Is drum corps marching band?

[Walter]

Thought that was "Trumpet Band"..

And I ain't even Canadian. :P

Jim, using metric conversion it's, "Trumpet Band" !!

And as for you not being Canadian....I'll leave that alone !!

Edited September 25, 2006 by ODBC

[MikeD]

That is what I was getting at.

What DCI must do is seperate the two activities not the two performing groups. (I confused myself)

Why would DCI want to do that? They are marketing to the scholastic musicians calling DCI the Major Leagues of Marching Music. That is where most of the differences lie...in the intensity and single-focus of drum corps being a summer activity, as opposed to being part of the school year...one thing among many a student has to deal with.

[danielray]

Like Hoppy said, to people not in the acrtivity: Drum Corps = Marching Band.

Actually, this whole discussion around here on this extremely unproductive argument didn't start with the presentation he made... but a post that I made ages ago.

For reference, here is the point on this that I posted years ago. I actually don't feel so much the same on all of these issues (other than the fact whole argument against it is Klingon-level geeky...), as many of these issue have really been addressed in since then. DCI has made some great strides since in marketing and communication, and have what seems to be a solid roadmap for this.

After several years of absence from the drum corps, I have a renewed

interest supporting the activity, its future and sustainability.

Given the perspective of this absence, it is surprising to see that

such fervent argument still exists concerning topics that are over 10

years old – amplification, modified instrumentation, ensemble size,

etc. Equally surprising is the fact that not much has really changed

programmatically in the last 10 years. Granted, this is only from what

I have seen on video (I live in Europe now, and haven't much

opportunity to see live performance), but to compare the dramatic

changes from 1980-1990 or 1970-1980 with those from 1990 to the

present might indicate that the activity has arrived at a bit of an

impasse.

Knowing the many wonderfully creative individuals that dedicate their

thoughts, energies and lives to this art form, it would appear that

this impasse would not be fault of the creators, but rather a near

exhaustion of possibilities given the limitations of current

structure. Simply stated – the rate of program innovation has outpaced

that of the activity as a whole. If this issue is not resolved, it

will threaten the sustainability of drum corps.

Since my involvement in drum corps, I have built a career in marketing

and advertising. Hence, the purpose of this post is nothing more than

to offer an assessment from a purely marketing perspective – one not

often heard in this forum.

To begin, the most fundamental and universal truth in marketing –

"The inability to adapt to a changing market will result in loss".

Has the market (potential participants NOT spectators) changed since

DCI's inception?

Has DCI and/or its member organizations adequately adapted to these

market conditions?

Of course, there is the argument that something such as drum corps is

not a product or something that can be commoditized (and the idealist

in me might somewhat agree). However, the reality is that of intense

competition for attention and participants, with the thousands of

other possible activities that youth have option to become a part of.

In order for the drum corps activity to successfully compete for

attention in a quickly changing market, it must first accept a certain

reality. This reality is not of how drum corps wishes to define

itself, but is rather of what it truly is and how it is outwardly

perceived. Once accepted, only then does the option to redefine itself

exist. Ironically, what should be considered affirmation, are

precisely the issues that are the activity's largest source of

contention.

1) Drum corps is an obscure activity

2) Drum corps is a youth activity

3) Drum corps isn't cool

4) Drum corps is marching band

DRUM CORPS IS AN OBSCURE ACTIVITY

To look exclusively at numbers, drum corps with its 5,000+ performers

(DCI 2003 Championship Site Information Kit) is a rather small and

unknown activity when compared to other national not-for-profit youth

organizations:

- 20+ million youth sports participants under the age of 16, with 1.3+

million coaches in America. (National Youth Sport Coaches Association

– December 2001)

- 6.8 million youth participants in 4-H, with more than 610,595 adult

volunteers (National 4-H Council – November 2002)

- 3.3 million youth participants in Boys & Girls Club, with 3,103 club

locations and 36,000 professional staff (Boys & Girls Clubs of America

– Annual Report, December 2001)

- 3.3 million youth members of Boy Scouts of America, with 1.2 million

adult volunteers (The Boy Scouts of America – December 2001)

- 3.3 million young people involved in cheerleading throughout the

United States (Lifestyle Ventures, LLC, publisher American

Cheerleader® magazine – September 2002)

Though small in comparison, the drum corps activity has an excellent

opportunity for growth. However, this growth can only be achieved by

becoming more accessible to young performers in other, broader-market,

cross-over activities (marching band, winterguard/drumline, etc.)

while demonstrating a willingness to accommodate corporate

sponsorship.

