The Day that DEVO Dialed.
It was 1999. The phone rang, which was rare because it was only Brand Fuel’s 2nd year in business and our phone use was primarily for outbound sales calls.
The guy on the other end of the phone explained that he was Mark with the band DEVO. He shared that a mutual friend at Rhino Records had referred him. He then asked if we could help him with marketing DEVO’s Anthology album. And then, it hit me like a warm tequila shot without a chaser. Is it possible that this was not some intern named “Mark”? Rather, was it actually THE Mark Mothersbaugh, the avant-garde singer in DEVO???!!!!! And it was him!
Why was this seminal moment so important? Sure, it was a massive confidence builder in relation to the power of relationships and referrals. But this opportunity had personal significance to me and my business partner and best friend from middle school, Robert Fiveash. Together, we grew up listening to punk rock (as well as sneaking into shows using our older brother’s IDs). Bands like The Ramones, Sex Pistols, Bad Brains, The Clash, and The Dead Kennedys ignited a teenage fire around rebellion, authenticity, and friendship.
When punk rock’s energy began to evolve and refine, New Wave music emerged. I fell in love with the artistry and uniqueness of bands like The Talking Heads, The Cars, The Police, The B-52s (I got the chance to book them for Band Together in 2012!), and you guessed it… DEVO. So, when I realized I was listening to spoken words from DEVO’s creative genius on the phone, I was giddy. I began scribbling Mark’s thoughts on one of those pink “While You Were Out” notepads.
What did he want from our newly minted company that, like DEVO, was founded on friendship, being an “original,” and used music as a connection point?
Mark asked if Brand Fuel could recreate some historical DEVO merch – a lenticular button – and have it pinned to a promo postcard. They needed it quickly to go to retailers like Tower Records, Sam Goody, Tracks, and Peaches (RIP to all of them). So, our creative team got to work, helping restore and recreate the photo of a bewildered-looking schoolgirl with two balloons with “DE” on one balloon and “VO” on the other. We made it happen, coming through swiftly and with large doses of pride! And new opportunities followed after that from Rhino. Thanks, Rhino Records!
People who know, know. DEVO is celebrating 50 years! So, when the recent Netflix documentary arrived, we gave it a watch. While our lenticular button did not make it into the movie, we were reminded about how philosophical, weird, witty, satirical, and artistic DEVO was. The band argued that rather than evolving, humanity was regressing (DEVOlving) into a more primitive, less logical state, a theme they explored with deadpan humor. They were pioneers!
Two closing thoughts:
- Never underestimate the power of connection through branded merch.
- Always invest in bands you love by purchasing their merch.
Danny Rosin, co-president and DEVO fan