Film soundtrack launches tour
Taking primary talent from a movie soundtrack and announcing a tour amounts to a strange mix of synergy and grassroots marketing. And it may work.Headlined by Everclear and Jonny Lives!, the monthlong 21-date Van Wilder Rock Tour will kick off in late January and run through the end of February. While the tour lineup has yet to be announced, soundtrack talent includes Buckcherry, the Alternate Routes and Hanson. Over the past month, Kal Penn, the lead thesp in “National Lampoon’s Van Wilder: The Rise of Taj,” and musicians Art Alexakis of Everclear and Jonny Dubowsky of Jonny Lives! have been touring college campuses, radio and television stations across the country promoting the film. So, the thinking went, why not do the same thing, but with music? “It’s like breaking a movie the way you would break a band,” said Alexakis. The tour is a joint marketing effort among the label Eleven Seven Music, the management company 10th Street Entertainment, House of Blues and MGM.