What’s in a name? Or a label? Classification of music reflects how society operates. Understanding is seemingly bequeathed by describing something in relation to something else or grouping apparently similar things together and giving this group a name.

A thoughtful musician might better describe a style of music by saying there’s either good music or bad music. For years, or at least their early years, The Black Keys were commonly described as a “blues” band or a “blues rock” band.

It’s been the role of reviewers and journalists to describe or pigeon-hole The Black Keys’ music for their readers. Considering The Black Keys a blues rock band or a rock and roll band is surely an irrelevant and lazy debate to have. Indeed, hadn’t everyone moved on by now? Who really cares? Well, apparently The Black Keys care.

Two recent events have recently peaked The Black Keys Fan Lounge’s interest.

Firstly, Dan Auerbach recently commented in an interview:

“When I listen to our records, I don’t hear blues music,” he says. “It’s ridiculous to say we play blues music.”

It’s been some time since such a clear expression of how Dan perceives The Black Keys sound has been noted. Irrespective of your views on the merits of music classification, a fan could be excused for wondering what they had indeed been listening to all these years.

Secondly, upon scrolling through The Black Keys Facebook page at the bottom of Wall section it is noted, as at 15 July 2010, that:

This might otherwise seem insignificant if it wasn’t the case that the new Genre is now “Rock and Roll”. Unfortunately it’s not possible to note the exact date of this change. However, The Black Keys Fan Lounge did upload a screen grab of The Black Keys Facebook page on 15 November 2009 for a post which clearly shows the band’s Genre as stating “Blues Rock”.

Clearly The Black Keys, or their Management, have:

• deemed it important enough to re-position the band’s classification on such an important fan platform as Facebook
• the incongruity of recent and past comments about not being a blues band was pointed out in relation to their Facebook Genre
• someone  just made an error in the classification of the band’s Facebook page and didn’t get round to changing it for a few years.
• the band’s sound has now evolved so far, especially in relation to Brothers, that Rock and Roll is now certainly the best description

The Black Keys Facebook Genre – 15 July 2010:

The Black Keys Facebook Genre – as at 15 November 2009:

Related posts:

1. Review: The Black Keys @ The Pyramid Rock Festival New Years Eve 2008
2. The Black Keys Facebook
3. The Black Keys and The Black Keys Fan Lounge on Google Plus

It came to my attention the other day that The Black Keys’ Facebook page is nearing 45,000 fans. That’s a pretty significant number for any band I would have thought.

It says something when (I think) Pat Carney can upload a grainy phone-taken photo of the new Blakroc album cover and the next day “326 people like this” and there are “85 comments” and rising. What this reaction says I’m not sure. Most comments are not really a debate or conversation, rather they are an instant expression. There’s arguably little engagement needed from the fans. Nevertheless it’s good to see Pat(?) sometimes commenting on some of the comments.

It seems you don’t have to do too much to get a reaction if you limit your appearances, interviews, and the flow of information. It also shows that Facebook is so dominant that most who like the band don’t necessarily seek out news about the band, though they will react when news is delivered to them. The Blakroc album image has been known for some time, it’s nothing new. But the strength of Facebook (and MySpace to a lesser extent because you have to subscribe to blog posts) is that it brings news into everyday life.

I’ve long thought about The Black Keys general media strategy and connection with their fans.

I’ve often wondered why The Black Keys:

• Don’t have a Twitter account for the band. Pat tweets but rarely.
• Don’t have an obvious RSS feed from their website for keeping track of their updates
• Have a mailing list sign up on their website and MySpace page but I’m very very rarely emailed anything
• Don’t make more use of their website – there’s little functionality on it and the only things that ever change are the odd News item or Tour Date announcement
• Even though they had a really good Forum connected to their website rarely ever administrated their Forum, until they removed it
• Rarely ever do special dedicated fan-only gigs. Those gigs where those who are and will become your loudest and biggest advocates have got tickets via competitions or subscriber-based invitations.
• Release rare video footage or sell quality live show recordings via their site.

You could argue that the absence of these common features, that other bands make use of to broaden their appeal, is a good thing. Maybe The Black Keys don’t need to try and (over) expose more of themselves. Their success is hard earned and credible, based on the music, and that alone is the appeal in an over-hyped world. Maybe.

The Black Keys’ label Nonesuch has a really good website and clear understanding of promotion. It’s a reflection of their DIY ethic that Dan and Pat retain control with the flow of updates across MySpace, Facebook and their website. I don’t think this is a bad thing (it’s very credible) but I’m not sure if they are limiting their media reach by not having someone dedicated to doing more on their behalf. And maybe if they reached out further through available social media they could retain their authenticity but also increase their appeal to new fans.

I would have thought the band’s DIY roots would necessarily mean they really drove their success by engaging more fully with their fan-base through social media technologies.

With the new Black Keys album being relased in April 2010, no doubt there will be a new website look and feel to reflect the album packaging. Hopefully some of the functionality on it improves and with it a closer relationship with their fan base.

No doubt there will be many more than 45,000 Facebook fans when the new album is released.

Related posts:

1. TheBlackKeys.com New Website Look
2. How To Be A Modern Fan Of The Black Keys
3. Vote To Return The Strange Desire/The Flame Medley To The Black Keys’ Setlist