Norman Matthew

I’ve been nominated for 2012 “BEST LOCAL HERO” by What’s Up Magazine & didn’t even know! Thanx 4 telling me mom ;) I’m completed honored just to be thought of..

http://www.elpasoinc.com/whatsup/best_of_the_best/article_7e9924de-8cac-11e1-8cae-001a4bcf6878.html?mode=story#.T6asmJgRTBw.email

LACUNA COIL and BURN HALO have tapped MURDER FM to open select shows for them in April 2012!

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4/14 Dallas,TX @ Trees w/Burn Halo

4/21 El Paso,TX @ Tricky Falls w/Lacuna Coil

Full show details & ticket info at www.MURDERFMmusic.com

In LA,twice within 2 weeks,first to speak @ NAMM Convention,then to perform @ The Roxy, I finally realized just how comical and Spinal Tap Hollywood (more specifically ,the music business scene can be).

Lemme explain. Living in Dallas and growing up in El Paso,TX, ive always kind been removed from living the “Elevator Pitch”, eventhough I,at times have to do it. Its a necessary evil when trying to promote yourself and your career,but where and when should the line be drawn and when does it stop becoming a high school popularity contest revolving around what you are doing status wise in the business to = how cool you are.

Exhibit A: i saw a fellow musician friend of mine i haven’t seen in a while. sweaty and drying off after the set,my brother and i were excited to see him. i asked “hey man, how are YOU doing?”and he proceeded to rattle off his laundry list of new endorsement deals and what not. While i was WAY proud of him and happy for him, it really didnt make a difference. You see, i ALREADY think he is a cool guy and great musician which is why he’s my friend. I truly wanted to know how HE was doing and it hit me..”since when does WHAT you are doing = HOW u are doing and am I stuck speaking to personal friends in Elevator Pitch?”

The coined term “Elevator Pitch” is music business jargon for the “Quick,Hard Sell”. The concept is, you’re in the elevator and Mr.BigWig Record Exec is in it with you for 2 floors, here’s your chance to tell him about you and your music, you’ve got 11 seconds to give him the “elevator pitch” and sell yourself.

I’m guilty of this without a doubt,but am now starting to see the line between where my music persona and personal persona end and begin, so I’m slowly learning how to answer WHAT and HOW accordingly, so bare with me.

For those close to me who I have given the “Elevator Pitch” and “Hard Sell” off a simple Hey,Whats up, I apologize,it’s my autopilot business man kicking in. Thanx for supporting me and putting up with me along the way…

www.twitter.com/normanmatthew (my quick sell habit is hard to break ha!)

“The music business is a cruel and shallow money trench, a long plastic hallway where thieves and pimps run free, and good men die like dogs. There’s also a negative side.” - Hunter S.Thompson

The NAMM Convention, for those of you not familiar, is a HUGE “Invitation Only” music industry trade convention held every year in Anaheim,CA, filled with fans of music, retailers, musicians, VP’s of companies, Rockstars,Rock Legends,Rock Icons and musicians looking to get endorsements, while fans are looking for autographs.

The First NAMM Convention I attended was years ago with my younger brother Devon (of the band BETA WOLF) and I scored passes thanx to my first endorsement, BABICZ GUITARS / FULL CONTACT HARDWARE (thanx to Jeff Carano). My brother showed up wild eyed at all the gear while I showed up with a backpack full of press kits & a heart filled with dreams.

Over the years I would walk around making my mark and thanking those that helped me make a mark while pointing and yelling “is that BONO? look it’s Nikki Sixx! OMG, did I just pass Stevie Wonder after just standing in line to pee with Yngwie Malmsteen (80’s Neo Classical Guitar God). Its a surreal world and every year I wished I was the one signing at the booths,taking pictures and signing autographs for fans while walking around with arm candy staring at Gear booths adorning my image on their displays..

Fast forward a couple years, a Sold Out UK tour, Two Top 10 European Videos,Stinky Tour Bus and an appearance on the video game ROCK BAND 3 for xBox,There I was, standing with my wife, about to speak about my “Production & Songwriting Techniques” while staring at a life size image of myself next to HOLLYWOOD UNDEAD (who I was lucky enough to remix this year), across from DAVE NAVARRO at the ROLAND / CAKEWALK Booth. All this came the day after a meeting with Producer John Ryan (of SEAL,STYX„SANTANA Fame…and whose load of Platinum Albums blinded me,comparable to that of my mentor BEAU HILL of RATT,ALICE COOPER Fame *side note: as if I wasn’t lucky enough to have already learned from a legend*).

WOW, I had become THAT guy. The musician I used to dream to be like…I have arrived and I couldn’t be more thankful,honored and excited…I did however miss my two beautiful dogs,but wow, it’s 2012 and I’ve finally got my crack at bat. Apparently dreams are possible and i’m in FACT,not delusional…Chase Yours!..Now,to survive in it!

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