TODD MARTENS "Major Metal: Up From The Indies And Already A Proven Seller, Shadows Fall Thrashes Ahead" Billboard April 7, 2007
By the time East Coast metal act Shadows Fall went shopping for a major label deal, the band had already managed major label-like success on Southern California indie Century Media.
Its 2004 album, "War Within," has sold 273,000 units in the United States, according to Nielsen SoundScan, and the album spawned two top 40 singles on Billboard's Mainstream Rock Songs tally, "What Drives the Weak" and "Inspiration on Demand." The album's opening track, "The Light That Blinds," also landed on popular videogame "Guitar Hero II," which helped the single sell 9,200 units online.
"We were in a really good place once our contract with Century Media was up," vocalist Brian Fair says. "We had accomplished a lot on our terms and at the indie level. When it came time to look for a deal, we had a little bit more leverage than we were used to having."
Shadows Fall opted to sign with Warner Music Group imprint Atlantic Records, which will release "Threads of Life" April 3. The signing is indicative of the growth of the extreme metal subgenre in the post-Ozzfest era, which has carried such acts as Lacuna Coil, As I Lay Dying and In Flames, among many others, beyond cult status. The major labels have noticed, with Lamb of God joining Columbia, Mastodon signing with Reprise and Atreyu joining Hollywood.
But all the newfound attention hasn't turned the new crop of metal acts into mainstream stars, at least not yet (see story, below). Fair says, at least initially, the band has modest goals in its new major label home.
"Atlantic totally understands that this is a career thing," he says. "We're not looking for that one song. We've been around for 10 years, and we're looking to be around for a lot longer. They knew they signed a metal band. It's not like they were expecting some crazy pop record."
Indeed, "Threads of Life" doesn't deviate too far from its past work, mixing thrash riffs with impressive break-neck melodies. If "Threads of Life" sees the band experimenting at all, it's in the vocals, with Fair stopping just short of a growl and throwing in more harmonies. He says he spent time listening to the Beatles and Alice in Chains before recording the album, and worked extensively on his vocals with producer Nick Raskulinecz (Foo Fighters, Stone Sour).
"I was even listening to that first Boston record," Fair says. "I know I can never get that high, but there's so much you can do with voices beyond one tone."
If Fair is humble in the band's major label ambitions, though, manager "the Reverend" Dave Ciancio with the Syndicate is more direct. His goal is something that rivals the success Warner had with Metallica.
"Century Media very desperately wanted the band to re-sign, and we could have signed and could have had a career that was a level where the 'War Within' left off," he says. "I think most bands would be psyched with that. But there's only so many slots for a Guns N' Roses or a Metallica or a Pantera, and we have all believed since day one that these guys have the ability to get to the top."
The band's A&R rep and product manager at Atlantic, Anthony Delia, says the label will be taking lead single "Redemption" to radio in early April, but has thus far focused its marketing attention online. The single went up for sale on iTunes in late February and has sold 4,000 units.
"Metal isn't a singles-driven format, so I don't think that will hurt us," he says. "It's not pop, where someone only wants to own one song. Metal people want to hear the full record."
Delia says the label will target the band's core fan base out of the gate, with the band on tour through the end of April with Stone Sour and former labelmate Lacuna Coil. Additionally, indie retailers and Hot Topic will have access to a bonus DVD. Larger accounts such as Best Buy will receive various bonus cuts on "Threads of Life."
And the recent success of the genre just might play into Shadows Fall's hands this time around, retailers say.
"There's a grand realignment these days," says Rob Cleveland, co-owner of Madison, Wis.-based Earwax. "There's lowered sales expectations and underground bands are doing better. Five years ago, I'd say no chance would Shadows Fall be on a major. But the music-buying public is getting smaller, and the bigger labels are slowly catching up."