1. CASE STUDIES
BLACK LODGE PUBLICITY is a full-service publicity and marketing consultancy. Focused on serving musicians, our firm is a valuable strategic partner tuned in to the ever-changing
intricacies of the music industry.
BLACK LODGE has worked with artists at all stages of success, from established, internationally touring acts looking for a different approach to publicity than what they had used in the
past, to new acts self-releasing their very first discs. We have helped developing artists find their first slivers of success, veteran acts to redefine themselves and rekindle their careers, and
rising artists to achieve new heights with debuts in the Billboard Top 25, all through the development and implementation of creative, targeted press campaigns.
As a boutique firm, we make it a point to work hands-on with each artist and its team, providing each the attention needed to raise its profile. Together, we work towards the best
possible results for the artist’s career – with each press campaign tailored to best meet the varying needs of the artist, from determining the most important and engaging selling points of
its career-to-date, to determining the most effective means of delivering those points to print and online media and, by extension, the music-buying public.
BLACK LODGE is comprised of two music-industry veterans with experience that runs the spectrum from journalist to indie-label runner to graphic artist. This unique patchwork of
knowledge and experiences enables us to understand music publicity from all necessary angles and to develop extraordinary and creative solutions that can’t be found in textbooks.
Furthermore, we have a background as touring musicians ourselves. We cumulatively have more than a half-dozen national (and in some cases, international) releases in our resumes
in addition to the myriad experiences that come with that. In short, we’ve been there and done that. There are very few things a client can experience that we can’t relate to, and that
provides us with the unique perspective of being able to see things from both “sides of the table” and separates us from our competition.
Our goal is to help you get the word out.
What follows is a study of select campaigns that BLACK LODGE PUBLICITY has spearheaded, discussing both the approach to and the results of BLACK LODGE’s individual handling of
each album.
BLACK LODGE PUBLICITY
Helping To Get The Word Out
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2. AUGUST BURNS RED
Press Campaign for the album Constellations
BLACK LODGE formulated and executed a 6 month press campaign for AUGUST BURNS RED’s third full-length album - 2009’s Constellations, on Solid State Records - with the goal of
getting the band the exposure it deserved, but hadn’t gotten in the past. Despite impressive record sales (80,000+ of its preceding release, 2007’s Messengers), ABR was perceived to
be a “smaller” band than some of its peers with lower album sales, simply due to a lack of extensive press coverage in the past. BLACK LODGE presented the band in a way that made
writers feel that they would be “caught sleeping” if they didn’t cover the band, without belittling the journalist or relying too heavily on hyperbole.
Starting with the band’s “tide the fans over” EP of B-sides, Lost Messengers, and culminating with the release of Constellations five months later, the campaign garnered AUGUST BURNS
RED a wide swath of press, helping the album to sell more than 20,000 copies in its first week, debuting at #24 on the Billboard chart and remaining in the Billboard Top 200 for 6 weeks.
This carefully crafted build towards the album’s release led to numerous publications hailing Constellations as one of the best and/or most anticipated albums of the year in its genre.
Resulting press included features in national print publications such as Revolver (circulation 150,000), multiple issues of Alternative Press - including a cover feature (circulation
150,000+), Decibel (circulation 50,000), Outburn (circulation 50,000), and others, as well as significant online press in outlets such as AOL’s Noisecreep, All Music Guide, taste-
making sites like AbsolutePunk and dozens more.
Constellations has gone on to sell more than 80,000 copies in less than a year, giving the band more than a quarter of a million combined albums sold.
BLACK LODGE PUBLICITY
Helping To Get The Word Out
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3. HASTE THE DAY
Press Campaign for the album Attack of the Wolf King
BLACK LODGE formulated and executed a press campaign for HASTE THE DAY’s fifth full-length album, 2010’s Attack of the Wolf King. While the band boasted an impressive resume,
including more than a quarter-million in combined album sales prior to Wolf King and an impressive fanbase that spanned the globe, the waters were muddied by HASTE THE DAY’s
multiple changes to both its lineup and sound.
In the wake of a 2008 album that alienated some aspects of the band’s fanbase (while, to be fair, reinvigorating others), BLACK LODGE carefully framed the band as a genre mainstay
that outlived numerous passing trends that killed the careers of lesser acts, and framed Wolf King as not only a “missing link” album - the album that fused the different aspects of HTD’s
last few offerings into a cohesive sound that would please both old and new fans - but quite possibly the album that would ultimately define the band. The strength of Attack of the Wolf
King turned what could have been baseless hyperbole into a targeted message.
The wide-ranging press for the album helped Attack of the Wolf King land at #74 on the Billboard Top 200, in addition to charting at #7 on the Hard Rock Albums charts, #19 on the
Rock Albums, and #3 on the Christian Albums charts. Additionally, Wolf King was the 3rd most added album on the CMJ Loud Rock charts the week of its release.
Resulting press included features in national print publications such as multiple issues of Alternative Press (circulation 150,000+), as well as Decibel, Rock Sound, Outburn and HM, in
addition to significant online press in outlets such as AOL’s Noisecreep, All Music Guide, taste-making sites like AbsolutePunk and dozens more.
BLACK LODGE PUBLICITY
Helping To Get The Word Out
w w w. b l a c k l o d g e p r. c o m

