Ardent Records Announces the Release of Alien Youth
from Top Rock Act Skillet
|Over the course of its career, Skillet has developed
a consistently large and loyal fan base, becoming both a critic's favorite as well as a youth group standard with their ministry
oriented and aggressive, creative, and cutting-edge style. The new album, produced by Skillet lead vocalist John Cooper, is
geared to further solidify the band's position while expanding its reach.
"With the exception of POD, Skillet is the leading hard
rock band in Christian music, based on sales, airplay, and concert tickets sold," notes Hugh Robertson, Waterfront Marketing
president. "It is truly amazing what Skillet has been able to accomplish thus far. Before this project, Skillet has never
been on a major tour, yet they have managed to garner a huge following and play over 200 of their own dates every year. We
are truly excited to see what will happen when a group this talented and popular is promoted to the fullest, and that's exactly
what we intend to do with the Alien Youth marketing campaign."
In order to launch Alien Youth, Ardent has been carefully
working for months to secure top tour appearances for Skillet. To introduce the project to committed fans and also to expose
the band to a wider audience, Skillet is featured on the Festival Con Dios Tour, which has been covered by such major media
outlets such as USA Today, CNN, Billboard, and Entertainment Weekly. The band will be opening immediately in front of top-sellers
such as Supertones, Audio Adrenaline, and Newsboys every night, broadening the band to crowds that are anticipated to swell
to over 100,000 people.
This fall, Skillet will also embark on their first major-market
headliner tour with special guests Pillar and Justifide. The band will visit 30 top markets with its largest production to
date, playing in bigger venues to highlight its full production and dynamic live performance. Furthermore, Skillet will be
featured at an impressive number of top festivals and several crusade events with Luis Palau and Harvest Crusades during the
summer, which will put them in front of an additional 200,000 or more people.
Ardent is also pursuing unprecedented retail support for
Skillet and Alien Youth via incentives, appearances by the band, and attention to merchandising and catalog advertising. To
introduce retailers to Alien Youth, Skillet will participate in a nationwide promotional tour, visiting major retailers in
various markets to highlight the project and to give parking lot concerts for its fans. In addition, 300,000 samplers of Skillet's
new music will be distributed via Chordant Distribution's summer new music program. Ardent Records has also partnered with
a top-selling wearable merchandise company to develop a line of Alien Youth T-Shirts and wearables for the CBA market to appear
in stores along with the release of the project.
Other retail efforts will include a joint effort between
Ardent, Forefront, Gotee and Chordant to develop a hard rock merchandising kit that will allow retailers a convenient way
to end-cap position four great hard rock titles all releasing August 28: Skillet, POD, Relient K, and new act Steve. Alien
Youth giveaway products, a September introductory pricing strategy and prominent advertising space in major retail catalogs
are additional important parts of the retail campaign.
Recognizing that Skillet's latest effort is filled with
a tremendous number of potential hit singles for Rock radio, as well as for the first time for Christian Hits Radio (CHR),
the Alien Youth marketing approach will also include a heavy emphasis on radio airplay. Skillet was on hand at all major radio
events during the recent Gospel Music Association week, and this summer Skillet will visit dozens of key radio stations throughout
the country to personally deliver its new singles from Alien Youth. The first singles from the project, the rock single "Alien
Youth," and the Christian Hits Radio (CHR) single, "You Are My Hope," will be serviced to radio during the months of June
Along with radio exposure, an aggressive media plan has
been formulated in order to promote the concept of the Alien Youth project. In addition to seeking reviews for the record
and major personality profiles, features and articles will be pursued in order to give Skillet the opportunity to explain
the Alien Youth Concept and the purpose behind their music to new and old fans alike. In pursuit of this goal, Skillet was
featured as the cover of 7 Ball magazine in March.
"Because this Alien Youth theme and call to action is so
important and accessible to youth, Ardent has purposefully tailored their marketing approach to include helpful tools for
youth pastors and workers," said Robertson.
With that approach in mind, Skillet is involved in developing
a special Bible study program based on the five key attributes of living as an Alien Youth that will be communicated to 7,000
youth pastors via Interl'inc, as well as several other youth pastor initiatives. Skillet and Alien Youth materials will be
continually featured in Interl'inc Resources through the month of December. The mailings will include excerpts from song lyrics
like "Worldwide Jesus Domination," "Rise Like A Chosen Generation," "We're Takin" Over-We're the Alien Youth."
In addition, these slogans and the Alien Youth 5 Essentials
concept will be a large part of Skillet's upcoming tour appearances. Alien Youth signs and stickers will be given away to
youth and youth ministers at all of Skillet's major festival appearances this summer, and there will be special youth pastor
meetings organized around Festival Con Dios dates. As part of the Alien Youth headliner tour, Skillet will be holding contests
for youth groups to decorate their buses, vans and cars as Alien Youth vehicles. The band itself will take time to judge the
contests before each show and have special prizes for the winning groups.
Recognizing the enormous grassroots history Skillet has
enjoyed in the past, Ardent will also work to coordinate several promotions at the grassroots level. There will be Skillet
interns working at every major festival where Skillet is performing to distribute stickers, flags, banners, and pre-release
CDs. In addition, Grassroots Promotions will be retained to supplement these and other promoters with thousands of calls and