3OH!3: Summer Album Preview 2010
"Streets of Gold"
(Photo Finish, June 29)
After second album "Want" spawned pop smashes "Don't Trust Me" and "Starstrukk," boisterous electronic duo 3OH!3 entered the studio for its third album knowing that its circumstances had changed.
"The biggest difference from last album was that, going in, we knew people would actually hear this one," vocalist Nat Motte says. Recorded last winter in Colorado and Los Angeles, "Streets of Gold" finds Motte and Sean Foreman expanding on their unique sound with producers like Matt Squire, Dr. Luke and Greg Kurstin. While the group dabbled with different genres on the rock-influenced "I Know How to Say" and the dancefloor-ready title track, a viral video for edgy anthem "House Party" catered to fans of the group's proven aesthetic.
As 3OH!3 continues a co-headlining tour with Cobra Starship, the group will release leadoff single "My First Kiss," which features vocals by Ke$ha. Meanwhile, Photo Finish Records plans to give the album an intense marketing rollout, with a preorder campaign and a DVD-assisted deluxe edition focused on portraying 3OH!3 as a pop mainstay.
"They've tried some new things but kept the original elements that fans enjoy," Photo Finish president Matt Galle says. "Hopefully we can convert the singles fans into album buyers."
Previous album and sales: "Want," 439,000 (according to Nielsen SoundScan)