Compare the current state of DCI to NASCAR pre-1972, who themselves

describe everything after this period as the "Modern Era of NASCAR".

Before 1972, NASCAR had built a world-class group of participants and

dedicated following of supporters numbering tens of thousands.

However, growth seemed slow and limited with such an expensive

activity to produce and promote.

In 1970-71, many changes in the point system, rules and general

structure were suggested, but vigorously opposed. These changes would

make the activity more accessible to participants and spectators,

while making events easier to produce, but many purists felt that it

would dilute the sport or change it too much and threatened to leave.

Upon pressure from a potential sponsor (RJ Reynolds Tobacco Company

and its Winston brand) the rules and management were changed and many

supporters did in fact leave the activity.

These hundreds that left were quickly replaced with what now number in

the millions of supporters world-wide and NASCAR was transformed into

an extremely profitable activity, grossing multiple millions of

dollars annually.

Though DCI's market potential is nothing near that of NASCAR, it is

reasonable to believe that a similar approach could result in

significant growth and financial stability. It is also reasonable to

believe that the organization and its member organizations can and

should become 100% sustained and profitable through corporate

sponsorship and licensed merchandising. The ‘Old Navy Summer Music

Games' or the ‘PEPSI - The Choice of DCI Tour' might have a nice ring

to it from the inside of a nice air-conditioned bus that is paid for.

DRUM CORPS IS A YOUTH ACTIVITY

More specifically, Drum Corps International (DCI), according to their

mission statement is exclusively a youth activity. The current primary

focus of the activity is the experience of the participants.

- "Drum Corps International (DCI) is a non-profit youth organization

servicing the world's junior drum and bugle corps and related

activities."

A sampling of mission statements of DCI member organizations

reinforces this idea.

- "The Blue Devils is a non-profit youth organization dedicated to the

pursuit of competitive excellence through the discipline of the arts."

- "The mission of Youth Education in the Arts is to support the

development of young people into magnificent human beings through

participation in the performing arts."

- "The Glassmen provide opportunities that promote and develop life

skills and personal enrichment through education, participation and

performance."

- "The mission of the Santa Clara Vanguard is to provide the

opportunity for young adults to perform in a highly competitive

performing arts activity."

Other options do exist for drum corps as purely a form of

entertainment and that are not limited to youth participants. Most

notable is Drum Corps Associate who, in contrast, state that "Using

entertainment as a primary goal, DCA performances are unique and

represent ‘state of the art' in mass appeal drum and bugle corps."

Furthermore, "DCA strives to provide performers with stimulating and

rewarding social experiences, to provide a competitive outlet for

performers, and to entertain and excite the audience".

DRUM CORPS IS MARCHING BAND

The argument that drum corps is not marching band has been quite a

stubborn one, but with the best of intentions. Over the past 30 years,

however, drum corps and marching band have become so similar that

anyone unfamiliar with drum corps would not immediately identify

differences between the two. Given that nearly everyone in North

America has some awareness of marching band, the argument that drum

corps is not marching band - from a purely marketing perspective -

seems ineffective and a wasted opportunity.

In product marketing where there is an assumed market familiarity with

a product similar to one that you wish to promote, the choice to

highlight the similarities vs. differences is determined by the

audience's level of knowledge of the product in comparison.

- If they are more knowledgeable it is most effective to illustrate

the differences.

- If they are less knowledgeable it is best to focus on the

similarities, and discuss differences later once their familiarity has

increased.

- If you do not know their level of knowledge, assume that it is less

until it is proven greater.

Another marketing and promotion concept is an ‘elevator pitch'. The

term comes from an old guerilla marketing tactic of jumping into an

elevator with a difficult to catch executive and giving a quick

concept pitch in a place that is reasonable to casually "run into

them" and where they are physical unable to leave for 15-20 seconds.

This is a highly-condensed presentation with only a few seconds to

communicate an idea to someone that you have no idea what level of

familiarity they might have with the concept.

To more clearly illustrate this, a snippet of an ‘elevator pitch'

promoting drum corps might be something like this…

"So, drum corps is marching band?"

