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The  Asteroid  Galaxy  Tour  

 
A  Journey  To  Success  
 
 
by  
 
Bognár  Alexandra  

Pop Music Business

2011.05.17.
 T HE   A STEROID  G ALAXY   T OUR  
A  JOURNEY  TO  SUCCESS  
 
The   Asteroid   Galaxy   Tour   -­‐   who   are   they?   Perhaps   all   of   us   heard   their   most  
famous   song   "The   Golden   Age"   from   the   ongoing   Heineken   commercial   that  
spread  all  around  the  world.  But  how  could  it  happen  that  a  soulful  psychedelic  
pop  band  reached  so  much  popularity  within  some  years?  
 
The   band   was   formed   in   the   summer   of   2007   in   Copenhagen/Denmark.   It   was  
formed   by   "Lindberg   (Vocal)   and   Lars   Iversen   (Bass).   The   band   released   their  
debut   album   'Fruit'   in   September   2009   through   their   own   label   Small   Giants  
Records   and   BMG   Rights.   The   album   was   written,   recorded   and   produced   in  
Lars'   small   home   studio   and   received   great   critical   acclaim."  
(www.facebook.com)  
 
Their   first   show   ever   was   an   opening   act   for   Amy   Winehouse   (luckily   she   was   in  
one   peace   at   that   time   :))   in   Copenhagen.   Soon   after   their   appearance,   Apple  
pounced   upon   the   possibility   to   use   one   of   their   songs   featuring   a   commercial.  
(itunes.apple.com)  

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So,  the  first  real  step  of  their  success  was  that  as  they  were  preparing  their  debut  
album,  the  song  "Around  The  Bend"  -­‐  a  retro-­‐party  single  was  chosen  to  feature  
an   Apple   iPod   Touch   advert   in   2008.   This   opportunity   made   possible   that   the  
Asteroid  Galaxy  Tour  reached  instant  global  exposure.  (www.facebook.com)  
 
This  is  the  so  called  "  Creating  a  Buzz  in  the  Media"  phase  which  basically  means  
publicity,   thus   getting   well-­‐known.   "Publicity   is   the   job   of   getting   the   print   and  
broadcast  media  to  talk  about  your  music  by  printing  or  broadcasting  a  story,  an  
interview,  or  a  review  of  your  music."  (Christopher  Knab,  Music  Is  Your  
Business,  p.  204)  
 
And   the   question   is   obvious   -­‐   how   could   those   catchy   tunes   find   the   way   into  
Apple's  commercial?  
 
According   to   an   interview   by   Songfacts.com,   Iverson   said   that:   "We   have   this  
company   working   for   us   in   the   States   called   Synch,   and   they   got   in   touch   with  
Apple,"   explained   Iversen   during   the   interview,   "I   think   they   had   this   meeting  
with  Steve  Jobs  himself,  and  he  picked  that  song  out  of  the  bunch".  
 
So   there   is   a   not   so   well-­‐known   company   called   the   Synch   which   managed   to  
arrange  a  sit  down  meeting  with  Apple's  co-­‐founder,  Steve  Jobs.  Synch  suggested  
various   songs   and   while   listening   to   these   examples,   Steve   Jobs   "reportedly  
slammed  on  the  brakes  during  a  sample  of  "Around  The  Bend,"  declaring,  "This  is  
it,  this  is  the  new  track  for  the  iPod  Touch."  (appleinsider.com)  
 
"Apparently  he  just  loved  that  track,  but  we  never  saw  it  as  one  of  our  singles,"  
Iversen  said.  "We  have  some  other  songs  that  we  thought  would  be  great  singles,  
and   that   would   work   cool   on   for   the   radio,   but   he   really   loved   that   song."  
(songfacts.com)  
 
The  official  iPod  Touch  commercial:  
http://www.youtube.com/watch?v=m7DI884LGrg  
 

