Music

Here’s Why Australian Bands Are Posting Their Own Names On Facebook

This cursed boomer energy is the fault of Max Quinn, who posted 'Max Quinn' onto Facebook and broke the Australian music industry.

Max Quinn created a trend where Australian bands post their own names on Facebook and Twitter

Just behind hoarding wealth and making jokes about avocado toast, boomers love to accidentally post Facebook statuses — often, it’s just their own name. How? What were they trying to achieve? No one will ever know: like job stability in an increasingly casualised workforce, the reasoning remains impenetrable to anyone under 40.

Or so we thought. In the past 24 hours, a handful of Australian bands have been posting their own names to Facebook and Twitter, including Ball Park Music, Phil Jamieson and Sweater Curse, among others.

If you’re wondering what the hell is going on, you’re not alone — but the answer lies with Max Quinn, pictured above in his natural habitat.

Quinn works behind the scenes at triple j, and is a musician in his own right: he recently released ‘Live Again’, a guitar-backed ballad about anxiety attacks and depressive episodes. These things are important — and, pivotally, the song’s great — but reaching ears is never guaranteed. Which means promo is essential to get the word out, and in Quinn’s experience, spamming about the new song itself isn’t enough.

So he decided to simply post his own name on Facebook, and according to the metrics, his post was ‘out-performing’ almost all of his others — including, you know, the ones that debuted songs. He took to Twitter to inform fellow artists.

“People are always asking me how to generate brand engagement on social media without resorting to paid promotions and clickbait,” he wrote.

“To these people I always say: post about Max Quinn as much as you can, it always works. I encourage you to try this for yourself.”

Bands began trying it, albeit tweaking it by posting their own names. At first, Quinn resisted and tried reminding people they were supposed to post his name, but the horse had bolted. The algorithm had been beaten.

These bands had good reason to trust Quinn: until recently, he was in charge of Unearthed’s (very funny) social media presence, so knows a thing or two about getting a band attention.

Ball Park Music were one of the first to jump on board, and let Quinn know they were getting the best Facebook engagement they’ve had in two years. Currently, their post sits at 2.9 thousand likes and 200+ comments.

While those people might not immediately be buying concert tickets, it still matters — and for Quinn, it’s not necessarily a depressing thing that posting his own name gets more ‘likes’ or attention than his actual song.

” As musicians, sometimes I wonder if we are failing to make optimal use of social; we post our gig information, our song promo, pictures of ourselves – is that objectively that interesting?,” Quinn told Music Junkee.

“Or is it more like how we all have a friend from high school who continuously posts pictures of their kid over and over? That’s reductive, admittedly – but what kind of reasons are you giving your audience to maintain the friendship?”

“The way I see it, either you need to serve your audience the thing you are trying to promote in a way they have never seen it before, or, you need to stop asking for stuff all the time… Who wants to be in a one-sided relationship?”

The best approach is a wink to the camera — being self-aware of the selling, and sell yourself on being self-aware, with Quinn pointing towards Chris Farren as ‘the king’ of this.

“I’m a man from the internet called Max Quinn,” says Max Quinn. “I posted my own name and told everyone it was an algorithm trick and then they all joined in to greatly unexpected success, and in 2015 I was deeply depressed in Melbourne living panic attack to panic attack. Story just got more interesting, right? Didn’t expect that, right?”

“Much more rich and compelling than making the one joke (Max Quinn) over and over (Max Quinn). I even made a whole song about the panic attacks – it’s called ‘Live Again’, it’s good and sad and honest and it’s on streaming services now.”

Perhaps the luddite boomers are accidental marketing geniuses. Give ‘Live Again’ a listen below.


Feature image by Giulia McGauran