Atreyu‘s current publicity stunt for his or her newest single “Useless” apparently stirred up a variety of curiosity for the melodic metalcore band. Forward of unveiling that observe, the group started sharing considerably imprecise insinuations of their demise on-line.
Nonetheless, not every thing with the rollout went within the band’s favor, as the varied reveals they already had booked previous to the marketing campaign remained in play, and the band had been even confirmed for 2026’s ‘Sonic Temple” simply hours after posting their ‘obituary’. Talking lately with Sultans Of Slack ultimately weekend’s ‘Louder Than Life‘ pageant, the band’s vocalist Brandon Saller defined the thought course of behind the stunt:
“Me and Porter [Atreyu vocalist/bassist Marc McKnight] form of got here up with that concept of doing that because the [‘Dead‘] rollout. And we thought, okay, it is a chance that individuals may suppose we’re breaking apart. However we had been, like, frequent sense would say, ‘They’ve been a band for 27 years. They’re in all probability not gonna break up with only a black picture and ‘R.I.P.” [But] no — it was wildfire.
Individuals had been sending us wired, crisis-mode DMs — worldwide. We had a dude in Japan ship us like DMs in Japanese after which translated in English. [It was, like], ‘Please, don’t let [it be true]. You may’t [break up].’ And we needed to say one thing, however then you definitely simply can’t. Nevertheless it was wildfire. There was so much that occurred with that rollout that I didn’t count on. Nevertheless it labored. I imply, on the finish of the day, it labored. Individuals had been, like, ‘Man, it’s fucking silly.’ It’s, like, ‘Effectively, had been you speaking about it?’ ‘Yeah’. ‘Level in case.’”
He added:
“At the present time, it’s exhausting to get individuals’s consideration, sadly, [with] a band simply being, like, ‘Hey, we now have a brand new music.’ However for those who’re, like, ‘We might or might not be breaking apart,’ they could pay attention extra. And it is sensible. With a music referred to as ‘Useless‘, what are the choices for promotion? There’s just a few issues we may have accomplished right here… We’re removed from breaking apart. Now we have not less than one other six months. [Laughs]”
Previous makes an attempt at producing publicity by Atreyu haven’t gone over so properly. Again in 2018, then co-vocalist Alex Varkatzas boldly claimed that he and his bandmates had “invented metalcore.” In 2023, he would ultimately walkback these claims, stating he was, “…chopping the water, attempting to make enterprise for… You understand on the time Atreyu wasn’t precisely killing it. So, you bought a brand new file popping out, you gotta get a little bit resourceful.
[via Blabbermouth.net]
