Staind guitarist Mike Mushok calls the forthcoming "The Illusion of Progress" "a very different record for us, but better different."

Staind guitarist Mike Mushok calls the forthcoming "The Illusion of Progress" "a very different record for us, but better different."

The same can be said for the way Flip/Atlantic is bringing the rock quartet's sixth studio album to market in advance of its Aug. 19 street date.

While first single "Believe" is making an impact at active and alternative radio, the Massachusetts band's traditional base of support, the label is planning an intensive and ambitious viral campaign to launch and sustain the album via a broad array of Web sites and platforms.

Staind has created an exclusive edition of "Illusion" that contains three bonus tracks and a one-year membership to the group's fan club. The "fan pack" will be sold at retail outlets but, according to Atlantic senior VP of pop/rock marketing Dane Venable, will encourage buyers to link to the group's Web site and expose them to Staind's online community, including access to a special 30-minute documentary on the making of the album.

"In the past two years they've gotten very, very active on their Web site, and they've seen results," Venable says. "That provides them with the motivation to do even more. They've completely embraced it."

The cycle started while Staind was recording the new album with producer Johnny K in frontman Aaron Lewis' barn in Massachusetts, creating what Lewis considers "probably the most musical record we've made yet." It comes in the wake of three consecutive albums—2001's "Break the Cycle," 2003's "14 Shades of Grey" and 2005's "Chapter V"—that have debuted at No. 1 on the Billboard 200 and have sold at least platinum.

Besides taking "Believe" to radio, where it is No. 9 on the Mainstream Rock chart after just four weeks, the label released it for sale on iTunes and premiered it on MySpace, generating more than 200,000 hits in its first week. The song's video premiered July 24 through AOL, and Flip/Atlantic is planning a multiweek Staind promotion with imeem that will include advance listening parties and exclusive content.

iTunes began selling an exclusive Staind bundle July 22, which includes two bonus songs, a video and access to an "instant gratification" download track. The digital retailer and the label are working on an iTunes Originals as well.

While on its current tour, Staind plans to perform Aug. 28 on ABC's "Jimmy Kimmel Live!" The group will play two weeks of European dates with Nickelback in September as part of its first concerted campaign overseas, then return to North America for a headlining tour from October through December, with more touring expected in 2009.

Mushok says Staind is looking forward to seeing how the new initiatives play with its fan base but likes the fact that everything that's planned "gives a little bit more back to the fans. It gives them more options and ways of getting more from us."








--------------------------------------------------------------------------------

From: Hasty,Katie
Sent: Friday, August 08, 2008 4:04 PM
To: Concepcion, Mariel
Subject: staind



STAIND: ROOM TO GROW

Gary Graff


Staind guitarist Mike Mushok calls the forthcoming "The Illusion of Progress" "a very different record for us, but better different."

The same can be said for the way Flip/Atlantic is bringing the rock quartet's sixth studio album to market in advance of its Aug. 19 street date.

While first single "Believe" is making an impact at active and alternative radio, the Massachusetts band's traditional base of support, the label is planning an intensive and ambitious viral campaign to launch and sustain the album via a broad array of Web sites and platforms.

Staind has created an exclusive edition of "Illusion" that contains three bonus tracks and a one-year membership to the group's fan club. The "fan pack" will be sold at retail outlets but, according to Atlantic senior VP of pop/rock marketing Dane Venable, will encourage buyers to link to the group's Web site and expose them to Staind's online community, including access to a special 30-minute documentary on the making of the album.

Staind is also involved in a special mobile promotion with Amazon where fans can pre-order the album via their cell phones. "It's a first-of-its-kind thing," Venable says, explaining that users can text message a code to a particular number that will verify or establish their account with Amazon and let them order the exclusive edition. Street team members are distributing fliers detailing the promotion at Staind's concert stops this summer with 3 Doors Down and Hinder.

Venable has been working with Staind for 10 years. He still considers radio, along with touring, to be Staind's "first line of defense," but he says the group has become more enthusiastic about online initiatives and creating new avenues of promotion.

"In the past two years they've gotten very, very active on their Web site, and they've seen results," Venable says. "That provides them with the motivation to do even more. They've completely embraced it."

The cycle started while Staind was recording the new album with producer Johnny K in frontman Aaron Lewis' barn in Massachusetts, creating what Lewis considers "probably the most musical record we've made yet." It comes in the wake of three consecutive albums—2001's "Break the Cycle," 2003's "14 Shades of Grey" and 2005's "Chapter V"—that have debuted at No. 1 on the Billboard 200 and have sold at least platinum.

Staind documented the making of the album with a series of webisodes that started in January on staind.com, which manager Jordan Feldstein, who handles Staind for Career Artist Management, says was "really effective to recapture the interest of the core fan base." Staind.com is relaunching in late July as a fully interactive Web site, with an aggressive fan club component providing opportunities for communication, concert ticket presales, meet-and-greets and other benefits.

Besides taking "Believe" to radio, where it is No. 9 on the Mainstream Rock chart after just four weeks, the label released it for sale on iTunes and premiered it on MySpace, generating more than 200,000 hits in its first week. The song's video premiered July 24 through AOL, and Flip/Atlantic is planning a multiweek Staind promotion with imeem that will include advance listening parties and exclusive content.

iTunes began selling an exclusive Staind bundle July 22, which includes two bonus songs, a video and access to an "instant gratification" download track. The digital retailer and the label are working on an iTunes Originals as well.

Flip/Atlantic is aggressively pushing "Illusion" for music licensing. At the end of June the label held an invitation-only showcase for film, TV and advertising music supervisors at the Viper Room in Los Angeles, where Staind previewed material from the album. Venable says the initiative has already snared deals for "Believe" to be used in ESPN Major League Baseball broadcasts in August and NASCAR telecasts in September.

The song was also played on a recent episode of "So You Think You Can Dance," which Venable hopes will help "Believe" cross over to hot AC when the label takes the track there in late August and then to mainstream top 40 in September.

While on its current tour, Staind plans to perform Aug. 28 on ABC's "Jimmy Kimmel Live!" The group will play two weeks of European dates with Nickelback in September as part of its first concerted campaign overseas, then return to North America for a headlining tour from October through December, with more touring expected in 2009.

Mushok says Staind is looking forward to seeing how the new initiatives play with its fan base but likes the fact that everything that's planned "gives a little bit more back to the fans. It gives them more options and ways of getting more from us."