Adult Go swimming dives deep into alt rock

'Metalocalypse,' concerning the imaginary metal band Dethklok, created a sell-out tour and also the greatest-selling dying metal album ever. From "Metalocalypse," the dying metal cartoon that created a sell-out tour featuring music in the show, towards the forthcoming pilot starring rap sensation Odd Future, Adult Swim's absurdist comedy programming about the Cartoon Network includes a noticeably musical bent, featuring probably the most cutting-edge functions in the usa, both established and emerging.Not so long ago, youthful music fans may have updated into MTV to listen to the most recent sounds by alternative bands. With MTV now firmly within the mainstream, Adult Go swimming is filling the void, featuring the sorts of genres -- dying metal, shock rock, screamo, South African rap, take your pick -- you are unlikely to listen to elsewhere on cable. "On all levels, Adult Go swimming is attempting to create you something quality and unusual, and that we are extremely transparent about this,Inch states Jason Demarco, creative director of sales promotions in the network, along with a&R at Adult Swim's record label Williams Street Records. "I attempt to influence way from average pop-type music and to date the fan feedback we now have become over time shows they be thankful.InchThe whitened trash cephalopod show "Squidbillies" has featured music by southern rock and alt-country functions including Drive-By Truck drivers, Common Stress and Bonnie Prince Billy. Cee Lo Eco-friendly performed a personality on "The Brak Show."This season, Queens from the Stone Age front guy Josh Homme authored the brand new theme song for that show "Aqua Unit Patrol Squad One" the show also featured well known subterranean stylish hop duo Insane Clown Posse.This forward-thinking strategy has deepened the already strong loyalty between your Turner-possessed network and it is two million approximately audiences. Additionally, it managed to get a genuine destination for your coveted demographic -- the 18- to 24-year-old male cultural influencers and early adopters who appreciate the network's grasp of subterranean music around its subversive programming. Everything happened very naturally, states Mike Lazzo, senior professional Vice president responsible for Adult Go swimming. The network released in September 2001 and from the first day, it had been made the decision the music heard by audiences should match the unconventional content."One thing that did whenever we began making Adult Go swimming was the packaging," describes Lazzo. "For bumper music, we did not desire to use the normal music that you simply saw inside a TV library. We visited Jason Demarco and stated, 'Help us like music.' And after that we simply got in much deeper and much deeper."Stylish-hop producer Danger Mouse, a buddy of Demarco's, created several "bumps," later joining track of rapper MF Disaster to create Danger Disaster, delivering the "A Button and also the Mask" collaboration album, featuring guest looks from Aqua Teen Hunger Pressure and Harvey Birdman figures. After that came Metalocalypse, an animated show about imaginary dying metal band Dethklok, and Adult Swim's greatest commercial musical success. When Williams Street launched the very first Dethklok album in 2007, it charted No. 21 about the Billboard 200, which makes it the greatest-ranked dying metal album ever. The 2nd Dethklok album hit No. 15 about the Billboard charts, selling around 800,000 records.Brendon Small, the show's creator, convinced the network and sponsors to aid a complete American Dethklok tour, having a live band playing along to animated footage the tour offered out countrywide."We simply headlined the Mayhem festival for 30,000 people," states Small. "It's insane."The alchemy of music and tv is nearly certainly what permitted for Metalocalypse's success, states Smalls. "It is a Television show along with a metal band simultaneously, therefore we come with an unfair edge on other metal bands," he states. "Oftentimes people say 'I aren't well versed about metal however i like Dethklok.' "Adult Go swimming is constantly on the expand its achieve in to the music biz through genre-specific compilation albums headed by Demarco, usually featuring music licensed using their company labels. Williams Street Records is signing subterranean functions like Cerebral Ballzy, and also have shot an airplane pilot with L.A. rap breakthrough act Odd Future, whose dark, subversive lyrics were an ideal fit for that Adult Go swimming audience.All this begs the question: why pour a lot time, energy and cash into music?States Lazzo, "We are music enthusiasts! From the business perspective, it certainly increases our appeal and brings us to audiences who might understand what Grown ups Go swimming is. But the good thing is the fact that, as music fans, we're getting attention for doing stuff that we personally like anyway. It is a win-win for that fans and also the network." Contact the range newsroom at news@variety.com