Flood of Red School Us With Innovation 101

There are countless unsigned bands self-releasing their own albums these days. A few enterprising acts rise to the top thanks to talent, tenacity and connections. Youngsters Flood of Red are hoping their self-made debut will jettison them from their homeland of Scotland to the top of the sales charts -- but only if success comes on their terms.

"The internet has basically started a revolution and given young and emerging artists the tools they need to take their music where they want to take it," Flood of Red drummer Graham Griffith explains to Noisecreep. "While many artists and their business partners know this and have acted -- a lot of the larger record labels and music companies have been slow to pick up on this and even slower to react."

While Flood of Red know the odds are against them, they're using the power of social networking sites like Facebook and Myspace to build a global following. For Flood of Red, selling copies of the record is less about making money and more about proving a point.

"We want as many people as possible to have access to our music. It's taken us [a] long [time] to finally record our debut album that we wanted to give everyone that knows about us and everyone that wants to hear us a little surprise by giving them it for such a cheap price," explains Griffith.

At all ends of the spectrum, from writing to producing to releasing their music, the six guys in Flood of Red work hard at innovation.

"We work with a young management team and we try our best to think of what fans would like and want [as well as] new and interesting ways of releasing music. We also have full control not only creatively, but of our touring schedule, merchandise and day to day running of our band. We can do what we think is best and not what a label is trying to force us to do."

See Flood of Red perform live in select European cities through Halloween.