How do you compete with marketing budgets of major record labels if you’re a small, independent band? One group, Imperial Leisure, has come up with an effective if slightly risky solution; guerrilla gigs.
The ska/punk/hip-hop fused 10-piece are experts in the art of spontaneity; their ‘mobile’ gigs have graced town centres the length and breadth of the country with the most recent outside the Theatre Royal in Nottingham attracting a huge crowd.
The band has developed a reputation for their guerrilla gigs and can count Hyde Park, Reading Festival and the London Eye among a long list of makeshift venues. Marketing on a budget is not easy but the buzz that surrounds these performances appears to be a very cute ploy to developing a cult following.
With an upcoming tour supporting Less Than Jake, you’d have thought it wise to play safe and avoid trouble. Not Imperial Leisure. Pulling the minibus up onto the paved frontage of one of Nottingham’s landmarks, it took the band less than 10 minutes to set up the sound system and begin an impromptu gig which entertained the bemused crowd for around 15 minutes on a warm and sunny Sunday October afternoon.
The band gave away copies of their album to delighted onlookers and afterwards chatted to local buskers who had made their way up to the Theatre, unable to compete with the level of noise Imperial Leisure were generating.
The events were captured on video and film by Freeq magazine, the premier free music and arts magazine in Nottingham and the band secured themselves some additional coverage in the magazine after suitably impressing the editor, Sam Borrett, with the passionate performance.
“It’s what music should be more about,” said Borrett after the gig. “They’re in love with what they’re doing and not prepared to tow a party line like so many lukewarm bands you hear nowadays; we’ll definitely be keeping an eye on these guys!”
NOTES TO EDITORS:
Imperial Leisure begin a tour supporting Less Than Jake on 3rd November and play in Nottingham at Rock City on 8th November.
The band are signed by independent label Steamroller. firstname.lastname@example.org and managed by Crucible Management email@example.com
Freeq magazine is a Nottingham-based free bi-monthly music and arts magazine with printed distribution of 10,000. Freeq promotes independent music and artists and raises awareness of social and environmental issues. www.freeqmagazine.com
For more information and images contact Sam Borrett at Freeq Magazine on 07766 118852 or email firstname.lastname@example.org
Download hi-res images here and here
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