In 2007 whilst working in UK media I, the RP Editor, found myself faced with the first video release in the UK for Tokio Hotel’s ‘Ready, Set, Go’. This was of course the lead single from their first English language album ‘Scream’. The video for ‘Ready, Set, Go’ was a dark, futuristic and ultimately polished pop-rock video and the band were styled in a such a way that the alternative market would embrace them; in many ways their style was not unlike Black Veil Brides. However, I also remember despite the imagery and rock credentials of the single they were rebuffed by much of the media in the UK, largely because they were difficult to place in the market at that time. Tokio Hotel was not ‘rock enough’ for major magazines like Kerrang! and Metal Hammer, neither were they ‘pop enough’ for commercial radio and TV.
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