Brand New Band • Page 27

Ok, so what have they ever spun up themselves?

 

welp. I am pretty sure that some entity representing them sent out the "RIP 2018" pamphlet, created the website that referenced Fusion Anomaly (not to mention plenty of references they personally made in old blog posts), staged the original 'Leaked Demos' cassette flyer.

Those are a few that are officially from their camp.

These guys have been off a major label for a bit now, but that doesn't meant they don't hire help like any other successful independent group. PR firms in particular are instrumental in helping manage the visibility and relevancy, especially leading up to a release (think back to Mene).

Marketing is certainly an art in itself. As a band, how do you grab the attention of your target audience and how do you keep them interested without a musical release?

This is exactly how you try to make sure people are still listening before you release something for them to listen to.

 

I totally get the marketing of it, I just really don't think they are doing as much marketing as people may think. I mean, the stuff you mentioned definitely led up to the cassette, so I agree there, but otherwise I just am not buyin it... I really think that the Shone connection just set the fans on fire haha

 

I used to think Brand New didn't do anything to encourage the mysterious thing, but it's just not true.

I don't think they are as calculated as some would love to think, but they definitely play up to it. Their online presence reflects it (who remembers that weird website they used to link to on their site?) - plus things like fact the interviews they've done have been entirely random in selection. Brian Lane's part in the Shone campaign shows that they have it in them to do mysterious shit.

 

I guess I don't understand what you mean then.

What is the "otherwise" you're referring to?

It is a fact that, on the cassette sleeve, it says "418."

It is a fact that "Know Gods Just Work" and "418" have been used together (like in the RIP 2018 pamphlet).

And then it is a fact that P!MT (the label they created and release their music, as well as others including Shone, under) posted their first Instagram post on April 18th and cited both.

Sooo... I would say yesterday's event is pretty clearly and intentionally continuing that whole string of stuff.

I wouldn't even be surprised (though a little bummed) if there is actually no reasoning behind it other than the monstrous hype train it builds.

 

The fact that Daisy and TDAG don't have official lyrics (while TDAG has them now, they didn't for the longest time and some lyrics, like Degausser, are omitted). The whole "send a dollar" thing adds to the tricky fan interaction too.

 

Aside from the omitted parts that you mentioned, most of TDAG's lyrics were on their site the whole time. I would consider those pretty official

 

Added another show to the Archive today:

 

I don't think they think about this stuff either. I think they play music, post stuff they think is interesting and that's it. Like the PPL Mover video on the Hype link in their page for a while, I just think they were hyping something they dug. But the fans jumped on it.

Before Shone this band wasn't considered "mysterious" or "cryptic". They were known as quiet or known for being kinda ambiguous. But not Mysterious or cryptic. Basically these guys have always done exactly what they said they would.

 

They hired a company to send out fun Brand New and P!MT package to people that sent in dollars years ago. It included the Leaked Demos flyer to let people know it was coming and it spelled out exactly what was coming. They did not create that "Fusion Anomaly" website.

But really it's just one thing that included some other stuff in it: They sent out a thank you package to fans because they never sent their lyrics 10 years ago.

Virtually everything done in the past year has been handled by like a handful of people you could count on one hand. The contracted an outside art firm to put together the package that got sent out and do the art. The tapes were hand packaged and mailed from a NY apartment over wine and bad emo.

It would also be what you'd do before you put up pre-orders for a Shone vinyl, when the band wants to release music, they just release music - they don't have to worry about making sure people are paying attention. If they put out a song, people pay attention. Like, I totally think we'll see new music this year, but I also think they're not gonna make it weird or some guessing game to announce they have new music coming. They're about to go on a huge tour, they're gonna want people to go to said huge tour and buy music, it's not gonna be hidden. If there's some Shone like go find and get USB drives and walk through the fields backwards while humming the Mickey Mouse theme song to hear music or pre-order our new thingy campaign ... I would be absolutely shocked.

And people pulling 2018 into "stay 18 forever" makes me roll my eyes very hard.

 

What have I missed since work this morning?

 

So over this band. Whenever, if ever, they release music I will listen, but don't care anymore.

 

This thread is starting to make my head hurt.

 

i think everything in that post is true, im with Jason.

expect Brand New probably listens to really good emo.

 

That "Nobody Moves (Prime)" (thank @Jason Tate for the name) incident was probably a highlight of all my internet shenanigans. Even though the actually origins of the track, and why it went down the way that it did, were never revealed. That's my only question for the band, the only thing I truly desire an answer to.

 

Sounds like you're mad at the fans, the band haven't done anything... unless you're mad that they are simply taking their time on a new album... that sounds a bit selfish

 

Yeah how dare these guys live their lives and release new music when they are ready!

Haha the "I'm over this band" stuff comes across as so entitled it's annoying.

 

Agreed. I know 7 years is somewhat long for a new album, but there are SO MANY other bands/artists who have taken even longer, and that's OK.

 

Just to highlight what @Jason Tate said about them releasing music, let's look at Mene.

Was there some super cryptic build up to that? Nope. They played it live, then it showed up on their website. Just like a normal band would do it!

 

I'm 95% sure these guys released an album yesterday exclusively to Martin Shkreli for free.

 

Exactly. It would also be ok if they just decided that they didn't have it in them and didn't release anything ever again. Just imagine the hate they would get for that. Fans acting like they are owed things is really awful and I feel like it is really really bad for Brand New's fan base.

 

I've always hated that mindset for any band, no one owes anyone anything. If a person or band wants to make music, they can. If they want to let others hear it, they can. No one has to do anything, no one should feel owed

 

I understand what you're saying, but I don't think you're refuting as much as your tone seems to imply you are.

Nobody said they created Fusion Anomaly. I don't know where you are getting that from.

My saying that they used a team to put stuff out had nothing to do with invalidating their indie cred or whatever it is you're trying to defend.

I think Brand New is a very good band and a very smart band. That doesn't mean they necessarily mastermind a puzzle for everyone to figure out.

I think the way they choose to promote and market has a specific style about it and that style is usually mysterious feeling and prompts fans to get excited and speculate.

I think you can attribute the continuation of that fan response to a couple main things:

1. An expectation of them that has snowballed.

2. Brand New's style of promoting and marketing being a pretty consistent and honest representation/execution of how they like to do stuff.

They're creative people. And yeah, I don't think Mickey-Mouse-humming-USB-hunts creative, but obviously release-fun-promotional-material creative.

Also, glad that's enough for you to roll your eyes at. I think it's really cool even if it's not intentional!

 

Does anyone know what the members of Brand New do to make a living when they are NOT active in the band?

Brian - production?
Jesse - construction?
Vinnie - construction?
Garrett - teaches? Middle school? High school?

Not that it's relevant to their art, but I am just damn curious what these dudes do for 7 years when they are not touring.

 

Didn't it come out they were making crazy money playing college shows or festivals? I'm sure they have just been living on that