Seven million-plus albums sold may seem like a lot, but not when you compare the number to 15 million. That’d be how many books on-hiatus System of a Down drummer John Dolmayan has in his collection. And by “books,” he means comics. Boxes and pallets and shelves and aisles and an entire 30,000-square-foot North Las Vegas warehouse full of comics—and toys and action figures and any type of memorabilia imaginable—which range in price from $0.99 to $80,000 (a copy of Young Allies No. 1), which he’s been amassing for more than 20 years, and which he began selling through his TorpedoComics.com in November.
He’s already conquered the cutting-edge music and cutting-edge fandom frontiers, and Dolmayan’s latest project (not counting the Scars on Broadway debut he and SOAD guitarist Daron Malakian will release this spring) involves cutting-edge marketing in the form of the Torpedo Comics Challenge.
Until December 19, entrants can piece together a series of clues pertaining to comics scattered throughout Torpedo’s “Monolith” section. Much like in the viral marketing precedents set by Lost and Nine Inch Nails’ Year Zero, users uncover more clues, prompting additional searching, until one comic outfitted with a secret code allows entry to the contest—first prize is plane fare to Vegas, Hard Rock accommodations and a personal warehouse tour. (And trust us, Google isn’t much help here.)
“I could pull a name out of a box, but what’s the fun of that?” Dolmayan asks from behind his desk ringed with framed pieces, trade paperbacks and a few astounding Lord of the Rings statues, some worth more than the average newborn. “It’s exploration. It’s kind of like a scavenger hunt, but from my understanding people have been finding the books. This challenges people to come on the website, do a little bit of homework and figure things out. For me it’s interesting, and I feel that like-minded people will find it interesting also. I’d like to do even more challenging contests later for different prizes.”
Dolmayan envisions Torpedo’s site evolving into an opinionated community where users have a say in content and can interact with artists and writers during live webcasts. He also hopes to discover new talent and work with independent retail stores, not to mention steadily increase the size of this already-largest collection of comic books on Earth (according to Dolmayan). “I love the world of comics,” he enthuses before checking in with British second-in-command Steve Houston and passing by the life-size Silver Surfer entryway on his way out. “It’s been a fantastic place to go when I need to escape from the troubles of reality. Having heroes in comic books makes it feel like the world could be a better place ... though of course you’re talking to a guy who spent 10 hours on Warcraft yesterday.” But when it comes to a guy who’s long done things in a very un-by-the-numbers manner, who’s really counting?