Published Apr 09, 2007Indie rock will make its first real bid for the top of Billboard's charts starting this summer when Vice Recordings will release the first in a string of compilations designed to pique the interest of the record-buying public.
In a similar fashion to the million-selling, 24-volume (to date) Now That's What I Call Music series, which features the hottest chart-topping songs over the course of months, the focus will be to break emerging and established "indie rock" acts by representing their most appealing tracks. So far, Matador and Sub Pop have announced they too will also join Vice in producing a compilation in the yet-to-be-titled series.
Vice's publicist Adam Shore told EW.com, "These bands' records sell really well to a particular audience, but even though these artists are getting all this media exposure, they're not necessarily crossing over to a very casual record buyer. We're partnering with MTV2, and the focus is going to be Walmarts, big box stores, red states, and TV advertising - to really go beyond... We don't really expect indie rock stores to support this record. It's for the casual fan."
Shore admits the industry isn't the strongest it's been in the past, but now more than ever, independent bands are generating more attention. "The truth is, people are not buying records the way they used to," he said. "But the popularity of these bands is bigger than they've ever been before. So what we're trying to do here is give more people more reasons to listen to these artists."
So far bands that have signed on for the series include Bloc Party, Clap Your Hands Say Yeah, Sonic Youth, Cat Power, Silversun Pickups, Yeah Yeah Yeahs, Air, Ted Leo & the Pharmacists, the Shins, M. Ward and Bright Eyes.