"Yeah, but probably not like any you've ever seen. It's a semi-pro

deal with months-long national tours, radio spots and an hour-long TV

special. Think of it like the major leagues, with marching band a sort

of farm team. It's intense, fast paced and seriously loud… and kids

(and some adults even) go crazy for it. You've got to see it"

"… and marching band is drum corps?"

"Nope, it's pretty much the same idea though, but like I said a bit

less intense, a bit slower pace. Again, you've got to see it."

In a more literal sense there are those that argue that drum corps is

becoming too much like marching band and that if changes are made in

the rules of DCI to broaden its definition they will no longer support

the activity.

Though unfortunate to lose any support, in reality, a loss of up to

15-20% of current support (if the structure of drum corps were

modified to expand the instrumentation to include marching band

instrumentation) would become largely unnoticeable within a few years,

given the sudden increase in the potential number of participants

(current marching band members). With the number of potential members

over 200 times the current number of participants, this expanded

market is more attractive to corporate sponsorship than the existing

drum corps market.

Were DCI a corporation, rather than a not-for-profit organization,

faced with similar decisions in possible market expansion (a loss

15-20% of current supporters in exchange for an exponentially larger

potential market) the decision not to undertake risks of expansion

would be considered fiscally irresponsible.

For those that are drum corps purists, their support could be directed

to Drum Corps Associates, which is more traditional and

audience-centric by definition. They would welcome the support and the

net result is a 'win-win' with increased support for and participation

in all marching music activities.

DRUM CORPS ISN'T COOL

This one definitely falls into that category of having to accept the

facts before an ability to redefine. The youth market is extremely

competitive and is the fastest changing of any market segment. There

is no cost/value matrix, no brand loyalty in this market. All

fundamentals of marketing go out the window with the youth segment,

replaced by one golden rule…

"The market is led, fed or dead by the perception of cool".

Drum corps is not alone in the growing un-cool crowd. Traditional

sports such as football, basketball and baseball have been struggling

for the attention of this essential market segment. Their future,

quite literally, depends on this.

A few years back I had as a client NFL Players, Inc. (marketing and

licensing division of the NFL). In less than 10 years the NFL had lost

more than 40% of their once booming youth market segment. They'd lost

this attention to skateboarding, snowboarding and other extreme sports

along with video games. Football was no longer cool.

To redirect the attention of this group back to football required an

"if you can't beat ‘em, join ‘em" approach. I pulled together some

artists from Marvel Comics, a writer from Fox tv and soon Kurt Warner

was in space fighting an evil robot army, Randy Moss and Jerome Bettis

went snowboarding in the Himalayas, while Emmitt Smith and Jason

Seahorn traveled back in time and saved to planet. We did animation,

video games and published a football magazine that could've easily

been mistaken for the skateboard mag Thrasher. Problem solved and

everyone was happy.

I'm not suggesting drum corps on snowboards (but, wouldn't that be

cool?), but to keep competitive for the attention of potential

participants it can't be expected that the same approach used 15, 10,

5 or even 2 years ago will continue to be effective.

Television is an incredible youth marketing opportunity. While the

television production quality for the DCI championship broadcast has

been quite excellent over the years. I do wonder, however, what the

impact on new membership might be if the broadcast format were

overhauled.

Faster cuts, tighter edits, and a visual style more like MTV-Sports

than College bowl game might better hold the attention of the young

first-time viewer. Show a mixed age group of on-screen personalities

while ditching the stale and stationary sports-commentator style of

presentation. Get them moving, get them involved with the crowd.

Footage with more behind the scenes ‘reality' stuff that follow key

individuals for the entire season (tour diaries meets MTV-RoadRules)

could connect with a Web site and be updated daily during the summer.

A new format like this could go a long way in finding alternative

broadcast outlets and sponsors.

As for the die hard fans that might find this change unsettling… a DVD

would have full shows with an option of a ‘staff commentary' voice

over track (similar to director's commentary with film DVD),

interviews and bonus footage for each corps in addition to broadcast.

Merchandising, for many drums corps is what currently keeps them on

the road. Without this cash flow the activity would, quite literally,

come to a standstill. There are, however, options for organizations in

merchandising – licensing models similar to NFL (though largely scaled

down), that could provide identical cash flow, while removing

liability and responsibility, increasing sales, yet maintaining

control.

