Rev Theory just put out their Take ĎEm Out EP, and it isnít their typical release. Itís not a traditional album, or even a traditional EP. Itís part of Killer Tracksí Artist Series and itís four songs that Rev Theory made with the only emphasis being a capacity to be used in film and TV for licensing purposes. Thatís not a secondary form of promotion with the music, itís the primary focus. The fact that fans can find the songs on iTunes and the band is promoting them- even if theyíre just doing it by themselves- is secondary. Rev Theoryís vocalist Rich Luzzi recently spoke with Alternative Addiction about the new EP.
ďItís obviously something weíve never done before,Ē said Luzzi about making music for licensing. ďIt was a cool opportunity and a different way to make music rather than just plugging it into the current model. So we jumped on it and it turned out to be a really great process.Ē
ďThe cool part about it was that we werenít writing a record. We werenít writing something that we were thinking that even had that potential. In mind of writing songs for licensing, it was more about writing things that were quick and to the punch. You always want to write great material, but there wasnít the pressure of a ton of money being spent on a product that was going to be released to the world.Ē
Following up the bandís most recent full-length album Justice, Rev Theoryís new EP has gotten them some considerable attention. Even though it came out at the end of November, itís already gotten radio play, front page coverage on iTunes, and itís charted there too. Theyíve done this without a huge budget behind the music. Theyíve promoted almost everything themselves. Rich didnít take the credit for the EPís run of popularity, instead he passed it along to the bandís fans.
ďAfter ten years of being a band and doing tons of leg work, we have a fan base. It had legs of itís own and it was more of a grass roots things. Killer Tracks did a great job with iTunes promotion too; we were able to get the front page and we sat in the top 10 all week because of that. Thatís great for an EP that was really only promoted on our social networks. We have to thank Sirius Octane for picking up the track and playing it, and a couple of other stations too. We didnít do a traditional release, itís just kind of had legs of itís own.Ē
This EP is a highlight of 2012 for the group, but the fact remains that the future of Rev Theory is in the air. Theyíll stay a band, thatís not really in doubt. The odds of them disbanding are slim, but where the band goes from here is up in the air. Luzzi noted that the bandís realistic about their future but theyíre not scared to try new things.
ďBasically, we realize the touring world isnít what it used to be and itís hard to get out there, and try to be on the road eight months out of the year. Right now, we have other opportunities that we can all explore and make music. It comes down to just trying to do things differently. Work smarter, not harder. Weíre just taking things day by day and seeing what happens.Ē
Rev Theoryís Take ĎEm Out EP is available now.