Devo's lessons learned from a focus group: Don't give the kids a ballad
New Wave survivor Devo wanted its comeback album to be decided by a committee of sorts. The plan, outlined principal Gerald Casale, was to have fans choose the track list, allowing them to hear and vote on multiple takes of numerous songs.
Ultimately, as Devo unveiled the results of its online "song study" today, compromises were made. Working in conjunction with advertising agency Mother, Devo offered fans 30-second snippets of about 17 tracks, and fan voting narrowed down the band's June album, "Something for Everybody," to 12 songs. Yet with participants hearing just a brief sample of a song, couldn't the study have been manipulated in Devo's favor, giving fans only the most optimal 30 seconds?
Yes, admits Casale. But with about 40,000 participants streaming the songs online, Casale said Warner Bros. put a stop to giving fans access to full tracks. "In the end, among the corporate partners, the decision was made to limit the songs to 30-second snippets," he said. "Ideally, there would be a longer piece of the song so you get a better idea of the context. There’s definitely a lot of potential flaws in this methodology. We understand that. Yet it’s a little better than a radio call-out, where they do about 10 or 15 seconds and decide if that song could ever be on the radio."
Casale said the Los Angeles-via-Ohio band, which recently appeared at Coachella and is booked for KROQ's Weenie Roast on June 5, is largely in agreement with the songs chosen by fans. He said, however, that Warners nixed giving fans alternate tacks of each song, fearing it would be "too complicated." Yet the final track list contains the 2007 single "Watch Us Work It," as well as such songs as "Don't Shoot (I'm a Man)" and "Fresh," which the band has been performing live since early 2009.
So where did fans and band differ?