Persistence Pays

Posted: 13th October 2010

Last week I had the pleasure of going to see the Airborne Toxic Event play live in both Manchester and Cardiff. The Airborne Toxic Event are an indie rock band from LA who my other half and I met in New York in June 2008 where they were the support act for the Fratellis at the Webster Music Hall. They have a great and unique sound and we chatted to them as we bought a CD and learned they were touring the UK soon after.

We have now seen them about 20 times, in cities on both sides of the pond and in Europe and it has been a pleasure to watch them grow in popularity. About a year ago, while they were still relatively unknown, they came to the UK to do "30 gigs in 30 nights", taking in small music venues in most major cities and towns. We saw them a few times on that tour and some nights they played their hearts out to 10-12 people. In fact the rooms were so empty people just stood kind of awkwardly holding their beers and self-consciously nodding a little. But the band gave 100%, a full performance. They later called it a workout.

They now sell out at the bigger music venues across the UK and have opened for Razorlight at the MEN and O2 arenas. They have had a UK top 40 hit which was BBC Radio 1 track of the week. In the USA, where they have always been a step ahead, they now fill arenas and headline festivals.

With music, as with business, as with sport, we tend to only become aware of talent once it has reached a popularity threshold. The Airborne Toxic Event will remain to me as a personal example of how hard you have to be prepared to work, when nobody knows who you are. And how you have to keep thinking big and being creative and giving 100%.

If you would like to share in their journey, their website is their Twitter feed is @Airborne_Toxic and this video clip on YouTube sums them up beautifully. Maybe we'll meet you at an Airborne Toxic Event gig in the future sometime.



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