Factory Originals' 'Wasted Opportunities' Takes Readers Behind the Rock ‘n’ Roll Curtain
When Ben Firth, creative director at Factory Originals, first sat down with Dan Hawcroft for the ‘We Are The Road Crew’ podcast back in 2020, he couldn’t have predicted where that conversation would lead. What began as a one-hour interview about the importance of road crews in the rock ‘n’ roll world, soon transformed into an ambitious, genre-defying project.
That is, of course, ‘Wasted Opportunities’, a limited-edition book blending storytelling, original artwork, rare photography, and immersive audio to document Dan Hawcroft’s extraordinary career as personal assistant to the legendary Ian ‘Lemmy’ Kilmister of Motörhead.
With just 500 hand-signed copies available, ‘Wasted Opportunities’ is more than a book – it’s a collector’s item that offers readers an unparalleled glimpse into life on the road. The project is the debut release from Factory Originals, the creative content arm of Factory Studios, and showcases the company's vision to merge its expertise in sound and storytelling with bold new creative formats.
The challenges of bringing a project like this to life are manifold, as Ben explains, from curating illustrations by international artists, to crafting an accompanying podcast hosted by The Subways’ Billy Lunn. In any case, the journey of ‘Wasted Opportunities’ was no less complex than Dan’s own journey through the rock ‘n’ roll lifestyle, with all of its ups and downs on the road.
Now, as Factory Studios celebrates 27 years of excellence, and Motörhead celebrates their 50th anniversary, ‘Wasted Opportunities’ marks an exciting chapter – one that not only honours Dan’s story, but shines a spotlight on the unsung heroes of rock ‘n’ roll.
Today, LBB’s Zoe Antonov speaks to Ben to find out about the inspiration, challenges and vision behind this one-of-a-kind tribute to the raw, unfiltered world of live music.
LBB> What does ‘Wasted Opportunities’ represent for Factory Studios as a company?
Ben> This book marks the debut publication from Factory Originals – the award-winning original creative content division of Factory Studios. For the past 27 years, our London studios have been dedicated to showcasing excellence in music and sound across advertising, TV, radio and cinema. Expanding into original content production is an exciting and valuable opportunity for us, allowing us to further complement our expertise in sound and storytelling.
LBB> How did you approach translating an audio experience into a physical book?
Ben> I knew Dan had been considering writing a book for some time, so when I started developing ideas for Factory Originals it was a no-brainer to collaborate with him. This project allowed us to combine our expertise in music, storytelling and sound, seamlessly merging all worlds to create the ultimate immersive experience for the reader.
LBB> What were some of the biggest challenges in putting this project together, from concept to completion?
Ben> Making this book the best it could be brought us many challenges.
We carefully researched and hand-selected a diverse range of illustrators, and while showcasing their unique talents was a brilliant experience, it was also quite a time-consuming process.
The idea of introducing a podcast series that integrates with the book turned out to be an even bigger challenge than we initially expected, but we’re incredibly proud of how it complements the narrative within the chapters. Working with Billy Lunn, guitarist and vocalist for The Subways, was also such a fantastic experience.
As this is our debut publication, we collaborated with Neil Bowen at ZIP Design for art direction and overall design, while also taking the time to carefully research materials and print manufacturers to ensure we’re delivering a premium reading and listening experience.
LBB> The book combines audio, art, photography, and print – can you talk about how these elements work together to enhance the storytelling?
Ben> Absolutely! This is one of the reasons I’m so proud of this project. Every element has been carefully chosen to create a truly immersive experience for the reader. Dan’s story is so unique and engaging that we wanted to complement it with photography and memorabilia from that era, as well as illustrations that directly enhance what you’re reading.
Our selection process for contributing artists was just as intentional. Not only did they have to be incredibly talented, but we also wanted to involve people who had a personal connection to the project in some way. That includes rock and punk music fans, skateboard illustrators, people who knew Dan, recovering addicts, tattoo artists, and more.
The private podcast – exclusively available to book owners – really takes the narrative to the next level. At key moments, readers are prompted to grab their headphones and listen to conversations between Dan and Billy, diving deeper into the stories while also hearing from the people who lived them. It gives the book a unique edge and transforms the traditional reading experience into something much more immersive.
We’re also combining the book with a premium, hand-crafted bespoke slipcase, along with an individually numbered holographic tour laminate. There are five laminate designs, each limited to just 100 copies of this first edition, making it a true collector’s item.
LBB> Were there any particular moments or stories that didn’t make it into the final version but were difficult to leave out?
Ben> Naturally, Dan has a wealth of memorabilia and imagery from his time on the road, but we had to be selective about what we included to ensure it was both relevant to the narrative and complemented the book in a meaningful way. It was a really tough process, but ultimately, we’re incredibly proud of what made it into the book. With the narrative itself, again there are way more stories but we are saving those for another day!
LBB> Dan Hawcroft’s story is deeply personal but also universal in terms of its rock ’n’ roll lifestyle theme – how do you think audiences will connect with it?
Ben> I really hope the audience feels the passion we’ve put into the book. Dan’s story is truly one of a kind, taking readers on a journey from his childhood in Hull to his life now in Canberra, Australia. Along the way, it delves into the highs and lows of life on the road – the inevitable excesses of drugs and alcohol – while also offering a deeply personal and often touching look at his relationship with Lemmy.
LBB> Lemmy and Motörhead are true legends – what do you think this book adds to their legacy from a behind-the-scenes perspective?
Ben> This year celebrates their 50th anniversary, so getting a behind-the-scenes look at undoubtedly one of the greatest and most influential bands of all time is truly fascinating. Road crews are the backbone of any touring band, yet they often go unnoticed. With this book, we hope to shine a light on their world – offering a deeper insight into the relentless effort it takes to keep the rock ‘n’ roll circus on the road, along with the highs and lows that come with that responsibility
LBB> How do you see ‘Wasted Opportunities’ fitting into Factory’s broader creative vision? Are there plans to explore more projects like this in the future?
Ben> As long as a project aligns with our ethos of showcasing excellence in music and sound – whether in whole or in part – we’re open to exploring all ideas. It’s an exciting space to be in, allowing us to embrace a wide range of formats, from further book publishing, to podcast series, TV and radio commissions, and much more.
LBB> If there’s one key takeaway you’d like readers to have after experiencing the book, what would it be?
Ben> Enjoyment. It’s a new way to navigate a book, but I really want the reader to enjoy the experience of navigating Dan’s stories through the book’s premium aesthetic, narrative, imagery and audio experience.
