DEVIN TOWNSEND talks about importance social media for building and sustaining artists careers
07-11-2024
In a new interview with Metal Blast, Canadian singer, songwriter and producer Devin Townsend weighed in on the fact that in addition to promoting music and connecting with fans, social media has also become a valuable tool for artists to monetize their work. He said in part: “I think it’s something that a lot of people in the music industry, specifically in sort of the positions that I reside in, sort of mid-level in a small genre, there’s a lot of people that just refuse to do it. And I can understand that because if you weren’t raised in that environment, it seems like it’s in direct opposition to why you got into it in the first place. And I can certainly sympathize with that sentiment. However, the reality of it is that it’s simply what it takes at this point to create engagement with an audience that is so distracted that the choice is ours.”
He continued: “I find that the position I’m in right now, because I took time off — I’ve taken about two years off of social media, where prior to that I was very active on it — but I just found that the exhaustion that comes from these constant updates is just… It’s less even the workload that goes into creating content like this, it’s more of the implication, at least for me, that what I do is so important that it warrants that amount of silly videos. Like every morning — I woke up this morning and I got requests for another five or ten videos of me doing stupid shit… But I think the thing is you either you either do it or you don’t. And that’s entirely your prerogative. But my work is so important to me that in order to continue doing it, I have started to reconcile that I need to really get that sort of part of my world in gear. And I think that the people who hate it and the people that I relate to that they’re, like, ‘Oh, dude, this shit is so annoying,’ they’re probably not gonna be on those platforms in the first place. So I think that whatever sense of humiliation comes from dancing on one foot for (some web site is) something that you just have to get on with, man. And I’m currently in the process of reconciling this change, because it happened much quicker than a lot of us expected and I think there’s gonna be a lot of people from my generation that will just be left behind because they just have no desire to do so or don’t see the importance of doing so. But regrettably, there is an importance in it.”
Devin Townsend‘s latest studio album, “PowerNerd”, came out on October 25 via InsideOut Music. In celebration of the release he shared a music video for his single “Gratitude”
Watch “Gratitude” below.
Devin said: “‘Gratitude’ is a simple song in the vein of ‘Life’ or ‘Stagnant’ (from ‘Ocean Machine’ and ‘Terria’, respectively) that acts as a simple way to continue the theme of ‘PowerNerd’.
“I’m grateful for the lessons, I’m grateful for the swings and roundabouts of life, I’m here for it. Retaining equilibrium during challenging times is a job in and of itself, and in a sea of nihilistic thoughts, having ones creative output as a tangible expression of gratitude is in many ways the whole point for me at this stage. In any event: I feel like I’m dumb as a rock, and life is so incredible and absurd that I just feel the urge to say ‘thank you’ for all of it. If the quality of people who surround me and this work is of any indication, we’re pointed in the right direction.”
On Thursday, March 27, 2025, the lifelong work of visionary musician, composer, and producer Devin Townsend will unfold in De Oosterpoort in Groningen, where he will perform the rock opera The Moth together with the Noord Nederlands Orkest symphony orchestra. Previously announced as one time and worldwide exclusive, the second show is now added, on March 28th, also in Groningen.
In a new video message, Devin stated about the upcoming event: “Ladies and gentlemen, my name is Devin Townsend and I am here to invite you to Groningen in the Netherlands March 27th (and March 28th) 2025 for the world-exclusive performance of ‘The Moth’, which is a musical-slash-opera that I’ve been writing for the past 10 years. Arguably, my entire career and life has led up to this moment. And I was propositioned by the North Netherlands Symphony Orchestra And Choir to perform my composition as a world exclusive with their 70-person-strong orchestra, 50-person-strong choir and my band.
“The North Netherlands Symphony Orchestra And Choir is one of the elite orchestras in the world, and to say that I am honored that they would be willing to take a chance on this strange, abstract, heavy, bizarre musical that I’ve been writing is an understatement. I can’t tell you how honored I am to be working with this orchestra.
“My band will be performing with me — Mike Keneally, Darby Todd, James Leach — and the opening act for this show will also be me, but it won’t be a musical; it will be a performance of the material that I’ve done in the past. It’s like a show, in a way — in many ways.
“But I stumble over my words here because this is such an honor for me and I can’t wait to make this happen with you there. It’s the first big performance like this that I’ve done post-pandemic. So all of you who used to come to the shows in Plovdid (Bulgaria) or Royal Albert Hall (in London) or ‘The Retinal Circus’ or any of these things, we sort of became a strange little empathetic family. And I highly welcome you to come to this. It’s a world-exclusive performance.
“After years and years of doing this, to finally have the opportunity to write a musical, to write an opera and to perform it as a world exclusive with one of the finest orchestras and choirs in the world is beyond a dream come true. And I assure you that the work that I’ve done on ‘The Moth’ is — uh, it’s intense.
“‘The Moth’ is a solo vocal performance, and I intend to be in the best form that I can to be able to pull that off for you.
“This career has been so full of highs — and lows, but highs — and this one promises to be the most prestigious of all events that I’ve done.
“Thank you so much to the North Netherlands Symphony Orchestra And Choir for the opportunity for this world premiere of my first musical.
“It sounds so funny to say — I know it sounds pretentious — but I grew up in the ’70s and ’80s and I love that sort of thing. And I think I’m fairly adept at writing that type of music; I’ve just never had the opportunity to share it. So please come. And thank you so much for the support. Thank you to the orchestra and choir. I mean, for them to take a risk on a scrubby metalhead is beyond flattering, and I intend to live up to their expectations and yours in every possible way.
