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AudioAdrenaline: The value of a trademark
Posted April 03, 2013
By dramirez,


By Daniel Ramírez

Ladies and gentlemen, to witness one of the greatest comebacks in Christian music. AudioAdrenaline is back on stage and under his arm bring one of the best products that have existed in the industry: Kings & Queens. I have heard hundreds of times and never tire hard to impress me and thank God for letting me live the generation marked by talent at this level.

Kings & Queens marks the return of AudioAdrenaline with implicit messages and double readings. For example: King Of The Comebacks, the most emblematic song disc, focusing on how it is God who has the final say in battle, He is the King of  the comebacks: when it seems that all is lost He comes back stronger than ever. Well, but otherwise the song reads like "it (the AudioAdrenaline) is the king of the comebacks'. The song (and the whole album) makes references to the work of the old AudioAdrenaline quoting phrases like '... like an underdog story' and '... a mighty good leader', or in The Answer, which is heard '... I don´t need a Big House ', 'Big House!', the classic of classics, the referent of one of the best bands of the 90's. Also, for fans we do not feel offended, Mark Stuart's voice, original member and founder of that AudioAdrenaline is heard singing: '... you can’t stop the comeback'.

Another proof? What about Change My Name? On one hand the song speaks of the need for God to change our name, is a clear allusion to the great biblical characters whom God changed their name, but on the other hand is an implicit statement in which Kevin Max speaks to God: 'Everywhere I went people knew my name / written on my face Were the scars of fame / I was Known for the pride deep inside of me / but you knew the man I was born to be ... " He's talking about his past with dcTalk, the song takes on a different meaning. Double reading again.

The axis on which moves the album is the concept of victory. Again and again listening to Kevin Max singing about a battle, about the human condition, but always declaring that victory is from God. '20: 17 (Raise The Banner)' is a proof: 2 Chronicles 20:17  become song. 'Fire Never Sleeps' is another proof: 'So pull me from the ashes / ignite my soul'.

The sound of the second half of the album is spectacular, big sound that U2 did in the late 80's on albums like The Joshua Tree and October. Kings & Queens is a comprehensive album: soul, body and spirit are touched by this masterpiece. It’s not an iconic album, but it is an example of impeccable technical production.

AudioAdrenaline’s live sound is splendid. True, they have to work in some settings (mainly Kevin Max), but the assembly is almost perfect. (I heard them through the stream for the Easter Festival from Queensland, Australia. My comments about their live show are at my Twitter TimeLine).

But how is that a band can achieve that quality sound in such a short time? The answer lies in the central point I wish to address: AudioAdrenaline is a trademark. Mark Stuart's vision to revive AudioAdrenaline is to have a source of income to support Hands & Feet Project, Stuart took the name, the brand, and gave them life with old-school talents, something honest and fearless: investment in is financially strong, product quality is high, very high, the risks must be calculated.

This is not the original AudioAdrenaline. There is only one original member in the band! bassist Will McGuinness, the rest are veterans in CCM industry: Kevin Max, former dc Talk, guitarist Dave Ghazarian, from Superchick, Jared Byers on drums, founder of Relient K, and Jason Walker, who was a member of Know Hope Collective, on keyboards. Many years of experience out there when they stand on stage. Just a matter of time to perfect the assembly.

Of course, now with the return of Kevin Max believe what brand increased its value? Of course, dcTalk. The emotional value is very high now, the minds and hearts (and wallets) of us consumers are tied to the branding. Moreover, unlike AudioAdrenaline, none of us would agree that one of the three dcTalk be replaced by someone else.

Yes, it is a strange feeling to hear the classics of AudioAdrenaline with this band, perhaps eventually achieve move some memories of the collective memory, but until that happens, the AudioAdrenaline brand has been delivered to characters worthy of carrying it in their hands.

Also there is something imminent: if the King Of The Comebacks is with them, who are we to stop them?

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About the author:
Daniel Ramírez writes a weekly column about music, faith and pop culture in niveenverano.com. His mission is to bring great music to your attention.

View All Music And Book Reviews By dramirez | View dramirez's Profile

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