EDGE OF ATTACK

EDGE OF ATTACK is yet another Canadian metal band that has blown me away (no VoiVod pun intended). SO much that I had my interview answered by Roxanne Gordey. Anders Ekdahl c2013

I’ve been thinking about your band name for some time now. Not to be rude or anything but to me it seems like a band name that a non English speaking band could have come up with, something that sounds better not translated into English. What made you chose this as the band?s moniker?
-I think if our band name by happenstance sounds better in another language, that’s really just a lucky coincidence. None of us are bi-lingual, so I can assure you the name is of English origin. Not everyone understands what it means. Jurekk’s intentions when choosing the name were loosely based and the name’s meaning has been abstract, which leads to why we chose to write the song “Edge of Attack.” Through the lyrics of the song, you can come to understand what being “on the edge of attack,” means for us.

Would you say that you are trad metal, heavy metal or anything in between? What has shape your sound the most?
-We’ve been given many titles in terms of our genre. In the past, we’ve usually been referred to as “power-thrash.” Most importantly, we never intended to fit into a specific sub-genre. We write music without second guessing and without preconceived notions.

I have to admit that I haven’t heard of your label until now. How important is a label these days with all the digital downloading that is going on?
-Spread the Metal Records is a very young label. We chose to be a part of their roster because of their philosophy, which emphasizes artist control. I’ve heard some very mixed feelings about the need for a label, what with so many young acts choosing to stay independent. For us, we feel that a label can still offer resources in terms of booking and contacts. Anyone can digitally distribute themselves, but having a label helps fill-out those other areas.

What can you say about your latest record? Why should we care for it?
-Our sound is a product of our combined influences being processed into a modern metal sound based on the foundations of early metal. It has nuances of many sub-genres and has a wide appeal. We firmly believe that Edge of Attack offers something to all kinds of metal fans, but that’s not to say that every song is a completely different thing. Our sound is simply diversified.

What is your opinion on the whole digital download scene? Are there any benefits to digital download compared to physical CDs?
-Digital downloading is what the music industry has evolved into. Convenience is a massive factor in today’s market, and if iTunes is a simpler vessel than HMV when it comes to getting our music to our fans, then I have no problem with that. CDs create clutter and get scratched, so there are obvious downsides.

When you have to name you album, how hard is it to come up with a title? Do you have certain criteria for what it has to contain and say?
-We didn’t find our self-titled album difficult to name. Obviously, choosing to self-title the album seems like a short cut, but we felt it was the best possible choice in that this album marks our first foray into the music industry as our current selves. After a true re-invention of Edge of Attack, Jurekk wanted this album to be our identifying benchmark. Saying “self-titled” does just that.

How hard is it to come up with art work that works, that doesn’t look photoshoped or cheap? What does the art work have to say?
-Well, I personally haven’t done any artwork where this becomes an issue, but I think the key is just to utilize the skills of a professional. We went with Cadies Art for our album cover because of the fantastic, eye-catching artwork that we saw. We like to have artwork that represents the album thematically, or at least a portion of it. The cover art for our self-titled album is an almost literal depiction of our song, “Demon (Of the Northern Seas).”

When you promote the band, how hard is it to get people to notice you? How do you get people to notice you?
-It can be very hard and frustrating. When we tried to promote the initial stage of the album last spring, it was countless hours of sending press kits and submissions, only to get a response rate of one in ten. Radio stations and webzines get so many submissions that they don’t have time to look through every independent submission they receive. It wasn’t until we began earning recognition for our music that people began to take notice. Since then, the growth has been exponential. For every one person that hears our song and promotes it, maybe ten more hear it and so on. Our best asset is having an original sound but being persistent is most important.

Are there better or worse ways to promote a band? What gives the best result, 10,000 likes on Facebook or a single gig?
-Our particular situation makes this a toss-up. While we can never discount the effect of touring and playing in front of fans, we live in an area where metal fans are less prevalent than in other areas of the world. Because we are still a young act, we can’t reasonably expect 10,000 people to attend one of our shows, or even half that. At the present time, 10,000 Facebook fans gives us more mileage than a single show, but as we grow and bring our live show to other areas of the world, I can’t say that I would feel the same way. No matter what, the music itself provides the best promotion. Hearing the music has a greater impact than reading someone else’s review.

What are you going to do to get the maximum of pull out of the new record?
-We are planning to tour as much as we can. This spring we’ll embark on a Canadian tour, and after that we hope to cross the borders into other areas of the world. To help promote the album, we wanted to have the best possible video for our new single, so we contacted Karen Michelle Jones.The work she does is extraordinary and we wanted nothing less for our own music.

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