A “huge sense of optimism” pervades the Goo Goo Dolls’ 10th album, “Magnetic” (June 11, Warner Bros.), according to frontman/primary songwriter John Rzeznik. “We’re just at a better place in our lives,” he says. “For one, I don’t attempt to drink an entire bottle of vodka every day like I used to. That helps.”
The album was primarily recorded at New York’s Quad Studios, in a window-filled space overlooking Times Square. Fittingly, much of the record is bright, high-energy and laced with electronic flourishes like drum machines and synthesizers that will surprise some longtime fans of the hit-making trio’s nearly three decades of rock. “We were basically at the cultural epicenter of Western civilization,” Rzeznik says of the studio. “The energy is pouring in through the windows all day and all night. It just inspired me.”
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Lead single “Rebel Beat,” with its easy, singalong hook and cheery guitar chords, is a return to the band’s sunny pop sounds and lyrics after 2010’s darker, more serious “Something for the Rest of Us.” But compared with some of the group’s earlier successes, particularly “Iris”–which spent four weeks at No. 1 on Billboard’s Pop Songs chart in 1998–the song is catching on slowly at radio, moving 17-16 in its 18th week on the Adult Top 40 chart and holding at No. 27 on Hot Rock Songs.
However, that could change later this month, when “Rebel Beat” will practically become HGTV’s unofficial theme song. On June 9, an 11-week chyron campaign for a new show called “Brother vs. Brother” that incorporates the song will launch. According to Warner Bros. marketing director T.J. Landig, “It’s the biggest ad buy that they’ve done to date on any program.” In addition, “Rebel Beat” will be used in another ad promoting HGTV’s popular #lovehome hashtag campaign, with which viewers share photos of their domestic creative touches on Instagram and Twitter. The group will also perform at the HGTV-sponsored #LoveMusic Lodge at the Country Music Assn. Festival in Nashville June 6-9.
Landig declined to specify the HGTV synch’s price tag, but said the campaign was perfect for “Magnetic.” “The ad buy is stunning in itself, and it’s the right demo,” he says. “It’s a 25-44 female audience, and that’s who we’re going for too.”
Warner Bros. forged another big-brand partnership, with Clear Channel and iHeartRadio, to promote an album stream of “Magnetic.” On June 4, the stream premiered through the iHeartRadio app and website as well as the site of every AC, adult top 40 and triple A Clear Channel station. Warner also linked with Clear Channel for a live stream of the Goos’ April 3 show at the Troubadour in Los Angeles. “They’re really getting behind the album,” Landig says. “That’s the right audience, and we want to support radio, which is arguably the most important component of this campaign.”
Meanwhile, the band will continue a string of TV appearances, building on recent spots on “The Tonight Show With Jay Leno” and “Jimmy Kimmel Live!” with upcoming hits on “Rachael Ray” and “Live With Kelly and Michael.” The group also performed “Rebel Beat” on the May 13 series finale of “90210.”
Warner is using YouTube to remind fans of the Goos’ history of hits. On April 30, the band posted “Soundtrack of Your Life,” which featured clips of its biggest videos and ended with “Rebel Beat.” Landig says Warner will recruit popular YouTube cover artists to post performances of “Iris” that will include a plug for the new single. “I honestly don’t think there’s anybody out there who hasn’t heard ‘Iris,'” he says. “Part of our marketing strategy is just reminding people and connecting that song and other hits to the band.”
On June 25 in Manchester, N.H., the Goos will launch a co-headlining three-month arena tour with Matchbox 20, and many dates are already sold out. “It’s one of those packages where one and one equals three,” Rzeznik says. “Over the years, there’s been a lot of comparisons between our bands. When you put us together finally, it just sort of blew up. They’ve had so many hits, and we have too, so it just makes sense. It’s like a night of listening to hits.”
The band fought through some tough times to get to a happier place for “Magnetic.” “For years there was a lot going on–a lot of boozing and nonsense,” Rzeznik says. “Now I just want to enjoy playing music for people. I want to enjoy the company of my bandmates. Leaving home can be difficult emotionally, but the show is the saving grace of every day.”