The MTV2-sponsored "Welcome To the Universe" tour hits The Rave in Milwaukee on Wednesday, Oct. 18. For headlining band 30 Seconds to Mars, it's an appropriate title. In the last year, the group arrived on the scene in a big way. Its critically acclaimed second album, "A Beautiful Lie," recently went gold, the video for "The Kill" won an MTV Video Music Award, and the band has avoided being labeled a Hollywood side project.
Drummer and co-founder Shannon Leto has been making sure to enjoy it all.
"I'm really excited," he says. "It's a thrill to be headlining a tour like this with all these great bands."
Among the bands joining 30 Seconds to Mars on the tour are Head Automatica, Cobra Starship, Rock Kills Kid and Envy on the Coast.
In a way, the story is a lot like many bands who found success after years of struggle. 30 Seconds to Mars signed to Virgin Records in 1998 and worked hard to get its name out. But it faced a few additional challenges along the way to RIAA certifications and award shows.
Shannon's brother Jared, an accomplished Hollywood actor, is the band's frontman and writes most of the songs. It was an accomplishment in itself to get past the comparisons to other celebrity-fronted bands (Dogstar anyone?)
"It was a huge obstacle. We never wanted to be thought of as (Jared's) side project. Our goal was to let the music speak for itself"
Leto believes that the music was ultimately what led to 30 Seconds to Mars to able to break the stigma of being a "celebrity band" and earn credibility in the music world.
"At the end of the day, people can tell what's real and what's not. Jared happens to be an amazing talent at both acting and music, and people can recognize that."
Recognition means more than just critical praise and sold out shows. Last spring, five months before "A Beautiful Lie" was released, the album leaked over the Internet. Rather than panic, the band saw this as a new creative opportunity. Two more songs, "Battle Of One" and "Hunter," were added to the album by the time it was released.
Leto feels that the music industry needs to adapt to the changing digital landscape of music.
"It's inevitable that people will want something, and they're going to get it. Record labels and artists need to embrace new technology."
Leto thinks the reworking only made the album stronger. Indeed, "A Beautiful Lie" has taken the band in a new sonic direction. The album is much more personal and stripped down than the 2002 self-titled debut. Leto likes the direction his band has taken, but doesn't expect to spend his career remaking the same album.
"Who knows what our next one will sound like? I never want to be stuck in one place."
30 StM won't have to worry about being stuck anytime soon. The band just wrapped up a video for its latest single, "From Yesterday," and the tour has the group performing 27 shows in the next month and a half. Leto promises that fans that come out to see them won't be disappointed.
"There's going to be some new things we do for this tour that people haven't seen yet. But it's a surprise."
Drummer and co-founder Shannon Leto has been making sure to enjoy it all.
"I'm really excited," he says. "It's a thrill to be headlining a tour like this with all these great bands."
Among the bands joining 30 Seconds to Mars on the tour are Head Automatica, Cobra Starship, Rock Kills Kid and Envy on the Coast.
In a way, the story is a lot like many bands who found success after years of struggle. 30 Seconds to Mars signed to Virgin Records in 1998 and worked hard to get its name out. But it faced a few additional challenges along the way to RIAA certifications and award shows.
Shannon's brother Jared, an accomplished Hollywood actor, is the band's frontman and writes most of the songs. It was an accomplishment in itself to get past the comparisons to other celebrity-fronted bands (Dogstar anyone?)
"It was a huge obstacle. We never wanted to be thought of as (Jared's) side project. Our goal was to let the music speak for itself"
Leto believes that the music was ultimately what led to 30 Seconds to Mars to able to break the stigma of being a "celebrity band" and earn credibility in the music world.
"At the end of the day, people can tell what's real and what's not. Jared happens to be an amazing talent at both acting and music, and people can recognize that."
Recognition means more than just critical praise and sold out shows. Last spring, five months before "A Beautiful Lie" was released, the album leaked over the Internet. Rather than panic, the band saw this as a new creative opportunity. Two more songs, "Battle Of One" and "Hunter," were added to the album by the time it was released.
Leto feels that the music industry needs to adapt to the changing digital landscape of music.
"It's inevitable that people will want something, and they're going to get it. Record labels and artists need to embrace new technology."
Leto thinks the reworking only made the album stronger. Indeed, "A Beautiful Lie" has taken the band in a new sonic direction. The album is much more personal and stripped down than the 2002 self-titled debut. Leto likes the direction his band has taken, but doesn't expect to spend his career remaking the same album.
"Who knows what our next one will sound like? I never want to be stuck in one place."
30 StM won't have to worry about being stuck anytime soon. The band just wrapped up a video for its latest single, "From Yesterday," and the tour has the group performing 27 shows in the next month and a half. Leto promises that fans that come out to see them won't be disappointed.
"There's going to be some new things we do for this tour that people haven't seen yet. But it's a surprise."
Tyler Casey was born and raised in the Twin Cities, but hes lived in Milwaukee for the last four years working and going to school. A senior at UWM with one semester left before he gets his print journalism degree, Tylers grown incredibly fond of his new city and hopes to stay here for good. Hes been with OnMilwaukee.com since June 2006.
Despite retaining certain customs of his fatherland (Tyler bleeds purple and gold), he considers Milwaukee his home. Spending most of his time on the East Side, Riverwest and Downtown (as well as wherever the nearest bus line can take him), Tylers always looking to experience what the city has to offer.
