The challenge for music, advertising, politics and just about everything else entertainment based, is to cut through the noise. But an alternate route is to become a ubiquitous part of the din.
Take AWOLNATION's "Sail." The Electronic Rock track from the group's '11 debut "Megalithic Symphony" only peaked at #17 on the Billboard Hot 100 and at #10 on the Rock Songs survey, yet it went platinum in the U.S. How?
The song was heard in TV shows (CBS's The Good Wife, Common Law, Pretty Little Liars, Covert Affairs, Whitney and Longmire); commercials (for the FOX television show House, the History Channel's Vikings, Nokia's Lumia, PT's 4G LTE, and in Under Armour's "Are You From Here" spot); films (the horror thriller Playback and drama Disconnect - both released in '12); and sports (BMW's Olympic Opening Ceremony and in spots throughout the Olympic broadcasts and CBC Hockey Night's opening).
Another song from "Megalithic Symphony," the more Rock oriented "Burn It Down," was heard on the TV show Sons of Anarchy. The song's video was far better than the paranoid laced "Sail." Can't go wrong with cheerleaders having a pillow fight.
For the Electronic-Rock outfit's vocalist Aaron Bruno and guitarist Drew Stewart it had been a process, with false starts, to get that far.
Bruno and Stewart formed Home Town Hero in '02. But not happy with their label, Maverick Records, and not feeling the name fit the music, they left the moniker and the label behind.
The pair reemerged as Under The Influence Of Giants with future AWOLNATION bassist David Amezcua. Their '06 self-titled debut rose to #1 on the Top Heatseekers Chart but only went to #134 on the Billboard 200.
At this point, Bruno was approached by Red Bull Records who offered the use of their L.A. recording studio. With a few Bruno composed songs in the can, the singer signed with the label calling it more of a "partnership."
Guitarist/keyboardist Kenny Carkeet and drummer Hayden Scott rounded out AWOLNATION's line-up.
The group's name came from Bruno's tendency to just take off - no goodbye, so long or anything. He just went AWOL (Absent Without Leave).
In addition to "Sail" and "Burn It Down," "Megalithic Symphony" contained "Not Your Fault" and "Kill Your Heroes" (both were Top 10 Alt. Rock hits). The album went to #1 on the Top Heatseekers Chart and peaked at #87 on the Billboard chart.
In mid-12, the band released "Extended Play; I've Been Dreaming" as a free download on their official website. The EP contained of three unreleased songs and live tracks.
Still in their 'song placement' mode AWOLNATION's "Some Kind Of Joke" was on the "Iron Man 3: Heroes Fall - Music Inspired by the Motion Picture" soundtrack, while "Thiskidsnotalright" was featured in the video game Injustice: Gods Among Us.
They also contributed a cover of Bruce Springsteen's "I'm On Fire" to the Fifty Shades Of Grey soundtrack.
AWOLNATION unfurled their sophomore album "Run" in '15. The set included "Hollow Moon (Bad Wolf)."
2011 Megalithic Symphony
2010 Back From Earth
2012 I've Been Dreaming