History of Coca Cola
http://www.coca-cola.co.uk/about-us/history-of-coca-cola-1886-1892.html

Atlanta Beginnings

It was 1886, and in New York Harbour, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled.

Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-coloured liquid and, when it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed - this new drink was something special. So Jacobs' Pharmacy put it on sale for five cents (about 3p) a glass.

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinctive script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just nine glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup.

Over the course of three years, between 1888-1891, Atlanta businessman Asa Griggs Candler secured rights to the business for a total of about $2,300 (about £1,500). Candler would become Coca-Cola's first president, and the first to bring real vision to the business and the brand.


The Gist – 1886 John Pemberton an Atlanta pharmacist made a caramel coloured liquid. This was mixed up with carbonated water at Jacobs Pharmacy and sold 3p a cup. People thought it was pretty damn good.

It was Pemberton’s book keeper Frank Robinson that named the drink and wrote it out in his distinctive script back in 1886, the script we still see today.

Pemberton sold just nine glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup.

Over the course of three years, between 1888-1891, Atlanta businessman Asa Candler secured rights to the business for a total of about $2,300 (about £1,500). Candler would become Coca-Cola's first president, and the first to bring real vision to the business and the brand.


History of Coca-Cola: 1893-1904
Beyond Atlanta

Asa Candler, a natural born salesman, transformed Coca-Cola from an invention into a business. He knew there were thirsty people out there, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles.

Inevitably, the drink's popularity led to a demand for it to be enjoyed in new ways. In 1894, a Mississippi businessman na med Joseph Biedenharn became the first to put Coca-Cola in bottles. He sent 12 of them to Candler, who responded without enthusiasm. Despite being a brilliant and innovative businessman, he didn't realise then that the future of Coca-Cola would be with portable, bottled beverages customers could take anywhere. He still didn't realise it five years later, when, in 1899, two Chattanooga lawyers, Benjamin Thomas and Joseph Whitehead, secured exclusive rights from Candler to bottle and sell the beverage - for the sum of only one dollar.

Gist - Asa Candler advertised everywhere, as popularity grew the invention became a company. Syrup factories were developed in Chicago, Dallas and Los Angeles. To meet demands Joseph Biedenharn became the first to put Coca-Cola in bottles. In 1899, two Chattanooga lawyers, Benjamin Thomas and Joseph Whitehead, secured exclusive rights from Candler to bottle and sell the beverage.

History of Coca-Cola: 1905-1918
Safeguarding the brand

Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. Coca-Cola was a great product, and a great brand. Both needed to be protected. Advertising focused on the authenticity of Coca-Cola, urging consumers to 'Demand the genuine' and 'Accept no substitute'.

The company also decided to create a distinctive bottle shape to assure people they were actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognised in the dark. In 1916, they began manufacturing the famous contour bottle. The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive appearance, original design and the fact that, even in the dark, you could identify the genuine article.

As the country roared into the new century, The Coca-Cola Company grew rapidly, moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and US territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there were about 1,000.







History of Coca-Cola: 1941-1959
The war and its legacy

In 1941, America entered World War II. Thousands of men and women were sent overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that 'every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is, and whatever it costs the company'. In 1943, General Dwight D Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola to do business overseas.

Woodruff's vision that Coca-Cola be placed within 'arm's reach of desire' was coming true - from the mid-1940s until 1960, the number of countries with bottling operations nearly doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part of a fun, carefree American lifestyle, and the imagery of its advertising - happy couples at the drive-in, carefree mums driving big yellow convertibles - reflected the spirit of the times.


History of Coca-Cola: 1960-1981
A world of customers

After 70 years of success with one brand, Coca-Cola, the company decided to expand with new flavours. Fanta, originally developed in the 1940s, was introduced in the 1950s, while Sprite followed in 1961, with TAB in 1963 and Fresca in 1966.

The company's presence worldwide was growing rapidly, and year after year, Coca-Cola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more.

Advertising for Coca-Cola, always an important and exciting part of its business, really came into its own in the 1970s, and reflected a brand connected with fun, friends and good times. The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing I'd Like To Buy The World A Coke.

http://www.youtube.com/watch?v=_EY8DFqFpws


History of Coca-Cola: 1982-1989
Diet Coke and new Coke

The 1980s - the era of legwarmers, headbands and the fitness craze, and a time of much change and innovation at The Coca-Cola Company. In 1981, Roberto C Goizueta became chairman of the board of directors and CEO of The Coca-Cola Company. Goizueta completely overhauled the company with a strategy he called 'intelligent risk taking'.

Among his bold moves was organising the numerous US bottling operations into a new public company, Coca-Cola Enterprises Inc. He also led the introduction of Diet Coke, the very first extension of the Coca-Cola trademark. Within two years, it had become the top low calorie drink in the world, second in success only to Coca-Cola.

One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola, the first change in formulation in 99 years. In taste tests, people loved the new formula, commonly called New Coke. In the real world, they had a deep emotional attachment to the original, and they begged and pleaded to get it back. Critics called it the biggest marketing blunder ever. Coca-Cola listened, and the original formula was returned to the market as Coca-Cola Classic, and the product began to increase its lead over the competition - a lead that continues to this day.


History of Coca-Cola: 1990-1999
New markets and brands

The 1990s were a time of continued growth for The Coca-Cola Company. The company's long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup™ football, the Rugby World Cup and the National Basketball Association.

The year 1993 saw the introduction of the popular Always Coca-Cola advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993.

New beverages joined Coca-Cola's line-up, including Powerade sports drinks and Oasis fruit drinks. Coca-Cola's family of brands further expanded through acquisitions, including Limca, Maaza and Thums Up in India, Barq's root beer in the US, Inca Kola in Peru, and Cadbury Schweppes beverage brands in more than 120 countries around the world. By 1997, Coca-Cola already sold one billion servings of its products every day, yet knew that opportunity for growth was still around every corner.

http://www.youtube.com/watch?v=jPoM2o9kIBM
POLAR BEAR ONE

http://www.youtube.com/watch?v=tcXQimc6Fiw&feature=related

http://www.youtube.com/watch?v=EaXOttV2VJ0
POINT making it look so accessbale and fun for everyone to enjoy. Possibly bringing people to together etc

http://en.wikipedia.org/wiki/Coca-Cola_FEMSA#Coca-Cola_FEMSA

History of Coca-Cola: 2000-Now

The last 10 years have marked an increase in The Coca-Cola Company efforts to create a sustainable framework for the future. In 2009, the company launched Live Positively - a public commitment to making a positive difference in the world by redesigning the way we work and live so that sustainability is part of everything we do. Live Positively includes goals for providing and tailoring beverages for every lifestyle, supporting active, healthy living programmes, building sustainable communities, reducing and recycling our packaging, cutting our carbon emissions, establishing a sustainable water operation and creating a safe, inclusive work environment for all.

The company is continuing to build on existing relationships with global sports events such as the 2010 FIFA World Cup™ and the 2012 London Olympics Games, and the company continues to nurture their affiliation with the Special Olympics, which began in 1968.

Coca-Cola is dedicated to offering quality beverages for every lifestyle and occasion, marketing those beverages responsibly and providing information that consumers can trust. As of 2008, Coca-Cola can count more than 160 low and no calorie drinks in the company's range, such as Coke Zero. The company now also lists the nutritional information on the front of all drinks in Great Britain - which will roll out worldwide by the end of 2011.

From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to be the world's most ubiquitous brand, with more than 1.6 billion beverage servings sold each day. Now well into its second century, the company's goal is still to provide magic every time someone drinks one of its more than 400 brands - and to do so in a sustainable way that benefits consumers and the communities we operate in.
 
Coca-Cola Great Britain (CCGB)
Coca-Cola Great Britain (CCGB) is responsible for marketing 21 brands (over 100 products) to consumers in Great Britain, developing new brands, extending existing brands and protecting Coca-Cola trademarks in Great Britain. CCGB employs around 130 people at its headquarters in west London.

Coca-Cola Enterprises Ltd (CCE)
Coca-Cola Enterprises Ltd (CCE) is the local bottler responsible for the manufacturing, distribution, sales and trade marketing of the brands of CCGB throughout England, Scotland and Wales. It employs around 5,000 people at its various sites across Britain.

The Coca-Cola System
Together, CCGB and CCE form one 'system', which is referred to as 'The Coca-Cola System', but is not a single entity from a legal or a management point of view. The two businesses work together closely and have taken a joint approach to corporate responsibility.

Our products
Here in Great Britain we manufacture and market a wide range of drinks. Our carbonated soft drinks include well-known brands such as Coca-Cola, Diet Coke, Coke Zero, Sprite and Fanta, as well as Oasis still fruit drinks, isotonic sports drink Powerade and Abbey Well water. We also own the Schweppes product range, Relentless energy drinks and the Glaceau Vitamin Water range.

Coca-Cola Enterprises also manufactures and distributes some products for other brand owners. These include Capri-Sun, Monster energy drinks and the Appletiser, Peartiser and Fruitiser range of sparkling fruit juices.

All our drinks come in a variety of different packaging formats - aluminium cans, glass and plastic bottles - with portion sizes ranging from 150ml cans through to two litre bottles.


 
Cola and other companies...

MCDONALDS

Leader Ship
http://www.thecoca-colacompany.com/ourcompany/bios/bio_113.html

Javier C. Goizueta
President, McDonald's Division
Vice President
The Coca-Cola Company
Definitely Javier C. Goizueta is Vice President, The Coca-Cola Company, and President of the global McDonald's Division. He leads a worldwide organization that is responsible for building the strategic alliance with McDonald's in over 31,000 restaurants and over 100 countries.

Since joining the Company in 2001, Mr. Goizueta has served as Vice President, Global Still Beverages Operations and Commercialization, and Vice President, Global New Business Models. Prior to joining The Coca-Cola Company, Mr. Goizueta spent 20 years with Procter & Gamble, 10 years in their U.S. Operations and 10 years in Latin America.

Trilingual in Spanish, English and Portuguese, Javier received his Bachelor of Arts degree from Auburn University.


THE COCA-COLA COMPANY ANNOUNCES REFRESHING LINE-UP OF FOUNTAIN AND BOTTLED BEVERAGES FOR McDONALD'S® U.S. RESTAURANTS

ATLANTA, April 27, 2009 - The Coca-Cola Company today announced a 'refreshed' line up of fountain and bottle beverages that will be added to McDonald's U.S. restaurants, beginning this year. This effort -- part of a larger beverage strategy -- will provide McDonald's customers even more beverage choices and meet customers' changing taste preferences and desire for more portable, convenient beverage options.

"We've worked with our partners at Coca-Cola to bring our customers the exciting new beverages they desire, while continuing to provide them the brands they have enjoyed at our restaurants for more than half a century," said Karen Wells, vice president, Strategy and Menu, McDonald's USA. "Our relationship with Coca-Cola has never been stronger, and I'm optimistic about the future of beverage innovation at McDonald's. While bottled beverages provide additional benefits of portability and convenience, Coca-Cola fountain beverages remain the foundation for our beverages offerings."

"We have an unrivaled commitment to provide the best beverages, customer strategies, equipment platforms, operations, service and quality to improve and enhance the customer experience," said Javier Goizueta, vice president, The Coca-Cola Company and president, McDonald's Division Worldwide. "This also speaks to the strength and value of our 54-year relationship. We share the same desire and drive to consistently meet the demands of our mutual customers' changing tastes and beverage needs."

Beginning this year, the core fountain line-up at McDonald's 14,000 U.S. restaurants will include brand Coca-Cola, Diet Coke, Sprite, and Hi-C Orange. Coca-Cola's Dasani will remain a national core bottle beverage, and now Powerade Mountain Blast and vitaminwater XXX (Triple X), will be made available as regional bottle options.

Coca-Cola brands including Powerade, Sprite Zero, Fanta Grape, Fanta Strawberry, Caffeine Free Diet Coke, Barq's Root Beer, Minute Maid Lemonade and Minute Maid Lemonade Light, will be made available as regional fountain options at McDonald's restaurants across the U.S. Coke Zero, due to its explosive growth and success, will also be offered in a number of restaurants as part of McDonald's ongoing beverage development.

"We're pleased to implement this phase of the beverage strategy with McDonald's USA," said Goizueta. "As a world leader in beverage innovation, Coca-Cola continues to work with McDonald's on beverage development across a wide array of beverage categories, including teas and juices."


http://www.thecoca-colacompany.com/ourcompany/seniormanagement_operating_group_leadership_eurasia.html

http://www.coca-cola.co.uk/about-us/responsible-marketing.html

http://search.coke.com/search?q=mcdonalds&btnG=Search&go_button.x=0&go_button.y=0&go_button=Submit&client=9446_frnt_USCokeCorporate&output=xml_no_dtd&proxystylesheet=9446_frnt_USCokeCorporate&oe=UTF-8&ie=UTF-8&sort=date%3AD%3AL%3Ad1&entqr=3&ud=1&site=9446_coll_USCokeCorporate

youtooooooob vid
http://www.youtube.com/watch?v=iLoA6BpUWqQ

http://www.kiwipulse.com/you-cant-escape-from-mcdonald-and-coca-cola/




OTHER FAST FOOD CHAINS IN ASSOSIATION WITH CCE ARE

ALL

DONT KFC AND TACO BELL

 
 
PlantBottle™ Packaging Wins Greener Package Award for Sustainable Innovation

August 31, 2010
The Coca-Cola Company's PlantBottle™ PET package made partially from plants recently won a Greener Package Award, reaffirming our position as a sustainable packaging leader and representing yet another step in our journey to create the bottle of the future.

The second-annual Greener Package Awards recognized innovations that significantly reduce packaging's environmental footprint. Eight winners in five categories -- which were selected from nearly 100 entries by sustainable packaging experts from across the value chain and will be featured at Pack Expo International 2010 later this year -- demonstrate that sustainability can be found in a myriad of technologies and materials, from a toothpaste carton, to an insulated shipping package, to a bio-based plant container.

PlantBottle is the only plastic beverage bottle in the marketplace made from plant-based material that is fully recyclable in most communities. Since making its debut in Denmark in December 2009, PlantBottle packaging has rolled out in a variety of pack sizes across our sparkling and still beverage portfolio in the United States, Canada, Japan, Mexico, Brazil and Norway. By the end of the year, our Company will have produced more than 2 billion PlantBottle packages.

The innovative bottle has been showcased at marquee events such as the Vancouver Winter Olympic Games, the UN Climate Change Conference in Copenhagen and the Shanghai World Expo.
 
COCA COLA ADVERTISING
TO READ TONIGHT YA CUNT


http://en.wikipedia.org/wiki/Coca-Cola

http://www.thecoca-colacompany.com/heritage/cokelore_santa.html

http://www.guardian.co.uk/media/2010/apr/19/coca-cola-world-cup-advertising

http://www.beautifullife.info/advertisment/history-of-coca-cola-in-ads/ BEAST PICS

http://www.lotsofessays.com/viewpaper/1706351.html


contracts to distribute CCE products in over 40,000 MCdonalds restaurants worldwide.


COKE FREE STYLE VENDERS !
http://fastfood.ocregister.com/coca-cola-freestyle-test-locations-in-socal/

PRODUCT RANGE
http://www.thecoca-colacompany.com/presscenter/imagebrands.html
http://www.thecoca-colacompany.com/brands/product_list_y.html


http://www.bookrags.com/essay-2003/6/14/53228/5227
http://www.ap-foodtechnology.com/Industry-drivers/Coca-Cola-looks-to-China-for-future-growth



(ii) Target Market
The company's beverages are generally for all consumers. However, there are some brands, which target specific consumers.
For example, Coca-Cola's diet soft drinks are targeted at consumers who are older in age, between the years of 25 and 39. PowerAde sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap Juice Drink target children between the ages 5-12.
This type of market approach refers to market segmentation.
The Coca-Cola Company when advertising, has a primary target market of those who are 13-24, and a secondary market of 10-39.

Coca-Cola looks to China for future growth
15-Nov-2004
Related topics: Industry drivers
A slump in international sales means that Coca-Cola is set to switch its focus to the China market in an effort to sustain growth. The company said that with current economic growth continuing apace, China should be its third biggest market by 2008.
The company says it wants to invest heavily in developing the potential of the China market in an effort to offset the demise international sales that are expected to remain soft for the foreseeable future.
Coca-Cola China's president Paul Etchells told reporters that he wants to increase the geographic coverage of the company's bottling plants. Currently the company has 34 existing production facilities, with a number of bottling plants under construction,including one in far-flung Lanzhou, North West China.
Coca-Cola wants to bring all of its brands, including Coke and Minute Maid, to the 80 per cent of China's 1.3 billion population that live in the countryside. Until now the company's marketing and distribution network has tended to concentrate in the three main urban areas around Beijing, Shanghai and Guandong. But with growing wealth distribution and a rapidly developing infrastructure outside the main urban areas, opportunities are increasing further afield.
However, winning over China's rural population could be easier said than done. Penetration of soft drinks companies has continued to be low, with the sacred tea drinking remaining by far the preferred beverage.
At the end of last week Coca-Cola published a profit warning, lowering its earnings expectations because of falling soft drink sales in both the US and Europe. The company said that it expects is shares to rise 9 per cent during the course of 2006, down on the original goal of 11 - 12 per cent. Likewise the company said it expected sales volumes to rise by 3 - 4 per cent in 2006, down from original expectations of 5 - 6 per cent.
Analysts have voiced concern over Coca-Cola's future growth prospects, citing growing competition from other leading brands in the sector and the gradual switch to other soft drinks that are perceived to be healthier.
But putting too much emphasis on the China market also worries industry observers. The continued growth of the China economy has been astounding, with GDP running at over 9 per cent for the most part of this year. However, it is widely believed that the market is showing dangerous signs of overheating. The consequences of this could well be economic failure if the government's moves to control the speed of growth are not successful.
The consequences of economic failure for Coca-Cola and many other multinationals pinning their hopes on continued growth in China go with out saying.

