Runaround Kids
2012 Release Schedule
Congratulations to Runaround Kids for being crowned our first
ever recipients of the Tru DIY accolade.
It sounds pretty good doesn't it? But what exactly does it mean, and what have
they done to deserve such praise?
When compiling Rhubarb Bomb's Stuff Of The Year I wanted an award
that celebrated something more than a great record or gig. A truly special
effort that epitomises the DIY ideals Rhubarb Bomb holds so dear. Tru DIY should be about doing something
above and beyond the usual, about taking risks, doing what you love
for fun of it but above all doing things your own way.
Runaround Kids did this, and more, in 2012. But, without wanting
to deflate their elation in anyway; this isn't an award for the music. Sure,
the way they have developed as a band since the success of their
debut album (and the expectations that followed it) is admirable and
wonderful in equal measure. Their sound - both on record and on stage - has progressed
and they have undoubtedly become a better, more fully formed band. The
music they have released in 2012 has perfectly illustrated the joy of this
transition.
But even those people out there who don't rate them quite so
highly must appreciate the brilliance of their 2012 release schedule and it is
for this incredibly fan friendly - but also very shrewd - approach that they
clinch this accolade. In case you missed it, this is how it ran.
At the start of 2012 you had the opportunity to sign up for
their 2012 singles bundle for a ridiculously respectable £12. Those who had
faith in the band were rewarded over the next 12 months with;
- A T-Shirt / CD Single
- A Split
- Their own comic
- A split cassette with The Spills
- An end of year album compiling all the above tracks on CD,
plus two new ones and another comic.
It was a move that harks back to a time when physical products
were treasured. Each individual item was special in its own way, carefully
thought out and constructed. It was a pleasure to have them arrive through the
letterbox over the course of the year.
In this way, it was also a very smart move as a promotional
campaign. If the band had just released the end of year compilation at some
point over the last twelve months as an album, it would have received some very
positive reviews and perhaps they would have followed it with a tour.
And that would have been about it. Instead, this drip feeding of material kept
the band fresh in everyone's minds throughout the year.
It was all backed up with creative and practical ways to build a
fanbase. Fans who bought the bundle were encouraged to send a photo of
themselves wearing the T-shirt. They put an exclusive track on our fifth
birthday compilation. There were more interviews with blogs, tour diaries
and some fantastic festival shows. The fact that one of their number has
moved from Wakefield to Glasgow
The award is theirs because I think they have straddled the two
key facets of being DIY. First of all, they have created an awesome series of
releases completely on their own terms that showcase their passion, virtuosity
and determination. Secondly - and this is the one that is often overlooked -
they have created an imaginative and practical approach to releasing them, one
that is as business smart as it is creative. DIY doesn't mean
releasing songs you record in your bedroom to your friends. It means
operating in the music industry, existing as an artist, but on your own terms.
That is harder than ever to do these days, but Runaround Kids have done it with
style.
I am sure the band would wholeheartedly agree that none of this
would have been possible without the support and input of their record
label Philophobia Music. I saw the sheer exhaustion and frustration on
label boss Rob Dee's face as he attempted to print out all the comics on his
home printer in time to post them out. But I also heard his tales of the band's
Irish tour and it was clear these were the kind of things he'd long dreamed of
for the label and its bands.
This singles bundle would not have been possible for either band
or label without a lot of foundation building over a number of years. That kind
of determination is essential in a place like Wakefield Wakefield
And the best part? When these guys do make it big time, I've got
LOADS of their stuff to stick on eBay. I'm gonna make a fortune...
Dean Freeman
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