Eat To The Beat
We all know that things are tough in the music industry, with major labels uncertain of which way to turn in the face of dwindling sales, and as many independents have already gone bust in the wake of unauthorized downloads, scoring a record contract is becoming increasingly difficult for aspiring hopefuls. In fact, bands that have already secured label support may find touring budgets drastically reduced, with broken-down vans or economy tickets the only transport option and food riders not necessarily part of the deal. Which is probably why some very dubious bait has just been thrown to America's up-and-coming artists, courtesy of Denny's "Adopt A Band" program.
To the uninitiated, Denny's is chain of anonymous concrete diners launched in the 1950s and presently owned by the Advantica "casual dining" conglomerate, its branches typically situated near freeway exits, where their plastic yellow signs are a beacon of bad taste. The main draw is that Denny's are open 24/7, thus allowing for a cup of coffee and rudimentary meals at unsociable hours, but unfair staff policies brought longstanding notoriety, resulting in a class action lawsuit for racial discrimination in 1994 with a $54 million payout, before a new CEO subsequently implemented more inclusive policies for black patrons and suppliers.
In any case, the "Adopt A Band" program allows participating bands to eat free at Denny's after 10pm while touring, as well as a spot on the related web site, dennysallnighter.com. Bands can even host after-parties at select branches. "In value-driven times, we know that bands obviously need to eat," says Michael Polydoroff, Denny's director of sales promotion, "and we felt good about being able to offer support." But is there ever such thing as a free lunch in the music and food industries? Apparently not, as bands are required to eat at Denny's at least three times a month, plug Denny's on their own web sites, and post photos of themselves having a gay old time chowing down at Denny's--a far cry from the Beach Boys rhapsodizing the virtues of Reece's Peanut Butter Cups or Michael Jackson singeing his fringe for Pepsi.
The program aims to add six new bands every two months, and the first batch includes several acts already benefiting from major-label deals, such as Virgin's Saving Abel, Interscope act Switches, and Universal's Forever The Sickest Kids--surely the aptest name possible for a group of fast food endorsees. Even more surprising are the higher-profile artists, such as Warner Brothers' act Taking Back Sunday, who are to create themed Rock Star Menus, featuring an original dish invented by the band.
In view of the industry's notorious fickleness, how long Denny's intend to keep "adopting" bands is anyone's guess. Outside the US, music fans will certainly be hoping the idea doesn't export. After all, would aspiring UK acts really want to be doomed to visiting Little Chef or Happy Eater three times a month, where the Arctic Monkeys present a Frozen Chimp menu, or Jarvis Cocker endorses the Pulp Burger?
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