10 Lessons That Solopreneurs Can Learn From AC/DC

AC/DC is one of the most successful rock bands in history, selling more than 200 million albums worldwide and still going strong today. What lessons about building a sustainable business can we learn from Angus Young, Malcolm Young, the late Bon Scott, Brian Johnson, Cliff Williams, and Phil Rudd?

1. Give the People What They Want

Is it kind of weird that Angus still wears the schoolboy uniform when he performs? No, it’s not. People attend an AC/DC concert in large part because they want to watch Angus. And they want to see him in the schoolboy uniform, because it’s as much a part of the performance as “Thunderstruck.”

2. Be Exceptional at What You Do

When serious rock musicians discuss AC/DC, they talk about how great the band is at its craft: Angus is one of the great lead guitarists and showmen of all time; Malcolm, Cliff, and Phil rank as one of the best rhythm sections in rock history; and what can you say about Bon and Brian — two of the most utterly unique, powerful voices to take the stage.

Bill Corgan of Smashing Pumpkins says AC/DC does “low brow” extremely well: “If they were only decently good at what they did, they would be nothing more than a club act.”

3. Don’t Seek Shortcuts

When AC/DC first came to America, they were playing at bars in front of small audiences. But the band kept on playing, and good things eventually came their way.

Jerry Greenberg, former president of Atlantic Records, says: “They played and played and played, and built the fanbase. They were not one-hit wonders. They were the real deal.” Greenberg supported AC/DC in the early years, in part because they were “killing themselves” to make it.

Corgan says: “Every bit of respect they’ve earned, they’ve earned the hard way. Nobody gave it to them.”

4. Don’t Adopt the Latest Fashion

AC/DC arrived in England in 1976, at the height of the punk scene. AC/DC had the energy of a punk band, and critics were trying to label them as punk; it might have made business sense in the short-term for AC/DC to go along with the deception. But that’s not what they did.

“They were totally insulted [at being called a punk band],” says Sue Masino, author of “The Story of AC/DC: Let There Be Rock.”

“They didn’t want to have anything to do with it [punk], because none of those guys could play,” says Corgan. With punk, “your sheer lack of skill is the message. Well, that’s not what AC/DC is about. They tried to distance themselves as much as possible from that.”

As other musical fashions have come and gone, AC/DC has ignored them all. And in the end, “their name defines their genre,” according to rock author Lonn Friend. “How many bands can you say that about?”

5. Get Expert Help

“Highway to Hell” was AC/DC’s breakthrough record in the United States, in part because of Mutt Lange’s brilliant work as the producer. “He took what AC/DC did live and captured it and got it on [a] record,” says Rick Allen of Def Leppard fame.

Without Lange’s help on “Highway to Hell,” we might not be talking about AC/DC today.

6. When Faced With a Critical Decision, Trust Your Gut

Following the death of lead singer Bon Scott in 1980, many people thought AC/DC was finished. That’s not what happened. They auditioned replacements for Bon, and the band made a surprising decision. Instead of striving to find a voice that was “just like Bon’s,” they selected Brian Johnson, who voice is much different than Bon’s but whose spirit fit the band perfectly.

“Maybe that’s the genius of what they did [in selecting Brian],” Corgan says. “They just went with their instincts.”

AC/DC’s next record, “Back in Black” featured Brian on lead vocals; it’s the second-highest-selling record of all time (after Michael Jackson’s “Thriller”).

7. Screw Trends

It’s fascinating that AC/DC, one of the most commercially successful entertainment acts in history, has never commissioned a marketing strategy and never consults A&R.

“They’ve never looked at a marketing plan. They never looked at trends,” says Georg Dolivo of Rhino Bucket. “Screw trends. Just do what you do.”

8. Don’t Take Yourself Too Seriously

A journalist once said to Angus, “You’ve made 12 albums that all sound the same.”

Angus replied, “No, you’ve got it all wrong. We’ve made 13 albums that all sound the same.”

9. Don’t Abandon Your Audience

“The biggest thing about AC/DC, throughout their entire career, even now when they’re one of biggest bands in the world, is they’re relatable,” says Eddie Trunk, host of “That Metal Show.”

They’re relatable because they don’t distance themselves from their fans. They don’t stroll down the red carpet. They don’t do “solo projects.” They don’t own English country manors. They don’t attend fine-art auctions.

10. Play to Your Strengths

Angus famously said that AC/DC doesn’t do ballads. Can you imagine “Whole Lotta Rosie” as a ballad? Of course not. AC/DC never recorded ballads, and their audience loves them for it.

What Else…

…Can be learned from AC/DC? Please leave your thoughts below.