Push to Fire: Interview with Die So Fluid

Push to Fire Interview: Die So Fluid
Venue: Dingwalls, London (06/03/11)
by Steve O'Gallagher

Die So Fluid are an alternative band who have been very successful in the music industry right from the time they formed back in 2000, but despite their success they still remain relatively unknown to the wider rock music community. Having released their third album in 2010, they have been recently touring the UK and had a few brief minutes to chat to Push To Fire at their London Dingwalls show.
The band are famed for their hard-touring schedules, but this particular tour was short by their standards being only nine dates long. Die So Fluid’s singer Grog explains that in the grand scheme of things this tour is just one piece of the pie. “This is a short tour, but it’s not like it’s the only tour in the year. We are coming back really soon! We’re doing another tour in May and if you join this tour up with that then it would be a normal length.” The Dingwalls show is their final gig of this particular tour and is a bittersweet experience for the band as they say goodbye to the road for a brief spell of time. “The final gig of a tour is always a strange mix of excitement and sadness because it’s all over, but I think it’s going to be a great night. The tour’s been going really brilliantly and been a really good laugh.” They won’t be away for long though, as Grog reveals that “the next tour will be starting on May the 5th and resulting in a London gig on the 14th, which is going to be quite special because it’s held at an event called Miss Alternative UK at the Scala. I’m going to be a celebrity judge at it and we’ll be rounding the whole evening off with a special set. It should be good fun!”
Even when involved in something like Miss Alternative UK, the band still manage to squeeze in another live performance. It would appear from this and their touring commitments that the live experience is the band’s main priority, but for drummer Al Fletcher it is inextricably linked to the writing and recording process too. “You can’t really separate one from the other. A big part of what I enjoy about playing live is that it’s my music that I’ve written and created that people are getting off on. The whole thrust really is creating.” “It’s quite a magical process really: doing all of it. It’s very rewarding,” Grog adds. The writing and recording process can at times be made difficult for bands due to various label politics, but Die So Fluid seem to have managed to traverse that side of things quite well over the years. “We were in a band that was on a major years ago,” explains guitarist Drew Richards, “and it was a kind of a clean break when we decided to do this band. We’re kind of signed to a mini-major but it’s done in terms of licensing so we still own everything. I don’t think you can really benefit from a major label nowadays unless you really sign your life away.”
Die So Fluid are clearly a band rooted in the vintage music industry as they are passionate out their dedication to album releases, as opposed to the trends of today which are much more singles-based. Having said that, they have recently given away a couple of free downloads online. Grog describes this move as “a special one-off gift to our fans. It was supposed to be a Valentine’s Day gift but it got messed up by not being put up in time and putting the wrong version up which was a shame. It’s just one of those little annoying things. Modern technology is just making things more problematic really. I’d prefer if people bought the album on CD so that they can hear it at the quality it’s supposed to be heard at really.” Drew furthers that “the tour is really where we earn most of our money, so giving a track away to help promote the tour was useful, but it’s not something we do in general.” Luckily for the band, their fanbase appears strong, passionate, and keen to buy a copy of everything they put out. “They tend to pick up everything,” Grog confirms. “Once you’re hooked you then want to get the whole catalogue. People come up to the merch stall all the time and say “I’ve got all your albums, what else have you got?”
For an alternative band with such a passionate following, the possibility of fans over-stepping boundaries and attempting to become too involved in the band members’ lives is an ever present consideration. Drew hinted at some difficult situations in the past by mentioning “without going into too much detail, there have been a few ‘stalky’ incidents. Some of them will know when they’ve crossed the line and then back off. Some of them don’t. “ “Some people do start arriving at our gigs earlier and earlier and, you’re just not prepared for it,” adds Grog. “You’re prepared just to do your job and soundcheck and then there are loads of people standing there and you’re thinking “wait, this isn’t the gig.”” It’s perhaps not all as sinister as it sounds, and for the most part it appears that the band are grateful for their fans’ interest in them. “It’s actually a really warm feeling that we have with our fans, and there is quite a close personal relationship with a lot of them. It’s amazing; recognising everyone in the audience. You almost know them all by name which is crazy, but that’s a result of this whole Facebook Era. People can really stay in touch with you, and you get to know them. I really like that side of it actually, but you don’t really want everyone coming round your house, you know. If you were to do that with one person, then they’d all join in. You can’t have the whole audience round for tea...”
If all goes as the band hopes, then their audience could really blossom outwards as they have plans to do a lot more touring elsewhere this year. Grog details, “we have to go to a lot more territories where we’ve been selling the album, and we want to see the album come out in the US because it hasn’t been released there yet. If that release goes well then there could be a couple of years worth of touring over there. We’ve started writing some new material as well for the next record and it’s all coming together. We have an idea for the next album already.” The “idea” for their next album is hinted at being a concept album of sorts, which no doubt will have their fans chomping at the bit to find out more and get their hands on it as soon as possible.” Finally, when asked about their hopes for the future of the band and their place in the music world Grog asserts, “I’d love for us to one day be firmly lodged in history as mavericks of music, or saviours of art. I’m living in the now though. This is my priority.”

Much thanks to the band for taking the time to answer our questions. Thanks to Jen for arranging the interview for us. Photo by Steve. Find more info and music clips on their MySpace: http://www.myspace.com/diesofluid.

