That brought the four-piece - Smith, Bass, guitarist Zach Myers and drummer Barry Kerch - to Charleston, S.C., at Bass’ Ocean Industries Studios in 2017. “When we were talking about the initial idea to what this record was gonna be and where we wanted to go and why we wanted to do something that the world is not seeing Shinedown do, it was just very specific,” Smith says. “And Eric has a great statement about this record in regards to why we decided to do it ourselves… ‘We would rather go crazy making it ourselves instead of watching someone else go crazy trying to make it.'” After working with rock radio heavyweights like Bob Marlette, Tony Battaglia, Rob Cavallo and Dave Bassett on its previous releases, Shinedown goes in-house for the full album with bassist Eric Bass, who previously produced 2015 single “Cut the Cord,” among others. 1, setting the band third all-time and with the frontrunners - Three Days Grace (12) and Van Halen (13) - in sight.īut that doesn’t mean the band is getting complacent. ![]() Each one of its 22 charting singles on the Mainstream Rock Songs airplay chart - dating back to debut release “Fly from the Inside” - have reached the top five of the chart, an unparalleled achievement. So that’s where the story starts.”ĪTTENTION ATTENTION finds Shinedown on the cusp of adding to its legend on the Billboard charts. It’s kind of like being a new artist… because I guarantee nobody will have ever seen Shinedown in this capacity.”Īdds Smith about the song itself: “‘DEVIL’ is about being afraid, ‘DEVIL’ is about being terrified of not only yourself, in some respects, but the world around you, and understanding that there are so many things and so many different situations and people and places and atmospheres and exposure that human beings are put in front of on a daily basis, the world can be a really difficult place to navigate. “The colors are very vibrant, the way that the editing is shot and the amount of detail in the story of the song, how much he was able to present, is quite frankly unlike anything I’ve been able to see any director be able to do for the first song you hear. It plays out, even in the four minutes-and-change that the song is, we pack a lot of information into this first song for the viewer, because that was all built by design we really wanted to make a statement with this video. “It was all about starting the story off very dramatic,” Smith says of the video. “It’s not set in a traditional, quote-unquote music video style. That story is the concept behind ATTENTION ATTENTION, which begins with the album’s narrator - or, if one desires, the listener, which was the band’s intent - starting in a dark, negative place, slowly going through a change within the confines of one’s mind before emerging on the other side (album closer “BRILLIANT”) a changed individual. It may not be in order in the beginning, but eventually they will be, and they’ll tell the story.” We had the most amazing time working with him, so the plan is to tell the whole story and do a video for all the songs. ![]() “Me and Bill, after we had been talking about it, we had to go back to the drawing board, which I am so thankful for, because … there was a reason the universe had us redo it,” Smith tells Billboard. “When we met each other face to face, and even when we talked on the phone, he got it. ![]() Smith says that Yukich’s original treatment for “DEVIL” ended up getting shelved, but doing so led to the concept of recording a video for each song, not just what eventually came of the lead music video. So it makes sense that Bill Yukich, the lead editor on Beyonce‘s Lemonade film for HBO, is helming the project. Its music video also kicks off what frontman Brent Smith says is planned as a series, with a clip for every song on the record. “DEVIL,” the first fully formed song on ATTENTION ATTENTION following intro “THE ENTRANCE,” isn’t just the introduction to the album as a whole.
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