Nothing has really changed for the newly rebranded Electric Callboy, honestly. Until their viral success with the song “Pump It” (and a string of hilarious videos to go along with each subsequent single), the German electronicore act were a popular name in the scene – but mainly in Europe. Now, the band is prepping a North American tour with Attack Attack later this year, and capitalizing on their viral success quite nicely. How did they manage to do it, though?
Much like UK post-hardcore band Static Dress (but in a completely different way, obviously), Electric Callboy decided to (wisely) pair their music with an important visual component. While bands like Static Dress rely on eye-catching visuals and bright colors to attract attention (seriously, this is a band that’s really, really good at that), Electric Callboy rely on hilarious music videos with high production values to gain traction. In turn, it also helps the band’s streaming numbers as well as their recognition within the music scene, which is notable considering many electronicore and metalcore bands have music videos that are simply just playing in a forest or desert or something like that (there’s a reason why these are common tropes).
Much like their previous singles, the band’s new song “Spaceman” (which features German rap star FINCH) continues on the same path. One view of said video and you can pretty much guarantee the new track is destined to be yet another hit for Electric Callboy. Continuing to add value to their brand with a visual component that’s too often overlooked by bands in this scene, EC also humanize themselves by not taking their band too seriously. It’s a refreshing change of pace from other bands that do the opposite. Not that there’s anything wrong with that, of course – it’s just that Electric Callboy have truly honed in on their audience and, for now, what keeps them interested. This is, after all, a band that’s been around for a decade or so. It appears they’re just getting started, though. If there’s one thing that every band (and maybe even content creator) can learn from Electric Callboy’s success, it’s that you likely need to have an angle or a niche to be more successful. Something that sets you apart.
