We’re all familiar with movements like Movember. They’re awesome and newsworthy because they help raise awareness about important health issues. But, long before there were efforts like this, we were inspired to create a movement of our own that was centered around the upcoming release from Tampa’s Underoath entitled Lost In The Sound of Separation. We called it Septembeard.
The idea behind Septembeard was simple. Since we knew that most of Underoath’s fans were males ranging between the ages of 18 and 24, we sought to create a movement that would give those fans the opportunity to put their beards on display to the world. From August 1st, 2008 until the album’s release date (September 2nd), we encouraged fans to give up shaving and release their facial hair into the wild. We even enlisted the help of all five members of … Read More »
When Underoath set out to release what would be their final studio album Ø (Disambiguation) in November of 2010, I knew we had to do something different. The band had long been known as a genre-defining act and had completely changed the way that many people perceive heavy music. Additionally, this album marked the first without one of the most notable longtime members of the band, drummer and vocalist Aaron Gillespie. There was a great deal of anticipation about how the band’s sound would change with the addition of new members.
In the content driven era, I’ve made it my goal time and time again to take a single piece of content and recapitulate it in as many ways as possible. Many consumers have a “one and done” mentality in regards to music consumption. If, for instance, a new song or piece of … Read More »
Inspiration is all around us. It stems from our past and our present. It helps us to move forward, savor each moment, and plan for the future. Sometimes inspiration is right in front of us…and sometimes its the most common sense solution to a set of problems.
With the release of Underoath’s album Lost In The Sound Of Separation, we were violently being thrust into a day and age where actually selling music to fans was becoming harder and harder. The value of music was inherently beginning to diminish amongst our demographic and free music was becoming more and more widely available. Behaviorally, exchanging music had become as common place as sending an e-mail. One click of a button and an entire artist’s catalogue could be yours in minutes. In an attempt to bring more value to the physical product, we … Read More »