Devo will perform live on NBC on Monday at a Winter Olympics Games victory ceremony. The Akron icons will play old favorites and material from their upcoming album, their first studio effort in nearly 20 years. (Warner Bros., the band's longtime label, will release it sometime this year.)
Drummer Josh Freese (Nine Inch Nails, Guns N' Roses) will back the classic lineup.
The group is truly embracing corporate culture for this outing. Check out the above to hear Mark Mothersbaugh and Jerry Casale outline their new big-business strategy.
Devo are also reaching out to fans to help their branding efforts. Devo Inc. executive Greg Scholl has issued the following memo to help recruit participants in a marketing study.
February 19, 2010
To our friends, partners and team at Devo Inc.,
Devo’s coming baker’s dozen of new sonic missives this Spring has sparked a flurry of activity here at Devo Inc. I’m excited to announce that our partners, Warner Brothers and the ad agency Mother LA, have initiated a series of studies to help the band determine every decision it makes regarding its body covering, its brand color, its graphic icons and even its choice of vocal style and instrumentation on any given song!
I know. You probably think this idea sounds a bit crazy, right? Actually, it’s not at all. In the new spirit of trying to bring the best possible content to a world that seems to be reaching the boiling point, Devo wants to know what you, the harried content consumers, really think. They know that in today’s world people don’t have time to waste. You need to know what you’re getting and get what you want, when you want it!
Devo has remarked that the typical artist feels special because he or she invents his own world and sticks to it, all outside opinions be damned! Instead the band feels it’s much more special to actually listen to others’ ideas and feelings and take them into account. It’s a brave new attitude that I commend them for.
On behalf of Devo I can sincerely say we would really appreciate it if you could help us out. Follow the link here to be part of the study: http://www.clubdevo.com/colorstudy We look forward to your participation.
De-evolution is real,
CCO for Devo Inc.
— D.X. Ferris