Artist Campaign Profile: DMA’s
DMA’s were signed to I OH YOU and Mushroom Music worldwide last December. Since then, their single Delete and its accompanying EP, recorded and produced by the Newtown trio at home, has created something of a loud buzz, landing them plaudits both on homesoil and internationally. We spoke to I OH YOU/Mushroom Group and Michael Gudinski about their plans for the band and what looms on the horizon.
Delete was released in February. The band’s first ever show took place under a secret name at Beach Rd – some might have called that a trial run, but it was immediately apparent at the show that excitement was already building. I OH YOU’s Johann Ponniah explains, “The first time I heard DMA’s demos and met up with the guys, I instantly fell in love with not only the music they produce, but everything they stand for as a band. When we released Delete back in early February I was confident that the song was a good one, however the response we felt instantly (for a completely unknown band) was pretty overwhelming.”
The label, as well as management company Falcona and booking agents Village Sounds, gauged reaction that night and it was decided with the band that the EP, also featuring Delete, would be released a month later – on March 28. Another gig was scheduled at Deux Ex Machina in Camperdown; this time to celebrate the EP’s release. Announced just 48 hours before stage time, the venue reached its 400-person capacity 30 minutes after doors opened. 150 punters were turned away.
One of the team at Mushroom Promo reveals that the strategy for the band has so far been completely organic. “Delete was sent to specific tastemakers within the press who highlighted the song,” they explain. “I OH YOU is seen by many as a tastemaker label, so there is always a level of excitement when a new band is signed with them (particularly online, since Delete was already a major talking point). The music and the band in person make for a compelling combination so it was important that people saw the band perform quite soon.”
The EP release hit #7 in the iTunes charts week of release and the Camperdown show led to Rolling Stone featuring them as one of ‘10 Artists You Need To Know’. “This could be the song of 2014. Calling it early,” said News Ltd’s Kathy McCabe. Meanwhile, DMA’s were named ’Buzz Band of the Week’ by the NME and Channel 7 confirmed Delete would feature as a sync on Home and Away from June 2.
Michael Gudinski reveals how this one song quickly won over the heart of his label, “When Delete was played at Mushroom Group’s label conference a few months back the entire room was captivated by its catchy simplicity and rawness. When it was released, it immediately struck a chord with media, with triple j leading the way in supporting and praising both the single and the EP. DMA’s strong focus on songwriting combined with an honest aesthetic has resonated with audiences.”
Recently the band played their first ever tour in Australia, which sold out, including second shows in Sydney and Melbourne. They are also set to appear at Splendour in the Grass and also Circo Festival in Perth. After that, plans are being drafted for an overseas jaunt and potentially the release of some more material in the back end of 2014. Meanwhile, the band is already putting together some demos for an album slated for release in the first half of 2015. “We want to take our time to make sure it’s as good as it possibly can be,” they said.