STP VS Velvet Revolver: Which Brand, ahem, Band, Will Win?

Posted on May 3, 2008 by Eric Hebert
Filed Under Music Industry Analysis |

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For those of you who are not huge rock geeks, let me bring you up to speed:

Stone Temple Pilots, one of the biggest rock acts of the 90’s rock era, are back, with a new tour and album in the works.

Since their break up in 2001ish, lead singer Scott Weiland found new rock glory with ex-Guns N Roses’s rockers in Velvet Revolver, a very successful rock act since 2004.

The guitarist/bassist brother combo of Dean & Rob Deleo teamed up with Filter lead singer Robert Patrick for the one-off album, Army of Anyone.

After months of Real World-esque developments (STP reunion rumors, Weiland back in re-hab, canceled VR tour, the night Scott told fans that this was the last VR tour, the rebuttal, the kick-out party, more rebuttal), it is interesting to look at both of these bands and see who has the marketing and branding clout to trump one another.

I’m not saying that that’s what they are trying to prove, bit it’s an interesting analysis that I’m sure their management would love to consider.

Velvet Revolver got pissed at front man Weiland for his “irregular” behavior. The dude has displayed his unique characteristics for years, both on stage and off. He’s an ex-addict rock star lead singer, why is any sort of behavior new to these guys?

Weiland’s fans know this; they’re not pissed. They’re happy that their beloved Stone Temple Pilots are back together, and can’t wait to catch them on this tour.

What’s VR going to do now? Will anybody care when they find a new lead singer? The band is currently auditioning anyone it seems; soon they’ll be a contest via the web in a search for a lead singer!

Will this new singer take the band in a new direction, or will this “lead singer contest” turn into a bad episode of American Idol?

I feel over the years, Slash and the boys haven’t done a good job in the “brand nourishment” department. Sure, they were a part of one of the greatest rock bands ever, but it was short lived. After Guns N Roses, everyone forgot about them. Who really ever gave two shits for Slash’s Snakepit?

They were lucky to have the star power that Weiland has. The lead vocalist is the most recognizable and accessible sound for most fans (i.e. the non musician types) and that’s what Scott brought to the table.

You knew he was going to put on a show, and he did. And you knew the baggage that came with it.

Slash and the rest of the crew never gave me any reason to care about them. They don’t have the same charisma that Weiland and his STP brethen do. I haven’t seen their struggles like I have seen Weiland’s. They are not real to me (and being a character in Guitar Hero only supports my point).

Fans want something that they can feel a part of, something special. STP fans feel that. The real fans, the ones who have listened to every album. The one’s who saw there energetic live shows, who know the glitz and the glam side and also know the more real side of the band.

Branding is about creating relationships. Stone Temple Pilots spent 10 years developing theirs through their music, videos, and yes, antics of Weiland. We’ve seen them grow up, evolve, devolve, and now reinvent themselves.

Velvet Revolver? Soon to be a Van Halen of our time, with a new lead singer. Maybe they’ll get someone with a big following like Weiland and surprise me. I just get the feeling that I’ll be listening to a new STP record instead.


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