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottling partners.

Our Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

* To refresh the world...
* To inspire moments of optimism and happiness...
* To create value and make a difference.

Our Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

* People: Be a great place to work where people are inspired to be the best they can be.
* Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
* Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
* Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
* Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
* Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture
Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.

Live Our Values
Our values serve as a compass for our actions and describe how we behave in the world.

* Leadership: The courage to shape a better future
* Collaboration: Leverage collective genius
* Integrity: Be real
* Accountability: If it is to be, it's up to me
* Passion: Committed in heart and mind
* Diversity: As inclusive as our brands
* Quality: What we do, we do well

Focus on the Market

* Focus on needs of our consumers, customers and franchise partners
* Get out into the market and listen, observe and learn
* Possess a world view
* Focus on execution in the marketplace every day
* Be insatiably curious

Work Smart

* Act with urgency
* Remain responsive to change
* Have the courage to change course when needed
* Remain constructively discontent
* Work efficiently

Act Like Owners

* Be accountable for our actions and inactions
* Steward system assets and focus on building value
* Reward our people for taking risks and finding better ways to solve problems
* Learn from our outcomes -- what worked and what didn’t

Be the Brand

* Inspire creativity, passion, optimism and fun

The Coca-Cola Company was first established in 1886 by Dr John Pemberton. Today, the company is the world's leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in Atlanta, USA. It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the world.


Mission Statement
The Coca-Cola Company's mission statement is:
'Remind Coca-Cola is the read thing' but their motto now has changed to 'To benefit and refresh everyone who is touched by our business.'
Also Coca-Cola would hope to provide the best quality drink for everyone, all the employees working for them being at their top and fulliest.


Marketing
Marketing is the role used by the business to plan, price, promote and distribute products/services to individuals. The Coca-Cola Company's marketing includes:
(i)Situational analysis
(ii)Target Market
(iii)Objectives/Goals
(iv)Marketing strategies and the marketing mix
(v)Monitoring & Controlling
(i) Situational Analysis


The Coca-Cola Company has been operating for over a century and is highly successful. It is currently in the renewal level of the post-maturity stage in the business life cycle. This is shown in Fig. (10).


Sales ($)
Fig. (10) The Coca-Cola Company's business life cycle
SWOT Analysis


Strengths (S)Weaknesses (W)
•Has been operating successfullyfor over a century.•Is known world-wide and operates in more than 200 countries.•Coca-Cola has a large share of the cola segment - holding approximately 85 per cent.•The Coca-Cola Company is the mostrecognised trademark in the world. •The contract The Coca-Cola Company has with its bottlers is under constant negotiations.


Opportunities (O)Threats (T)
•Has significant growth opportunities.•Has sufficient capital to expand.•Has the potential to innovate and differentiate the company's products to sustain a competitive advantage.•May merge with other global businesses to eliminate competitors.•Capable of expanding into other markets other than the soft drink market.•Has many major global competitors with its main one being PepsiCo.•Coca-Cola can be substituted by other soft drink products made by its competitors. These competitors may develop marketing strategies to eliminate The Coca-Cola Company.•There may be an economic downturn in the business cycle.
(ii) Target Market


The company's beverages are generally for all consumers. However, there are some brands, which target specific consumers.
For example, Coca-Cola's diet soft drinks are targeted at consumers who are older in age, between the years of 25 and 39. PowerAde sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap Juice Drink target children between the ages 5-12.

This type of market approach refers to market segmentation.
The Coca-Cola Company when advertising, has a primary target market of those who are 13-24, and a secondary market of 10-39.
(iii) Objectives/Goals


Coca-Cola main objectives are to supply everyone their favourite drink and to satisfy the consumer needs and wants. Coca-Cola second main objectives are to provide profit to the shareholders and increase the market share.
(iv) Marketing strategies and marketing mix


Marketing mix:
Product
The Coca-Cola Company's products include beverage concentrates and syrups, with the main product being finished beverages.
The business has over 300 brands of beverages around the world with the main ones being Coke, Fanta, Lift, Sprite, Frutopia 100% Fruit Juice, and PowerAde.
The Coca-Cola Company packages its beverages into plastic bottles of sizes 2 litres, 1.25 litres, 600mL and 300mL. These are also available in aluminium cans of 375mL.
Coca-Cola is the most well known trademark, recognised by 94 per cent of the world's population. The business is very successful and holds a very good reputation.
Marketing strategies for product

The Coca-Cola Company uses marketing strategies to differentiate its product from its competitors to gain a competitive advantage. These are listed in the table below.


Marketing strategyExplanation of marketing strategy
Extension/product differentiationIn 2002, the Coca-Cola Company extended the products of Coke and developed the new products Coke with lemon and Vanilla Coke. This extension:•Responded to consumer demands.•Generated sales and profit.
InnovationIn 2001, Coca-Cola had innovated and developed the introduction of purchasing the company's products from vending machines via SMS messaging.In 2002, the company innovated and came up with a new packaging idea, the Fridge Pack. The Fridge Pack consists of cans packed 2-by-6. This innovation has:•Increased consumer awareness and preference.•Increased rate of consumption and profitability.
Price


The prices of Coca-Cola's products vary according to the brand and the size. The prices of the main products are shown below.
ProductSizePrices (approx. not on sale prices)
Coke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoca-Cola soft drinksCoca-Cola soft drinksPowerAde2L bottle1.25L bottle600mL bottle300mL bottle375 x 30 cans375 x 18 cans ---$2.57$1.35$2.10 - $2.30$1.30$17.87$12.98$2.80


Pricing Methods/Pricing strategies
The Coca-Cola Company's products are sold in retail stores, convenient stores, petrol stations etc. The pricing methods/strategies are set by those the company sells to. Petrol stations and convenient stores usually sell Coca-Cola products at a fixed price.


However, retail outlet uses pricing methods and pricing strategies when selling Coca-Cola products.
Pricing methods
Pricing methodExplanation of pricing method
Competition-based pricingCoca-Cola products are usually priced below, above or equal to its competitors' prices.For example, during Easter (2003) sale periods (Coca-Cola vs. Pepsi):Coca-Cola soft drinks 2L - $1.68Pepsi soft drinks 2L - $1.87Coca-Cola soft drinks 375 x 18 - $9.98Pepsi soft drinks 375 x 24 - $9.98
Discount priceCoca-Cola products are often marked down during sale periods and special occasions. This will:•Generate sales•Increase profits
Pricing strategies


Pricing strategyExplanation of pricing strategy
Meet-the-competition pricingThe Coca-Cola products pricing are set around the same level as its competitors.
Psychological pricingMost of the Coca-Cola products use this method of pricing. For example, for a pack of 375mL x 18 cans of Coca-Cola soft drinks it is priced at $9.98 instead of $10.00.This pricing strategy makes consumers perceive the products to be cheaper.


Promotional strategies
The business uses a range of promotional activities, shown in the table below.
Promotional strategyExplanation of promotional strategy
AdvertisingThe Coca-Cola Company uses advertising as its main source of increasing consumer awareness. It mainly uses the television. There are many television advertisements on Coca-Cola products. This source allows the company's products to reach a large audience.The latest television advertisement for Coca-Cola soft drinks was the 'You know you want it' advertisement. One of the older one are ' If you drink it, you get better of life' The company also uses the radio as another source of advertisement. This is a cheaper source of approach compared to the television.Recently, the company benefited from its involvement in the world's celebrated games such as the Olympics and the FIFA World Cup. Where millions were watching these games, the business had substantial advertising and promotions of the company's brands.The cost of advertising over the past 3 years is shown in Fig. (11).Cost ($ mil) YearFig. (11) The Coca-Cola Company's advertising costs
Personal sellingEvery year, The Coca-Cola Company has a highly trained sales team, which acts as a representative of the company to the retailers. This strategy helps to maintain service and product loyalty. It has been demonstrated by the business to be highly effective.


Publicity In February 2003, Vanilla Coke was released to the media as a news brief outlining the huge profit achieved by the business (from the Sydney Morning Herald 14th February 2003). This helped The Coca-Cola Company to strengthen the image of the business's products.


Place of distribution
The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents.

Whitechapel is an American deathcore band from Knoxville, Tennessee. Since their inception in 2006, the band has released three studio albums and four music videos and are currently signed to Metal Blade Records. Whitechapel are notable for employing three guitarists, each of which perform specific parts during performances. Their band name is derived from a district in the built-up inner city of London, known as Whitechapel.

History
Formation and The Somatic Defilement (2006—2007)

Whitechapel was founded in February 2006 by Knoxville residents Phil Bozeman, Brandon Cagle, and Ben Savage. They were soon joined by Alex Wade (formerly of Redwinterdying), later Whitechapel guitarist Zach Householder, Gabe Crisp, and Derek Martin, and recorded their first demos in March of that year. They named themselves after the location in London known as Whitechapel where the occurrence of the infamous Whitechapel murders were committed by Jack the Ripper. In 2007 the band signed to Siege of Amida Records in the United Kingdom, and Candlelight Records in North America, and later acquired new drummer Kevin Lane and released their debut full-length album The Somatic Defilement in June of that year.

This Is Exile (2007—2010)

In October 2007, the group signed to Metal Blade Records, and in 2008 released their second album entitled This Is Exile. The album reached #118 in the Billboard Top 2007. In May 2008, the band toured on The Summer Slaughter Tour, and in August 2008, they began their first ever headlining tour with Impending Doom, A Different Breed of Killer, and Through the Eyes of the Dead.

In 2008 they were starting to tour with more popular bands such as Parkway Drive and Unearth on the Never Say Die! tour. They have produced a video for the song "Possession", along with one for "This Is Exile". Whitechapel has also toured on the Rockstar Mayhem Festival on the Hot Topic Stage along with the bands Job for a Cowboy, Cannibal Corpse, Behemoth and The Black Dahlia Murder, and alongside bands of the main stage such as Slayer and Marilyn Manson, who headlined the tour.

Whitechapel toured with Darkest Hour and Trivium on their 2009 and 2010 "Into the Mouth of Hell We Tour".

A New Era of Corruption (2010—present)

Whitechapel recorded their follow-up album to This Is Exile from December 27th to March 31st with Jason Suecof as the chosen producer. The band early-on announced a summer 2010 release date for the record. The name of the album was later confirmed to be A New Era of Corruption.

A new song from A New Era of Corruption entitled, "The Darkest Day of Man" has been performed live before the album's release.[10] Months later the song was released as streaming media online. A New Era of Corruption was released on June 8, 2010.

Whitechapel's focus on mass exposure over their small, dedicated following has provided them with featured spots in both California Metal Fest IV and 2010's Warped Tour. They have also been announced to play Download festival in 2010, and will be a part of the second stage showcased. Dates for a headlining US tour with Impending Doom, Oceano, I Declare War and Miss May I will be announced shortly.

Band members
All of the current band members for Whitechapel, excluding Householder and Lane, are founding members.

Current members

* Phil Bozeman — vocals
* Gabe Crisp — bass guitar
* Zach Householder — guitar (since 2007)
* Kevin Lane — drums (since 2007)
* Ben Savage — lead guitar
* Alex Wade — guitar

Former members

* Brandon Cagle — guitar (2006—2007)
* Derek Martin — drums (2006—2007)


Date of release Title Label
July 31, 2007 The Somatic Defilement Candlelight
July 8, 2008 This Is Exile Metal Blade 118
June 8, 2010 A New Era of Corruption Metal Blade

REVIEWS

The Somatic Defilement 2007
Whitechapel's debut album shines in most areas, and let me tell you - the sound is no exception. This is where the album is at its best. Truly. Before listening to Whitechapel, my view on modern death metal was quite vague. I knew about the really popular bands, and kind of figured out what it was all about. But the bottom line was that I never really could connect to it. It bored me, and I really never thought I would ever become interested. Then came the year 2007. At the time, I was mainly listening to alternative rock and a bit of metal, but nothing heavy. I had heard about the band, but never put much thought into checking out the album. I figured that since I never could manage to involve myself in earlier death metal that this would be no exception. After a year of people making attempts to get me to listen to it, I caved. I went out and bought it. Keep in mind that I bought this two years ago...and yet I still listen to the album on a daily basis. The sound, in my opinion, is revolutionary. It is like no other album you will ever hear, and I can guarantee you that. It changed my entire perspective on the genre and turned me into a metal-head. It had the ridiculously heavy stuff that I had anticipated, but it also provided very smooth melodies. They were the first band I ever heard that successfully made that combination. It is absolutely brilliant, not to mention extremely complex. The guitar is a melodic wall of noise, the drums sound flawless (truly some of the most complicated beats I have ever heard), and the vocals - well, I'll get to that in the "Lyrics" section of the review. This alone would absolutely get a recommendation from me, but Whitechapel didn't stop there. The story that went along with this album is intense. My interpretation of it the story is basically the whole Jeffrey Dahmer scandal. The intro to the album, called "Necrotizing", actually involves a direct quote from Dahmer in his 1993 interview with Stone Philips. It is extremely graphic and disturbing, but yet so brilliant because the band managed to set the mood PERFECTLY to how the story was. Specific areas in songs actually could make you emotional, and as crazy as it seems, scared. There are multiple occassions where this took place throughout the album, but the one main part would be the outro to the song "The Somatic Defilement". I won't spoil it for you, but it is so apparent that the tone of everything is just so incredible. // 10

Lyrics and Singing: Whoever is the actual lyricist for Whitechapel must be a Harvard grad, because honest to God, there was so much effort put into these lyrics. Some albums just throw together some words just so that it looks good, but Whitechapel focused on this as much, if not MORE, than the other main aspects of it. What was done was brilliant - the lyrics were written mainly about cannibalism, murder, and necrophelia (the sexual attraction to corpses), and yet were so vivid and detailed that you almost felt sick just reading it. Not only that, but the style of writing is genius. There are times when the sentence formations actually feel like you're reading something by Shakespeare. It's truly incredible. The only criticism I have in terms of "The Somatic Defilement" lyrics is that each track on the album is about the same thing. There was no real differences between each song's lyrics, and it kind of makes it predictable. They are so well written, however, that it's kind of impossible not to appreciate what is there. // 9

Impression: There is really not much else to explain. This album set a standard for metal to come, and I have a hard time believing that anyone will ever get to that level. The music is just amazingly well-done. The only negative thing I can say is that towards the end of the album (last 2 tracks mainly), it seems a bit sloppy in areas. It's by no means BAD, but the rhythm is sometimes a bit harder to enjoy. It kind of sounds like maybe the band was getting tired. Nonetheless though, this is one of the best metal albums of the decade, and certainly Whitechapel's best. I recommend this totally.

Favorite song: Devirgination Studies
Least Favorite Song: Vicer Exciser


This is Exile 2008
The band’s sound rolls between atypical deathcore with flourishes of death metal proper. Whether you like deathcore, or not, the first thing to not is that this potion of the album is spot on and done very well; that is both a good thing and a bad thing. With the albums foray into death metal, you get some good riff work as well as some melodic interplay between the three axe men as they vie for rhythm and leads. A little jarring of a concept played against the more brutal nature of deathcore, which underlies this entire album, but it’s there and done well. It gives the band a unique sound which is always a plus, and supported by the riffs makes portions of this album cool. Interestingly enough, the band makes good use out of atmosphere to add a new dimension to their depressing pallet as well. All combined, these make This Is Exile and interesting deathcore album.

I like Phil Bozeman’s vocals. He goes from death metal vocals, to low guttural growls, to midrange growls, and even pulls out the screams. With his range, starting a bunch of songs with the same low guttural vocals and then evolving into a change up pattern is a little too formulistic for it’s own good, as if the band started on the same note then went with continuous changes for the sake of it, but it’s still a very good performance. The man has a lot to offer, and with the lyrics he has this is a very cool part of the show.

Lyrically, the bad has advanced beyond the straight forward theme of visually creating the Jack the Ripper murders in bloody detail, and more into the abstract of themes of death, murder, Armageddon – You’re universal themes of death metal. For a young band, I’ll say this is a plus as they show some real depth to the themes and their handling of them.

The drummer is also very good, and continues the trend of deathcore bands having spot on percussionists that can deliver speed and sound. He literally drills that kit when needed, without overshadowing the show. I would like to see what this guy would deliver is a full death metal sound.

Next, the production is great. The album sounds good, professional, but also raw. It has a ripped energy about it that makes you believe this is what you’ll hear if you see the dudes live. I wouldn’t mind seeing thee guys open up a show based on the sound, and that is great. For a deathcore band, that is perfect, so big kudos here.