Push to Fire Interview: Die So Fluid Venue: Dingwalls, London (06/03/11) by Steve O'Gallagher Die So Fluid are an alternative band who have been very successful in the music industry right from the time they formed back in 2000, but despite their success they still remain relatively unknown to the wider rock music community. Having released their third album in 2010, they have been recently touring the UK and had a few brief minutes to chat to Push To Fire at their London Dingwalls show. The band are famed for their hard-touring schedules, but this particular tour was short by their standards being only nine dates long. Die So Fluid’s singer Grog explains that in the grand scheme of things this tour is just one piece of the pie. “This is a short tour, but it’s not like it’s the only tour in the year. We are coming back really soon! We’re doing another tour in May and if you join this tour up with that then it would be a normal length.” The Dingwalls show is their final gig of this particular tour and is a bittersweet experience for the band as they say goodbye to the road for a brief spell of time. “The final gig of a tour is always a strange mix of excitement and sadness because it’s all over, but I think it’s going to be a great night. The tour’s been going really brilliantly and been a really good laugh.” They won’t be away for long though, as Grog reveals that “the next tour will be starting on May the 5th and resulting in a London gig on the 14th, which is going to be quite special because it’s held at an event called Miss Alternative UK at the Scala. I’m going to be a celebrity judge at it and we’ll be rounding the whole evening off with a special set. It should be good fun!” Even when involved in something like Miss Alternative UK, the band still manage to squeeze in another live performance. It would appear from this and their touring commitments that the live experience is the band’s main priority, but for drummer Al Fletcher it is inextricably linked to the writing and recording process too. “You can’t really separate one from the other. A big part of what I enjoy about playing live is that it’s my music that I’ve written and created that people are getting off on. The whole thrust really is creating.” “It’s quite a magical process really: doing all of it. It’s very rewarding,” Grog adds. The writing and recording process can at times be made difficult for bands due to various label politics, but Die So Fluid seem to have managed to traverse that side of things quite well over the years. “We were in a band that was on a major years ago,” explains guitarist Drew Richards, “and it was a kind of a clean break when we decided to do this band. We’re kind of signed to a mini-major but it’s done in terms of licensing so we still own everything. I don’t think you can really benefit from a major label nowadays unless you really sign your life away.” Die So Fluid are clearly a band rooted in the vintage music industry as they are passionate out their dedication to album releases, as opposed to the trends of today which are much more singles-based. Having said that, they have recently given away a couple of free downloads online. Grog describes this move as “a special one-off gift to our fans. It was supposed to be a Valentine’s Day gift but it got messed up by not being put up in time and putting the wrong version up which was a shame. It’s just one of those little annoying things. Modern technology is just making things more problematic really. I’d prefer if people bought the album on CD so that they can hear it at the quality it’s supposed to be heard at really.” Drew furthers that “the tour is really where we earn most of our money, so giving a track away to help promote the tour was useful, but it’s not something we do in general.” Luckily for the band, their fanbase appears strong, passionate, and keen to buy a copy of everything they put out. “They tend to pick up everything,” Grog confirms. “Once you’re hooked you then want to get the whole catalogue. People come up to the merch stall all the time and say “I’ve got all your albums, what else have you got?” For an alternative band with such a passionate following, the possibility of fans over-stepping boundaries and attempting to become too involved in the band members’ lives is an ever present consideration. Drew hinted at some difficult situations in the past by mentioning “without going into too much detail, there have been a few ‘stalky’ incidents. Some of them will know when they’ve crossed the line and then back off. Some of them don’t. “ “Some people do start arriving at our gigs earlier and earlier and, you’re just not prepared for it,” adds Grog. “You’re prepared just to do your job and soundcheck and then there are loads of people standing there and you’re thinking “wait, this isn’t the gig.”” It’s perhaps not all as sinister as it sounds, and for the most part it appears that the band are grateful for their fans’ interest in them. “It’s actually a really warm feeling that we have with our fans, and there is quite a close personal relationship with a lot of them. It’s amazing; recognising everyone in the audience. You almost know them all by name which is crazy, but that’s a result of this whole Facebook Era. People can really stay in touch with you, and you get to know them. I really like that side of it actually, but you don’t really want everyone coming round your house, you know. If you were to do that with one person, then they’d all join in. You can’t have the whole audience round for tea...” If all goes as the band hopes, then their audience could really blossom outwards as they have plans to do a lot more touring elsewhere this year. Grog details, “we have to go to a lot more territories where we’ve been selling the album, and we want to see the album come out in the US because it hasn’t been released there yet. If that release goes well then there could be a couple of years worth of touring over there. We’ve started writing some new material as well for the next record and it’s all coming together. We have an idea for the next album already.” The “idea” for their next album is hinted at being a concept album of sorts, which no doubt will have their fans chomping at the bit to find out more and get their hands on it as soon as possible.” Finally, when asked about their hopes for the future of the band and their place in the music world Grog asserts, “I’d love for us to one day be firmly lodged in history as mavericks of music, or saviours of art. I’m living in the now though. This is my priority.”
Much thanks to the band for taking the time to answer our questions. Thanks to Jen for arranging the interview for us. Photo by Steve. Find more info and music clips on their MySpace: http://www.myspace.com/diesofluid.