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>> ATLANTA INDIE BAND TAKES A GRASS-ROOTS APPROACH TO BUILDING ITS FAN BASE MANCHESTER ORCHESTRA TAKES THE SCENIC ROUTE

December 11, 2008 12:35 am

BY RYAN BROSMER

FOR THE FREE LANCE-STAR

Manchester Orchestra has been on a slow rise to the top of the independent-music scene.

With only one full-length album, 2007's "I'm Like a Virgin Losing a Child," the Atlanta-based band, which brings its first major headlining tour to Richmond's Canal Club tomorrow, has pioneered its way to a new musical frontier.

But don't be worried if you haven't heard of it yet--the main idea behind Manchester Orchestra is that the band has built itself from the ground up, from obscurity to flying just below the mainstream radar.

In a recent phone interview, drummer Jeremiah Edmond explained a bit of the band's strategy behind taking the long way to success.

"We wanted to have a slow, steady build and have fans that were really dedicated and try and build something that would be a lasting career instead of just a flash in the pan," he said.

Edmond said the band would prefer that people find out about it on their own rather than have it forced upon them.

"I think that's been a big part of our plan and the way we've mapped out our career so far, is that we never wanted our music to be shoved down people's throats," he said.

"We really wanted it to be a natural progression and for people to find it through friends and word of mouth, at least for the initial little bit, the initial push. We kind of want it to be a very natural, grass-roots thing and let it spread from there."

The overtly introspective lyrics of Manchester Orchestra hint at something deeper behind the band. There seems very much to be a want, if not a need, to keep things personal and play close to their hearts.

Manchester Orchestra has been known to work closely with stores selling the band's albums, often striking deals with independent record stores where both parties benefit. The debut album could be found in many independent shops for a mere $1.99.

"It was them helping us get our name out and us helping to promote fans going to independent music stores instead of the big-box retailers," Edmond said.

Edmond and lead vocalist/guitarist Andy Hull also own and operate their own record label, Favorite Gentlemen, on which the band releases its music in conjunction with Canvasback Music.

"We've been able to retain a lot of control that a lot of bands aren't able to, and we've been really blessed to be able to do that," Edmond said.

But they have had some help along the way--the band got a couple of big breaks when they were taken along on tour with Brand New and Kings of Leon.

"We really didn't feel like we were deserving of that stuff quite yet," Edmond said.

"But they came at just the right time--to help us get to that next level but not really do anything ridiculous or try to blow up. It was just kind of the right thing at the right time."

The second full-length album from Manchester Orchestra will be out sometime in the spring, Edmond said.

In the meantime, fans can expect to get a good taste of the new material on the current tour, he said.

"We're playing about half our set of new material from the new album."

Ryan Brosmer is a freelance writer and student at Virginia Commonwealth University. Reach him at
Email: brosmerra@vcu.edu.