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Rising Band Crossfade
Generating Heat
Fri Nov 19,10:42 PM ET
Entertainment - Reuters
LOS ANGELES (Billboard) - Crossfade is finding its new name much luckier than its old moniker of Sugardaddy Superstar.As Crossfade, the Columbia, S.C.-based quartet has seen its self-titled Columbia debut earn its sixth week atop the Billboard Top Heatseekers chart, which tracks the progress of developing acts. The album's success is fueled primarily by the first single, "Cold," which is currently No. 5 on Billboard's airpla-based Modern Rock Tracks chart. Just three years ago, Crossfade released the same single, along with seven other tracks, on its self-released set "Cold" as Sugardaddy Superstar.
That disc found its way to FG Records principals Doug Ford, Rick Bisceglia and Guy Zapoleon. They also run Promosquad.com, whose Get Famous program accepts releases from unsigned artists. FG signed the band and brought it to Columbia parent Sony BMG. Columbia, in turn, brought in veteran rock engineer Randy Staub to remix the group's previous set and record two new songs, "So Far Away" and "The Unknown."
Columbia Records Group executive VP of rock music Stu Bergen says the label focused its early marketing efforts on radio. The subsequent airplay success of the "Cold" single led to supporting tour slots with Shinedown and Alter Bridge. The band -- which comprises singer/guitarist Ed Sloan, bassist Mitch James, drummer Brian Geiger and turntablist Tony Byroads -- will headline its own dates in December.
Bergen
says the label will now concentrate on promoting the video for "Cold,"
which is getting airplay at VH1. At the same time, second single "So Far
Away" is starting to climb the Mainstream Rock Tracks chart, and is currently
at No. 25. "We always thought it would be like
that," Sloan says. "Not quite an overnight success, but everything happening
at a good pace where we just get to really look around and enjoy ourselves."
-review by Margo Whitmire
@ Reuters/Billboard
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