We’ve spoken before about how Australia’s heavy bands are the smartest guys in the room when it comes to things like promotion and viral marketing. Case in point are Northlane, who are masters at bringing fans on board in their promotional campaigns.
The Sydney metalcore favourites recently drummed up a minor controversy when they engaged in a Twitter beef with a fellow metalcore outfit from across the pond, LA’s Volumes. Of course, it was all a ruse to promote a joint tour.
It all started with Volumes provoking our boys by claiming that their latest album, Node, apes their signature sound, labelling them “Volumes Down Under”, with Northlane hitting back at the LA crew, slamming their album as merely a demo tape.
After taking a stab at Volumes for using two vocalists and backing tracks, Volumes posted a meme featuring Sly Stallone as Rocky shouting “Adrian!”, in reference to the departure of Northlane’s longtime vocalist Adrian Fitipaldes last year.
Before you knew it, the fake feud went totally international, with Toronto hardcore outfit Structures weighing in, telling both bands to “cool it”, as fans began to storm the Northlane Facebook to comment on the beef unfolding in front of them.
“Northlane and Volumes stop your shit,” wrote one fan on the official Northlane Facebook page. “Before everyone agrees you are both shit and your career ends. You’re living a dream so many want to live. Don’t let a pussy bitch fight ruin it.”
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Others were a tad more supportive. “You guys are getting more fans by the min because of Volumes. Most of the comment are people saying your better,” wrote one fan. “Northlane come on you need to get back at Volumes for sure this is fun,” wrote another.
Several media outlets also jumped on the bandwagon, reporting the faux beef as though it was an actual feud that came out of nowhere, complete with both bands using completely identical meme macros to attack one another.
With the feud now revealed as a publicity stunt, most fans are relishing an upcoming tour from the two bands. Others aren’t so impressed: “This publicity stunt was so wack. If Volumes and Northlane wanted to build some hype they should’ve recorded some songs together and say they’d play it live on this tour.”
@Volumesband nice demos! Too bad we already released Node
— Northlane (@Northlane) August 22, 2015
@Volumesband would be an honorable title but we have one singer, who can also sing. And one less backing track that can play guitar
— Northlane (@Northlane) August 22, 2015
@Volumesband let's hope @RealYungYogi's rap career doesn't take off or you'll be in the same position, or you could just track him too
— Northlane (@Northlane) August 22, 2015
Lol had to dig ourselves out of our grave to come and tell @Volumesband and @Northlane to cool it.. We're all friends in the metal community
— STRUCTURES (@wearestructures) August 22, 2015
Plus, @Northlane @Volumesband you both wouldn't be where you are if we didn't warm up your fans back in 2009 with All Of The Above…
— STRUCTURES (@wearestructures) August 22, 2015
— Volumes (@Volumesband) August 24, 2015
@Volumesband nah man pic.twitter.com/yhYPfdOdn2
— Northlane (@Northlane) August 24, 2015