The jury is out on supergroups. The formula seems to be to release an album, do a tour and then get back to the safe swimming pools as quickly as possible. They have not exactly sent out the right messages to fans over the years. As the latest Black Country Communion consisting of Glenn Hughes, Jason Bonham, Joe Bonamassa and Derek Sherinian take the stage, there is little fear of failure but more of over expectation.
Chickenfoot were a case in point. After a whole PR buckaroo, a swift check on the site shows announcements of a new album and two dates in September. Them Crooked Vultures' website does not exactly inspire fans that this is the career hiatus that each of the members were looking for.
This cynical review can be tempered by a warm glow of satisfaction which most fans know is only temporary. Supergroups don't exactly have a great history of inspiring a new dawn of creative achievement. Blind Faith, while fashioning one of the most controversial album covers, were a short term fix after Cream. The Firm, fronted by Jimmy Page and Paul Rodgers, begged the question: How could you go wrong with two of the most iconic figures in rock? Easy. You do it for money.
I am one of the few people who thought Audioslave was worthwhile. I cling on to the view that combining the rap rock with a strong vocal talents of Chris Cornell was successful. Show Me How to Live and Cochise always hover near the top of my playlist. But then again, detractors would argue that these were the best of a bad bunch.
And so to Black Country Communion. The ingredients are there. A heralded new album and publicity build up to a September release. As a fan of the Voice of Rock, Glenn Hughes, I will be eagerly acquiring a copy. Yet even my most ardent fan status cannot detract from the very fact that keeping four guys focused for more than a few weeks does not a long term project make.
The whole is greater than the sum of the parts. Yet both men are touring solo at the same time as the album is released. And BCC won't be hitting any shore until early 2011. It will be a one worth waiting for and yes I will be there in my tour shirt on Row A. But the question is that after the encore has died down, will I be left with a lump in my throat after the carnival has moved on, perhaps forever?
I suppose I am answering my own question here. With such a competitive market place which has changed dramatically since the days of Blind Faith and The Firm and where illegal downloading has still not been controlled, icons must find ways of providing "special" events and incentives to keep the real fans satiated. Nine Inch Nails, although not a supergroup per se, are heralded as the prime example of keeping the eggs fresh. Handled properly "illegal downloading" can net money. In NiN's case $1.6m to be exact.
Anyway from a purely creative perspective, I sincerely hope that BCC offers the outlet Glenn Hughes deserves for his music. Similarly for Joe Bonamassa whose star ascended with the ultimate appearance at the Royal Albert Hall, this could be a way of refilling the gas in the tank on an often fickle road. There is gold to discover in them thar hills.
Time will tell whether Black Country Communion is triumph for all stakeholders, fans, band, critics and record company. My major hope is that it dispels the stereotype of a short term supergroup.
Keith Thompson is proprietor of [http://www.rockwaves.net] and been in the public relations industry for 25 years. He has worked for rock icons such as Glenn Hughes on video marketing and public relations. He also broadcasts Rockwaves at http://getreadytorock.com each Sunday at 9 pm GMT
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