Selling Out

Back in the 1990s, grunge basically destroyed mainstream heavy metal. Tons of popular thrash metal bands and glam metal groups got thrown to the wayside in favor of this new angst-ridden style of rock music.

While glam metal bands all did fairly different things to survive, thrash metal bands were left with two options: sell out and get less extreme, or go underground and get heavier. Death metal and black metal gained underground followings that were devoted, yet not necessarily very large. A few thrash metal bands, most notably Testament, were able to switch over to a death metal style successfully. But a lot of other groups were left with no other choice but to sell out.

Selling out was seen as treason by metalheads across the world, who wanted their favorite groups to get heavier, not less intense. However, for thrash metal bands in particular, it was a business decision. Bands such as Metallica and Megadeth made the best of changing trends and managed to put out legendary rock records. Other bands didn’t have as flexible of an identity, and ended up forcing out terrible records.

Selling out is the worst form of sin that a metal band can commit. Getting less heavy to make money instead of staying true to one’s roots is seen as a terrible idea. For Metallica and Megadeth, it was more of a musical progression, even though a ton of fans still didn’t see it that way. Those musicians were getting old and they adapted to keep themselves comfortable and to keep their music close to their hearts. 

To me, selling out is when a band loses its identity and tries to force out records to make more money. Sure, Metallica and Megadeth wanted to make tons of cash, but they didn’t force anything out. It all came naturally, and that was fine. 

Nowadays, the term “selling out” isn’t really used anymore. It’s just not really necessary. With the invention of the Internet, music has become much more niche-based. Because of this, records don’t sell well and becoming popular is much more difficult. Furthermore, heavier and heavier bands keep gaining more mainstream exposure due to constantly growing Internet-based followings. For example, The Dillinger Escape Plan and Gojira are two bands that are signed to some of the best heavy metal labels and are headlining major tours, yet they are both extremely heavy groups. 

Mainstream metal has just changed. The tolerance of music lovers for less accessible styles is increasing. Furthermore, touring metal bands (even legendary ones) aren’t doing as well as they used to. Concerts aren’t selling quite like they once did. The economy is tight and people don’t have the money to throw away going to huge concerts anymore.

Does this mean heavy metal music is dying? Of course not, but there is no money in it anymore. At least, there isn't a large sum of money like there used to be. Bands have no need to sell out because it does nothing for them. By making one’s music more accessible, it just simultaneously isolates and welcomes in different listeners. It’s a pretty even trade off. 

So can the term “selling out” be used at all anymore? I think so. I think the term is changing meaning, though. Now getting less heavy is more of an artistic decision than it is a business one. Therefore, I don’t think the term can be applied in that context anymore. 

I think selling out is now when a band takes too much influence from other bands and starts adapting its signature style in order to sound like someone else.  For example, last year Avenged Sevenfold and Trivium both sold out in my eyes. Avenged Sevenfold’s newest record took influence from just a ton of different classic metal artists, which is fine to an extent. However, Hail to the King really didn’t sound that much like an Avenged Sevenfold record to me, and that’s how I think the line was crossed. Meanwhile, Trivium’s newest record sounds like a Disturbed album. The band didn’t mean for it to come out that way, but after hiring Disturbed’s lead singer to produce, the band should have been more self-conscious. 

So yeah, that is how I think the term “selling out” is starting to change. What do you think, metalheads? Is the term “selling out” changing its meaning? It’s all up for debate, but I think it’s a pertinent topic in metal to discuss. I urge you all to go to your favorite metal forum and discuss the topic because it’s an interesting one and something that is very relevant now in the heavy metal community.