Atlantic Records is billing the new THE DARKNESS album as "the biggest release of the year," with a promotional campaign aimed at radio which utilizes a six-foot-square record.
"One Way Ticket", the lead-off single from the band's forthcoming second studio album, "One Way Ticket To Hell …And Back", will be delivered to national and regional stations next Monday (Oct. 3) pinned to the huge record in time for an 8:15 a.m. radio date. It follows initial plays of the album — which is produced by Roy Thomas Baker — to key media last week.
"We have to get the message across that this is the biggest rock record of the last decade — and it will be!" says Atlantic managing director Max Lousada. "This album makes you want to drink more, drive faster — it's one of those records. The guitars will rip your face off. The vocals send shivers up your spine. Singles — I see four, the band see six. I'm comfortable, let me put it that way."
Ahead of the single's radio debut next week, Atlantic is following the example of fellow Warner signing MADONNA by initially making the track available as a real audio ringtone. It will be available from this Friday (Sept. 30) on the band's web site as well as traditional mobile operators, to kick start the campaign for the follow-up to 2003's "Permission to Land", which has to date moved more than 3.5 million units globally.
The single will be released physically on November 14, two weeks ahead of the album.