DARKEST HOUR POISED FOR BIG DEBUT WITH DELIVER US

As we get ready to receive this week’s Soundscan numbers, Darkest Hour seem poised to have one of the biggest debuts for a metal record yet this year with their new album Deliver Us. The Victory Records artists are one of the pioneering bands of metalcore and have built a rabid fan base over the years the good old fashioned way, by touring their asses off.

In an effort to boost that ever-so-important first week sales number, Victory Records president Tony Brummel has in the past instructed his staff to have street team members rearrange endcaps at record stores so that Victory artists’ new releases are featured more prominently. While pissing off the record labels whose paid-for endcap spots were swapped out by zealous teens, the effort is commendable in its ability to fire up the fans; and the fact that the kids actually do it speaks volumes about the success Victory has had in branding its label.

How many units will Deliver Us sell? I’m predicting a number in the 50,000 to 75,000 range.

-VN