4. LIVING SACRIFICE
Press Campaign for the album The Infinite Order
BLACK LODGE formulated and executed a press campaign for 2010’s The Infinite Order, the first album in 8 years from Christian metal legends LIVING SACRIFICE, with the goal of
getting this seminal band prime exposure for its return album.
BLACK LODGE’s carefully crafted message to journalists stressed the direct influence the band has had on many of today’s most popular metal acts. By including reinforcing quotes
from these same acts about how LIVING SACRIFICE has impacted their music, BLACK LODGE stressed to writers that while their younger readers may not remember the band following
its 8-year hiatus, many of those younger reader’s favorite bands would not exist without LIVING SACRIFICE. By staying on message, BLACK LODGE was able to frame the band as
incredibly relevant in a musical climate with an increasingly short-term memory.
As a result, The Infinite Order debuted at #198 on the Billboard Top 200, marking the first time in the band’s 20-year career that it cracked the Billboard charts.
Resulting press included coverage in national (and overseas) print publications such as Revolver (circulation 150,000), Alternative Press (circulation 150,000+), Rock Sound, Outburn
and HM, which featured the band on its cover, as well as significant online press in outlets such as AOL’s Noisecreep, PopMatters (over 1 million readers per day) and dozens more.
BLACK LODGE PUBLICITY
Helping To Get The Word Out
w w w. b l a c k l o d g e p r. c o m

5. INHALE EXHALE
Press Campaign for the album Bury Me Alive
BLACK LODGE formulated and executed a press campaign for INHALE EXHALE’s third album, 2009’s Bury Me Alive, on Solid State Records with a goal of remedying the band’s
previously lacking press coverage and giving IE the exposure it deserved.
BLACK LODGE was able to “breathe” new life into INHALE EXHALE’s perception by critics through framing the band as being “poised to break out.” This was accomplished by
emphasizing the solid foundation the band had built with fans through the release of its prior two albums and accenting INHALE EXHALE’s “no holds barred” approach to its third
album, enabling BLACK LODGE to rekindle critical interest in the band.
Resulting press included features in national print publications, including Alternative Press’s coveted “100 Band You Need To Know in 2010” feature, in addition to coverage in
Substream Music Press and HM, as well as significant online press in outlets such as AOL’s Noisecreep, taste-making sites like AbsolutePunk and dozens more.
BLACK LODGE PUBLICITY
Helping To Get The Word Out
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6. TO SPEAK OF WOLVES
Press Campaign for the album Myself < Letting Go
BLACK LODGE formulated and executed a press campaign for “baby band” TO SPEAK OF WOLVES’ debut full-length album, 2010’s Myself < Letting Go, on Solid State Records, with
the goal of establishing the newcomer as one of the new faces of the genre - an artist with the potential to grow into one of the genre’s torchbearers several albums down the line.
We focused on a message that communicated the band’s commitment to its music and fans as it engaged in the long, uphill battle for success and sustainability, thereby endearing
TSOW to both fans and journalists. Noting the maturity of the album, we also emphasized the natural talent and seemingly inevitable upward trajectory of the new band, enticing press
outlets to weigh in with their opinions.
Resulting press included features in national print publications such as Alternative Press (circulation 150,000), Decibel, Outburn, HM and more, as well as significant online press in
outlets such as AOL’s Noisecreep, taste-making sites like AbsolutePunk and dozens more.
BLACK LODGE PUBLICITY
Helping To Get The Word Out
w w w. b l a c k l o d g e p r. c o m

7. THE PINK SPIDERS
Tour Press Campaign for summer headlining tour
BLACK LODGE formulated and executed a press campaign for THE PINK SPIDERS’ summer 2008 tour with the goal of market-specific exposure leading up to the band’s new album.
With the Warped Tour mainstays at the end of an album cycle (2006’s Teenage Graffiti, Geffen Records) and with an undetermined street date for the band’s forthcoming album (The
Brendan O’Brien-produced Sweat It Out, released September 23, 2008), BLACK LODGE was tasked with presenting the band in a way that would be engaging to press outlets without
over-hyping the group and thus potentially limiting the exposure that its forthcoming album would receive from those same outlets.
The resulting campaign garnered THE PINK SPIDERS press and features (print, online and radio) in the nearly every market the band hit on the tour, including features in high-profile
publications such as The Boston Globe (circulation 380,000+), Metro Philadelphia (circulation 140,000+), Detroit Metro Times (circulation 90,000+), and more.
BLACK LODGE PUBLICITY
Helping To Get The Word Out
w w w. b l a c k l o d g e p r. c o m