Mark Morton, the guitarist of Lamb of God, reflects on the band's journey and the transformative changes in the music industry over the past three decades. In an interview with Premier Guitar, he discusses the multifaceted nature of the band's operations and the evolving landscape of music consumption and revenue streams.
Morton highlights the diverse activities Lamb of God engages in, including live performances, touring, festival appearances, music creation, and merchandise sales. He notes that these various aspects of the business have evolved independently, with touring and record sales experiencing significant shifts. The guitarist reminisces about the days when physical record sales were prevalent, dominated by CDs, and now observes a resurgence in vinyl sales. Streaming, he acknowledges, has become the primary method of music consumption, marking a substantial change in the industry.
Despite the challenges, Morton emphasizes the necessity of adaptation in any business. He reflects on Lamb of God's 2003 deal with Epic Records, a major label, which provided financial relief and resources for the band's early years. However, he also acknowledges the pressure that came with this deal, particularly the self-imposed pressure to deliver creative and commercial success. Morton's perspective highlights the delicate balance between artistic integrity and commercial viability, a struggle many artists face.
The upcoming release of Lamb of God's new album, 'Into Oblivion', scheduled for March 13 via Epic Records, showcases the band's continued evolution. The album's production and recording process, involving multiple locations, reflect the band's commitment to their identity. Morton's home studio in Richmond, Virginia, and the legendary Total Access studio in Redondo Beach, California, contribute to the album's unique sound. The band's collaboration with producer Josh Wilbur further underscores their dedication to artistic excellence.
Morton's insights offer a glimpse into the complexities of the music industry, where artists must navigate changing consumer habits, financial pressures, and the constant need for creative evolution. His reflections provide a valuable perspective on the challenges and opportunities that shape the musical landscape, offering a nuanced understanding of the band's journey and its place in the industry.
