Aussie rock trio the Living End's fourth studio album has debuted at the top spot in this week's Australian Recording Industry Assn. chart thanks in part to a youth-geared multi-media strategy, their
Aussie rock trio the Living End's fourth studio album has debuted at the top spot in this week's Australian Recording Industry Assn. chart thanks in part to a youth-geared multi-media strategy, their label EMI said.
"State Of Emergency" shipped gold (35,000 units) ahead of release. The band's self-titled debut from 1998, also on EMI, rose to No. 1 after opening in the top 5. Their other two albums, "Roll On" and "Modern Artillery," both went top 10.
The Living End's status as a live force was confirmed with their headlining slot for the six-date Big Day Out festival in January, which gathered some 250,000 consumers, typically aged 18 to 35.
However, EMI Music Australia's managing director John O'Donnell says that the initial sales thrust of "State Of Emergency" is drawn from a 13 to 21 demographic.
O'Donnell suggests some of the buzz was generated by Living End's headlined slot last October for the Coke Live'n'Local, a tour designed for music fans attending their first-ever live shows.
EMI and the band also focused its early marketing strategies on digital and online media as well as traditional retail, TV and music magazines.
"In a first for this company," O'Donnell explains, "we made the entire album available as 30 second ring tones a good week prior to album release so that fans could sample the tracks."
EMI will follow-up with a metro and regional TV campaign for the album, aiming for a sales target of 140,000.
The band is currently shopping "State Of Emergency" internationally. The trio has parted-ways with its one-time U.S. label Geffen and is not currently represented internationally by a label.
According to manager Rae Harvey, of Melbourne-based Crucial Management, the Living End will return to the U.S. to deliver a showcase at the Los Angeles Troubadour on March 12 and the South By Southwest festival in Austin, from March 10-19 in Austin, Texas.
The trio head to Japan for appearances at the Punk Spring festival April 1 and 2, and are booked to return to the United States mid-summer as part of the Warped tour.