Boom! Boom Boom Boom!
Shock, impact, bewilderment, amazement—a full-scale eruption, sweeping away everything.
Not long ago, the entire North American continent was bustling with discussion:
Where is Anson? Anson has disappeared yet again!
As the hottest and most talked-about superstar in Hollywood right now, Anson disappears from public view from time to time. This isn't the first or second time; it's downright baffling.
On one hand, people are amazed. How does Anson do it? Time and time again, he vanishes from the media and paparazzi's sight without alerting anyone. He lives under the spotlight yet always manages to defy conventional wisdom, disappearing silently and then bringing surprises.
On the other hand, people are speculating: What big event is Anson brewing this time? Especially after last summer's "diving" incident, which led to the surprise release of "Elephant," a film that suddenly entered the Cannes Film Festival's main competition. People can't help but wonder what Anson is preparing this time.
The chatter is endless.
Moreover, it just won't stop.
As time passed, Anson's whereabouts remained a mystery, keeping the speculation alive and rampant.
Then, the answer was revealed.
Anson appeared, not in North America, but in Paris.
Paris, again!
But this time, Anson wasn't there to attend Fashion Week or to prepare for a stunning appearance at the Cannes Film Festival. Instead, he broke people's expectations in an unexpected way—
A band.
Undoubtedly, this was something no one saw coming. No matter how hard they tried, they couldn't keep up with Anson's steps, being led by the nose once again.
Whether it was the band's street performance causing a sensation in Paris or their subsequent tour across the European continent, all the buzz completely shattered people's guesses.
However!
None of this was the point.
If it were just that, the buzz in North America and Europe wouldn't be much different, and it wouldn't highlight Anson's unique influence on the North American continent.
There are two key elements here.
First, "The Tonight Show" brought the band back into the public eye.
Second, the band's name was August 31st.
These two elements collided and exploded across the North American continent, evolving into a storm on this land at breakneck speed.
The reason?
In fact, behind the widespread buzz, there's a third key element that requires rewinding time a few months, back to last October.
The album "Midsummer Midnight" was completed last summer, although Warner Records took some time for post-production. Even with additional time, it shouldn't have taken until March this year for an official release—
The entire process was somewhat far-fetched.
In reality, Warner Records had been planning and had started early on.
From the moment the band made a sensational debut on "The Tonight Show," Warner Records knew this band was unconventional. This was also the root of the hesitation and considerations during the contract signing process.
Naturally, Warner Records couldn't use the conventional promotion approach, relying on the name "Anson Wood" to easily win over the masses. Success wouldn't come effortlessly without some thoughtful planning—
That wasn't realistic.
Anson's name could only add the finishing touch; the real marketing strategy needed to focus on the band and the music, making it relatable to reality.
So, Warner Records started acting early.
Generally speaking, when an artist releases a new album, they might release a single or even two singles beforehand to build anticipation and get some chart action going. This promotional method enhances the album's visibility, aiming to awaken the market.
This type of promotion is quite common in the North American music market, which is why Billboard's Singles and Albums charts should be considered two entirely different lists.
This time, the band August 31st did the same.
On Friday, October 18th, Warner Records quietly released the first single from the "Midsummer Midnight" album:
"Howl."
After careful consideration, Warner Records didn't choose songs like "Wake Me Up" or "Hero," which had already made a splash on "The Tonight Show." Since these pieces were already fully tied to Anson, the current promotion strategy centered entirely on the band and the music, aiming to open up the market through word of mouth.
Thus, "Howl" was officially released and began its journey up the charts.
"August 31st," a name completely unfamiliar to everyone, led people to naturally assume it was a new band or perhaps an independent band emerging after a long struggle. Anyway, such bands appear in batches from time to time—
Not just one, but a batch.
At least around the turn of the millennium, the music market remained vibrant, with countless outstanding musicians continuously emerging.
Due to the unfamiliarity and freshness, the market didn't gather too much attention. Warner Records didn't pour all resources into a massive promotional campaign but proceeded slowly and steadily, investing in radio play at a measured pace, hoping to let the music speak for itself.
As it turned out, the music did speak for itself—
In its first week, "Howl" quietly landed at number 97 on the Billboard Singles Chart, garnering a bit of attention, but only creating small ripples.
Billboard, North America's most authoritative and popular music chart, lists the top 100 singles and top 200 albums, along with various genre-specific charts. However, without a doubt, the Singles and Albums charts' composite indexes are crucial indicators of the music industry's status.
Simply put, you can equate Billboard with the North American weekend box office chart, as this list comprehensively considers the market's popularity, including sales, radio play, and streaming numbers, presenting a comprehensive view of the music's market heat—a commercial chart.
If you want to know the current most popular music in North America, just listen to the Billboard Singles Chart lineup.
That's how "Howl" was discovered.
Although Warner Records didn't launch a massive campaign, the radio play rate and online discussion for "Howl" quietly and gradually increased.
This process was somewhat slow; it wasn't a volcanic eruption but a solid, steady progression, allowing more and more people to hear the song.
What was even more commendable was that, because there wasn't a sudden widespread explosion that plastered it everywhere, it retained the essence of independent music—the most fundamental, simplest, and purest appeal. Thus, listeners didn't quickly grow tired of the song and didn't realize the connection between the band and Anson. This allowed "Howl" to climb the Billboard Singles Chart steadily.
Since it entered the chart, its ranking has risen every week, never dropping. This was a rare sight—
Good music truly speaks for itself.