JAMES REID
the musicianship, songwriting and
James’ voice were unquestionable
and their first album ‘Supersystem’
started a cavalcade of awards for
the band and James. Way too many
to put into this article but include
Album of the Year, Songwriter of
the Year and and also included five
albums that went to number one.
Enter James Reid into what many
would see as the dream life.
Summer in New Zealand wouldn’t
be the same without a Feelers tour.
It’s a much a part of summer as a
Gin and Tonic or day at the beach.
All this from a boy whose first ren-
dition was at the age of four, on
his fathers knee at a party singing
‘Rhinestone Cowboy’. It would be
fair to say that James has a voice
and timbre that if he was born in
the midwest would have seen him
as much a global household name as
John Mellancamp, Denver, Diamond
or any of the big names. Yet New
Zealand suits James, who you may
spot with a fishing rod in his hand,
or in the high country of the South
Island getting inspiration for his next
album.
Like any ‘rockstar’ he has not been
without his critics, the media isn’t
always kind, because James himself
is an artist. He can be irreverent,
aloof, mystical and in his own mind,
but for those that know him, this just
makes up the beauty of the man and
the power of the lyric. The media
has always struggled to understand
genius, and boxing it is one of their
forlorn efforts over the years.
These days James is a family man
who steers away from the mass
media and prefers the intimacy of
his close friends, studio and own
heart. He also is a talented painter
and expresses himself through his
art which sits close in hand with his
music. So, how does James Reid,
whose band ‘The Feelers’ has sold
more albums than any other New
Zealand Rock Band do it? How does
this musical entrepreneur exist and
prosper in one of the most fickle
industries on earth, and has done
so from the era of CD’s to online to
free downloads and piracy?
The answer lies in the most conscious
of all business traits: Connection.
James and his band
have
always
held that connection
for people. It’s not just the music.
For those of you reading this from
outside New Zealand, The Feelers sit
in the post grunge, indy rock genre
with classical hooks that you will
find people singing in their hearts
any day of their lives. It’s not only
that you go to a Feelers show and
everyone sings every word of every
song, which they do. It’s that you see
people strolling through K-Mart on a
Saturday morning and their families
are singing James’ songs because
they are playing on the in-store
9
sound system.
People grew up on The Feelers. They
had their first date with them, lost
their virginity to them, had them
as a loyal friend at the family bar-
becues and the songs themselves
were doused in everyday life, love,
loss, surrender and magic. That’s
how James connected with his
audience, from the very first shows
to the albums, live radio
performances at home
and then every winter on
their European tour. It was
always the same. Connect -
let the audience know you
are one of them.
One could say, that
if James had the big
budgets, like are avail-
able in the UK and USA
for management and
investment, he would
be a global household
name. That is most
likely, but in many
ways New Zealand
wanted this for them-
selves. It’s for them.
An iconic part of
the Kiwi journey,
like New Zealand’s
tribal culture, Bach’s (Holiday
homes), fish and chips on the beach
and idolisation of the All Blacks.
It’s timeless, the music, the man.
There is no joy in being the one hit
wonder, the ice cream pop artist that
people forget. Leadership is about
legacy and James Reid can never
part with the legacy he has left on
New Zealand and it’s music. Many
will come, many will go. James will
always be. If you have not heard
music from the Feelers or James
Reid simply go to You Tube and type
in The Feelers - The Fear or go to
www.jamesreid.co.nz
LEAD | January 2018