On a hazy mid-August morning at the swanky Viceroy hotel in Santa Monica, Calif., indie rock royalty Conor Oberst, Jim James, M. Ward and Mike Mogis -- who have gathered to promote their new band, Monsters of Folk -- are nestled on a mustard-colored couch in a quiet room with all-yellow vintage decor that resembles a set from a Stanley Kubrick film.

At the moment, however, their concerns are based in hard reality. The band is attempting to understand the purchase options for three new Monsters of Folk songs made available on iTunes in late July to stir buzz for their forthcoming album.

"Isn't it like, if you buy them you get the rest of the record?" asks Oberst, who enjoys a solo career and also leads the band Bright Eyes with producer Mogis. "Do you buy the record and get three songs now? Is that it?"

James, the bearded frontman of My Morning Jacket, gestures in agreement.

"Oh, that's different," says singer/songwriter Ward, admiring the idea, before taking another bite of a blueberry pastry. (Ward splits his time between a solo career and the She & Him collaboration with actress Zooey Deschanel.)

Mogis is skeptical. "I don't think it's that way," he says to Oberst. "If you buy those three songs, I think you get a discount when the record comes out." "Like a coupon in the mail, or something?" Oberst asks with a laugh.

After another minute of discussion, the artists agree that it's best to leave such questions to the business folks. "It's the '90s, man," James says with a grin. "It's a confusing time to be alive and be a musician with all that shit."

The Monsters of Folk may not be fully aware of the marketing strategy for their self-titled debut-due Sept. 22 in the United States on Shangri-La Music, the label run by Jeff Ayeroff and funded by Steve Bing. (Rough Trade will release the album in Europe, P-Vine Records in Japan and Spunk Records in Australia.) But the chemistry among the foursome is as obvious during the interview as it is on the new 15-song album, which displays an effortless blend of classic rock, alt-country and folk tunes that flawlessly combine each contributor's musical style. The grouping not only works on the creative side -- it also presents a significant opportunity for marketing the new album with three established fan bases.

Click here to read more about Monsters Of Folk, including how the group was formed, Shangri-La's marketing plan for the band's self-titled debut and its upcoming tour.