Steriogram - a band story

"Don't think small," says Brad Carter from the band Steriogram.

"You've got to have something that's far bigger than yourself - then you've got to go after it."

The knowledge wave is also about the arts.

Ask anyone who has been in a band, in theatre or pursued a career as a writer or painter.

Although the skills base is different, the experience gained starting out in the arts can be compared to starting a business.

Steriogram has been in the business of making music for two years.

Since forming they have released two singles, played the Big Day Out, made two music videos, toured the South Island and have appeared on multiple television music and news shows.

At Big Day Out 2000, Steriogram sold more merchandise than any other New Zealand band and had the third-highest sales in Australasia.

If you could say as much about a traditional business you would be pretty lucky.

But according to Brad, luck has nothing to do with it.

"A lot of people have the mentality that they just sit around and wait for something to happen.

"I have this thing that I always say, that I will prepare myself and perhaps my chance will come.

"I will do everything to make it happen. If it doesn't, then at least you gave it everything.

"It's about doing this constantly."

Brad says the key to the band's success so far has been careful planning, marketing, branding and goal setting.

First the band sat down and planned where they wanted to be, then they planned a path to get there.

Using technology and marketing techniques, Steriogram set out to build not only a strong fan base, but also right from the start wanted to have strong branding and image.

"Sometimes playing a gig is almost the last thing you do. It's really important, but [success] is about getting people to a gig and into the band, by different means.

"When someone wears a T-shirt around with the website on the back, the potential audience is huge."

After reaching their initial goals, Steriogram sat down and planned their next step.

Brad says that to achieve your goals you need to be prepared to sacrifice.

You must "talk to whoever you need to, to make it happen, and build good relationships with people in your industry".

Brad recognises that the prevalent attitude in New Zealand is great in some ways, but there is "just a mindset, in New Zealand [where] a lot of people say you can't do things".

In his experience, this attitude begins in school.

"By the end of school, kids kind of get squashed somewhere. There is something in our system that is stifling kids."

But in many ways being in New Zealand has helped Steriogram.

"It's a great place to test our product. But keep it in mind that there is a greater market overseas. The potential is there."

Steriogram have also received excellent support from organisations such as NZ on Air.

NZ on Air's New Zealand music promotions manager, Nicky Jarvis, commends Steriogram for their professionalism.

As a fairly new, unsigned band, she says, "they are a good example of a self-sufficient band that are operating really professionally".

Nicky sees the number of bands operating in this manner growing, with bands such as Tadpole, Blindspot and Goodshirt actively marketing and promoting their music.

In Brad's mind, the Knowledge Wave is not just about doing well in school. "Don't think if you fail sixth form you're going to fail in life. I've met company directors who left school in the fifth form."

For him, our country will go forward when young people find out what their dreams are and start pursuing them.

"What you've got to do is set out where you want to be in 10 years' time, and every decision that you make in your life has got to point in that direction.

"Anyone can be comfortable, but if you are comfortable but not satisfied that's a problem."

In his experience, there is a lot to be gained from surrounding yourself with successful people who have reached their goals.

His philosophy is to recognise success around you and then use that success "to inspire you to be the same in your own field."

"You've got to hang around with big people, people that are thinking and achieving big.

"If you hang around with small-minded people you will think like them."

With this attitude, failure is not an option, it is only a mindset.

Steriogram are Brad Carter, Tyson Kennedy, Jake Adams and Tim Youngson. Their new single, White Trash, was available in Sounds and Tower music stores nationwide from September 26.

www.steriogram.com

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