Stereo 550 ft. LoCash
A Q&A with Country Music Duo LoCash
The power of music is integral to communications and what we do as an advertising agency. Marketers and advertisers have long known the power of music to influence consumer buying. It’s all about emotion. As an agency with a rich and unique culture, we’re proud to provide Stereo 550, a platform that celebrates the beauty of music and brings a remarkable experience to the people of GTB.
Stereo 550 has been a musical platform at GTB for 10 years, bringing art and soul to our agency and drawing people together through music. Over the past decade we’ve hosted nearly 100 shows, from emerging artists to seasoned performers such as Portugal. The Man, American Authors, Neon Trees and Third Eye Blind. Ultimately, GTB connects artists to the communications world.
Our Dearborn office recently welcomed country music duo LoCash for Stereo 550. We met with them after their performance to chat about the journey from penning other artists’ top hits to performing their own and what they learned from marketing their very first album.
Q: You guys have helped write some hit songs for other artists; is songwriting how you got into music?
Lucas: Preston started musically performing because he was a preacher’s kid.
Brust: I started singing in church, then I moved to Nashville to song write, and I met Chris.
Lucas: And when I moved to Nashville, I was singing karaoke and some guy came up to me and told me I should audition for this job, it was King’s Dominion, Paramount Parks, and I did that and I fell in love with the music industry, country music specifically. That moved me to Nashville. Then we were blessed to write songs for Keith Urban, ‘You’re Gonna Fly,’ and ‘Truck Yeah’ for Tim McGraw, Joe Nichols, Scotty McCreery, there’s a bunch of them. And now we have our own hits, so it’s awesome.
Q: What was it like to go from songwriting for other artists to performing your own work?
Brust: When we wrote ‘I Love This Life’ it was on hold for a few artists, so we were excited. We were songwriters and we had seen the after effects of ‘You’re Gonna Fly’ for Keith Urban and ‘Truck Yeah’ for Tim McGraw, so we knew that if ‘I Love This Life’ got cut by this particular artist who had it on hold, it would be a payday for us. We were excited. And then all of a sudden, we fell into a record deal opportunity —
Lucas: Which was the reason I moved to Nashville, it was to get a record deal, not just to be a songwriter. But songwriting definitely helped us, it obviously revved the engine.
Brust: Since we had written ‘I Love This Life’, the record label had heard it and they were like, ‘Man, we really want you guys to have the song.’ So we took it off hold, which you don’t normally do in Nashville, but we took it off hold and we recorded it ourselves. And the rest is history, so thank God we did.
Q: What or who is your greatest influence?
Lucas: I think our families are our greatest influences, for real. We have the greatest families in the world. Now, it’s our kids.
Brust: It’s ever-changing. Personal, musical influences…
Lucas: If you go musical, I would say Garth Brooks. I like Mötley Crüe and Whitesnake.
Brust: Babyface’s songwriting is amazing.
Lucas: Boyz II Men. I like Frank Sinatra. Whatever floats our boat that day is what we listen to.
Q: You guys have built a loyal following throughout your career. What’s your favorite social media platform to interact on?
Brust: Probably Instagram is our favorite social media platform. We’re active on all of them. We pop on there, individually, together, all kinds of stuff. We do contests. We enjoy it.
Brust: Blow it up right now with this.
Lucas: We might even still have Myspace, I don’t know.
Brust: We do! I started all these things so long ago. Tom was our friend.
Lucas: Thanks Tom. Thanks for being there for us, buddy.
Brust: Tom’s still our friend.
Lucas: He’s our only friend there.
Q: You released your first album independently. What did you learn during that process?
Brust: Whoo, that’s a good question. Nobody’s ever asked us that. What was our marketing lesson from releasing our first album on our own?
Lucas: Wish it was in stores.
Lucas: Because we sold it basically out of the back of our cars.
Brust: You know, we gave a lot of music away early on because we just wanted the music to be out there. We would do meet and greets after our shows —
Lucas: For hours —
Brust: Where if you bought our music, you got to come backstage and hangout with us. It went from five people to 50 people to 100 people and all the sudden, it was out of control backstage. But we were trying to think of any kind of connection where our personalities could connect with the music on the album and the consumers —
Lucas: Could understand it, piece it together —
Brust: And put it all together.
Q: Is independent releasing a trend you expect to see going forward with artists looking to enter the industry?
Lucas: I think so. I mean we have a label. It helps a lot having a major deal because they do all the promotion and marketing, but I think the independent thing is really growing. Maybe not necessarily on radio, but with the streaming — iTunes, Spotify and all that. I think it’s really bringing it. YouTube Music is huge right now. Go for it. If you can do it, go for it.
Brust: It took us a lot of years to get a record deal, so we get it. You need to get out there and sling your music yourself.