311 has always been a band that’s been able to come original. They’ve been on the scene for over twenty years now, and not many other alternative rock, hip-hop, rap rock, rap metal, funk, reggae, jazz fusion bands can claim that kind of longevity. But this combination of sounds plays a direct role in 311‘s enormous staying power. The band set out this summer on their tenth annual Unity Tour with Cypress Hill and G. Love and Special Sauce, and it’s proving to be just as insanely entertaining as past years.
Doug “SA” Martinez joined 311 in 1991, as a vocalist and DJ. He is an incredibly lively and talented musician who completely embodies the energetic spirit of 311. We spoke with SA the afternoon before their show in Pittsburgh to talk a little about 311‘s amazing ability to keep their fans entertained and wanting more year after year.
By the time this interview hits virtual newsstands, the tour will have already started. How’s it going so far?
SA: It’s going good. It’s been going now – well I guess it’s been over a week. We’ve been touring every summer for the past I don’t know how many years – at least the past fourteen years straight. So, you know it’s really interesting to tour like we do without having new music out, and having the fan support that we have. A lot of bands aren’t able to do that. We’re really fortunate in that regard.
It’s a great tour. We always have great shows this time of year, and this year is no exception.
So you guys don’t really get a summer vacation, do you?
SA: (laughs) Honestly, you know what, the way we live – life is a vacation for us in a lot of ways. We have a lot of time when we’re not working on music or touring. It’s not traditional, but at the same time, we have an ample amount of time away from the world of 311. But, this year we will have August back at home, so that’ll be cool. We haven’t been home in August in a long time.
Why is it called the Unity Tour?
SA: It’s just something that got whipped up awhile back. One of our songs is called “Unity”, and it really encompasses the general theme. We’re the kind of band that compares with a lot of musical acts, and with G. Love and Special Sauce along with Cypress Hill this time around, it’s easy to fit us with other musical genres. I think Unity Tour represents that, and the name is appropriate.
This isn’t the first time you’ve toured with either Cypress Hill or G. Love. Is it just like old times again, or have you all, dare I say it, matured since then?
SA: It’s wild, I think it’s been eighteen years since we last toured with Cypress Hill. And time just goes by, you don’t even realize it’s been that long. You think to yourself, “Gee, where have we been this whole time?” (laughs) But that’s just the nature of it, right? You know, it goes. So we just relish every moment and don’t take anything for granted. The fact that we’re still doing this, at this level, is amazing, and it’s good to have Cypress Hill again – it’s great….it does boggle the mind though.
I’ve heard you guys are one of the most entertaining live bands in the U.S. What do you do to keep that reputation afloat all these years?
SA: The way I look at it, every night you’re playing to someone who has never seen you. Of course you’re gonna have fans who’ve seen us many times, fans in the audience who’ve seen hundreds of shows, but obviously the majority of the people coming probably haven’t seen us that many times, and for a good many it’ll be their first time. I think it’s very important to make an impression for those people.
We really are known for our energy level on stage, I think. Without question, not many acts can bring that level of energy night after night, and play a different set each night. We’re not a band that plays the same twenty songs. Over the course of the summer we’ll play a hundred different songs. I think that’s one of the keys to our longevity.
To get back to your question, keeping the energy up is important, but it’s inherent in the music as well. That is an attractor for the audience, too.
311 has something of a hybrid sound, with clear rock, hip-hop, and reggae influence. How does the blending of genres help keep 311 sounding fresh?
SA: The mixing of styles does really keep it fresh and interesting. From the get-go, that was just what we were into, switching things up like that. Sometimes we will stick with a particular style in a song, but the mixture is really another one of the things, for audiences, that is appealing, that there are changes stylistically within songs, grooves, tempos, whatnot. It keeps it fresh, it keeps you on your toes. It makes for a really unique thing that a lot of bands don’t really attempt to do for one reason of another. I don’t know, it’s probably a matter of personal taste and preference. But, like I said, it’s something that we’ve always done, and we just love it, we soak it all up, and why not incorporate that into your sound?
Watch “Creatures”
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Tell me about this new album, 311‘s tenth. Last I heard it was “in the works” and set for a 2014 release. Anything new you can tell us?
SA: Yeah, we’re still working on it. You know, in a lot of ways we’ve stopped working because we’re touring right now, but prior to this tour we were in the studio twice a week. It’s a continuation of what we’ve been doing.
