FACTORY UNDERGROUND RECORDS: EDISUN BREAKS NEW GROUND ON COLLEGE AND TRIPLE A RADIO WITH NEW ALTERNATIVE SOUNDS ON COLLISION ALBUM

EDISUN BREAKS NEW GROUND ON COLLEGE AND TRIPLE A RADIO WITH NEW ALTERNATIVE SOUNDS ON COLLISION ALBUM

EDISUN THE FIRST BAND TO BE PROMOTED THROUGH FACTORY UNDERGROUND RECORDS COLLABORATION WITH TINDERBOX MUSIC PROMOTIONS

Joel P Kelley - Ethan Isaac - Todd Budich - Mike A Russo

Even before Edisun's lead singer and his bandmates were finished putting final touches on its sophomore album Collision, released by Factory Underground Records in 2015, it was clear to everyone involved that they had a special album on their hands-- as well as an interesting marketing challenge. After nearly five years of touring the world since their 2010 self-titled debut that broke through with the songs "Medicate" and "Wide Awake," the members of the indie alternative rock band had grown far beyond the active-rock tag often assigned to the musicians' music.

Ethan Isaac - Edisun Lead Singer

Clearly there had been tremendous growth in the band-- as songwriters as well as musicians--strongly reflected in the quality of the new album, in each of the songs, and their overall sound. But this was an album that seemed to have little in common with the current crop of bands in the so-called active-rock radio genre, that people associated with their most recognized songs. It struck people as more "alternative" and seemed to suggest the band had gone back to it's roots.

Mike Russo and Joel Kelley on tour

"We always had more in common with bands like the Foo Fighters than bands like Five Finger Death Punch," said Ethan Isaac. "I worked at Smart Studios in Madison with Butch Vig when I was a kid. I always loved that sound-- Pearl Jam, Temple of the Dog, Nirvana, Mother Love Bone, and Soundgarden. Add a little Led Zeppelin, and that's what went into creating the Edisun sound."

"The first record though was actually pretty diverse, more than people remember. Sure you had "Medicate"and "Wide Awake"--but you also had "Silence," "Voices," "Right Beside You," and "While the World's Asleep." So it isn't that far off having songs like "Ocean Waves" and "Vampires and Wolves." I would say if anything-- it was us not chasing other bands, and just being who we are that made this record..." Ethan said of Collision.

Ethan Isaac

But of course, there is still a rock band here, and you need no other reminder than songs like "Pins and Needles," "Kill Me With Your Kiss," "Arcade," and "Secrets."

"When we were deciding on a single to hit radio with, we chose "Pins and Needles," and we went to active-rock (through radio promotion company Radio Contraband.) We knew the track wasn't as heavy as some of the bands in that genre now, but we wanted to let the fans of "Medicate" know that Edisun had a new record out," said Marc Alan, Director of Marketing, Factory Underground Records.

"It was a gamble that paid off-- the track went to the Top 40 of Radio Contraband's "Under the Radar" Active-Rock chart. We'll continue that momentum with "Arcade," which we think will do even better."

Edisun - Pins and Needles (Official Video)

"But one thing we are doing differently marketing this record is a multi-pronged approach--hitting active-rock and college radio together. We recently starting working with a fine company Tinderbox Music promoting Edisun to 250 college and Triple A stations nationally. Early reports are very encouraging, with Collision in rotation on about 50 stations, and more being added every day," according to Alan.

"College radio has a lot more rock on it than people realize--but between the specialty rock shows and alternative rock shows--there is a really broad young audience that couldn't be better suited for the diverse sound on Collision," he added.