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But,   there   is   one   conclusion   for   100%   sure:   getting   a   song   onto   an   iPod   ad   can  
give  both  beginner  and  existing  or  already  well-­‐known  bands  a  huge  commercial  
boost   (by   the   way   Coldplay   and   The   Ting   Tings   also   had   the   opportunity   in  
2008),   and   it   even   turned   out   that   the   decisions   are   made   at   the   highest   level  
(directly  by  the  co-­‐founder)  
 
Another   interesting   factor   is   that   this  
deal   was   beneficial   for   both   the   band  
and  Apple.  When  Apple  used  the  song  in  
their  iPod  commercial,  the  song  was  not  
released   as   a   single   and   The   Asteroids  
Galaxy   Tour   did   not   have   an   album   out.  
They  only  had  their  first  single  "The  Sun  
Ain't   Shining   No   More."   This   instantly  
meant  an  income  opportunity  for  Apple:  
as   their   commercial   promoted   also   a  
song  not  just  an  electronic  device,  there  was  an  embedded  marketing  -­‐  that  most  
listeners   could   find   this   only   on   iTunes.   Thus,   it   was   a   possibility   for   Apple   to  
gain   more   profit   and,   on   the   other   hand:   a   possibility   for   the   band   to   sell   their  
track.  
 
As   they   gained   audience,   a   need   of   performance   was   kind   of   natural   as   a  
following  step.  Katy  Perry  chose  The  Asteroids  as  opener  for  her  European  tour  
summer  of  2009,  so  they  mostly  spent  that  year  with  touring.  
 
From  that  time  on  we  can  simply  say  that  they  became  a  famous,  popular  band,  
but   if   there   are   still   someone   who   has   never   heard   about   the   Asteroid   Galaxy  
Tour,   another   major   commercial   opportunity   should   have   solved   this  
"deficiency".  
 
The   new   Heineken   commercial   (that   have   just   been   released   sometime   in  
January,  2011)  is  a  90-­‐second  commercial  entitled  "The  Entrance",  which  sees  a  
man  battling  some  quirky  characters  in  a  hotel  lobby.  Even  those  people  who  are  

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strictly   proud   of   being   a   non-­‐alcoholic   draw   their   attention   to   this   ad   -­‐   surely  
because  of  the  great  tune  to  which  it  is  scored.    
 

 
 
The   title   of   the   song   "The   Golden   Age"   recalls   Greek   mythology   as   this   was   the  
first   age   of   the   world,   an   untroubled   era   during   which   people   lived   in   ideal  
happiness   because   only   peace   and   prosperity   existed.   Well,   it   is   a   bit   too   "self-­‐
satisfied"  at  first  sight  that  the  hero  of  this  spot,  the  "slick  dude  who  makes  the  
ultimate   show   -­‐   stopping   entrance   into   this   bar"   associates   his   power   with   the  
men   who   lived   in   Greece   during   the   era   when   men   lived   like   gods.   It   is   pretty  
funny   and   eye-­‐catching   how   he   meets   characters   from   Hollywood's   past:   the  
hombre,  the  kung-­‐fu  fighter,  the  adventurer  (complete  with  swashbuckler's  eye  
patch),  since  we  do  not  hear  his  voice  (as  it  is  given  by  the  soundtrack)  we  only  
see  the  man’s  interactions  with  all  the  guests,  which  are  all  pretty  epic.    
 
 

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Link  to  the  commercial:    
http://www.youtube.com/watch?v=TLgetLmlggA&feature=relmfu  
 
Despite  that  this  paper  should  only  be  about  music  (or  rather  about  the  business  
behind   it),   I   found   some   interesting   opinions   on   the   internet   why   this  
commercial  gained  such  popularity.  There  are  blogs  which  clearly  stated  that  the  
primary  success  of  the  ad  is  not  the  music,  but  the  guy.  
 

