Silverchair On Hot Streak In Oz

Silverchair is on a record-breaking streak at home.

Four weeks after becoming the first Australian band in 40 years to achieve three No. 1 singles in the national chart, Silverchair this week scored another chart milestone as their "Young Modern" album (Eleven A Music Company/EMI Music Australia) debuted at the top spot on the Australian Recording Industry Association (ARIA) chart.

As a result of the feat, the Newcastle, New South Wales-based guitar trio have become the first Australian band to have five straight No. 1 albums. And the band did it on five consecutive releases, each of them opening at No. 1.

Midnight Oil and Cold Chisel struck four No. 1s on the ARIA albums chart. INXS, Crowded House, Powderfinger and AC/DC had three each.

"Young Modern" went platinum for sales of 70,000 off the block, according to EMI Music Australia.

The single "Straight Lines" remains at top spot for the fourth consecutive week on the ARIA physical and digital chart, and has also gone platinum.

EMI Music Australia's managing director John O'Donnell tells that Eleven and EMI started the buzz for the album with "a creative, broad-based marketing and promotional plan that was very focused on online activity. One of its strengths was engaging different media partners in the one promotion."

The release was supported with a MySpace promotion, where fans could create videos for "Straight Lines." The clip selected by the band was screened on free to air Ten Network's national music video show "Video Hits".

Also, a partnership with cell phone manufacturer Motorola and DMG Radio's Nova network was set up for a widely promoted invitation-only album launch in Sydney that was broadcast nationally by Nova.

Says O'Donnell, "Of course, all the creativity strategies would be wasted if the band hadn't delivered such a genius album. It's being widely hailed as their best yet."

In a statement, Silverchair's singer/guitarist/songwriter Daniel Johns said, "We're overwhelmed by the reaction we've had to 'Young Modern'. It's been a long time since we've released a new album and we put a lot of time into making this one so we're really grateful that it's getting embraced in such a big way."