Rocky (right) and his best friend, Joe Lemble, who got him started in merchandising.
I met Rocky over a decade ago when we were just fledgling emo kids in the Jersey scene. He’s always been in bands and incredibly passionate about music. Calling New Brunswick home (basement shows, anyone?), Rocky occasionally hits the road to work merch for some incredible bands – most recently, Radiohead. I caught up with him between cities to discuss his experience on tours. This humble dude dropped some serious wisdom, so read on!
S&S: How and when did you become a merch assistant? What other bands have you worked with before Radiohead?
Rocky: My first foray into merchandising was in 2008, when I was the merch rep for Brian Wilson of the Beach Boys for a week. My best friend had worked in this area of the business for a few years before that, and he got the offer to do that tour from a merch company he had done business with earlier that year. When he wasn’t able to [take the job] because of other responsibilities, he told them I would do it. I probably called him 10 times during that tour to make sure I wasn’t making huge mistakes.
S&S: How did you get hooked up with Radiohead for this tour?
Rocky: That actually dates back to 2008 as well. A few weeks after the Brian Wilson tour, the merch company called me up and asked if I’d be willing to drive a big box truck for Radiohead on the In Rainbows Tour. You could say that was my first job as an assistant, because I was the third man on the merch team, but based on that tour, and some random jobs for the band over the years, I got asked to do this tour as the direct merch assistant.
S&S: What responsibilities do you have as a merch assistant? What does a typical show day look like for you?
Rocky: My responsibilities are to help the main merchandiser with whatever he needs to get done, which is basically to prep the stock for sale, give it to the venue, and settle up at the end of the night. A typical show day on this tour starts with us arriving at the venue, sometime around 8:00am or so in the morning, having some breakfast, and then unpacking the truck so we can see all the boxes separated by their individual items. Then, we take care of any deliveries from the merch company, count anything we’re going to add to our returns from the last show, and make sure the stock stays organized. Before the show, we go take a look at all the merch stands to make sure prices are right and displays look good, and then we stay on call in case the vendors need anything during the show. After the show, we meet back up with the venue staff, count everything again, settle up the money, and throw whatever we have left over into big rolling flight cases. On a smaller tour, where I’m the only merchandiser and vending on my own, I set up my own display and have less stock to deal with, but that’s pretty much the only difference.
S&S: What’s the craziest thing that’s ever happened on a tour?
Rocky: One of the craziest things that ever happened while I’ve done merch was on the first tour I did for Radiohead. I was driving a truck, and when I first left LA with all the extra stock, it was Wednesday, and they told me I had to be in Indianapolis by Sunday morning at 8:00am. So, I planned out my drive to make sure I got there and paced myself to not get too tired. Friday night, I was in Oklahoma after driving for nine hours already, and one of the guys from the merch company called me in a panic saying that Radiohead was almost out of stuff at Lollapalooza, and he asked if I could get to Chicago by the next morning. Essentially, they asked if I could go the same distance in one less day. So, I punched it into the GPS and kept driving. I ended up driving 24 hours straight, only stopping for fuel and caffeine and got there on time, shaking like I was strung out. The merch company apparently still sites it as a legendary drive, probably because they were able to make a bunch more money.
S&S: How do you like to spend downtime?
Rocky: Downtime on the road now, when I’m working for a band, usually involves trying to relax and work on things for myself. Depending on the city, I’ll try and see friends I haven’t seen or go out to dinner with other members of the tour. I bring a guitar with me now, which is something I didn’t do in years past, and try and write or perform if the time allows, and I’ll work on booking more work or performances when I get home. Aside from that, Netflix and Hulu are great pals.
S&S: I’m sure being in close quarters with the same people for weeks on end can get challenging. How do you deal with cranky moments?
Rocky: I’ve been touring for 13 years, whether for my own band or for others, and I’d like to think that I’m pretty good at avoiding the cranky moments. You’re right; sometimes, the close quarters tend to get on your nerves, but I just remind myself that everyone has their own stuff going on, and when you’re out here, you’re not really able to have a tight grip on your life back home. People deal with things in their own way, and just like everyday life, you gotta give them enough space to handle those things.
S&S: What are some life lessons you’ve learned on the road?
Rocky: I think I’ve learned a lot from being on the road. Problem-solving and self-reliance are a big part of doing it yourself as a musician, and with merch, it’s really no different. Sometimes, you have to run down the street to make sure you eat before the show, or find a way to an office supply store because the venue doesn’t have something you need, or fix a leak in the trailer so your boxes don’t get destroyed. I’ve also learned a lot about people and how the reality you have at home can be so different and so similar to the reality that others face elsewhere. This country is huge (something my British tour mates tend to marvel at), so traveling around it, you meet so many different people who have a lot of the same fears and hopes as you do, but they deal with vastly different circumstances. I think touring has made it a lot easier for me to relate to people I don’t know, and right now, I think that’s really important.
S&S: What are some of your favorite cities and why?
Rocky: Seattle has become one of my favorite cities to visit over the last decade or so. I just really enjoy the vibe of the place, which is a totally intangible reason to like something, but it’s usually my reason aside from food. Also, now I have some really wonderful friends who live there, so it’s awesome to get to see them. Aside from that, Providence, RI will always have a soft spot in my heart. I went to school there for a year and really fell in love with the town, so whenever I get to go back, it’s a real treat.
S&S: Many people (myself included, actually) glamorize touring in our minds. What are some of the less glamorous things you have to deal with?
Rocky: Well, the less glamorous parts would definitely include the long days of work (on this tour, I’m working from about 8:00am to 1:30am on show days) and being trapped on the bus for long stretches. As I’m typing this out, we’re about 2/3 of the way through an 18-hour drive to Seattle, and cell service/internet access is limited, and someone (me) forgot to bring a book. There are also times when you don’t shower for days, you eat nothing but garbage REALLY FAST because it’s your only chance to, and you really miss the people you love at home. I’ve seen a lot of people try the touring life and realize they hate it, and I’m thankful that even with the less glamorous stuff, I am confident in saying I love it.
S&S: What do you do when you’re not on the road? Do you have another job at home?
Rocky: When I’m not on the road, I work a few odd jobs at home (restaurant work, house painting, etc.), but I’m mostly trying to focus on my own music. After my last band ended in 2015, I started my own project, Rocky & The Chapter, and it’s been my heart and soul ever since. We’ve put out a handful of EPs, and it’s really what I would love to do with my life, so I do my best to balance work and music, in the hopes that the work I put into the music turns it into work.
S&S: What advice would you give to someone interested in becoming a merch assistant?
Rocky: My advice to anyone wanting to do this is to be a part of your local scene or cultivate a local scene with like-minded individuals. The whole reason I’m here is because of my best friend giving me a job, and we met because of his booking my friend’s band back when we were in high school. Most people I know in this industry started by playing in bands or working with bands in their home areas, and most importantly, REALLY CARING ABOUT IT. The people who are really self-centered and see music as their avenue to personal glory tend to get found out, and they bring everyone else down. If you really care, you just do it for the love of it. Help out your friends at a show, talk to other people and learn about them genuinely, try and book shows for out of town bands, and then go on tour with those bands if you can. Granted, it’s really easy when you’re young and have little responsibility, but even for those of us in our 30s and beyond, participating in music is possible with the right amount of heart.
Tour Life is a new Stars and Scars featured section where we interview the “behind the scenes” rock stars on tour with bands – managers, security, instrument technicians, drivers, photographers, videographers, light and sound technicians, merchandisers, etc. Know someone who would be a great fit for Tour Life? Email elyse@starsandscars.com
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