Conversely, the band disappoints in two manners: One, I’m not sure why they feel the need for three guitars with the style of music as written. The bass is lost sometimes, and with two playing dual melodies to one rhythm seems to be overkill. Plus the third seems pointless in the face of the second more important point, all the breakdowns going on. A breakdown is basically the idiot step brother to the solo or instrumental portion of a metal song, but it can be done well when used sparingly and properly. After all, everyone loves an occasional breakdown to use as an excuse to bang your head live. But Whitechapel tosses them in every song it seems, all over the place, and sometimes leads them into each other. Even the instrumental! They seem haphazard, as if they’re suppose to imply some big finish for a song, or perhaps a bridge, but end up sounding random and anti-climatic. That is because they’re your basic one note breakdown and add nothing to the song in sound or structure for where they are placed. One or two times on an album? OK, you’re adding an interesting dimension. Everywhere? Now you’re just taking the easy way out. In a scene where metalcore has advanced beyond this tired formula and bands are adding new dimensions to the breakdown, or evolving beyond it, this stylistic adherence to something that was bad when it was new does the band little favors. The more pure death parts of the album are good, but they lead into pointless churning that kills their momentum. Then the band throws three players at it?

Put it together, and what you have is an album that will appeal to the pure deathcore fan, and possibly metalcore fans who occasionally like death metal. If that is you, add 1.5 to my score. If you don’t like the core genres, this album will offer little incentive to change your opinion. Death metal fans will find occasional moments of great music, surrounded by to much hardcore to slug through to get to it.

The 411: A good deathcore album that literally breaks down from abusing the discarded ideas from older Black Dahlia Murder, while using some solid death metal riffing as a flavorful afterthought; while the sound is spot on, and the band does a great job capturing their chosen style, it’s killed by music that should be more challenging than what these guys are capable of doing. The writing just needs to catch up with the talent. A very good EP is hiding in here, if someone left all the damn breakdowns out and saved them for the concert.

Final Score: 6.5 [Average]


A New Era of Corruption
For their third album, Knoxville, Tenessee-based deathcore sextet Whitechapel have taken something of a different tack to their previous two albums, 2007′s Somatic Defilement and 2008′s This Is Exile. Where both of the previous albums were concept efforts (the former dealing with the life and crimes of Jack the Ripper, whose typical London hunting grounds also provided the band with their name, the latter containing lyrical treatises of a political and religious nature), this latest album’s lyrical focus lets the songs stand apart from one another, even while they all still focus on negative themes. Where Somatic Defilement was a pretty straightforward deathcore record, all detuned chug and prominent breakdowns, A New Era Of Corruption maintains the three-guitar assault and sonic weight that has lent them (and contemporaries/influences The Acacia Strain) their considerable brutal heft, whilst also finding room for more in the way of technical dissonance, lead guitar melodicism and songwriting that stretches outside of the chug/blast/breakdown/sub-drop/half-time breakdown template beloved of lesser deathcore acts.

Check out, for example, the brief mid-section of fifth track ‘End Of Flesh’, which sees flurries of double-kick drumming, tectonic riffage and wailing leads broken momentarily by cymbal filigrees and a near-playful sounding clean guitar interlude before the clouds gather once more and the spell is broken by thunderously rhythmic, downtuned bludgeon. See also the subtle, yet effective utilisation of synths during ‘Unnerved’, or the near-black metal passages scattered throughout ‘Reprogrammed To Hate’, replete with blasting drums and searing riffage, contrasted with more lurching, weighty riffage, a tasteful solo and a savage vocal contribution from Deftones’ Chino Moreno. On the subject of guest appearances, fellow triple-axe-wielders The Acacia Strain loan their vocalist Vincent Bennett for an appearance on ‘Murder Sermon’, a track festooned with Gojira-esque slashing pick-scrapes and crawling, malevolent breakdowns.

All this talk of change shouldn’t be offputting to existing Whitechapel fans, however – the core elements of the band’s sound are still firmly in place. It’s just that as an album, A New Era Of Corruption is far more assured and expansive than the band’s previous efforts. Jason Suecof’s production substitutes their former wall-of-sound approach for a pleasing clarity that never undersells the unholy racket the band are capable of conjuring, and the sickeningly downtuned bludgeon of the riffage conjured by the three guitarists blends monstrous groove and sinister, churning bends to primally satisfying effect. Drummer Kevin Lane does a great job behind the kit, effortlessly switching from blastbeats to thrash beats to breakdown-friendly punctuation at a moment’s notice, while singer Phil Bozeman’s alternating styles of guttural roaring and gurgling screams serve the material ideally.

Now, don’t get me wrong here – for all the stylistic strides forward Whitechapel have made since their debut release, this is still identifiably and undeniably a deathcore album – and that stigma alone is going to ensure that the more elitist metalhead will likely turn their nose up at it. But the fact of the matter is, Whitechapel have long been one of the best proponents of the style, and have improved with each release. A New Era Of Corruption may not quite be the breakthrough needed to encourage crustier extreme metal fanatics to put aside their elitism and embrace deathcore as a viable genre for metallic expression, but it is a satisfyingly brutal deathcore record that will no doubt be embraced by fans of the band, and of the genre as a whole.


LYRICS
EXILE
1. Father Of Lies

Tell me all the things you want
I shall prove myself among the wise
I have failed you
Grant my wish I beg of thee
For I have done all the deeds you have asked of me
That whimpering wretched whore who birthed your adversary
I retrieved her head and mutilated every last remain
The blood of the innocent I have spread with no fucking remorse
How dare you interfere my monumental wake
Forever keep these words from my mouth
I will become the father of lies
Holiest of holy, I ensure your crucification
Enlighten me O noble one of your mendacity
Give me the clearest view of your so-called commonwealth
We are your foes, annihilators of the sky
Limb from limb
The rites are carved into your forehead
Limb from limb
Engorged into your psyche
Limb from limb
I smell the decrepit stench of your demise
Limb from limb
Humanity will be destroyed
My pro-creator I have warned thee of my prophecy
Until that day, stand your fucking ground
My pro-creator, stand your fucking ground


2. This Is Exile

This world is ours and we won't stand still
Infinitude sets thy vision toward the deep
Civilization will fall by the hand of all disease
Banished of all life and awoken from the grave
Eternal light will now be washed away
Desecration proclamation
How it feels to be demoralized
The life you live is now rotten and cold
This is exile
We are the walking scum
This is exile
You are the sacrifice
And it was said
Blasphemy will now stand
They walk the earth
This is exile
This world is ours and we will not stand still
This world is ours and we will not stand still
The dead will never rest
Vociferating hypocrites shall whisper every last word
And they will not be heard
Our death shall reign and our purpose exhort
False hope and lies we all glorify
This world is ours and you're totally fucking dead


3. Possession

Eyes are glaring red with a conscious set to kill
Nostrils flared and the eyebrows parallel
Thriving on the chaos and the suffering I have caused on you all
A dispute of man and diabolical beasts
How could one cipher such a malevolent being
I am certain of humanity's demise
Man will inspire the words of a new era of corruption
Now that I can control the orifice of mankind
I gladly inform, you're all in a world of shit
Coprophagia would be the only solution
Open your fucking mouth and ingest what you are
Silent you will remain while I invoke my presence on your world
Urges I must satisfy again and again
Inside a shell festering is the mind of a bastard child
Cover the earth with the blood of this lamb
We are the disease that spreads amongst this filthy race
Collect the dust of the ones who have fallen to the lies
It is your last resort to a wretched memory
Take this life for granted and hold it tight
For we have you all under control because
We are the disease
Man will inspire the words of a new era of corruption
God damn you all


4. To All That Are Dead

I am the one who is always exhuming
I am the one you think you see in the darkest of nights
I have yet to reconcile the thoughts within myself
For still I am one with the dead
Oh, sanguine blood of thy corpse
Quench my thirst and stain my skin
Oh, how ironic it is to feel so alive
When you cease to exist
I adore what I have become
I have longed for such a love in my dreams
And my wrath will not subside until this love is mine
Forever I remain the hideous figure treading these unholy grounds
For I have failed the one who has created me
My conscious is telling me to ingest the flesh of the deceased
And with my tongue I shall lick the graves of all who will follow me
Mark my words, they will pay
I still am one with the dead
And I swear to all that are dead


5. Exalt

I have no patience for a cowardly prejudice
What's done is done and what's dead is dead
I have my colony united for commemoration, listen
My proposal slowly manifested
Pleading as if I care for a worthless excuse
Imminent I am to a victory
All who deny, shall burn alive
No time for weak states of mind
So wake up
His awakening is near
The stipulation is obvious
Kneel before me or be cast down
How I hope you feel the magnitude
Kneel before me or be cast down
How oblivious could one be
Humiliated are the false allies
Infidel, into the fiery depths you go
Bring me the head of treachery and greed
I won't let this escape my grasp
No time for weak states of mind
I have no patience for a cowardly prejudice
So wake up


6. Somatically Incorrect

There are no bonds between a mastermind of Armageddon
And the ones who vomit forth their fabrication
Of a life that is blinded by lies
Funny how it all works out
This is my chance to control
You're lying on the shards talking to yourself
Your innards exposed
Laughing uncontrollably, crushing your anatomy
Delusional psychosis has its grip on me
I just cant fucking wait
I have the upper hand to do whatever I please
I'm in love with the fact that you're looking at me
While you take your last gasp of air
Crawl back into your comforting hole
Keep promising yourself that salvation will come
I really don't think you know the life that you could have
Just keep thinking everything will be all right
Keep thinking you can hide from destiny
I'll keep haunting every move you make
Let me inside your mind
I prefer you to defend yourself
Schizophrenia interrupts the scene of attention
Let's see how long this will last
It's normal to dismember, it's normal to contain no regrets
For what i have caused and the dramatic effect
My vision's spinning my nose is bleeding
Everything is slowly distorting
This is somatically incorrect
Through hell you will walk to even get the slightest moment of peace
You haven't even gotten anything close to what you deserve
It's set in stone and putrefaction will be my oxygen
Recite your pledge to death and don't forget to die
Choke on the false hope


7. Death Becomes Him

[Instrumental]


8. Daemon [The Pro-Created]

As the light is extinguished
Grounds rumble with an endless rising fiend
With eternal suffering now infesting
A rising abyss shadows what was once alive
Hell has ascended to the earth by mortal hands
Daemon, hear my beckoning
Daemon, rise and devour thy cosmos
Daemon, I call thy name
Daemon, Daemon, Daemon
Bring forth your fury upon this wretched world
Make them exalt you and build your horde
Cast down all who oppose you
With his thousand eyes watching his eternal reign
He sounds the songs of the end to foretell his deed
This is my prophecy
And the populace will rise and fall
It won't be rectified
Rue the day that you hear his name
This is the end of all life
This is the end of the world


9. Eternal Refuge

My eyes are slowly dilating pure white
Skin stretched as if about to tear
There's a wretched stench of rotting limbs
Erect I am from this smell
Pain, please end the pain
I submit to whoever is causing this pain
In a sense I enjoy the agony
Subconsciously I am aroused
By now I should be fucking dead
But these sacred grounds I still tread
Never underestimate immortality
My memory is slowly wallowing back
I have the power of possession in my hands
Becoming stronger every step that I take
I will destroy what has done this to me
Human scum will abide by my words
This planet is doomed
Pray for a savior to liberate your kind
Beg for peace
It will expire
I am here
To seal your fucking fate
Scum of the earth
You're all a fucking waste of life
No heretic will stop what is invincible
How could I thank you for your time
My name will forever live inside those who appreciate
The absence of light and suffering
I assure everything isn't what it seems to be
Fuck your faith
Fuck your kind
Fuck your ways
Fuck your world


10. Of Legions

[Instrumental]


11. Messiahbolical

The time has come at last
For years we have followed the wake of his perilous rule
Serpent of deception you will fall to your knees
When this is all said and done
March my minions for I have freed you from your timeless chambers
I have been dying to see you die
Among all the witnesses to my last words
Your pitiful scheme will fail
You will fail again
If you only knew the harm I've caused
In my journey to cleanse you from this earth
Every first born child I have slaughtered and every virgin I have defiled
Even the blind have seen my blasphemies
The deaf hears my sacrilege
Halt! Fallen one I provoke thee
I created your existence
I can surely cease you of life
So kill yourself
Mindless fool
Your apprentice has expired
Banished to the netherworld from which I have spawned
Where is your sense of tyranny
You can't even keep up with your own kind
My name is scattered amongst those who have feared this day
I am not who you claim me to be
Do you know what you have done
This is what we've become
I sense your pathetic guilt
This is what we've become
How you under estimate the power of denial sickens me
And I reject any last apologies
This is the last time you hear my name
But forever I haunt your dreams of agony
You know my name
I am the fallen one
I am all that is evil
I am diabolical
I am the end.

NEW ERA
1. Devolver

Forever the darkness prevails
The sun has set as darkness prevails
Now we all devolve and rot in hell
These are the words of the suffering lords
Dethroned they remain, degraded as they burn
Welcome to hell, where suffering reigns
Hypocrite tongues, they speak
Wishing for death, wishing for the end
Like cowards they flee
Welcome to hell, where suffering reigns
The most worthless creation of all
Has finally devolved to something beautiful
Nothing
They are obsolete
And now the creator has fell to his knees
The most worthless creation of all
Has finally devolved to something beautiful
Nothing
They are obsolete
And now the creator has fell to his knees
Now they pray for a savior to come
That savior is dead
This is what I long for
This is what I live for
This is what I long for
This is what I live for
They said they would return
Now their souls are all frozen in time
We have waited all our lives for this moment to come
The time has arrived
The new era has begun
This is what I long for
This is what I live for
We are the ones who detest your lies
Reverse the cycle, reduced to nothingness
Welcome to hell, where the suffering reigns
The most worthless creation of all
Has finally devolved to something beautiful
Nothing
They are obsolete
And now the creator has fell to his knees
The most worthless creation of all
Has finally devolved to something beautiful
Nothing
They are obsolete
And now the creator has fell to his knees


2. Breeding Violence

Fuck this life
Bereft of free will
Once a man now a beast, an abomination
Looking through the eyes of a mind corrupted by hypocrisy
Now every sin I harbor inside become one with me
Nameless
No family to call my own
Helpless
Nobody to save me now
Hopeless
Could there be light beyond this hell I call home
Could there be light beyond this hell I call home
Hate, war
Slowly becoming what I can only think about
My dungeon reeks of all the decomposing flesh of what seems to be
Heroes come and gone, slaughtered with no remorse
Innocent blood I crave
No sanity is found in me
No sanity found
No sanity found
Bereft of free will
Once a man now a beast, an abomination
Looking through the eyes of a mind corrupted by hypocrisy
Now every sin I harbor inside become one with me
Human flesh enters the chamber
Emotionless, my meal a delicacy in this place
The chamber doors close, my mind corrodes
This seems to be a diabolical plan for extinction
This is pure hatred
Nameless
No family to call my own
Helpless
Nobody to save me now
Hopeless
Could there be light beyond this hell I call home
Could there be light beyond this hell I call home
By the hands of an unknown lord
I am the highest threat to the future of mortality
This is pure fucking hatred


3. The Darkest Day Of Man

Infatuated with the ignorance we all pretend to ignore
With the time and preparation I could be a tyrant and ensure the downfall
I could easily entice you to kill everything that you love
Kill everything that you love
Your system knows it all
No secrets kept within the walls
I have the plan to bring it all down to an end
How the fuck could anyone believe the truth
When the religious fools have endless prophecies
Bring it all down to an end
I find it amusing when you think it all makes sense
I have the solution
Bring it all down to an end
Now that I have control of you all
This situation is only getting worse
This situation is only getting worse
The darkest day of man is upon us all
You are all now reborn to serve your purpose well
The darkest day of man is upon us all
Now the world can rest in peace forever
Now the world can rest in peace forever
Now the world can rest in peace forever


4. Reprogrammed To Hate

Why have a plan for humanity when you haven't done anything yourself
If I were you I'd run and hide because a beautiful darkness has arrived
The one you call father is dead and gone, I slit his throat
I slit his throat
Resurrected him and did it again
This bitter world is in my hands
No false pretentiousness son of man will inhibit the structures I've devised
Beneath the clouded smoke, beneath the acid rain
The tombs of a fallen race are revived and reprogrammed to hate
Reprogrammed to hate
Why have a plan for humanity when you haven't done anything yourself
If I were you I'd run and hide because a beautiful darkness has arrived
The one you call father is dead and gone, I slit his throat
I slit his throat
Resurrected him and did it again
These drones of hell will rid the smell of putrid human failure
Man is his own worst enemy
How could you hope, how could you dream for such impossibilities
Man is his own worst enemy
Man is his own worst enemy
Man is his own worst enemy
What doesn't kill you makes you a victim of eternal torture
What doesn't kill you makes you a victim of infernal flames
This isn't a plea for power, it's the beginning of a revolution
The revolution of extermination, the revolution of total control
I have nothing, nothing to hide, I am the alpha and the omega
I have nothing, nothing to hide, the present with no afterlife
Why have a plan for humanity when you haven't done anything yourself
If I were you I'd run and hide because a beautiful darkness has arrived
Why have a plan for humanity when you haven't done anything yourself
If I were you I'd run and hide


5. End Of Flesh

I am alive
But I am dead in the world I was born into
I am alive
And here I stand waiting to feel something inside
I am rotting away into a state of mind
Altered, lethargic, bleeding from the eyes
My joints are frozen, a sudden energy
Jolts through my veins exorcising the demons in me
In the blink of an eye
I have realized my location, the place they call the underworld
Its presence is amongst me
The maniacal sounds haunt these grounds
Where the strongest of men tread not
Where Gods are reduced to slaves
This unholy soul has birthed me again
The bowels of hell cannot digest me
Mother earth vomit me forth
I am alive
But I am dead in the world I was born into
I am alive
And here I stand waiting to feel something inside
My salvation has run out
Restless souls of death
Rise with me
If humanity's heart still beats
Take all their lives
And black out the skies
In the blink of an eye
I have realized my location, the place they call the underworld
Its presence is amongst me
The maniacal sounds haunt these grounds
Where the strongest of men tread not
Where Gods are reduced to slaves
This unholy soul has birthed me again


