In the grand tradition of the Olsen twins and Disney juggernauts "High School Musical" and "Hannah Montana," a marketing blitz that pushes branded entertainment to the max is on tap for Aly & AJ's new Hollywood Records album, "Insomniatic," due this week.

The teen siblings, whose real names are Alyson Renae and Amanda Joy Michalka, are also stretching their music. Aly describes the collection as "experimental," with a few songs featuring "piano-driven, wall-of-sound, epic productions." The album marks a "big departure" for the duo, AJ adds, yet retains "flavors" from their debut album, "Into the Rush."

Aly & AJ's new, immediate brand partners include Post Honey-Comb cereal, MTV, Wal-Mart and Samsung. Brands like these are surely responding to the ways Aly & AJ have established strong ties with their audience, as well as to the success of "Into the Rush."

All this activity, including the expansion of their sound, is "helping to push our career and brand forward," AJ says. In the process, the duo do not want to alienate any fans. "It's important to not stray from our core," she says. "There is a fine line between being creative as artists and being respectful of fans. We take that fine line seriously."