Brian Vander Ark isn’t one to sugarcoat things. The Verve Pipe frontman has seen the highs of 90s success, the challenges of a shifting music industry, and the realities of life as a working musician. But through it all, he's remained refreshingly honest about what it means to keep a band alive.
“We’re six singles deep into this series,” Vander Ark says, referring to the band’s strategy of releasing one song a month instead of full albums. “It was a way to offset the lack of CD sales. People don’t really buy hard copies anymore, so we figured we’d release singles, then package them at the end of the year.” It’s a practical move, driven by necessity. “I was trying to get rid of the four or five thousand CDs I had in my basement. Now? We only manufacture what we need.”
It’s not just about adapting to streaming; The Verve Pipe stumbled onto an unexpected revenue stream—children's music. “We happened upon the kids’ music thing, and while it wasn’t a calculated move, it pays for everything else. Seventy percent of our online sales are kid stuff,” Vander Ark explains. “When you play a kid show, kids don’t want to leave without something, and if you buy one of your kids a t-shirt, you’re buying for all of them.”
But streaming still brings its frustrations. “I’ve thought about pulling all my solo stuff off Spotify and Pandora. It costs me $50 a year just to put an album up, and if I make that back, it’s impressive.” Yet ironically, that’s how fans discover their latest singles. “It’s a love-hate relationship,” he admits.
What sets Vander Ark apart is his transparency. His blog lays bare the financial and emotional struggles of being a band in today’s landscape, something many artists avoid. “I’m not looking for sympathy,” he says. “But when people say, ‘Why don’t you ever come to Orlando?’ I have to be honest. If I’m going to lose four grand playing there, I can’t afford to do it.”
Even tours planned down to the penny can unravel. “We booked this whole Texas tour, counting on a big gig in Joplin, Missouri, to cover costs. Last minute, that show canceled, and now we’re looking at another loss.” But Vander Ark isn’t bitter. “I get to play music for a living. I wouldn’t have it any other way.”
While some bands shy away from their biggest hits, The Verve Pipe embraces Villains, the album that brought them fame with The Freshmen. “I’ve never been able to disconnect from that album,” Vander Ark says. “It made our band.” Now, with its 20th anniversary, they’re playing the album front to back. “Relearning my own songs has been awesome. I forgot how much this album rocks.”
Yet he reflects on the era with mixed feelings. “I really didn’t enjoy it when it was happening, and I regret that,” he admits. “I fought the label on everything. If I could go back, I’d be friendlier and more business-minded. But those are the mistakes you make.”
Now, with a homegrown studio in his bassist’s garage and a renewed sense of purpose, Vander Ark is enjoying the creative process more than ever. “I can write a song on Monday and release it by the weekend. It’s exciting to play songs live that we just wrote two weeks ago.”
For The Verve Pipe, it’s not about recapturing past glory—it’s about finding new ways to thrive in an ever-changing industry. And for Vander Ark, it’s about keeping the music honest, whether it’s for kids, longtime fans, or himself.
Listen to the interview above and then check out the video below.