6. Unnerving

I am God
For I am not a man nor a machine or the highest soul of immortality
I am not you, I am not me
Yet I still control all the things that be
For I am not the fake image your eyes want to believe
But I will change the world only for the worse
There is a reason why I have you here
To overtake your mind and multiply your fear of me, God
Does this feel familiar
Does this feel familiar
I am everything you hate
I am everything you hate
For I am not the fake image your eyes want to believe
But I will change the world only for the worse
It wouldn't be a problem
To initiate the process of elimination of a planet
And the fucking hypocrites it breeds
Destroy them all
Hate
Hate
Will
Will
Cleanse us all
The forces of good and evil are yourselves don't you see
You have made your mind believe that you couldn't exist without me
Your morals are dead
This is psychological rot at its finest form
Hate will cleanse us all
Hate
Hate
Will
Will
Cleanse us all
I am everything you hate
I am everything you hate


7. A Future Corrupt

Forced into my own psychotic prison
The future of science bred into my blood
The evilest of creatures wish for such empowering traits
No one man can inherit a bloodline
Such as this man made destructive power
The darkest evils of the world
Feed my youth and bathe them in depravity
Wash their hands of this sickness that reigns in the sky
Forced into my own psychotic prison
The future of science bred into my blood
The evilest of creatures wish for such empowering traits
Gather the virgins, secure my children in their womb
Their chastity is a waste, remove their purity
My children at last be born into the world
My children at last be born into the world
My children at last be born into the world
The impossible is now the future of your dying earth
Even the wisest of men follow a path of failure
It's a shame that this is what your race breeds
Blindly following the culture you mislead
The demise of this era is among us


8. Prayer Of Mockery

Open up your eyes
Prove the point that is sworn to me
Even blind ones see through your story
Begin on me oh mighty one
Destroy me with the powers that be
I'm still standing here
My heart still beats a million strong
I'm calling you out, prove to your followers that you exist
Bring down your fury like the scriptures document
Judge me
Tell me that I am not worthy for you
Bring down your fury like the scriptures document
Judge me
Tell me that I am not worthy for you
Rid me from this hell you've created and wipe my slate clean
Blind me with your light as though you never wanted me to see
Still I find myself waiting for the answers to come
My patience is wearing thin once again
Wipe my slate clean
Wipe my slate clean
Wipe my slate clean
When the trumpet sounds your so called second coming
Am I supposed to be trembling in fear
Wipe my slate clean
Wipe my slate clean
Wipe my slate clean
Thou shalt not bear false witness


9. Murder Sermon

Father I have sinned
Forgive me for I don't know what I do
I have become devoid of faith
I am devoid of faith
As I mutter these words into his ear
His hypocritical eyes show me the origin of fear
Suddenly it seems he has lost all faith
In the one who's faulty life he helped erased
He tells me that he can make things right
I take his inverted symbol of everlasting life
And brand it on his flesh, in between his eyes
This is a cold blooded crime
But it just feels so right
The upper hand is mine
And so is his life
On this cold night my sermon be preached before his majesty
Now overthrown to be silenced by violence
This is not the devil's work
This is a murder sermon, proven to be real
Murder sermon
Murder sermon
On this cold night my sermon be preached before his majesty
Now overthrown to be silenced by violence
This is not the devil's work
This is a murder sermon, proven to be real
I cannot be changed
You're the one to blame
Stare into the face
Of the one you can't save
So now you've taken all you can ingest
I rip your still beating heart from your chest
Look me in the eye as you take your last breath
I hope your soul never rests
I cannot be changed
You're the one to blame
Stare into the face
Of the one you can't save


10. Nercomechanical

I, machine have woke to my insides exposed to others like me
These insides are not like the anatomy of what I once was
Excruciating, this pain is excruciating
I am nothing but root and uselessness in a man created hell
All my mind can think is to destroy anything in my way
The stench of death is overpowering
Though the scent is quite comforting
I'm a machine
I'm a machine of other worldly capabilities bestowed on the weak
I'm a machine, we are the nightmare that has come to life
Can it be that I am the only one believing my dreams
I'm a machine
I have reached my afterlife but I never died
Forever endowed with the stench of the Gods
I am harvesting the ones who haven't been born
This imagination is reality
This is reality
This is reality
I am a machine
I am a machine


11. Single File To Dehumanization

We march
It seems as though years have passed
Since I have seen the light of day
I can hear the sounds of tortured souls
Begging for their life
I am forsaken
I cannot be forsaken
We march
Perfectly aligned to an unknown destination
Whispering among the drones becomes irrelevant
We're forsaken
Unexplainable, someone save us from
Someone save us
Unexplainable, someone save us from
Someone save us
Unexplainable, someone save us from
Someone save us
Unexplainable, someone save us from
Someone save us
We are slaves to ourselves
We are slaves, there is no salvation
We are slaves to ourselves
We are slaves, there is no salvation
We are slaves to ourselves
We are slaves, there is no salvation
We are slaves to ourselves
We are slaves, there is no salvation
In this wasteland, I have nothing left
I'm a slave to myself
In this wasteland, I have nothing left
I'm a slave to myself
We are slaves to ourselves
We are slaves, there is no salvation
I am forsaken
I cannot be forsaken
We march
It seems as though years have passed
Since I have seen the light of day
I can hear the sounds of tortured souls
Begging for their life


12. Animus

[Bonus track]




TOUR DATES

4 Oct 2010 18:00
Rain (Plush Complex) Jacksonville, FL
5 Oct 2010 18:00
Ground Zero Spartanburg, SC
6 Oct 2010 18:00
Tremont Music Hall CHARLOTTE, NC
7 Oct 2010 18:00
Volume 11 Tavern Raleigh, NC
8 Oct 2010 18:00
The Norva Norfolk, VA
9 Oct 2010 11:00
Eleanor Rigby's Jermyn, PA
10 Oct 2010 18:00
Webster Theatre Hartford, CT
12 Oct 2010 18:00
Harpers Ferry Allston, MA
13 Oct 2010 18:00
The Chance Theatre Poughkeepsie, NY
14 Oct 2010 18:00
Lost Horizon Syracuse, NY
15 Oct 2010 18:00
Headliners Toledo, OH
16 Oct 2010 18:00
The Intersection Grand Rapids, MI
17 Oct 2010 18:00
Mad Maggies Elgin, IL
19 Oct 2010 18:00
The Rave Milwaukee, WI
20 Oct 2010 18:00
Pop's East Saint Louis, IL
21 Oct 2010 18:00
Headliners Music Hall Louisville, KY
22 Oct 2010 18:00
Rocketown Nashville, TN
23 Oct 2010 18:00
ZYDECO BIRMINGHAM, AL
31 Oct 2010 15:00
Dr. Pepper Arena - Monster Mosh II Frisco, TX Find Tickets
4 Nov 2010 19:00
Garage Glasgow, UNITED KINGDOM
4 Nov 2010 20:00
Garage w/ Job For A Cowboy Glasgow, UNITED KINGDOM Find Tickets
5 Nov 2010 20:00
Corporation w/ Job For A Cowboy Sheffield, UNITED KINGDOM Find Tickets
6 Nov 2010 20:00
Manchester Academy 2 w/ Job For A Cowboy Manchester, UNITED KINGDOM Find Tickets
7 Nov 2010 20:00
Koko w/ Job For A Cowboy London, UNITED KINGDOM Find Tickets
9 Nov 2010 20:00
Waterfront Hall w/ Job For A Cowboy Norwich, UNITED KINGDOM Find Tickets
10 Nov 2010 20:00
Wolfrun Hall w/ Job For A Cowboy Wolverhampton, UNITED KINGDOM Find Tickets
11 Nov 2010 18:30
Doornroosje w/ Job For A Cowboy Nijmegen, Noord-Brab Find Tickets
12 Nov 2010 18:00
Grunspan w/ Job For A Cowboy Hamburg Find Tickets
13 Nov 2010 18:30
Essigfabrik w/ Job For A Cowboy Cologne, NRW, GERMANY Find Tickets
15 Nov 2010 18:30
Substage w/ Job For A Cowboy Karlsruhe, BW Find Tickets
16 Nov 2010 18:30
Konzerthaus Schuur w/ Job For A Cowboy luzern Find Tickets
17 Nov 2010 18:30
Arena w/ Job For A Cowboy Wien, AUSTRIA
18 Nov 2010 18:30
New Age w/ Job For A Cowboy Roncade, Treviso, ITALY Find Tickets
19 Nov 2010 18:30
Backstage w/ Job For A Cowboy Munuch, GERMANY Find Tickets
20 Nov 2010 18:30
Columbia Club Berlin, DE, GERMANY Find Tickets



Parkway Research


History
Parkway Drive was founded in the end of 2002. The origin of the band's name is from the band's hometown in Byron Bay, Australia. The band would practice in a house garage, aptly named the "Parkway House", on the street named "Parkway Dr.". Not long after the band had formed, they released a split EP with metalcore band I Killed the Prom Queen from Adelaide, entitled I Killed The Prom Queen / Parkway Drive: Split CD in 2003. Parkway Drive also made an appearance on the Byron Bay Hardcore compilation What We've Built, preceded by their EP, Don't Close Your Eyes.


In May 2005, they headed to the USA to record their debut album with renowned metal producer, Killswitch Engage guitarist Adam Dutkiewicz whose production credits include Unearth and Underoath. Since the release of Don't Close Your Eyes, Parkway Drive have rapidly accumulated a fanbase Australia-wide, courtesy of support slots for international acts including Hatebreed, In Flames, Chimaira, Shadows Fall, As I Lay Dying, Bleeding Through, Alexisonfire, and performances at Metal for the Brain 2005 and Australia's Hardcore 2005. The band's debut album, Killing with a Smile was released in August 2005 and has since sold in excess of 30,000 copies in Australia. They toured strongly behind the album, playing dozens of headlining shows, as well as an appearance at the Gold Coast leg of the Big Day Out festival in January 2006. In June 2006, the band was signed to Epitaph Records, which released their debut album Killing with a Smile in the United States during August of that year.


In late May 2006, bass player Shaun Cash left the band for personal reasons with full support from the rest of the members. The band soon found a replacement in their "merch guy" and long-time friend, Jia "Pie" O'Connor. Now a permanent part of the line-up, he played with them for the rest of their first international tour in the United Kingdom and Europe, and later dates in the United States. In October 2006, they were billed as the Australian contingent on the Rockstar Taste of Chaos tour, playing alongside Anti-Flag, Underoath, Thursday, Senses Fail, Taking Back Sunday and Saosin. During November and December 2006, they appeared at the Homebake Festival, Sound Fest, Resist Records' tour, Soundwave Festival and Gravity G Festival before returning to the UK and Europe.


Horizons (2007—2009)
Horizons (Parkway Drive album)

Parkway Drive performing at 2007's Warped Tour.
On 3 March 2007, a new song was previewed to a crowd at Underworld entitled "The Sirens' Song". The song would later feature on Horizons. They were placed on the bill for the U.S. Vans Warped Tour 2007 as the only Australian band on the tour. On 15 August, Winston McCall appeared in an interview on the short.fast.loud show on Australia's Triple J Radio station in which he previewed a track off Horizons entitled "Boneyards." Horizons was released on 6 October 2007. The album was generally acclaimed by critics and fans alike; especially Blunt Magazine, 'simply slays from the get go' and awarded it 10/10, and planet-loud.com, which suggested that it would 'set the benchmark for metal albums to come'. It debuted at number 6 on the ARIA Charts.[1] After the release of Horizons, the band toured through the US, Australia and Europe with such bands as Killswitch Engage, Bury Your Dead, Darkest Hour and others.

In February/March 2008, Parkway teamed up with Byron Bay bands/friends 50 Lions (fronted by Oscar McCall, Winston's brother) and Word Up!, to complete the Surf Rats Tour of east coast Australia. This tour (travelling to towns not listed on the standard touring circuit) was based around surfing big surf spots on the way. In December 2008, Parkway Drive toured Australia nationally on the "Sweatfest" Tour. In support of Parkway Drive was; A Day To Remember, Suicide Silence, The Acacia Strain, and Confession.

On 12 December 2008 while performing at UNSW Roundhouse, Parkway Drive announced that they were filming a DVD of the show, which would include footage of the performance and a few songs from other bands featured in the Sweat Fest Tour. On 18 January 2009, Parkway Drive announced their headlining US tour with Stick to Your Guns and Mychildren Mybride. On 28 January to 1 February 2009, Parkway Drive went on a tour in Japan with Shai Hulud and Crystal Lake. Parkway Drive played at the 2009 Bamboozle Lineup at the Giant's Stadium parking lots; as well as being confirmed at 2009's Download Festival.

In May 2009, Parkway Drive announced that they would be releasing a live DVD and an Australian tour was also announced with August Burns Red and Architects in support of it. Supporting them on their sold out Sydney leg of the tour will be local Sydney band Hand of Mercy, on their Newcastle leg will be Safe Hands, hometown Byron Bay show will be Sink Or Swim, their Melbourne leg will be local Melbourne band House Vs. Hurricane and In Trenches, on their Canberra leg, Dead Kings, on the Brisbane leg, Wish for Wings, and on their Adelaide leg, Abandon All Hope. Horizons is to date their best selling release, with the album reaching multi-platinum status in Europe.


Deep Blue (2010—present)
Main article: Deep Blue (album)

Parkway Drive have been confirmed on the 2010 Warped Tour lineup for all dates.
On March 23, Parkway Drive entered the studio to begin recording their forthcoming album, Deep Blue, with producer Joe Barresi. According to frontman Winston McCall, this will be their rawest, and heaviest record to date. According to a blog posted on Myspace on April 1st, 2010, they have finished tracking the drums for the album. According to a blog posted on April 8th, 2010, Parkway Drive were half finished with rhythm guitars, bass and vocals for the upcoming untitled album. On April 17th, 2010, Parkway Drive officially announced that they finished recording the forthcoming album, and added a studio diary video to their Myspace. On April 26th, vocalist Winston McCall revealed in a video-interview two new song-titles: "Home Is For The Heartless" (feat. Brett Gurewitz of Bad Religion) and "Hollow" (feat. Marshall Lichtenwaldt of The Warriors). Winston also stated in the interview that the European tour they're on now is the last tour they will be on until the release of the new album, indicating that the album should be out in stores sometime before the Vans Warped Tour begins.

During their 2009 tour in the UK and Europe, Parkway Drive revealed and played a new song titled "Unrest", which would be on their new album. On May 3rd, Parkway Drive uploaded a new studio update including a video of their time recording with Joe Barresi. Later in May, album art and tracklisting of their new album was released on the All Music website, revealing that the album was to be titled "Deep Blue" and would be released June 25th in Australia, June 28th in Europe and UK, and June 29th in USA. On May 13th, Parkway drive uploaded a video, previewing some song parts from Deep Blue. On May 14th Parkway Drive updated their MySpace profile to reflect the upcoming release of Deep Blue. Parkway Drive unveiled their first track off of Deep Blue, titled "Sleepwalker" through their Myspace on May 18th, 2010. On the same day Parkway Drive posted a video to promote the Never Say Die! European tour that they are headlining (along with Comeback Kid, Bleeding Through, Emmure, War from a Harlots Mouth, Your Demise and We Came As Romans). The studio version of the song "Unrest" can be heard in the background of the video.

At 3:00am AEST on June 25th, Parkway Drive's Deep Blue was released onto the Australian iTunes Store. After four hours since the point of the album being released, "Deep Blue" reached the Top Second position on the iTunes Album Charts in Australia, (7:00AM AEST) with Eminem's Recovery album seizing first position.

Deep Blue was released in the United States and Canada on June 29th, now making it available worldwide.

After Warped Tour, Parkway Drive will begin their Australian headlining tour with The Devil Wears Prada, The Ghost Inside and 50 Lions.

Band members

Current members
* Winston McCall - vocals (2002–present)
* Ben Gordon - drums (2002–present)
* Jeff Ling - guitar (2002–present)
* Jia O'Connor - bass (2006–present)
* Luke Kilpatrick - guitar (2002–present)

Former members
* Brett Versteeg - bass (2002)
* Shaun Cash - bass (2002–2006)


Studio albums
* Killing with a Smile (2005, Epitaph)
* Horizons (2007, Epitaph)
* Deep Blue (2010, Epitaph)

EPs
* Don't Close Your Eyes (2004, Resist)

DVDs
* Parkway Drive: The DVD (2009)



Parkway Drive DEEP BLUE

WHEN asked to describe the material Parkway Drive were writing for their forthcoming new album, frontman Winston McCall repeatedly used the word “heavy”.

“It’s sounding really, really heavy,” he said, laughing. “It’s conglomerating everything Parkway has done before, then making it more heavy and intense. Other than being heavier, it’s a lot darker and menacing.

“We’re trying to make it sound really intense and focused. Nothing drags, it’s straight to the point – it’s probably our rawest-sounding stuff.”

This is no small claim for the Byron Bay-based quintet, whose crushing yet melodic brand of metalcore has won them the kind of widespread following previously unthinkable for an Australian band playing their style of music.

The band regularly headline national tours to thousands of fans per night, have played many high-profile festivals from the Big Day Out to Soundwave and also toured extensively in the US and Europe to an increasingly rabid response.