We’re working with Scotch Ralston, who’s been with us for a number of years, but this is really only his second album that he’ll have produced with us, so that’s great, and I know he’s a fan favorite. He produced one of our more popular albums amongst our hardcore fans. He produced our Transistor album, so I know fans are excited about that. It’s great working with him, and any producer becomes like a member of the band, but Scotch is a little more than that, he’s more of a brother, a peer, someone that we all can all identify with on a lot of levels. A traditional producer will come in and you’ll respect their work, but he won’t take you out, you know? (laughs). But with Scotch, he’s not just another producer, and I think that makes for something unique and interesting, especially working with us.
Without aging either of us, 311 has been around for quite a while now. How do you keep things solid for your older, loyal fan base while still being able to draw a younger crowd?
SA: In the audience, it’s really a big mixture, it’s generations. It’s families that are coming, parents bringing their children. It really does run the gamut – young to old. Or young to younger. (laughs). I know of bands who can say the same thing. It’s a very, very special thing to have, to have such an incredible fanbase that runs the spectrum, literally. We’re always seeing new faces in the crowd, as well as a lot of older friends. It’s a very, very cool thing to be a part of.
Can I ask about Live311.com? I just think it’s the coolest thing ever. What were the foundations for offering your fans such an awesome chance to view old live footage?
SA: It was something we’ve been doing for a long time. There are other bands that do that, and it was just a matter of putting someone in charge of it, going through all the shows and picking the right ones. There are tons of shows. We’ve been recording every show since…gosh, I’m not even sure how long. A very long time. And to offer that to fans – who wouldn’t want that who’s a fan of any band? As a concert goer especially. People are just going crazy. “Where can I find July 27th, 19…whatever??” To be able to make that available is crucial, and it’s crucial to keep the legend going, to keep the story unfolding. The response has been great, as I think it would be with any fanbase. The more they get, the better. So it was just a matter of time.
Watch “Lives311.com” YouTube Video
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It’s difficult to turn a buck in the music industry these days. Does Live311 generate any kind of revenue to somewhat supplement the overall loss of album sales across the board or should I just move on to another question fast?
SA: Honestly, album sales have never really generated much of a revenue for anyone. Sure, when you have a hit here and there over the years, yes, but by and large most bands that are around make their money touring. That’s where the bulk of the income is. Album sales have always been kind of supplemental, extra. Things have changed so much over the years, now it’s all streaming and all the other varied services that are offered today, and I think it’s an uphill battle for any band to get going and generate some traction, any movement whatsoever to get in the black, because you’re always operating in the red when you start out. That’s just where it is. I think it will be interesting to see how, in what ways, acts can come up with other revenue streams, aside from what has worked, because the old machine helped but that doesn’t seem to anymore.
Speaking of touring bringing in the revenue, 311 has some really interesting shows, like 311 Day every March 11th. Next 311 Day is gonna be in New Orleans, just after Mardi Gras. Thought of any special plans yet for all those flasher beads lying around?
SA: We’re still putting that together. It’ll be a great event; that one always is. Now that it’ll be back in New Orleans , which is perfect for that type of a thing. It’s a great time, an absolute blast. The energy and the love and all of it, it really is special. It takes a lot of energy but man, it’s so much…buzz (laughs). It’ll charge you up pretty good. It’s always something to look forward to.
You guys have been setting sail since 2011 on your 311 Caribbean Cruise, and judging just from the videos, it looks totally insane. What can you tell me about an experience like that?
SA: Well, we’d been approached to do it, some years ago when they were first starting out. Some other acts were doing it, but it took us awhile to get on board, but once we did – the idea just makes sense. You’re literally bringing a party out to sea, and inviting other musical friends of yours along, and creating this floating extravaganza. They’re a lot of fun, they truly are – just the smiles, and the happiness that come from it, it’s something else. We do the meet and greets, and most everyone is just – they want more: “Please do this again”, “I’ll never miss another one”, “This the best thing you guys have ever done”, we hear that all the time. We’re giving people what they want , and it’s another way of enjoying the band, especially with like-minded individuals.
Okay, I think that’s all I have, and I know you have to get back to your tour. Do you have any last thing to say to your fans who’ll be coming out to see you this summer? What should they be prepared for?
SA: Well, a good time! (laughs) If you’re planning on coming to a show, please do so. We always deliver a great one!
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