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"Progress" takes rockers Staind in new directions
07/25/2008 6:00 PM, Reuters
Staind guitarist Mike Mushok calls the forthcoming "The Illusion of Progress" "a very different record for us, but better different." The rock quartet recorded its sixth studio album in frontman Aaron Lewis' barn in Massachusetts, creating what Lewis considers "probably the most musical record we've made yet." It follows three consecutive albums -- 2001's "Break the Cycle," 2003's "14 Shades of Grey" and 2005's "Chapter V" -- that have debuted at No. 1 on the Billboard 200 and have sold at least platinum. Staind documented the making of the album with a series of webisodes that started in January on staind.com, which is relaunching in late July as a fully interactive Web site, with an aggressive fan club component providing opportunities for communication, concert ticket presales, meet-and-greets and other benefits. The Internet plays a crucial role in the way label Flip/Atlantic is bringing to market in advance of its August 19 release date. While first single "Believe" is making an impact on active and alternative radio, the band's traditional base of support, the label is planning an intensive and ambitious viral campaign to launch and sustain the album via a broad array of Web sites and platforms. Staind has created an exclusive edition of "Illusion" that contains three bonus tracks and a one-year membership to the group's fan club. The "fan pack" will be sold at retail outlets but, according to Atlantic senior vice president of pop/rock marketing Dane Venable, will encourage buyers to link to the group's Web site and expose them to Staind's online community, including access to a special 30-minute documentary on the making of the album. Staind is also involved in a special mobile promotion with Amazon where fans can pre-order the album via their cell phones. "It's a first-of-its-kind thing," Venable says, explaining that users can text-message a code to a particular number that will verify or establish their account with Amazon and let them order the exclusive edition. While on its current tour with 3 Doors Down and Hinder, Staind plans to perform August 28 on ABC's "Jimmy Kimmel Live!" The group will play two weeks of European dates with Nickelback in September as part of its first concerted campaign overseas, then return to North America for a headlining tour from October through December, with more touring expected in 2009. Reuters/Billboard
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