They will also travel to Los Angeles in March next year to record the new album, which is the follow-up to 2007’s Horizons. However, instead of working with a producer who is exclusively a ‘metal guy’, the band will instead record the album with rock producer Joe Barresi (Queens of the Stone Age, Bad Religion, The Butterfly Effect).

“We went with him mainly because he’s done a lot of punk stuff and we’re kids who have been brought up listening to the records he’s made,” McCall said excitedly. “It’s going to be cool to go into uncharted waters.

“We wanted less of a glossy production like a lot of metal bands are doing and more of a raw, heavy sound that’s going blast people away when they put it on.”

Prior to the release of the new album (“sometime next year”, according to McCall) Parkway Drive released their first DVD earlier this year, appropriately titled The DVD.

Culled from hundreds of hours of footage, this release documents their history, from their humble origins in their hometown to their globe-trotting tours and the fanatical fan base they’ve built along the way.

When it was put to McCall that the documentary clearly illustrates that their path to success has been a very gradual, step-by-step build, he quickly agreed. “Yeah, it was pretty crazy… there’s a lot of contrasts and it’s hard to explain how things have become as huge as they have,” he said.

Given that the band has taken their style of music to new, unexpected heights, can the band go to the “next level” of popularity with album number three? “I have no idea if it can get bigger. I thought it was as big as it could get when we released Killing With A Smile and we sold out some shows, playing to like 300 people. I’m not sure if it could get bigger, but it doesn’t seem to be stopping.”

Parkway Drive
Shoalhaven Entertainment Centre
Saturday, January 30

REVIEWS
Dont Close Your Eyes

Parkway Drive. A hardcore/metalcore/post-hardcore/metal (who cares about genres?) band from Byron Bay Australia named after the street the bandmembers lived in. I'm not going to go through the usual of how they came to be, and who they have toured with.

The album starts off with the track ... which serves basically as an intro. It actually scares me when I listen to it at night as it creates a very frightening (yes, i'm a pussy I know) atmosphere. It is just a repeated whisper of a young girl saying "I'm not gunna' die, I'm not gunna' die" whilst there is another layer of vocals behind it of which I can't make out. It ends with a final scream of the phrase "I'm not gunna' die" as it launches into the next track, a fan-favourite that was re-recorded for their new album, entitled Smoke Em' If You Got Em' and well, the lady gets fairly cut as Winston McCall, the vocalist screams 'DIE' as the double bass drums pound away and the guitars add a melodic lead riff. This track doesn't let up, and you will see why it is a live-favourite and usually the last song they play. Heavy breakdowns, tapped guitar solo's and fast drums all contribute to this amazing song. Notice I didn't use a cheesy adjective to describe the bass? No, it's not because I couldn't think of another word to describe it, it's mainly because I can't hear it. Whether that is my own poor bass-audible ears, or it simply is lost in the mix of distorted guitars, i'm not sure.

The next track, Dead Dreams again is relentless and heavy, although not as good as Smoke Em' If You Got Em' it still proves to be an amazing song. The start of the song always tricks me and makes me look at my phone. When you hear it, you will see what I mean. These fella's always have the ability to make catchy breakdowns with anthemic vocals, using this song as an example like in the middle. However, Winstons vocals aren't anything to really write home about, they mostly deal with the drug use, self-loathing and utter hatred, but I guess lyrics aren't the focus of hardcore music.

Flesh, Bone And Weakness would have to be my second favourite song of this album. Starts with a haunting bass riff, then double bass drums start kicking away. Soon after vocals join, both screamed and harmonic sung which adds a nice contrast, and actually works, unlike a lot of hardcore (ahemEVERGREEN TERRACEahem) which seems to have an issue with melodic vocals. However this track is just awesome. Breakdowns with catchy vocals and heavy guitars, as the bass is actually audible in this track, and should use these bass riffs a lot more as they seem to work. It soon fades away from the chaos and melds into a nice relaxing song, The Cruise which is mainly guitar and background noise of waves lapping the shore.

The remaining tracks are just as strong as the previous, and are definately worth noting, especially Look's Like Yoda which is another staple of their live set. All these songs contain heavy breakdowns, melodic guitar lines, pounding, fast drums and vocals that would definately not do wonders for his voicebox. They may suffer a bit from repetition, but they are great hardcore songs no matter what.

As you can see, this is a great example of a debut release, and further proved by their VERY energetic live show. I guess I am a bit biased myself as I an Aussie, and just proud to see how much success they have acheived in the short amount of time they have been around. I mean reaching the 21st spot on the ARIA (The Australian record company, like America's Billboard) charts, is an amazing feat by itself, but considering the type of music they play, is even more amazing. If you haven't heard them and like any kind of heavy music, you should at least give them a go.

Pros:
Guitars and vocals very strong.
Drums provide great backing.
Not much repetition

Cons:
Bass hardly heard, besides in track 4.
The last 3 tracks, may suffer from a bit of repetition.
Pretty short considering it has 8 tracks.

Best Tracks:
Smoke Em' If You Got Em'
Flesh, Bone And Weakness
Look's Like Yoda



Horizons
Parkway Drive is a metalcore band hailing from Australia. The band is back with their sophomore release, Horizons, and ready to make an even bigger splash following its successful turn on Warped Tour.

Australia isn't known for their metal (or related genres) exports, Parkway Drive is doing their part to give the scene a kick-start. The only other band from the heavier end of the spectrum to make it big outside of Australia that I can think of is AC/DC and they aren't metal.

Anyway, Horizons is a strong album that is a step up from 2006's Killing with a Smile, but doesn't really cover any new ground. Fortunately, what ground it does cover is explored successfully and confidently. It is sure to get the pit churning as well.

For those of you who haven't heard of Parkway Drive, their unassuming name disguises a band that is chock full of blast beats, heavy breakdowns, and melodic twin guitars, all led by some lung destroying guttural screams.

In the past I have made it a point to comment on names that I thought were poor or odd, Parkway Drive is one that I think may do the band something of a disservice. I have not real problem with it, other than when I hear "Parkway Drive" fierce metalcore is not what comes to mind. Credit to the band for breaking down band name perceptions. Let this be a lesson to not judge a band by their name.

Horizons, like the band's debut CD, was produced by Adam Dutkiewicz, axe-man for metalcore leaders Killswitch Engage. Knowing that, you can hear some Killswitch in this band's sound. Of course, it is hard to be an up and coming metalcore act and not be compared to the leaders of the genre.

Now, it is not so much the music itself that sounds like Killswitch, but the great production values. This album is crisp, clear and very heavy. There is a nice balance between the instruments that is something to be applauded.

The album kicks off with the light instrumental intro called simply "Begin." Lasting less than a minute, this does not prepare you for when "The Siren's Song" kicks in full gear with lightning fast arpeggios leading into the full frontal assault of vocalist Winston McCall. The song is a perfect example of what the band is all about with plenty of speedy melodic guitars, purely growled vocals, and breakdowns that will have the most timid of concert goers ready to jump in the pit.

his transitions into the fast "Feed them to the Pigs," a song that features some of my favorite breakdowns on the disk.

Now, to be certain, Parkway Drive doesn't reach the creative heights that Killswitch Engage, Unearth, or As I Lay Dying has reached. However, this is a young band and it is still developing its voice. So far that voice does not include any clean singing, which is a good thing that helps differentiate it from the pack.

The music is really catchy, the melodies and hooks will draw you in. If nothing else, Parkway Drive is a strong export from a land not known for their metal scene. Perhaps this could be the first wave of new heavy music from Down Under. Think about it, a whole new world of heavy music just waiting to make a worldwide impact. That may be thinking a bit big, but all it takes is one band to have some success to open up a new scene and Parkway Drive could prove to be the spark.

The music contained within the compact 38 minutes of Horizons is free of any serious filler. Not every song is a winner; songs like "Five Months" and "Idols and Anchors" have some good moments, but aren't up to the likes of "Carrion," "Boneyards," and "Dead Man's Chest," the latter which is highlighted by some great blood-curdling screams. All of the tracks feature solid work from guitarists Luke Kilpatrick and Jeff Ling, plus solid bass from Jia O'Connor, and plenty of plast beats from Ben Gordon on the kit.

Bottomline. Neither original nor unoriginal, Parkway Drive is a band that has the skills to be a solid middle- to upper-tier metalcore act. With solid production value, decent songwriting, and the ability to turn a good breakdown Parkway Drive have crafted a very listenable, if not completely memorable album. If you are looking for something fresh to sink your hooks into, this could fit the bill.

http://blogcritics.org/music/article/music-review-parkway-drive-horizons/page-2/#ixzz107AEkOtW

Independent Review
Parkway Drive are one of the leading bands in Australian hardcore (probably the leading band?), and have really set the level needed to be a success in the hardcore scene. Unfortunately, this isn't very high. I have had Horizons since its release and have listened to it quite extensively. I have also listened to Killing with a Smile, Parkway Drive’s previous effort extensively. I mention this because I think it necessary to compare Horizons with Killing with a Smile in order to produce a fair review. I concluded that Horizons is no better than Killing with a Smile, perhaps even worse. It also shares most of its strengths and weaknesses with Killing with a Smile; Horizons is basically more of the same stuff, albeit a little differently executed. I have seen the band live several times, and in terms of a live show, and making good, standard heavy music, they are a very strong outfit. In terms of originality and breaking away from mainstream hardcore, I think the band does not really achieve anything at all. In general, this album is a good effort, but it’s nothing new, nothing amazing, absolutely nothing to go crazy about. To those who give this album a 5, please give me a break. And readers, please keep in mind that I am writing this from the view of someone who does not ‘live for the breakdown’.

The biggest strength of Parkway Drive is their vocalist, Winston McCall. He was what attracted me to the band in the first place, and he is the only reason why I still continue to listen to the band. I don’t think I’ve heard any hardcore/metalcore vocalist who is better than him. He has a huge diversity in his voice, and can go incredibly low (listen to the breakdown at 2:51 on the track Boneyards, or the 1:50 minute mark onwards on Idols and Anchors) as well as screech to his heart’s content. He performed well on their first album, and in my opinion, his vocal delivery is as good, if not better, on Horizons. To any wannabe growlers, take a leaf out of Winston’s book.

Moving onto the actual album, Parkway Drive has maintained its sound from the previous album, and perhaps built upon it. However, there is just something about Parkway Drive’s sound which is all too familiar, like you have listened to it before, which doesn’t help the band from being labeled generic. Horizons sounds very similar to Killing with a Smile. It also sounds very similar to a lot of mainstream hardcore. There is not much differentiation involved with this album, which eventually makes it boring to listen to. There are some moments on Horizons which I thought were a tad original and inventive however. An example of this would be on the track The Siren’s Song, around about the 2:20 mark. The bass just sounds delicious.

Now on to the topic of breakdowns. As you’d expect, Horizons is full of them. I know this probably keeps all the hardcore moshers happy, but eventually you realize that every song is just based around the breakdown. I remember when I used to listen to Killing with a Smile, I actually got to the point where I would skip most of each song and only listen to the breakdowns, or the heavier and/or melodic parts. With so many breakdowns, the rest of the music gets quite dull, and in the end the breakdowns just get dull too. I listened to Killing with a Smile quite a lot, it was an exciting album to listen to, and for a short period of time really had me hooked. Once I was finished though (after maybe one or so months), I completely stopped listening to it. I haven’t listened to it at all in the past 12 months. Why am I ranting on about Killing with a Smile? Mainly because Horizons follows the exact same formula as Killing with a Smile. I’ll say that it definitely sounds better, but is not really that different. I am already getting a tad bored with the album. I don’t doubt that most people will enjoy it for some period of time, but it only has any real longevity for those who are really into the band. On the other hand, on a pick up and go basis, and for lovers of breakdowns, Horizons has everything you’d want.

Other then the breakdowns, the other important point about the music is the moments of melody that Parkway Drive have incorporated into their music. There is definitely a melodic-death influence, but frankly it pales in comparison to leading melo-death bands of today. There are melodies dotted throughout the album, that provide a notable balance with the brutal moments on the album, which is generally done well enough. As with the trend of this album though, every good thing is countered with a bad one, and the melodic side of the album is plagued by quite bad lyrics. I think there might be a little improvement over Killing with a Smile, but generally follows the same sort of trend: lyrics that my girlfriend calls emo. Lines like ‘they can’t wipe the blood from her eyes’ and ‘every scar still bares your name, every scar still bares an angel's face’ don’t really do it for me. I don’t think I came across the word suicide however, but please correct me if I’m wrong.

Instrumentally, the album is good and bad. The drumming is very good. I won’t say it isn’t, because for any band to be good in this genre the drumming has to be decent. I think it’s vital for the style of music being played. On the other hand the guitars and base are very standard, and very simplistic. The riffing on the guitars especially is so very samey. It sounds like other songs on this album, it sounds like Killing with a Smile, and it sounds like songs from other bands in hardcore. I think that many hardcore bands share this problem, and it is one of the reasons I am not such a huge fan of the genre. I think that metalheads who aren’t into hardcore will not like the genre mostly due to this reason.

Overall, Horizons is a standard, perhaps even average, hardcore album. I think that in terms of its own genre it is relatively decent. In a wider scope of metal however, Parkway Drive doesn’t really break any new ground or give us something new and exciting. I’ll use the example of the recent release Hangman’s Hymn, by the Japanese band Sigh. It’s good to know that there are metal bands who are willing to try something different, even if it means that it could result in making a poor album (don’t think that Hangman’s Hymn is a poor album though, it’s one of the best albums I have heard). I don’t think Parkway Drive will be changing their sound anytime soon, because in the hardcore scene there are plenty who like them just the way it is. But for general metalheads, I doubt Parkway Drive will remain in your CD players for long periods of time.

I have tried my best to this album justice without bagging them too much or making them sound better than they are. Looking back, the review really reflects how I feel about the album: There are certain things I like about it, but there are definitely parts on it which really bother me. However, as said before, a decent effort by Parkway Drive. I recommend it to anyone who liked Killing with a Smile, or likes the sound of Australian hardcore or hardcore in general.


Killing with a smile
Mixing characteristics of both metalcore and hardcore, Parkway Drive sound uncannily like something you've heard before and yet simultaneously unlike most bands of either genre. Brutal and catchy, you almost feel as though you already know the songs despite having never heard the band before. While the band has a bit to learn yet, their rapidly-built, extensive fan-base suggests that they are definitely doing something, if not a lot of things, right.

The album opener, "Gimme A D", is one of the better tracks on the band's debut, intertwining melody with raw energy. Unfortunately, this doesn't continue throughout, as Parkway Drive keep their focus squarely on crushing riffs and growling, furious vocals. "Romance Is Dead" features the best breakdown of the album, though many of them are not particularly noteworthy. There are times within the album that are so cheesy it's almost comical. The lyrical outburst in "Romance Is Dead" right after the breakdown, though impeccably timed, needs some serious re-thinking (or at the very least, re-wording), as does the beginning of "Mutiny", where an excerpt from the overly-popular movie 'Pirates of the Carribean: Curse of the Black Pearl' is heard. "Smoke 'Em If Ya Got 'Em" is taken directly from Parkway's previous EP, Don't Close Your Eyes, and has been lathered with better recording and tighter musicianship, due to it's standing title as a crowd-favourite.

If there is anything critical to be said of "Killing With A Smile," it is about the lyrics. Too often, hardcore crosses over into emo territory, and the lyrical offerings of this album have a propensity towards angst and emotional hardships. While it's nothing compared to acts such as Grinspoon or My Chemical Romance, it would be great to see Parkway give lyrical consideration to topics more traditionally "metal." I would also like to see the drums come forth and become a bigger part of the production, as they have rarely been given the chance to stand out this time 'round, and are often unrecognisable under the tumultuous bass and attention-grabbing guitars.

"Killing With A Smile" contends a vocalist many -core genre bands would give their collective left arms for with fast-paced guitars and a brutal, bass-lead sound. It works. The songs, which are a typical three to four minutes in length, blend into one another, giving the album a feeling of fullness, leaving one nodding along constantly, almost unaware that a good half hour has passed them. Even though influences from bands such as Killswitch Engage and Soilwork are hidden in plain view, Parkway Drive are refreshing in a market saturated with mediocrity.

Highs: A good indication of where the metalcore and hardcore genres will be going in the future, and the band has arguably one of the better vocalists of either genre.

Lows: Lyrical work needs improvement, as do the breakdowns.

Bottom line: If you're a fan of the -core genres, pick this album up. If you're not a fan, give it a listen before you buy it.

DEEP BLUE

Imagine it is your 16th birthday. For the past few years, you’ve worked your rear end off doing extra chores and assorted odd-jobs for random neighbors who offer minuscule pay. (And don’t even like you that much because you play drums in your garage too loud.) You have monitored your spending meticulously and have finally saved up enough to start putting payments on the car of your dreams. Okay, maybe not the dream car, but it gets you from point A to point B. Now imagine that exactly one year later, your beat-up ’85 Chevy pickup is suddenly replaced by a brand new fully loaded Honda Civic, free of charge. Not too bad, but now imagine that the following year that Civic turned into a Ferrari. Hot mama, now we’re talking. Metaphorically, this is how I have observed Parkway Drive, with each subsequent album release, has grown as a group of extremely talented musicians.

Byron Bay, Australia’s very own Parkway Drive was formed in 2002, and four years later, exploded onto the metalcore scene with the release of their debut album, Killing With A Smile. Fast-forward another year to the release of Horizons, and Parkway Drive was already becoming quite the sensation. But this five-piece from down under is set to release a record which will outdo all their previous work. Deep Blue brings to the table signature neck-snapping Parkway Drive metalcore while also encompassing other sounds the band has not included before.

