Looking up AIM on the internet can be something of a challenge. After several attempts, which wrongly pointed me to (a) a social network, (b) a British musician and (c) a Turkish band’s Facebook page, I finally find the band I was looking for – the Italian band AIM.
The connection with our fans is really important… we often bring people up to play with us on stage
The one based in Milan and which, come Thursday, will be kicking off a three-night run of live gigs in different venues and locations around the island, adding Malta to the list of several countries, among them Germany, France, Switzerland and the Czech Republic, it has performed in.
Originally formed in 2003 as a quartet from the ashes of other bands on the Milan scene, AIM is, following the departure of elder sibling Luca in 2006, a trio featuring Marco Fiorello and twin brothers Marco and Matteo Camisasca.
Luca used to play in some hardcore bands which they found fascinating.
“It was the first step to get involved in music,” the twins explain.
Fiorello, on the other hand, was introduced to the twins while looking to form a band for his high school prom.
“We did the show and enjoyed it so much we decided to keep playing together.”
Right from the start, it was clear that AIM’s musical bearings had a distinct alternative sound.
Was alternative music already popular in Italy or was it difficult to break into the scene?
When they started out, the Italian underground was more dominated by punk; alternative rock wasn’t as popular, Matteo recalls.
“These days it’s different as the music has spread.”
It has, bringing with it a wider market and an endless number of contenders all vying for the public’s attention (and cash). How are Italian bands handling this challenge?
Matteo notes the way a lot of good bands and plenty of ‘band collectives’ were creating their own scene.
“This is particularly important because musicians have understood that alone you can’t do anything. We can be considered as pioneers of this movement in our area and we are still doing a lot to keep it growing.”
As encouraging as this may sound, Matteo is quick to point out that there is a downside too, especially for bands trying to break into the Italian music scene.
It is still difficult because one can’t really tell if Italy has a real underground music scene. The major problem is that instead of being united, the scene is divided into regions, so you can be popular in one region but not another. This means bands have to continuously play gigs all over the pace to attract new audiences and create local fanbases.
AIM is one of those bands on tour most of the time, and when they’re not gigging, they’re usually running their own venue and independent record label, Via Audio.
Matteo explains that they decided to set up their own operation after deciding not to accept ‘dreams from strangers’.
“In Italy there are too many people making money from other people’s passion for music.
“Having experienced some delusions first-hand, we decided to invest our money in music – ours and that of other bands – and to do it while treating musicians with the respect they deserve.”
Running such an operation naturally requires them to take a different approach to that of a musician, particularly when considering acts for the venue or the label.
Matteo says they usually look for bands that have a distinct quality and are willing to work hard to promote their album.
“We believe in karma. One must work hard to get results. Waiting for things to happen won’t get you anywhere… as we say in Italy, aiutati che Dio ti aiuta.”
When booking bands for a gig, the approach is slightly different: They look for quality or popularity, but also make sure they are giving young bands a chance to show what they can do. Being so deeply involved in the business side of music inevitably also affects the way AIM approach music.
Matteo explains:
“It deeply affects the way we ‘live’ music. The musician just has to think about playing while Marco and I have to think about marketing the band and maintaining relationships with promoters, which are no joke when you are touring, tired and perhaps had one drink too many the night before.”
He goes on to explain how they also have to be mindful of the economic matters – definitely a stressful role, but which has enabled the band to enter the real music business, thanks to which AIM is now working with one of the best Italian booking agencies, Virus Concerti.
Certainly one of the more prominent aspects on the record label’s website is the number of free downloads, part of a vital strategic plan that addresses the way the music industry now operates.
“It has become harder to sell physical products, although we still manage to sell a lot of CDs because we tour a lot. Giving free music to people helps to attract people to the gigs, and this is where the major part of the band’s income comes from; selling CDs and merchandise.
“Our last album, We Are Sailing was released on CD but who knows, perhaps our next EP will be totally digital.”
AIM do tour a lot, but playing liveis just as important to the band.
“We love it and it’s why we make music. If you were to compare our records with our gigs, they are totally different.
“The records are smoother and well-defined while our live shows are wild and really punk rock. Playing live enables us to give our heart to the people who are there sharing the experience with us. We want to communicate an emotion, that’s why the connection with our fans is really important and why we often bring people up to play with us on stage.”
AIM will be performing three gigs starting with a mellow set on Thursday at Coach and Horses in Msida, with DJs Davide Zane and Paul Mizzi spinning classic Italian tunes before and after the band.
On Friday, AIM will headline Rock the South at Zion in Marsascala, also featuring local acts No Snow/No Alps, For Strings Inn, Bletchley Park, Bark Bark Disco and MS Leads, and DJ sets from Davide Zane and Michael Bugeja.
AIM’s Malta experience will end on Saturday when they perform alongside Errormantics, Three Stops To China and Stolen Creep, who will be playing a special acoustic set. Davide Zane will spin rocking tunes all night. There are a limited number of €10 block tickets for all three gigs. For more information, look up the events on Facebook or e-mail nosweatproductions@gmail.com.
bugeja.michael@gmail.com