 
 
"The   success   of   this   ad   proves   one   thing   –   we   are   in   no   way   tired   of   the   ultra-­‐
masculine  male  character  gracing  our  screen.  We  now  have  him  in  various  ages  
and   ethnicities,   and   it   is   still   going   strong   to   sell   beer   and   body   spray.   The   Old  
Spice  Guy,  Most  Interesting  Man  in  the  World,  and  now  The  Entrance  Man  are  all  

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examples  that  have  had  viral  success  and  show  this  genre  of  ads  is  still  growing."  
(optimalbranddevelopment.com)  
 
However,  besides  the  standard  issue:  male  fantasies  about  achieving  "cool",  the  
commercial   also   demonstrates   a   change   in   direction   for   Heineken.   Their  
previous  theme  told  you  that  you  "Give  Yourself  a  Good  Name"  when  you  choose  
the   beer.   In   addition,   this   new   effort   seems   to   be   more   successful   than   the  
previous:   “With   this   campaign,   Heineken   recognizes   the   legend   in   all   of   its  
drinkers.  Men  who  know  their  way  around  and  recognize  a  fine  beer  when  they  
taste   one,”   Wieden   &   Kennedy   creative   directors   Mark   Bernath   and   Eric  
Quennoy  said  in  a  statement.  (advertfan.com)  
 
The   new   aim,   therefore:   “Heineken   wants   to   elevate   our   drinkers   by   showing  
aspirational   behavior   —   our   consumer   knows   how   to   navigate   the   world,   is  
confident,   open-­‐minded   and   resourceful,”   spokeswoman   Tara   Carraro   told   Ad  
Age  in  an  email.  (advertfan.com)  
 
As   this   commercial   gained   huge   popularity,   the   continuation   is   pretty   much  
required.  If  you  "Like"  Heineken's  Facebook  page,  you  can  access  The  Entrance  
tab   that   unlocks   additional   footage   of   each   of   the   minor   characters   introduced  
during  the  main  spot.  
 
Like  this  video:  Heineken  -­‐  The  Man  With  The  Eyepatch  
http://www.youtube.com/watch?v=zbpGUmHGoeA&feature=player_embedded  
 
The   band,   the   Asteroid   Galaxy   Tour   not   only   gives   the   soundtrack   of   the   video  
but   also   appears   physically   in   the   ad,   thus   giving   a   perfect   environment   and   also  
providing   the   right   "mood"   for   the   situation.   Furthermore   it   also   highlights   the  
high  standard...  Lars  said:  "That  must  be  the  most  happy  and  cheerful  song  that  
we  have.  It's  about  dreaming  yourself  back  in  time,  back  into  the  '30s,  '60s,  '70s  -­‐  
whenever  you  feel  like  there  was  something  going  on  that  you  missed,  and  that  
you   weren't   a   part   of   because   you   weren't   born   at   that   time.   It's   about   that  

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feeling   of   walking   down   the   street   and   dreaming   yourself   back   to   these   cool  
times  of  Frank  Sinatra  or  Jimi  Hendrix."  (songfacts.com)  
 
The  extended/complete  version  of  the  video:  
http://www.youtube.com/watch?v=mzoeh6Q6Kig&feature=relmfu  
 
Just   to   draw   a   little   conclusion:   so...   why   do   we   love   them?   Perhaps   because   they  
are   innovative,   they   show   us   something   that   we   have   not   got   used   to   -­‐   and   we  
always  love  "newness".  
 
The  press  answered  to  this  question  like  this:  
"Addictive   quirky   soulful   Pop   Music   with   attitude,   sweeping   musical  
arrangements  with  one  of  the  hippest  vocals  around,  Known  for  their  infectious  
live   shows,   shiny,   shimmering,   upbeat   pop,   albeit   with   a   horn-­‐infused,   slightly  
psychadelic   edge,   C-­‐walking,   up   rockin’   leg-­‐splitting   and   hip-­‐shaking   their   way  
through,  infusion  sound  like  no  other,  effervescent  music  that  reminds  you  of  a  
dozen  glorious  summerskaleidoscopic  monster,  bubbly  and  hypnotic…"  (last.fm)  
 

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When  thinking  of  success,  there  is  always  a  fear,  a  risk  that  it  will  not  last  for  long  
time.  What  is  their  future?  Can  anyone  tell  this?  
 
