Utilizing the symbiotic relationship between his Better Noise film studio and record label, Allen Kovac simultaneously promotes his artists and movies
— all those films jumped out at me when I read the script, and Allen said he saw it, too. Allen told me from the beginning, ‘Let’s make a good movie first.’ And once we knew we had that, all these other things, obviously, fit perfectly into Allen’s wheelhouse with Better Noise Music.
However, the music selection was made concurrently with the film production, as Kovac, Lombardi and company began to get a sense of what might work best for specific sequences. They also brought in theteam of Kyle Dixon and Michael Stein to write the score, netting, as Kovac notes, yet another potential audience for“We worked and waited till we had the right songs,” says Kovac, a process that continued until the middle of August, with original choices swapped out and replaced by others.
“Those music videos and the social media [the bands] are doing, along with radio playing the music … it promotes the film,” Kovac says. “And now when the film comes out, it will push the songs, some of which may be 2 years old by now.” To date, 16 tracks that are affiliated with the film have amassed a combined 537.8 million global on-demand audio and video streams, according to Luminate.hits theaters to help cross-promote its subsequent digital, on-demand and home video releases.
“If you weren’t a fan of Papa Roach, you’d think Jacoby Shaddix was just an actor in the film. Same with Five Finger Death Punch; they look the part, per Allen saying, ‘Hey, these guys are a motorcycle gang!’ They’re all fantastic.”
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