5 stars!” OBN

“My favourite is the live one where it can be seen if an artist still has the “beans”. U certainly do dude, u absolutely rocked it. RS

I worked to secure a further round of publicity ahead of the official album release on April 7 as well as the accompanying UK tour. Anti MusicBlabbermouthEmpire Extreme.  Vive Le Rock,  Totally Driven EntertainmentUltimate Guitar,  Heavy Metal Overload , The Rocktologist and many others were all extremely helpful in providing preview features on the album and the UK tour.

Meanwhile, Bernie carried out a series of interviews for the likes of Music LegendsRockgig and Just For The Record as well as for a number of radio stations and magazines. MetalTalk made Bernie’s London Borderline gig on 7th April their recommended Gig of the Week with an exclusive pre-tour interview, while Ultimate Classic Rock would publish an emotional and brutally honest interview with Bernie that marked 35 years since he stepped in to help out Ozzy Osbourne following the tragic death of Randy Rhoads. You can read the full interview here.

As well as preview pieces and interviews the reviews were also starting to come in and again these have been very favourable:

Get Ready To Rock:  “The word essential can often be overused in reviews, however this album really is that and then some. Two albums to rock out to and then one to wind down and chill out with, perfect.”

Eternal Terror: “Dublin Cowboy is a stunning and fascinating release that perfectly encapsulates everything that I love about Bernie Tormé.”

Sea of Tranquility: “Fans sure as hell get plenty of music with Dublin Cowboy, a varied and enjoyable collection of material that shows off every aspect of the talented Bernie Tormé. Don’t miss out!”

Equally, fan reaction to the gigs has been fantastic and I can certainly vouch for a superb show with fantastic new bass player, Sy Morton, joining Bernie and drummer, Ian Harris, at London’s newly-refurbished Borderline venue on 7th April.

So, what conclusions can we draw from all this? Certainly, Dublin Cowboy is an incredible album from an incredible artist.The music industry has changed beyond recognition and crowd-funding in the form of pledge campaigns can provide a way financing an album. The biggest artists are never going to need it, of course. Whatever changes the music industry goes through next the likes of Ozzy Osbourne or Ed Sheeran are never going to struggle to find companies willing to finance their albums. But for smaller artists with a dedicated fan-base pledge-funding can be hugely effective. You do need to have built your fan-base first, though. It’s not much use trying to crowd-fund without a crowd. There are still hurdles then for artists just starting out their career. However, Bernie Tormé has shown that if you have the talent and you have the fans, then a pledge-fund campaign can be a phenomenally effective way of getting a superb new album into their hands.

And for me? Doing the album and tour publicity for a guitarist I’ve been following since I was at school has been a pretty amazing experience as well!

http://www.bernietorme.co.uk/

IMG_5852.jpg

Bernie with drummer Ian Harris and new bass player Sy Morton on stage in Brighton
Photo credit: Jaideep S Jadav

News: Bernie Tormé releases new triple album – Dublin Cowboy

New album ‘Dublin Cowboy’ out April 7th and available for download and pre-order now

Retrowrek Records RTRK204

‘Dublin Cowboy’ is the new three-disc album from former Gillan guitar legend, Bernie Tormé, comprising an electric disc, an acoustic disc and a live disc.

Bernie: “I always wanted to do a triple album and also an acoustic album, and combining the two seemed like the obvious idea though truth is it nearly killed me: I’m still in recovery! But on top of all that, and with two albums of screaming wails and dive-bombs, I am totally knocked out with how the shred-free acoustic album has been received! Fans who pledged and have heard it absolutely LOVE it! Quadruple album next time? Nah, I really don’t think so!”

The album was made following a phenomenally successful pledge-fund appeal that hit its pledge target in less than nine hours. Containing twenty-nine tracks in total across the three discs, the first two are made up of brand new material, including title track ‘Dublin Cowboy, and the infectiously bluesy ‘Power Of The Blues’ on the electric disc; as well as the rich unfolding tapestry of sounds on ‘Shine’, and ‘Wolfgirl’ which both appear on the acoustic disc. The third disc, recorded live in South Shields in January 2016, contains live versions of classics that span Bernie Tormé’s career, including old favourites ‘Wild West and ‘New Orleans’.

The album is available for purchase in CD and digital download formats via pledgemusic.com/projects/bernietorme2017

Fan reaction from pledge-funders has been overwhelmingly positive:

“This acoustic one cuts me to the core. Can’t stop listenin’…Love it!!” DP

“What I’ve heard is sounding great, and Janus is just awesome!” PW

“Beyond the obligatory 5 stars!” OBN

“My favourite is the live one where it can be seen if an artist still has the “beans”. U certainly do dude, u absolutely rocked it.” RS

To tie in with the release of the album there is a 2017 UK Tour next month and the album will be formally launched at the Borderline, London on 7th April. Bernie: “Got a bunch of rock ‘n’ roll pint-spillers from the new Dublin Cowboy album that we will be rocking out live on the tour! I can’t wait, get ready people, this one will be total killer!”

UK tour dates are as follows:

1st April SOUTH SHIELDS The Unionist Club
2nd April GLASGOW Nice n Sleazy
3rd April EDINBURGH Bannermans
4th April GRIMSBY Yardbirds
5th April MANCHESTER FAC251
6th April WOLVERHAMPTON The Robin 2
7th April LONDON The Borderline
8th April BRIGHTON The Prince Albert

http://www.bernietorme.co.uk/

Dublin Cowboy cover.jpg