R.E.M.’s debut LP, Murmur, was released on April 12, 1983. IRS Records quietly released it, with no mainstream radio support. It was pretty much all college radio. The production was a little dim, Michael Stipe’s lyrics were sometimes unclear, but some music critics loved it. I loved it! Even without mainstream support, the band’s debut full-length album was powerful.
R.E.M. didn’t explain themselves, they made exactly the record they wanted and trusted the right people would find it. Peter Buck’s jangly Rickenbacker guitar, Mike Mills’ melodic bass, Bill Berry’s locked-in drumming, and Stipe’s layered yet somehow sophisticated and smart mumble created something that rewarded patience. It still does today…
That trust in their audience is something most brands spend years trying to manufacture but can never quite get right. There’s a marketing lesson buried somewhere in the grooves of Murmur. You don’t have to spell everything out. You don’t have to be obvious. The right audience will find you if what you’ve built is worth finding. Are you also targeting the appropriate audience?
Most of us tend to overexplain. We sometimes wrongly assume that our audience won’t get it unless we walk them through every step. R.E.M. assumed the opposite, and they built one of the most devoted fan bases in rock history because of it. They’re pretty much my favorite rock band. Oh, and I found this original pressing on IRS for only $12.00, and it’s almost in mint condition. 🎶
Anyway, what would happen if you trusted your audience a little more and explained yourself a little less?