M-Shop to hold No Doubt album-release party

Matthew Peelen

The between-album hiatus for fans of the southern California band No Doubt is nearly over, and the Maintenance Shop, along with the band’s label Interscope and MTV2, is offering a chance for fans to inspect its latest effort “Rock Steady” at a free listening party today at 7 p.m.

Last year the M-Shop played host to a packed crowd for a listening party for the Weezer “Green Album.” That evening offered fans not only a chance to listen to the record, but also see videos and win prizes. M-Shop Coordinator Eric Yarwood expects more the same this year for No Doubt.

“This is only the second one of these we’ve done,” Yarwood says. “They [MTV2] contacted us again this fall to do this one. It’s something new and different, plus it’s just fun to do. We don’t have much involvement but mostly we just provide a place for them to hear the music and see the videos.”

According to Interscope’s Web site, the “Rock Steady” release date has been pushed back to Dec. 11 due to “unspecified” reasons. But that won’t affect the fans’ chance to hear the album in its entirety, says MTV2 spokesperson Mary Jo Amendolara.

“We promote two artists a semester with these listening parties,” Amendolora says. “This semester we’re doing 17 for Busta Rhymes and 15 for No Doubt. Iowa State is the only school in Iowa to have one.”

Deciding on which artists to feature is a lengthy task, Amendolara says. Listening parties help the network and label keep on top of what is popular.

“That’s part of a bigger conversation that goes on here,” says Amendolara, on choosing artists to promote. “It’s great for the label and band to have this grassroots effort and support on campuses. It’s great for us to get the reaction. Basically it’s a great way to be co-branded.”

“Rock Steady” will be the first release for No Doubt since 2000’s “Return to Saturn.” Since then it hasn’t entirely kept a low profile, as frontwoman Gwen Stefani appeared as a collaborator on hit singles for artists such as Moby and Eve.

No Doubt first gained national recognition and airplay for its song “Just a Girl” from its 1995 album “Tragic Kingdom.” Since that time the band has enjoyed a string of hit singles and videos with songs such as “Don’t Speak” and “Ex-Girlfriend.”

With slumping record industry sales, much pressure will be on “mainstay” artists such as No Doubt to come through with heavy sales this holiday season. Local retailers are welcoming the record’s promotion and appreciate the M-Shop’s efforts.

“Just as far as sales go, when there is anything the M-Shop promotes we see a rise in interest here,” says Jon Wilburn, assistant manager of Sam Goody in North Grand Mall.