Anyway, I seem to have gone on here quite enough. As I had mentioned

before, the intent of this post was to simply provide a fresh and

purely marketing perspective on the current state of the activity.

And for the die hard purists firmly against any change in the

structure, instrumentation, et cetera … send me your address I'll see

if I can dig up and copy my ‘Blue Devils Drum & Bell Corps' bootlegs

to send your way, seriously. They're on 8-track, if you've got a

player.

Edited September 25, 2006 by danielray

[morganhill]

Call it a dog of a different color, it still is a marching band. What true drum corps marches tubas and trumpets? NONE! Thanks to Hoppy & his loyal followers.

[audiodave]

OK, good point, so why was the original question even asked ? B)

I think the question was to determine what general public sees it as.

Not us here on DCP or marching band people. We all know the difference.

Like Hoppy said...Drum corps = Marching Band (to the general non marching public)

Of course, that means that the question should not have been asked here. (?)

Edited September 25, 2006 by audiodave

[t-mac]

If my grandmother had balls, she'd be my grandfather.

They are basically the same, but drum corps has balls! ^0^

:spit:

Was I the only one who spit all over my screen when reading this response?!?

Classic!!

[zarblap]

Correct, bands are not drum corps.

Drum corps are bands.

Edit: Drum corps has ALWAYS been marching band. It's not some new change to the basis of the activity.

It's always been a musical ensemble (or band considering the lack of strings) composed of brass marching around.

A marching band

OK if you insist...drum corps are a band without reeds and drum limes that kick ####### ### over bands

[geneseo_bari_87]

Drum Corps is for people who are not sated by Marching Band.

I was at a recording session yesterday, and the guitar player/singer/recording guy mentioned that he was going to lay down the trumpet tracks later, and that he was "an old drum corps guy". I instantly felt a connection to him. If he would have said "I'm and old marching band guy", I would have thought "oh great, some mediocre trumpet player who played first part in his high school marching band and thinks he can play". As it turned out, he marched in our local corps in the 60's and went on to march in the national champion Kilties in '68 and '69. We talked for about 45 minutes after the recording session. That wouldn't have happened if he was just a Marching Band guy.

Drum Corps IS marching band, but Marching Band is not Drum Corps. Drum Corps is a more exclusive fraternity. Most if not all people in both activities, whether involved in one or the other or both, know there is a difference.

[CloudHype]

Why would DCI want to do that? They are marketing to the scholastic musicians calling DCI the Major Leagues of Marching Music. That is where most of the differences lie...in the intensity and single-focus of drum corps being a summer activity, as opposed to being part of the school year...one thing among many a student has to deal with.

That's a step in the right direction.

However I feel (but can't put into words excatly) there should be something more.

[RegimentContra94]

You took what I said the wrong way. I don't care about the arguement. Really why should we.

The topic that NEEDS to be discuss is... How do we seperate Drum Corps from Marching Band.

Like Hoppy said, to people not in the acrtivity: Drum Corps = Marching Band.

Why does it need to be seperated? I thought it already was.

OK if you insist...drum corps are a band without reeds and drum limes that kick ####### ### over bands

I've seen marching band drumlines that are better than top 12 corps lines.

Drum Corps is for people who are not sated by Marching Band.

I was at a recording session yesterday, and the guitar player/singer/recording guy mentioned that he was going to lay down the trumpet tracks later, and that he was "an old drum corps guy". I instantly felt a connection to him. If he would have said "I'm and old marching band guy", I would have thought "oh great, some mediocre trumpet player who played first part in his high school marching band and thinks he can play". As it turned out, he marched in our local corps in the 60's and went on to march in the national champion Kilties in '68 and '69. We talked for about 45 minutes after the recording session. That wouldn't have happened if he was just a Marching Band guy.

Drum Corps IS marching band, but Marching Band is not Drum Corps. Drum Corps is a more exclusive fraternity. Most if not all people in both activities, whether involved in one or the other or both, know there is a difference.

This just points out the arrogance of some corps people. Would you think the same if you found out he played first trumpet for Marion Catholic, Ronald Reagan or Carmel? There are phenomonal players out there that never march corps and to judge someone's playing ability by being in a marching band or a drum corps is elitist at best. How many musicians just do marching band or drum corps? Very few. Most play in orchestras or concert bands, or have for a significant point in their playing careers.