"The  music  business  is  not,  and  has  never  been,  a  stable  environment.  Changes  
are   sweeping   and   huge.   Artists   have   become   the   most   disposable   part   of   the  
equation,  yet  paradoxically,  it  is  the  artists  who  drive  the  business  and  remain  at  
its  center."  (Dan  Kimpel,  Networking  Strategies,  p.  9)  
 
The   Asteroid   Galaxy   Tour   was   one   great   example   of   how   to   be   extraordinary   but  
successful   at   the   same   time.   Their   music   is   not   from   a   usual   genre...   on   the  
contrary,   it   is   pretty   hard   to   define   that.   Their   success   is   quite   unique   in   the  
sense  that  they  are  not  from  the  United  Stated,  nor  from  Britain  and  to  be  honest  
they   did   not   do   much   to   gain   success,   they   were   rather   the   lucky   ones   to   be  
chosen.  They  gained  a  huge  audience  all  around  the  world  though  they  have  only  
25   "Likes"   on   the   "We   Want   The   Asteroids   Galaxy   Tour   to   the   Sziget   Festival"  
Facebook  page  but  it  is  not  that  surprising.  We  know  that  Hungary  always  falls  
behind  the  world's  music  business.    
   

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References:  
 
Steve  Jobs  key  to  selecting  tunes  for  Apple  ads,  Apple  Insider  Staff,  accessed:  
2011.05.14:  
http://www.appleinsider.com/articles/08/12/08/steve_jobs_key_to_selecting_tunes_for_apple_a
ds.html  
 
The  Asteroid  Galaxy  Tour  interview  with  Carl  Wiser  from  Songfacts.com,  
accessed:  2011.05.14:  
http://www.songfacts.com/blog/interviews/the_asteroids_galaxy_tour/  
 
Heineken  -­‐  The  Entrance,  Advert  Fan,  accessed  2011.05.14:  
http://advertfan.com/2011/01/heineken-­‐the-­‐entrance-­‐turning-­‐viral-­‐ad-­‐into-­‐new-­‐global-­‐tv-­‐
campaign/  
 
The  Asteroig  Galaxy  Biography,  Apple,  accessed  2011.05.14:  
http://itunes.apple.com/us/artist/the-­‐asteroids-­‐galaxy-­‐tour/id288975778  
 
Heineken’s  The  Entrance  video  goes  viral,  supported  by  Facebook,  Social  
Medianaires  blog,  accessed  2011.05.14:  
http://optimalbranddevelopment.com/blog/heinekens-­‐entrance-­‐video-­‐viral-­‐supported-­‐
facebook/  
 
Asteroid  Galacy  Tour,  Facebook,  accessed  2011.05.14:  
http://www.facebook.com/TheAsteroidsGalaxyTour?sk=info  
 
Heineken,  Facebook,  accessed  2011.05.14:  
http://www.facebook.com/heineken  
 
We  Want  The  Asteroid  Galaxy  Tour  to  the  Sziget  Festival,  Facebook,  accessed  
2011.05.14:  
https://www.facebook.com/pages/We-­‐Want-­‐The-­‐Asteroids-­‐Galaxy-­‐Tour-­‐to-­‐the-­‐Sziget-­‐
Festival/117439208331500  
 
The  Asteroid  Galxy  Tour  Biography,  last.fm,  accessed  2011.05.14:  
http://www.last.fm/music/The+Asteroids+Galaxy+Tour/+wiki  
 
Dan  Kimpel,  Networking  Strategies  for  the  New  Music  Business,  2005,  p.  9  
 
Christopher  Knab  and  Bartley  F.  Day,  Music  Is  Your  Business  -­‐  The  Musician’s  
FourFront  Strategy  for  Success,  3rd  Edition,  2007,  p.  204)  

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