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“In many ways, Nickelback was the ultimate working-class band, doing all the work themselves for years. And they've just continued to build. The band is absolutely on the rise and the fact that the media is so excited about this release bears it out."
——Bob Johnson, Roadrunner's Senior Director of Marketing
Roadrunner Paves the Way for Strong Nickelback Follow-up
Marketing Campaign Firmly in Place for Highly Anticipated New Album

Roadrunner Records is more than prepared for the Oct. 11 release of Nickelback's latest album, All the Right Reasons, which most predict will debut at #1 next week. The album's first single, “Photograph,” has already paved the way, reaching #1 at Active Rock and Rock, Top 15 at Modern Rock, Top 10 at Hot AC, and Top 20 at both CHR and Pop. Two weeks before the album's release date, Nickelback had 47 million in audience, compared with 28 million at street date on the last album, The Road Back (released September 2003, the album has sold 2.8 million). “We added 18.10 million in one week alone,” says Roadrunner's Senior Director of Marketing Bob Johnson. “At this rate, we'll double the audience for the band. Radio couldn't be better. They set us up just beautifully.”

 

At that same time, “Photograph” was launched with 20-plus spins a week at MTV Hits Today! and added to MTV shortly thereafter, with VH1 already at extra large rotation. On Sept. 27, VH1 began streaming the album on VH1.com's HEAR MUSIC, with the channel promoting the new album via 35 commercials. That same night, the Canadian band taped an Unwired performance at Manhattan's Nokia Theater, which will air Dec. 14 on MTV. The band also taped an acoustic performance, which began running on VH1.com last month, and will air at Rollingstone.com (promoted with a double-track ad in the print magazine) and on MTV.

 

The “Photograph” video premiered on Yahoo! Music on Aug. 30. The single then became the #1 downloaded song on iTunes after two days. The band taped a Sessions @ AOL for AOL Music in L.A. on Oct. 3.

 

Johnson says he's scheduled 350 television spots across multiple other networks, including ESPN, Discovery, Bravo, Celebrity Poker and American Shopper. One track, “Mixed Contestant,” was used by ESPN for Saturday college football throughout September. Another track was used in the trailer for the ABC-TV show Night Stalker. And the band recently performed at the Chevy Rock ’N’ Roll 400 NASCAR Race in Richmond, Virginia, in front of 4,000 racing fans, which gave them repeated bumps on the Speed Channel, NASCAR.com and ESPN.com.

 

Other TV includes Jimmy Kimmel, CNN, HBO On Demand, Showtime On Demand and the TV Guide Channel. JVC sponsored a 60-minute radio premiere the day of release, carried on all radio formats, with 160 stations signing up for the event the first

day alone.

 

Press should be excited about the appearance of ZZ Top's Billy Gibbons appearing on two tracks and “Side of a Bullet,” a tribute song to late metal guitarist “Dimebag” Darrell of Pantera fame, which contains a previously-unused solo by the guitarist himself. Major coverage is scheduled in Entertainment Weekly, People, Associated Press, Reuters, OK, Celebrity Cars and most of the music periodicals, as well as both ABC and Launch Radio.

 

“In many ways, Nickelback was the ultimate working-class band, doing all the work themselves for years,” Johnson points out. “And they've just continued to build. The band is absolutely on the rise and the fact that the media is so excited about this release bears it out. We feel the band has recorded the strongest record of their career.”
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