Deep Blue kicks off with “Samsara”, a short intro track which briefly graces the listener with subtle ambiance and a clean guitar melody before building up and dropping into a cookie-cutter breakdown. The listener is then led into “Unrest”, a track which seems to advertise Parkway Drive’s heavy and signature sound as heard in Horizons. However, I was not impressed with “Unrest”. While showing excellent musicianship, there was nothing that stood out as new and exciting since the other records, but as the next track began, all doubt was instantly eradicated.

“Sleepwalker” begins like a wave in the ocean, welling up from a small ripple to a raging tsunami. This track sports a highly melodic guitar riff, brutal vocals, and a stellar breakdown midway through. This track adeptly exemplifies Parkway Drive’s diverse new sound, and brilliantly crafted tracks such as “Dead Weight”, “Deliver Me”, “Wreckage, and “Home Is For The Heartless” are forerunners in this category, each with something different that makes the track stand out. “Dead Weight” incorporates excellent skins work (provided by Ben Gordon) throughout and a colossal breakdown at the end while “Wreckage” flaunts even more catchy guitar melody by axe men Jeff Ling and Luke Kilpatrick. “Home Is For The Heartless” features a guest vocal appearance by Bad Religion guitarist and Epitaph Records owner Brett Gurewitz. This track features heavy pop-punk influences and an extremely catchy chorus while still retaining a heavy and powerful sound. It captivates the listener with finger-tapped guitars and passionate vocals from lead singer Winston McCall. “Deliver Me” is one heck of a beast, and my personal favorite. Utilizing a plethora of different sounds meshed into one fluid audible assault, the track is relentless as it between clean, soft guitar and brutal, deathcore-style breakdowns.

A trend I noticed in Deep Blue was the heavy use of guitar melodies which gave the album a powerfully soaring and almost curious tone, as if the music was searching for something. “Alone”, “Leviathan I” and “Karma” are perfect example of this, exemplifying the same catchy, melodic guitar riffs mentioned above. However, not all the tracks carried this uplifting tone, and “Pressures” and “Set To Destroy” unleash classic, original, back-breaking metalcore, giving the listener a taste of Parkway Drive’s darker side.

I found very few aspects of Deep Blue to be negative in any way, however, upon listening to “Hollow” I was struck similarly as “Unrest”. Both tracks fail to show the same diverse and original qualities as the rest of the album, and while not lacking in terms of musicianship, they do lack in creativity. Thankfully, the remainder of the album does not follow suit, and Deep Blue is truly a groundbreaking album. Parkway Drive has unfurled a masterfully crafted, distinct, and intensely heavy work of art which has set the standard for all others in the industry.

LYRICS
I KILLED THE PROM QUEEN SPLIT 03

1. I Watched

[PARKWAY DRIVE]

In an instant this world's hate engulfed all tenfold.
Hate.
I watched the birth of tomorrow's catch phrase.
Terror.
As the sky came crashing down.
True terror now assumes a human form.
Suspicious minds pointing fingers still ignore.
Suspicious minds tear at innocence.
I watched the sky burn.
As the ashes fell.
Time stood still.


2. Swallowing Razorblades

[PARKWAY DRIVE]

I'd give the world for you to look my way.
I'd give it all.
Just to feel your love.
Cast aside.
Separate.
Destroyed.
Sweet laughter bleeds my ears.
Your eyes tear at my throat trying to steal my tongue.
Gaze of an angel melting my skin.
A face so cold.
Twice as enchanting.
I'm swallowing razorblades again.
Your eyes have torn my throat.
Trying to steal my tongue.
Gaze of a demon has burned through.
My skin.
Porcelain fingers take the hope from my heart.
Splinters of love.
A years goodbye's bleed red.
Roses of black fill my night.
The stars have fallen.
Take the hope from my life.
With all my love this is my last.
My last heartfelt.
Fuck you.
This is my last fuck you.
Fuck you.


3. Homicide Documentaries

[I KILLED THE PROM QUEEN]

For every word misspelt
For every knife that cuts you
Every rose has its thorn
To stab your heart

For every word misspelt
For every knife that cuts you
Every rose has its thorn
To stab your heart

I watched as beauty fades away
Drenched in tears she falls from grace
Again and again, the same old story burns
The taste of you in my heart
You have murdered me
In one second, attraction dies forever

I hope that your world will come back to kill you
In the next life you'll be the one that will die

I watch the drink as it falls from the table

I watched as beauty fades away
Drenched in tears she falls from grace
Again and again, the same old story burns
The taste of you in my heart
You have murdered me
In one second, attraction dies forever

You'll be the one thats lied to
You'll be the one that dies
You'll be the one thats lied to
You'll be the one that dies

In another life, you'll be the one that will die
In another life, you'll be the one that will die
In another life, you'll be the one that will die
In another life, you'll be the one that will die

I hope that your world will come back to kill you
In the next life you'll be the one that will die


4. Death Certificate For A Beauty Queen

[I KILLED THE PROM QUEEN]

I've watched as dreams slowly waste away and die
You are a post mortem beauty queen
As razor blades cut me we suffer with every kiss
Thinking I'm dying, choking as I burn

As evil dies within me
Sewing me back together

Here again my heart is rusted through
Look at yourself lying on a picture of misconception
As we fall walking across the dead
This is a memory of rotting destiny
Our worst nightmare

Your throat will bleed your skin will burn
Your throat will bleed your skin will burn

I've watched your skin burn

Your warm hands touch my face
As I look into your eyes
Your dreams will slowly die
Can you hear my voice?

Your warm hands touch my face
I look into your eyes
Dreams will slowly die
Can you hear my voice?
Fuck you with all these lies
Break me with all your words

As I gasp for one last breath

The tears from the fallen angels
Will come to rise
Come to rise
Will come to rise

I've watched as dreams slowly waste away and slowly die
You are a post mortem beauty queen
As razor blades cut me with every kiss
Thinking I'm dying, choking as I burn

You have become our worst nightmare


DONT CLOSE YOUR EYES 2004 EP
2. Smoke 'Em If Ya Got 'Em

Die
Thoughts replaced by a placid romance
Without movement, i can't escape
Die
Searching through the static
Twisted and torn inside of
Such blinding visions of destruction
So i have to question
Was this in the master plan?
Now a broken future's all that we hold
Broken
Our broken future is all that we hold
Our day draws
To it's close
Dusk
Washes away
Integrity now bleeds away
As tired hearts are left to drain
Do you see there faces when you fall asleep at night?
Now they're nothing more than blood stained memories
Blood stained memories


3. Dead Dreams

Kill the lights
I'm so sick of your face
Another night wasted wishing you away
Now I'm cut, I'm cut at the wrist
But i still can't kill the pain
I'd give anything to rip you from my head
From my head
The return of your voice marks another failure
And i can feel your blades closing on my back
I'll savour this one last taste, this taste of sanity
As it clutches, tearing at my heart
This is my final act of desperation
One second lost gives way to disease
I'd give anything to rip you from my head
Cause i can feel you
Creeping through me
Like a sickness
Your weakness
Scars your fucking face
Scars your name
The return of your voice
Marks another failure
And i can feel your blades
Closing on my back
As light fades to past
Darkness wells against me
But my shattered eyelids
Refuse to close
Your breathe is death to me


4. Flesh, Bone And Weakness

Shades drawn across
No light may enter
In my moment of weakness
And this world is bearing down again
So hard to clear my mind
Why do i persist?
I'll endure another day
It's just so hard to resist
And I can't continue on
So hard to clear my mind
To see the thoughts I wish were true
My face versus the stone
And I blame myself
Plague my mind with these insecure thoughts
Whispers in the back of my head
Telling me it's all wrong
Why do I persist?
I'll endure another day
Why do I persist?
As self loathing strangles me
Push past the veil of helplessness
Love can't catch me, not today
Take your hand and just surrender?
It's just not worth it
Why do I persist?
I'll endure another day
Why do I persist?
Self loathing strangles me
But I'll endure another day


5. The Cruise



6. You're Over

Harmless?
Don't make me laugh
Reduce yourself to a poisoned mess
It's so amazing
What passes for cool these days
Another trend?
Or just a wish
So when did it come down to this
Fashion victim
Takes on a whole new meaning
"It's just for fun..."
Hey, I'm sure it is
So tell me is that fun
Convulsing on the door
Open your eyes
You're walking the path to your self destruction
The higher you fly, the further you fall
Harmless?
Don't make me laugh
I wish I had the strength
To tear your eyelids off
You fool
You fucking fall
It's hard to fly, with wings of stone
So hard to fly, with wings of stone


7. Looks Like Yoda

In a world of devoid of emancipation
Like leaves too many question marks
On my conscience, why?
Why look up
The ground is so much more pleasing
And it's where these eyes belong
I renounce,
I renounce myself
What I have become is not
What I wish to be
Break my neck
I've become too accustomed to hopes
Hope's cruel grasp
Progression or regression
It all ends the same
In a world devoid
Emotionless
In a life such as this
Only death is certain
So why wait
Break my heart
Cut my throat
When everything has ended
What have we accomplished
Slaves by design
Break my neck


8. Don't Close Your Eyes

The warmth of your embrace
Has lifted me from the ground
The strength you've given me
I can never truly thank you
Through the darkness
I found you by my side
And I'll make this promise to you
I will never let you down
This is for every hour
This is for every second
This is for every moment
That we have shared together
Sky blue days burn through
I refuse to let our flame fade
Every scar burning bright tonight
I'd give my heart for you
I'd give my strength for you
I'd give my everything
I'd give my life for you
Tonight will stand as a testament to hope
Every scar, burning bright
I will stay by your side
Don't close your eyes
Tonight we burn together
My true friends, you mean the world to me
Your friendship means everything
Tonight will stand as a testament to hope
Forever beating on


9. I Watched

[Re-release 2006 bonus track]

In an instant this world's hate engulfed all tenfold
Hate
I watched the birth of tomorrow's catchphrase
Terror
As the sky came crashing down
True terror now assumes a human form
Suspicious minds and pointing fingers still ignore
Suspicious minds tear at innocence
I watched the sky burn
As the ashes fell
Time stood still


10. Swallowing Razorblades

[Re-release 2006 bonus track]

I'd give the world for you to look my way
I'd give it all. Just to feel your love
Cast aside
Separate. Destroyed
Sweet laughter bleeds by ears
Your eyes tear at my throat trying to steal my tongue
Gaze of an angel melting my skin
A face so cold
Twice as enchanting
I'm swallowing razorblades again
Your eyes have torn my throat
Trying to steal my tongue
Gaze of a demon has burned through
My skin
Porcelain fingers take the hope from my heart
Splinters of love
A years goodbye's bleed red
Roses of black all my night
The stars have fallen
Take the hope from my life
With all my love. This is my last
My last heartfelt
Fuck you
This is my last fuck you
Fuck you


11. Emotional Breakdown

[Re-release 2006 bonus track]

Gazing upon your face
Your love has released my heart
To drown
To sleep forever
In your sweet embrace
If i could reach the stars I'd place them in your eyes
Just to remind me of such a timeless beauty
Of you
Lost myself to you
I could not fall again
Held here by your grace
I'm bound forever by this
Infatuation
If i could
If i could reach the stars
I'd place them in your eyes
Just to remind me of such a timeless beauty
And when tomorrow tears you from my arms
I'll pray for one last sunset for our love


12. Hollow Man

[Re-release 2006 bonus track]

Lie
No more than shadows
To be forgotten
Fade away in time
No more than shadow's their dreams will never come to pass
Trapped by your web of ignorance
Trapped by your web
Your web of lies
Too much pain
Too much anguish already endured
More fear than a person should feel in a single lifetime
And they've come so far
Given it all for this second chance
One second chance at life
Hollow man
You've gone too far
Secure in your safe little world
You have no idea the amount of pain you cause
Since when is a child a risk to your security?
Your razor wire and red tape killed their dreams


13. The Negotiator

[Re-release 2006 bonus track]

Tell me, how does it feel
To watch a child bleed to death
From a weapon you designed?
You've spilt their blood
Is your pride really worth this? Such a mindless slaughter
Bow down to your greed
Bloodshed
Your lies cut their throat
Such beauty
Such innocence
Set to self destruct
As you nail their coffin shut
With your hammer of hate
The flesh is torn, hate remains
The
Flesh
Is
Torn
They bleed
Bloodshed
Broken by your hand
Who will bleed for you now?


14. Hopeless

[Re-release 2006 bonus track]

Tear my heart from my chest
Still warm in my hands
Feel the life drain away
This distance is staggering
Stealing the air from my lungs
Choking me where i stand
Hopeless, just one last kiss
You sound so close
I can almost feel your breath
Too close to touch the fragment of my memory
Tormenting me forever
Haunting me forever
Stretching towards forever
Each second seems like a year
And this eternity is tearing me apart, tearing me apart
Hopeless
Victim of my own human desire
Love is a demon sent to destroy me
I never knew distance could kill

Killing with a Smile 2005
1. Gimmie A D

You could never take my envy.
You could never take my jealousy.
You could never take my envy.
You could never take my jealousy.
A world without you is a world I could only wish for.
A world with out is a world I'd fucking die for.
You've taken everything...
Poison and despise lay in rampant wake in the shadows you have created
We've been left to drown in an endless tide of apathy
You disgust me
The guise of a true murderer
Killing with a smile
As you're your cyanide lips rip us apart
Now there'll be no forgiveness
'cause this is.... this is the end'
A world without you is a world I could only wish for,
And a world without you is a world I'd fucking die for.
So I'll hold that pretty face beneath the surface
Until your lungs hold nothing but the affliction you've created
This world is wasted on your life
Through evils eyes I've seen your soul betrayed
I'll watch you fucking drown
So I'll hold your pretty face beneath the surface
Until your lungs hold nothing
There'll be no forgiveness, no forgiveness


2. Anasasis (Xenophontis)

Your warm embrace has been replaced by cold
And those defiant eyes have fallen
Broken by the Floor
Another rain-streaked face
Left alone to drown in malice
And your bleeding heart can only heal so much
We can't weather this storm of longer
And water cannot cleanse the blood from our past
Can you hear your crying wish?
Because your prayers remain... answerer less
Your prayers remain
In sweet decay
Your prayers remain
In this sweet decay
Your Love failed me
Broken hearts and shattered dreams could never carry your fractured world
So just throw it all away
Your love is lost on us
Just throw is all away
Your love is lost on us


3. Pandora

The day lights gone
The empty streets echo our past and the days that once were so beautiful
Before now
Before us
So save yourself
Cause all dreams are gone
And all hope has faded
And as the sunlight fails I watch this world slip away
And we smiled as we betrayed ourselves
And a clear sky is only a distant memory
Our worst intentions carried away on the evening breathe
Everything we lived for draws our final thought around our necks
Your faces lies still
I cant see your breath and its freezing my blood until the end
One more time one more line
What is this hell
Reminisce to the beginning of everything
But The irony alone would kill me
Ten thousand hearts set to silence for the choice of one
End it all with the touch of a switch and I can see our lives burn before my eyes
Cause all dreams are gone
And all hope has faded
And as sunlight fails I watch this world slip away
Your face lies still
I cant see your breath and its freezing my blood until the end
Ten thousand hearts se to silence for the choice of one
End it all with the touch of a switch and I can see our lives burn
I can see our lives
I can see our lives burn
Your face lies still
I cant see your breath and its freezing my blood until the end
As we just let it slip away


4. Romance Is Dead

The incisions is your wrist were all for show.
Just like you.
He epitome of self indulgence.
Another farce.
A charade and another set of crocodile tears.
So serenade her with your last pathetic suicide love song.
"Broken hearts never mend".
But fools never move one.
And now she's gone because of you.
And once again You're the epitome of pure self destruction.
Cupid never found his mark.
As we await the insertion of blades on flesh.
You part the skin and tell of blades on blood.
So part the fucking skin.
To tell the blades on blood.
She said "I Love You"
She said.
She said goodbye.
So cry me a fucking river bitch.
You wouldn't know love if it crushed you fucking chest.
Let go.
You wouldn't know love if it crushed your fucking chest.
"Razors, roses and a black tomorrow"
They never showed any affection to anything but your ego.
A tragedy of errors at the best of times.
You are everything that's wrong with me.
Youre everything that I despise.
You are everything I dreamed would die.
You are everything that fades away and slowly dies.
Will you bleed for me when suicide seems so yesterday?
Will you bleed for me?
Will you fucking bleed for me when suicide...
It's so yesterday.
It's all so fucking yesterday


5. Guns For Show, Knives For A Pro

I saw the disappointment from across your face.
A mark of solitude.
So here's to giving in.
Your eyes have betrayed you.
And ill wear this mask of disgust for every day I've met you.
Disarm with a smile.
Your eyes Betrayed me.
String me another line as your knife severs my spine.
The blackness of your heart has spread beneath your skin.
And as your new face runs I count the seconds till your gone.
As your new face runs I count the seconds until you're fucking gone.
Hold this allegiance with the hearts of apathy.
We cannot breathe from your choking hands.
Mark this hour of hopelessness with burning bodies.
Returning for your heart.
Returning for your fucking heart.
Murder is on the air tonight.


