It’s a strategy that wouldn’t have even been possible a handful of years ago, but it should go without saying that it’s become increasingly common recently, as the Internet has made it possible to publish anything to an enormous audience “from your bedroom in your pajamas,” as lead singer Chris Cleveland puts it. And for Stars Go Dim, it’s been a phenomenal success. A quick look at their website or their MySpace page reveals a some catchy R&B-flavored pop that’s pretty impossible to dislike: swirling guitars, striding pianos, and passionate, soulful vocals. It’s music with undeniable appeal—and of course, that was the intention.
“We had these songs that revolved around love, so we built a concept album kinda backwards. [Switchfoot singer] Jon Foreman has a solo project, and I was looking at his website. It said ‘lyrics,’ and I clicked on it—and this thing opened up and it was scan of a real piece of paper with his handwriting on it. So I showed Joey [Avalos], and he was like, ‘How about if we make the lyrics for these ten songs, like, love letters between a couple?’” A novel will be launching alongside the album to complete the story of the fictional letter writers. “We’re trying to give you great music, and then a whole world to be involved in,” he says.
Stars Go Dim EP goes on sale on iTunes Oct. 21. It’s available for pre-order now at StarsGoDim.com.