“Thank you for allowing me to do this. Thank you to the orchestra. I look forward to seeing you at the world premiere of ‘The Moth’ musical in Groningen, the Netherlands, March 27th (and March 28th), 2025, world exclusive with the North Netherlands Symphony Orchestra And Choir. It’s an absolute pleasure. I look forward to being there and I’m gonna get to work. I’ll see ya. Cheers.”
Townsend is renowned for his groundbreaking fusion of metal, progressive rock, and ambient music. With a career spanning more than 30 years, he has pushed the boundaries of musical genres and collaborated with world-famous orchestras, establishing an unparalleled artistic legacy.
For his latest project, he has teamed up with the Noord Nederlands Orkest and composed “The Moth”, a “rock opera” he has been working on for years, which represents his lifelong ambition. “The Moth” tells the story of the human experience from birth to death, comparable to the transformation of a caterpillar into a moth. It symbolizes the human quest for meaning and offers perspectives on the fear of death through analogy and narrative. Ever since Townsend witnessed large musicals such as “Jesus Christ Superstar” and “Phantom Of The Opera” in the 1970s, he has seen this project as his calling.
“The Moth” has been in the making for over a decade, and Townsend has been building towards it for 30 years. Now, he is ready to bring it to life. He will share the stage at De Oosterpoort in Groningen with no less than seventy musicians from the Noord Nederlands Orkest, a sixty-member choir, and his own band, which includes Mike Keneally, Joseph Stephenson, Darby Todd and James Leach.
Ticket sales started on Friday, September 27 at 5:00 p.m. via www.spotgroningen.nl.
VIP upgrade packages with meet-and-greet and exclusive goodies will soon be made available.
Devin Townsend has released the official music video for his new single, “Jainism” earlier this year. The track is taken from his upcoming studio album, “PowerNerd”, which is due on October 25.
Watch “Jainism” below as well as the previously released “PowerNerd” below.
Townsend‘s career is one of many distinct eras. He’s been the leader of STRAPPING YOUNG LAD, the lynchpin of the DEVIN TOWNSEND PROJECT and the co-architect of country duo CASUALTIES OF COOL, all while maintaining his prolific and lauded solo project. Now, the polymath’s newest era starts with “PowerNerd”.
“It was a conscious thing,” Devin says of his brand-new album, the music on which he wrote in just 11 days. “I thought, ‘I’ve spent so much time overthinking every aspect of my work — what would happen if I didn’t?’ Maybe I would have the opportunity to be a bit more direct with what it is that I’m trying to do. I really wanted to see if I could cut through some of the meandering.”
However, that aggression is far from the only thing to come from “PowerNerd”‘s 11 episodic tracks. “Dreams Of Light”, by comparison, is an evocative and dynamic four-minute ballad. “Younger Lover” calms down from an explosive opening to lush verses of synths and singing, whereas “Falling Apart” and “Jainism” add texture after texture on top of dulcet, acoustic introductions.
Where “PowerNerd”‘s music was written in less than a fortnight, its lyrics were refined over a far longer period of time into a narrative about strength and healing. On “Falling Apart”, Devin commands himself to “keep the tension under control.” “You’ve got to believe that things will only get better,” subsequent song “Gratitude” powerfully declares. These uplifting messages even play into the record’s title.
Devin offers as a definition: “I would say that a powernerd would be somebody that has a tendency that society has deemed weak or not valuable, whether that’s empathy or being an insular person or an introvert, and turns that into a type of personal power. It’s like, ‘Okay, yeah, I’m sensitive to this, that and the other thing, but man, I am going to pull through! I am going to do things with that sensitivity that are rooted in strength.'”
POWERNERD – noun
1. A person of any gender who has, through tenacity and perseverance, turned what society may deem as a ‘weakness’ into a superpower.
2. A total fucking badass.
3. You.
“PowerNerd” will be available on several different formats, including a limited 2CD+Blu-ray artbook (featuring the album, bonus tracks and Devin‘s first-ever Dolby Atmos mix),limited 2CD digipak in O-card, standard CD, gatefold 2LP and digital album.
The full track listing for “PowerNerd” is as follows:
- PowerNerd
02. Falling Apart
03. Knuckledragger
04. Gratitude
05. Dreams Of Light
06. Ubelia
07. Jainism
08. Younger Lover
09. Glacier
10. Goodbye
11. Ruby Quaker
The album’s artwork was created by longtime collaborator Travis Smith.
As well as express strength through adversity, “PowerNerd” will open the door to Devin‘s immediate future. Its positivity and succinctness will soon be contrasted by follow-up “The Moth” — described by Devin as “orchestral, over-the-top, dark and uncomfortable” — and the “alien weirdness” of finale “Axolotl”. Both efforts have already been written, and together the trilogy will express the mind-boggling range of this man’s musical talent.
“PowerNerd” recording lineup:
Devin Townsend – Vocals, Guitars, Synths, Bass and Computer
Darby Todd – Drums
Diego Tejeida – Keyboards, Synths
Mike Keneally – Additional Keyboards
Jean Savoie – Additional Bass
Aman Khosla – Additional Vocals
Tanya Ghosh – Additional Vocals
Jamey Jasta – Additional Vocals
The album’s artwork was created by longtime collaborator Travis Smith, and can be seen below:
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