When it came to promoting their full length debut ‘White Noise’, Finnish prog metal band were taking no chances. The first digital single appeared almost a full year before the album itself, and they subsequently drip fed their potential fans different tracks over the following months. This was no hit and run PR campaign. What’s more, in an effort to attract a variety of ears, they ensured those early digital singles covered a lot of musical ground. It was a campaign that worked. For those who didn’t enjoy the melodic metal of ‘Drown’ – an In Flames meets progressive metal workout – there would be the epic ‘Inverted’, a tune where the band abandoned their metal stance and embarked upon a very unfashionable 70s sound. Hey, if that were good enough for Opeth, going massively retro could work for others, and in the case of this massively uncommercial single, it proved a master stroke for Darkness. If anything, it was that unexpected shift which genuinely stoked up the excitement for the album itself.
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