Taking a page from Dave Matthews’ informal marketing strategy, O.A.R. relied heavily on word of mouth publicity and actively encouraged recording of their live shows, which created a loyal community of tape traders.
After O.A.R released their third album, 2001’s Risen, it proved the wisdom of their grassroots approach by coming in just under the Top 10 in Billboard’s Internet Sales Chart. In 2002, O.A.R.’s fourth album, Any Time Now, cracked the Billboard Top 200 chart and earned them a contract with Lava Records, which gave the band complete creative control. Wise move on their part — 2005’s Stories of a Stranger debuted at No. 40 on Billboard’s Top 200 and spawned a trio of successful singles, an appearance on Extreme Makeover: Home Edition and a sold-out gig at Madison Square Garden.
Last year was a breakthrough one for O.A.R., as the band’s sixth album, All Sides, and its first single “Shattered (Turn the Car Around),” became their biggest hits to date, earning lucrative TV exposure on ESPN and Ford commercials as well as placement on the Twilight soundtrack. Got a revolution, got to revolution.
They play the PNC Pavilion Saturday night with The Wailers. Get more Sound Advice here.