6. Blackout

Tragedy.
Another day lies broken and lost.
A shattered life cuts the pulse of acceptance.
And all I want is to be something more then this.
Another day lies broken and lost.
A shattered life cuts the pulse of Acceptance.
And all I want is to be anything but this.
Sleepless nights spent screaming for answers.
Cursing sweet venom at a wretched future.
An open casket stained with hope.
Laced with deceit and treachery.
An existence I only wish to forget.
Why do I always regret?
Those words leave the taste of blood.
Forget my face.
Just bury everything.
Why do I always let it go?
'cause I've let it slip away between my finger tips.
I've tried so fucking hard and still I could never gain a true understanding.
Chocking at our misery.
Splinters of failure cut like glass.
And I'm sick of just pouring myself out into careless hands.
Choking on our misery.
Splinters of failure cut like glass.
But I'll put it to rest tonight in the hope that maybe I wont have to wake.
Ill put it all to rest tonight.
Forget my face


7. Pictue Perfect, Pathetic

If looks could kill.
You would be a fucking shot gun.
Against my head so fucking cold.
Picture perfect and pathetic.
I would so love to hang you.
Cat got your tongue?
Selling yourself short again?
Your selling you're self short again.
Bare your insecurities.
I want to see you cry.
I want to see your tears.
Why did you throw your heart away.
Why did you let yourself down?
Why did you throw your heart away.
Why did you let yourself down time and again.
Why did you throw you heart away.
So taste the skin and let your heartbeat slow.
Feel you bleeding away.
Lifeless.
Why did you let yourself down.
Why did you throw your heart away.
That cheap fucking smile carries you to bed.
And those lips are social suicide but I just want to see you dead.
You're like a shotgun baby.
Pointed at my head.
And those lips are suicide but I just want to see you dead.


8. It's Hard To Speak Without A Tounge

After everything you've done.
After your second face failed.
This time theres nothing left to save.
And your words were broken.
With the touch of vipers you set your words upon my back.
Spitting daggers you cant kill those already dead.
Buried beneath a pile of one liners and cheap attempts at honesty.
Buried so fucking far from your worthless lies.
And the fire.
The fire to cleanse your mouth.
You'll never awake from your hell and from a second you almost had me fooled.
Keep walking.
Keep breathing.
Keep cursing our names.
We're plotting your end by the dawn.
We're apparitions that stalk your every turn.
We're death incarnate to cleanse you from this world.
Midnight.
Until I see your face again.
Until I end this loveless dance.
Midnight.
Until I see you fucking scream.
And until I see the moonlight shine with your blood we'll dig your grave.
We'll dig your fucking grave.
Until I see you face again.
Until I end this loveless dance.
Midnight.
Until I see you fucking scream.
And until I see the moonlight shine with your blood.
Midnight.
Until I see you face again.
Until I end this loveless dance.
Midnight.
Until I see you fucking scream.
And until I see the moonlight shine red.


9. Mutiny

The deepest circle of Hell is reserved for betrayers and mutiniers.

Fucked up memories.
We're dead at every turn.
So spin your fucking shit and we'll die with every twist of tongue.
Your hollow gaze has shifted past my eyes.
Another dead face fades away.
Now what's left to take?
Another day I regret your memory.
In my mind you will never be more that this.
So what's left to fucking take?
Now my trust is gone.
As your world comes crashing down I'm going to watch it fucking burn.
Everything we had lies in pieces.
Everything we had fucking dies... tonight.
Through those deceiving eyes I've seen the blackest heart.
The blackest heart.
Everything you love fucking dies tonight.


10. Smoke 'Em If Ya Got 'Em

Die
Thoughts replaced by a placid romance
Without movement, I can't escape
Die
Searching through the static
Twisted and torn inside out
Such blinding visions of destruction
So I have to question
Was this in the master plan?
Now a broken future's all that we hold
Broken
Our broken futre is all that we hold
Our day draws
To it's close
Dusk
Washes away
Integrity now bleeds away
As tired hearts are left to drain
Do you see there faces when you fall asleep at night?
Now they're nothing more than blood stained memories
Blood stained memories


11. A Cold Day In Hell

Sever.
And step forward.
I will separate myself from you.
I will walk this line unassisted and undeterred.
Sever.
Sever the strings.
I'll cast aside your focus shifted too much for me to not question.
Your sincerity.
To manufacture misery.
Everything you ever wanted.
Everything you ever knew.
Everything yo ever lust for will be taken from you.
Your reflection.
Ghost of a beauty queen.
Plagued with fashion.
And stain our mouths with worthless deception.
You're a plastic perfection.
We'll burn you to the ground.
Everything you ever wanted.
Everything you ever knew.
Everything you ever lust for will be taken from you.
Everything you ever knew.
Everything you ever lust for will be taken from your heart.
When did this all become so meaningless?
As to your second skin.
Now the wolves become nothing more that sheep.
We set flame these apathetic trends.
Set flame the paths that have led us astray for to long.
Set flame the paths that have led us astray for the last time.
Burn.
All bets are off.
I'll watch the heartless burn.
Tomorrow dawn will be alight with our burning bridges.
All bets are off.
I'll watch the heartless burn.
Tomorrow dawn will be alight through seasons change I've watched you waste away.
Shed your skin and become.
Reach inside your chest and remove what's left of your blackened heart.
Through the seasons change I've watched you waste away.
And become one with the damned.
You lust for.
Reach inside your chest and remove what's left of your blackened heart with distain.


Horizons 2007

1. Begin

[instrumental]


2. The Siren's Song

Virtue is lost

Beyond this sleek veneer
Beneath the neon existence
Her face is grey
And everything she longs for turns to black
The chemicals bring little vindication
And white lines lace every vein
Does she realise what she's become?

But she's not waking
And She's still failing
But she's not waking
She's still failing

Follow the siren's song,
To face this empty cycle.
Searching the darkest nights
Searching the silence

And does it make you sick?
"Can you hear me, Is She Conscious?"
Does it make you feel beautiful?
Bloodshed under the streetlight.

And does it make you sick?
"Oh God! We've got a bleeder here."
Does it make you beautiful?
Heartbreak under the streetlight.

She's lost again.
Adrenalin Strains Corrupted Arteries

Virtue is lost

Beyond this sleek veneer
Beneath the neon existence
Her face is grey
And everything she longs for is pulling away

Follow the siren's song
To face this empty cycle.
Searching the darkest night
Searching the silence.

Follow the siren's song,
To face this empty cycle.
Searching the darkest night,
Searching the silence.

Dead by first light,
They can't wipe the blood from her eyes.
Dead by first light,
They can't wipe the blood from her eyes.

Dead by,
Dead by first light.
Dead by,
Dead by first light.


3. Feed Them To The Pigs

This is life,
This is worthless,
Is There consequence.
This apathy is murderous.

Hope is dead,
Buried by regret,
Alive for nothing,
And dying for even less.

Is This the path we've chosen,
Our mind and our future left to rot.

These lives are worth nothing,
Our lives worth nothing,
Fuck.

As we watch our dreams turn into dust,
Into dust.

On these cold sheets,
Beneath this hollow corpse of a life.
Their world casts shadows,
And it's eating us alive.

We are the working dead,
Haunted by the ghosts of unanswered dreams
We are the flesh and the blood of a lost generation.

The deceased and forgotten,
The voiceless and consumed.
We're buried and broken,
And we're rising against you.

So this is life,
And are we so worthless?
We've clawed our way back,
They can't destroy this,
'cause we've got nothing left to lose.
These hate fuelled hearts keep burning,
We push against the grain,
And we won't turn back.

Armed to the teeth,
Born from the shadows,
Burning for revenge.

Revenge.

We're burning for revenge


4. Carrion

Carrion
In a moment I'm lost
Dying from the inside
Her eyes take me away
Tear me apart from the inside out
Dead eyes speak in volumes?
But our lips refuse to move
Could this ever be the last time?
The final time that we see this through?

Give me the strength to return
Return the breath you've stolen
Give me the means to reset
Her heart I've broken again
Reflection built upon sorrow
We're walking the darkest roads
Within chests carved with regret

In a moment I've lost
Dying from the inside
Her eyes take me away
Tear me apart from the inside out
From the inside out
The inside out

We've been running blind
Now we're falling through the cracks
We're left running
We are running blind
Now we're falling
Falling through the cracks

Back to the world of the dead
Her shining eyes mark our return back
To the world of the dead
In a moment I've lost
Drowning from the inside
Her eyes take me away
Tear me apart
From the inside out

My love I left
My heart I left
With my promise to return
A promise to return


5. Five Months

The night creeps through my bones with a winter's chill, sending shivers down my spine
Like cold hands across my skin
Five months have passed and taken with them every sense of warmth
Until my blood ran cold and life stood still
And still I hold my breath, counting the nights I've stood with my heart in hand
And still I hold my breath, counting the nights.
Waiting for silence to break me down again
If only you could see
See it in my eyes how much it means
Your touch, Your smile
To a heart that's beat has long since given out and given in
The night opens wide, swallowing every sense
Embracing me with emptiness
The hours have become irritations, and I find myself reduced to life's imitation
How can we truly say that we are alive
When everything I see in me is screaming
How can we truly say that we are alive
When everything I see in me is screaming otherwise?
It's screaming otherwise
Cause five months have passed and taken with them every sense of warmth
Until my blood ran cold and life stood still
The hours have become irritations, and I find myself reduced to life's imitation


6. Boneyards

These are the sentiments
Of a cold blooded cynic
So believe me when I say,
I would love nothing more.

Than for everything,
To end unpleasantly.
Concrete shoes, rising tide,
Grey skies let none survive,
Go.

Don't say I didn't warn you.

[x2]
I would rather see your face in Hell
Than speak another word
Of this perfect world.

Of this perfect world.

Oh, to be buried beneath the waves,
A sailors grave is all I crave.

Bury me (bury me),
5000 fathoms deep,
And leave my bones,
For the depths.

The sharpest teeth await our skin.
The sharpest teeth await...
Bloodlust swarms,
Upon our worthless existence.

The Devil's teeth (the Devil's teeth),
The Devil's teeth,
Beneath our skin.
Whispering of silent vengeance.
Blood debts remain unpaid.

Now every breath of life
Has been betrayed.
Every ideal
has rusted through.

Nothing we hold brings solace,
Feed us to the sharks.
So let nothing remain,
Feed us to the sea.

To be buried,
Beneath the waves.
A sailors grave it's all I crave.
Bury me (bury me),
5000 fathoms deep.
And leave my bones,
For the depths.

There's blood in the water,
(sinking, always, sinking).
There's blood in the water,
(sinking, always, sinking).

There's blood,
In the water.

I would rather see your face in Hell
Than speak another word
Of this perfect fucking world.


7. Idols And Anchors

Now,
Your heroes have fallen.
Championless,
The seas are rising.

So torch every banner,
Every hope of surviving.
This storm is breaking.
Security has left you,
Treading water.

Now taste the fear.
Taste the uncertainty.

What will you do?
When there's nothing left for you to cling to.
What will you do?
With your one last breathe.
Thrive in your emptiness.

Burn all you love.
There's no hope for the weak.
Our heroes have died.

No heart...
No Hope.

Face to face,
With the Abyss (with the Abyss),
One by one they fall away
And won't be missed

Can you hear it?
Can you hear the sound?
As our broken Idols,
Come crashing down.

Now taste the fear.
Now, taste, the, fear.

Burn all you love.
There's no hope for the weak.
Our Heroes have died.
Burn all you love.
There's no hope for the weak.

Burn all you love


8. Moments Of Oblivion

There is nothing
There is nothing
I would not give
These are the days of Calm
These are the days of Calm
Please understand
These are the days of Calm
We don't forget
We don't forget


9. Breaking Point

Black plagues, line a fading sky.
A dying world stripped to the bone,
Intoxicated by the madness.
Blood weeps from open wounds.

And still the fires rage,
Consumed, now chaos reigns.
Our pride dissolved,
The rise and fall,
The breaking point,
Burned and crossed.

Lost,
Now immune to all the carnage,
We turn upon ourselves.

Within these times of desperation,
We are the virus that has infected,
To its last.

Nothing is sacred,
Nothing shall be saved,
No one shall be spared the horror,
That has yet to come.

Destroy and discard,
This is all that we know.

Blackened flesh, blistered,
Hangs from skeletal frames
Stalking this arid wasteland,
Our minds immune to change.

The shreds of morality,
Fall by the wayside,
As we are left to ponder,
These black box revelations.

In these days to come,
In this,
Our final hour,
We will witness the true depths to which,
Humanity can sink.

Humanity can sink.

We will learn,
To suffer.
We will learn,
To fail.
And before long,
We will beg for the end.

And still the fires rage,
Consumed, now chaos reigns.
Our pride dissolved,
The rise and fall.
The breaking point,
Burned and crossed.


10. Dead Man's Chest

When your lungs collapse,
When your last breath fails.
When my reflection,
As faded as a sentiment.

Convulsions constrict your flesh,
Into a portrait of agony.
Crushed,
Into a portrait of agony.
Of agony.

This, this is cataclysmic failure,
As you're looking,
Refuse to prevail.

This is, this is pointless suffering.
How does it feel to know
You brought this shit
On yourself?

The timing of consequence,
Your actions have their price.
Oh you'll pay for your mistakes.

As pity grips your nerves,
You'll get what you deserve.
Now brace yourself,
As all hell breaks.
All hell breaks loose.
All hell breaks loose.
Yeah.

Fucked up this system,
Shut it down.
Drowned In Disease.

Stop, cut all based upon,
We know all from our lamenting.

Suffocation of a race,
The persistent beings,
Of life.


11. Frostbite

Vanishing points and midnight horizons,
Herald another night.
Without you by my side.

Bring me the light,
Bring me the dawn,
Bring me another day.
But further, from your arms.

And this world is frozen,
And my limbs so numb.
Feel the Frostbite.
Exceed all hope of coming back alive.
And these roads we've chosen,
Leave our hearts so numb.
As another day,
Sets in teeth,
Ready to strike.

But there will be no dawn,
At these hours.
I find my mind,
Turns itself in circles,
Reigniting the worst of fears,
And leaving others to the cold.

Powerless.
I'm afraid to lose,
These thoughts of you.
Please leave me the scars,
Just leave me the scars.

Wake (Wake),
These are the hours left to ghosts.
These are the times,
reason fails to reach

These are the places,
For which echoes fail to return.
And Solitude runs hand in hand with,
Disaster.

And this world is frozen,
And my limbs so numb.
Feel the Frostbite.
Exceed all hope of coming back alive.
And these roads we've chosen,
Leave our hearts so numb.
So I'll salvage what little hope I can,
From the sun.

Still I'm choking on the words,
I should've said,
1,000 times.
And I'm cursing every memory,
And I'm holding on until,
There's nothing left to save.

Every scar,
Let Every scar still bare your name.
Every scar still bares an angel's face.
An angel's face.

And still I chase,
I chase the sun.

And still I chase,
I chase the sun


12. Horizons

So it begins

Our eyes drawn open,
Free from the thought of doubt,
Free from the selfish conflict.
Now blind these words,
Chase us.
With open arms we stand,
Before the dawn.

The sun seems to have been rising,
Ever since I can recall,
Branding a sense of permanence,
To this lying world.

Your words like icy air,
You lies like merciless, burning flesh.
To hope for something more,
To dream of substance.

Like a martyr before us,
We need to die.
Like a martyr before us,
We dream to die.

Masochistic to think,
This would be remembered (would be remembered).
Sadistic, perpetuation
Of stagnation.

[x2]
There is nothing as empty,
As waiting to die.
We've spent our lives,
Wasting, as time eats us alive.

Your sunsets go on be-falling,
Ever since I can recall.
The only sense,
Of permanence,
In this dying world.

Sit back and watch,
As time eats us alive.

Everyone who know me,
Know me.
Destined to die,
Die.

The marks I left upon this world,
Will wash away,
in time.

In time,
And so it ends.
In time,
It all finds an end.

In time,
And so it ends.
In time,
We all find an end.

With broken arms,
And hollow eyes,
I'll wait to return to oblivion.

Embrace our last,
Empty horizon.
Embrace our last,
Empty,
Horizons.

Horizons.
Horizons.
Horizons.

Deep Blue
1. Samsara

Freedom is slavery.
War is peace.
Ignorance is Strength.
Existence is
suffering.


2. Unrest

I've walked these streets a thousand times, still this world never seemed colder.
Compromised a thousand times to the will of malicious minds.
Reality never hit so fucking hard.
Crushed by endless desperation, endless surrender.
Retrace the steps, retrace the steps.
Is this what I have become?
Retrace the steps, retrace the steps.
What the fuck have I become?
Security, illusion for the weak.
Refuge, sought in routine.
Another gear in their fucking machine.
See, you can win the rat race but you're still nothing but a fucking rat.
So seek that crown, because in this kingdom of fools true ignorance reigns supreme.
I see this city for what it is, a monument to the depths of human misery.
Retrace the steps.
What have we become?


