Guest Post: Jake Nyberg // @JakeNyberg
I've always admired Dave Grohl. As a budding drummer in the early nineties, it was Nirvana Unplugged that inspired me to get serious about playing in bands. When Grohl stepped out from behind the kit and formed Foo Fighters (playing every instrument on the first recordings) it became clear he was a special breed — a musician who transcended said title.
With almost two decades of success under their belts, Grohl's Foo Fighters don't need a lot of marketing help. Theirs is a tale that tells itself. So how do you improve upon an established, well-loved brand? By bringing rock back to its roots. Last Spring the Foo Fighters began promoting a new album and tour with secret performances in the garages of fans. A band that packs arenas and festivals around the world lining up a series of garage dates? Believe it.
As a writer / director, I love how this tour does story so beautifully well. It's contagious. Are the foos celebrities? Of course. But they're using their celebrity in a way that spreads joy to their fans. The Foos weren't overly protective of their brand. The shows were super secret, but everyone who came could bring cameras and share the experience (see: unforgettable night and a massive brag) with their friends. Genius.
A buddy of mine worked the garage show they did in Minneapolis, helping to shoot one of the well-produced videos the band's official youtube page releases from each city. The professional vids are worth watching but I chose to link some phone video from a fan who went to a garage show in New York. The raw emotion of the event comes through loud and clear. The clip contains a few words that might not be safe for work but hey, so does rock and roll.