3. Sleepwalker

Consumed,
I feel the rage growing inside me,
A fear i cannot contain,
At war with an enemy that does not rest who will never relent.
This city, these lifeless catacombs, our tombs they have become.
Buried alive at birth never to return.
Chained the masses, trapped and trained by vicious minds,
I let them tear away everything inside,
Strip away my humanity,
Fracture my identity,
Sacrifice my integrity,
Just bodies through the teeth of the combine,
At war with an enemy that does not rest who will never relent,
Sleepwalk our lives away,
In search for shallow graves,
Sleepwalk our lives away.
Lost souls, lost.
Just bodies through the teeth of the combine,
Just bodies through the teeth.
Consumed,
I feel the rage growing inside me,
I will not contain.
I have come to question every truth i know.
Not one more step in the name of progress,
In the name of blind ambition,
How the fuck am i supposed to feel when everything i know lies broken at my feet


4. Wreckage

I am the blackest soul.
The child of a loveless world.
The wreckage left in the wake of time.
I am the consequence of complete collapse.
I am the horror you created.
The mind fuck you instigated.
I am the seed of self-destruction, the bitter taste of life's reger.
Flood my lungs.
Pull my teeth.
Cross my eyes until there's nothing left.
There's nothing left.
Casualties to the snares of modern life.
Anchored by avarice, there is no further left to sink.
I reside in my mind's eye, yet see no truth in a world of lies.
I reside in my mind's eye.
We are adrift in a world of lies.
Flood my lungs.
Pull my teeth.
Cross my eyes until there's nothing left.
I am the blackest soul.
The child of a loveless world.
I am the consequence of complete collapse.
I am the blackest soul.


5. Dead Weight

This is survival.
This is my exile.
I find no solace.
I find no solace beneath a Godless sky.
Will I find shelter in the places the Sun could never find?
Now behold the consequence, the aftermath of ignorance, shackled to my worthless neck.
Give me one reason to resist.
So I slip below.
I can't resist the undertow.
I find no solace beneath a Godless sky.
Will I find shelter in the places the Sun could never find?
Because everything's turning black and I see no hope of turning back.
Cold terror grips my lungs, to let it in would be to accept defeat.
But what's left to fight for?
When I look inside, nothingness confronts me.
Vexed by the hands of time.
This is survival.
I against I.
What's left inside?
So I slip below.
I can't resist the undertow.
I can't resist.
No, I can feel the deadweight.
I can feel the deadweight of my soul dragging me from this world.


6. Alone

Shifting light outlines my battered form.
Stranger to the world, alone in my abandonment.
A gaining army of white horses, stark warning before the icy front.
The deceiving calm betrays all signs of impeding change.
Evening tide what do you hide, damnation or salvation?
As my skin breaks the blackened surface, the cold is rising, yer all embracing.
Darkness, erase this lonesome place from my every existence.
An angry sky bares the signs, a distant violence yet to break.
The ocean's travellers cry forth across the waves.
Lightning cracks across a vast horizon, reaching out its hands towards an unsuspecting shore.
No light to guide.
No ties, no ties to bind.
Evening Tide what do you hide?
To the years spent waiting on the winds of change, this is penance paid.
This is my penance paid, to the morning Sun, whose warmth never found this young man's face.
Shifting light outlines my battered form.
Stranger to the world.
Alone.
Evening tide, what do you hide? Lightning cracks across a vast horizon, reaching out its hand towards an unsuspecting shore.
With a final effort I strike out across the swells, seeking only the answers, maybe horizons hold.


7. Pressures

Their voices search for me through the darkness, yet I feel desire's cold grip upon my heart no more.
My solitude.
My shield.
My armour.
Tested with full force.
I have seen the face of death and I choose not to accept its form.
I have seen the face of death.
An army of demons summoned forth, upon this endless night they swam.
The fire in their eyes, like new Suns shire through the abyss.
I taste the fear.
I see the weakness in their eyes.
They cannot hide as I devour all.
As the mountains crack and the oceans boil, a fury-tempered heart is forged.
Within the flames, this current of corruption will cease.
I taste the fear.
I see the weakness in their eyes.
They cannot hide as I devour all.
An army of demons summoned forth.
Upon this endless night they swarm.
The fire in their eyes, like new Suns shine trough the abyss.
I have seen the face of death.
I have seen the face of death and I choose not to accept its form.
My solitude.
My shield.
My armour.
Tested with full force.
Their voices search for me through the darkness, yet I feel desire's cold grip upon my heart no more.


8. Deliver Me

Deliver me.
From the darkest abyss, from the depths of eternal rest.
Grasping at the threads of sanity, only to watch them slip through my hands.
I see the light.
I see the end.
I see a frail hope, crushed by the weight of the world.
My will is broken.
Sinking, always sinking.
The sands of time forever slipping.
Clawing at the emptiness, but a ghost I reach towards the end.
Lost in darkness.
Lost in time.
Losing a grip on my fucking mind.
Ignorance is an easy friend but in the end it takes everything.
Fear, it finds me and it binds me.
Illuminate the planes of consciousness.
Fear, it finds me
and it binds me.
But I'm lost.
Guilt draws me down like a stone.
it chokes my throat, and gnaws my bones.
Regret breeds a heavy heart.
Reality, torn in two.
Canonised, a life that fades before my eyes.
Ever faithful friend, sorrow, sets its teeth.
Eaten alive.
But I will survive.
I survive.
Fury, deliver me.
How can you defeat what you can't kill?
Deliver me.
I see the fear that twists inside.
Deliver me.
I watch the shadows fill with doubt.
Deliver me.
Fury deliver me.


9. Karma

Crashing to the surface.
My convictions lay bare before the tempest.
As chaos explodes around me, I find myself in the jaws of destruction.
Tested, by the force of the tempest.
Pushed, to the point of no return.
Losing ground.
Let the steel of my resolve be not bested by the sum of my fears.
Clarity unfolds, a moments calm in the eye of the storm.
Relentless, I surge onward.
Surfacing.
No regrets.
No second chance.
Nothing will hold me back.
Shipwrecked bones carry my seasick heart home.
Carry me home.
Tension clings to me.
Resistance coils inside.
Forcing me down, I fear nothing, into Poseidon's arms.
Forcing me down, I fear nothing, I must hold on.
This is a strength born in misery.
A focus cut of this insanity.
I fight my way from the gates of hell.
I hold on.
A body, locked in the vice grip of conflict.
A mind, sharpened on the shards of disappointment.
And from the depths of Hell I rise.
From gilded cage, my spirit flies.
Memories of another life call me home.
Surfacing.
Shipwrecked bones
carry my seasick heart home.


10. Home Is For The Heartless

[ft. Brett Gurewitz of Bad Religion]

If home is where the heart is, why do I feel so fucking heartless?
The crumbling skyline cuts a vicious horizon, sinking its teeth into the cold September sky.
Decaying towers of steel reach with crooked spires for the heavens, like bones of the hollow chest of this town, torn wide for the scavengers.
Mother mercy, take my hand.
Follow me through this forsaken land.
Father time, return what's mine.
The innocence you stole from these eyes.
Because I feel numb. For the vision burning before me is one of former glory.
An icon cast in the light of freer times, now writhes in a bed of lies.
Hope doesn't live here.
Love doesn't live here anymore.
Mother mercy, take my hand.
Follow me through this forsaken land.
Father time, return what's mine.
The innocence you stole from these eyes.
Because I just feel numb.


11. Hollow

[ft. Marshall Lichtenwaldt of The Warriors]

Lies.
My truth has been revealed, at the cost of everything I knew.
My last safe-haven falls behind me, with the self that once consumed.
Into the void.
I'm pursuing only answers.
I'm shedding skins and faces, past loves and bitter hatreds.
And it has come to pass, a path set in stone now breaks like glass.
The failings of yesterday become the catalyst to seek my change.
And it has come to pass, a path set in stone now breaks like glass.
The failings of yesterday become my catalyst.
So here I stand, a stranger to my newfound freedom.
I am a vessel.
I am a vessel without destination, devoid of direction.
No roles define m, yet conflict embraces me.
At the mercy if lucidity, I am adrift in a world all to real.
A hollow man.
Into the arms of eternal struggle, I must condemn my restless mind.
And it has come to pass, a path set in stone now breaks like glass.
The failings of yesterday become the catalyst to seek my change.
And it has come to pass, a path set in stone now breaks like glass.
The failings of yesterday become my catalyst I seek the guidance gained from silence.
Illumination from within the darkness.
My council kept with the emptiness, in the heart of the unknown.


12. Leviathan I

But there is no silence.
My thoughts drowned out.
Screeching and grinding resonates through a hollow shell.
There is no great wisdom.
There are no answers.

I close my eyes, but all I see is red.
I bite my tongue, but all I taste is blood.
Once again they set their traps, set their hooks, deep in my head.
Too naive to think these forked tongues would themselves devour.

Show me war.
Show me pestilence.
Show me the blood red hands of retribution.

And the abyss stares back.
Leviathan I.

To break their hold, strip the flesh straight from their bones.

Cast their limbs into the gears of the beast.
Bring this monstrosity to its knee's.
Eye for an eye.

I'll send this world blind.
Show me war.
Show me pestilence.
Show me the blood red hands of retribution.

And the abyss stares back.
Leviathan I.

Under a blackened Sun.
Beneath a hunter's moon.
Seething.

Dogs of war, they call for blood but it will not be mine.


13. Set To Destroy

Brothers of abandonment, sisters of despair.
Orphans to the watching ones above.
Too far removed, too far to care.
We are the unwanted.
We are the one true threat.
We raise our hands to this World's throat choke away its dying breath.
This is the end of days, this is the end of days, this is the end of days.
Set to destroy.
Fathers to our faithless days, mothers to our twisted ways.
Bow your heads.
Fold your hands and pray.
Your time has come.
This is the end of days, this is the end of days, this is the end of days.
Set to destroy.
Your flame is faded, so sink below.
Rest now your heavy head upon
your bed of bones.
Too far removed.
Too far to care.
Set to destroy.

2010 Tour Dates
23 Sep 2010 18:00
HIGH SCHOOL, BYRON BAY SOLD OUT, AU, AUSTRALIA
24 Sep 2010 19:00
HORDERN PAVILION, SYDNEY SOLD OUT, AU, AUSTRALIA
25 Sep 2010 19:00
ROYAL THEATRE, CANBERRA THE DEVIL WEARS PRADA, THE GHOST INSIDE, 50 LIONS, AU Find Tickets
27 Sep 2010 18:00
PANTHERS, NEWCASTLE THE DEVIL WEARS PRADA, THE GHOST INSIDE, 50 LIONS, AU Find Tickets
29 Sep 2010 19:00
FESTIVAL HALL, MELBOURNE THE DEVIL WEARS PRADA, THE GHOST INSIDE, 50 LIONS, AU Find Tickets
1 Oct 2010 19:00
HOBART SHOWGROUND, HOBART SOLD OUT, AU, AUSTRALIA
2 Oct 2010 19:00
UNI CLOISTERS, ADELAIDE THE DEVIL WEARS PRADA, THE GHOST INSIDE, 50 LIONS, AU, AUSTRALIA Find Tickets
3 Oct 2010 19:00
CHALLENGE STADIUM, PERTH THE DEVIL WEARS PRADA, THE GHOST INSIDE, 50 LIONS, AU, AUSTRALIA Find Tickets
29 Oct 2010 18:00
Turbinenhalle, Oberhausen NEVER SAY DIE TOUR, GERMANY Find Tickets
30 Oct 2010 16:00
Elysee Montmartre, Paris NEVER SAY DIE TOUR, FRANCE Find Tickets
31 Oct 2010 17:00
O2 Academy 1, Birmingham NEVER SAY DIE TOUR, UNITED KINGDOM Find Tickets
1 Nov 2010 17:00
O2 Academy 1, Newcastle NEVER SAY DIE TOUR, UNITED KINGDOM Find Tickets
2 Nov 2010 17:00
O2 ABC, Glasgow NEVER SAY DIE TOUR, UNITED KINGDOM Find Tickets
3 Nov 2010 17:00
HMV Forum, London NEVER SAY DIE TOUR, UNITED KINGDOM Find Tickets
4 Nov 2010 18:00
Pyramids, Portsmouth NEVER SAY DIE TOUR, UNITED KINGDOM Find Tickets
5 Nov 2010 18:00
Academy 1, Manchester NEVER SAY DIE TOUR, UNITED KINGDOM Find Tickets
6 Nov 2010 17:00
Stadsfeestzaal, Aarschot NEVER SAY DIE TOUR, BELGIUM Find Tickets
7 Nov 2010 15:00
0.13, Tilburg NEVER SAY DIE TOUR, NETHERLANDS Find Tickets
8 Nov 2010 18:00
Grosse Freiheit, Hamburg NEVER SAY DIE TOUR, GERMANY Find Tickets
9 Nov 2010 17:00
Fryshuset/Klubben, Stockholm NEVER SAY DIE TOUR, SWEDEN Find Tickets
11 Nov 2010 18:00
Huxleys, Berlin NEVER SAY DIE TOUR, GERMANY Find Tickets
12 Nov 2010 18:00
Substage, Karlsruhe NEVER SAY DIE TOUR, GERMANY Find Tickets
13 Nov 2010 17:00
Abaton, Prague NEVER SAY DIE TOUR, CZECH REPUBLIC Find Tickets
14 Nov 2010 18:00
Rotunda, Kraków NEVER SAY DIE TOUR, POLAND Find Tickets
15 Nov 2010 18:00
Gasometer, Wien NEVER SAY DIE TOUR, AUSTRIA Find Tickets
16 Nov 2010 18:00
Estragon, Bologna NEVER SAY DIE TOUR, ITALY Find Tickets
17 Nov 2010 18:00
Z7, Pratteln NEVER SAY DIE TOUR, SWITZERLAND Find Tickets
18 Nov 2010 18:00
Backstage Werk, München NEVER SAY DIE TOUR, GERMANY Find Tickets
19 Nov 2010 18:00
Werk 2, Leipzig NEVER SAY DIE TOUR, GERMANY Find Tickets
20 Nov 2010 18:00
Posthalle, Würzburg NEVER SAY DIE TOUR, GERMANY Find Tickets
21 Nov 2010 20:00
KYTTARO LIVE ATHENS, GREECE
23 Nov 2010 20:00
ISTANBUL LIVE ISTANBUL, TURKEY
25 Nov 2010 19:00
BARBI CLUB TEL AVIV, Tel Aviv, ISRAEL
28 Nov 2010 20:00
SANTIAGO ALQUIMIS LISBON, PORTUGAL
10 Dec 2010 13:00
ASB SHOWGROUNDS, AUCKLAND NO SLEEP TIL, Auckland, NEW ZEALAND Find Tickets
12 Dec 2010 13:00
ARENA, JOONDALUP NO SLEEP TIL, PERTH, AUSTRALIA Find Tickets
15 Dec 2010 13:00
ENTERTAINMENT CENTRE, ADELAIDE NO SLEEP TIL, ADELAIDE, AUSTRALIA Find Tickets
17 Dec 2010 13:00
SHOWGROUNDS, MELBOURNE NO SLEEP TIL, MELBOURNE, AUSTRALIA Find Tickets
18 Dec 2010 13:00
ENTERTAINMENT QUARTER, MOORE PARK NO SLEEP TIL, SYDNEY, AUSTRALIA Find Tickets
19 Dec 2010 13:00
RNA SHOWGROUNDS, BRISBANE NO SLEEP TIL, BRISBANE, AUSTRALIA

Read more: http://www.myspace.com/parkwaydrive#ixzz107SChTc9

Members
Winston McCall – Vocals, Luke Kilpatrick – Guitar, Jeff Ling – Guitar, Ben Gordon – Drums, Jia O’Connor – Bass

Blasting out of Byron Bay, almost as an affront to the serenity of their surrounds, PARKWAY DRIVE quickly established themselves as the most formidable force Australian heavy music had ever seen. A five- piece of astonishing power and understated charisma, PARKWAY DRIVE created unseen hysteria with their brutal 2005 full-length debut, “Killing With A Smile”. The album spent time in the ARIA National Top 40, affirming the astounding popularity of a band who had grown their fanbase from genuine hardcore roots.

In 2007, PARKWAY DRIVE unleashed their standout sophomore effort, “Horizons”. Recorded once again by producer and Killswitch Engage guitarist Adam Dutkiewicz at Zing Studios in MA, USA, Horizons debuted at 6 on the ARIA chart, 1 on the Australian Artist chart and 1 on the Independent chart. Horizons takes the PARKWAY DRIVE sound to totally new extremes. A bone-crunching avalanche of classic hardcore, Swedish death and math-metal, it went on to be one of the biggest circle-pit-inducing albums of ’07.

In 2009 the band released PARKWAY DRIVE: “The DVD” a 70 minute documentary looking at the rise and rise of the Byron juggernaut. Featuring archival footage dating right back to their very first shows, the film follows the quintet from humble beginnings on the beaches of the NSW North Coast to storming stages all over the world. Within a week of release, “The DVD” was certified Gold and is predicted to achieve Platinum status in the near future.

Currently writing the follow-up to 2007′s “Horizons”, 2010 is shaping up to be the bands biggest yet. With a new album to surface in mid 2010, the band will be touring through Europe and the UK this April / May and return to the US in June through to August as part of the Vans Warped Tour.

The quiet confidence and lack of arrogance expressed by the band is what lies at the heart of PARKWAY DRIVE’s massive appeal. They have this ability to destroy an audience, to decimate a venue with complete and utter malice, yet at the same time show everyone in the place the time of their lives. This is the kind of relaxed, no- nonsense attitude you get growing up in Byron. PARKWAY are just five ordinary dudes who came together to create one extraordinary band.


Quiksilver, based in Huntington Beach, California, is one of the world's largest manufacturers of surfwear and other boardsport-related equipment. Its logo, designed by the company founder Alan Green in Torquay, Victoria, Australia in the early 1970s, inspired by Hokusai's woodcut The Great Wave off Kanagawa consists of a large wave with a mountain on a red background.

The company also produces a line of apparel for young women, under the brand Roxy. Its logo consists of two copies of the Quiksilver logo, one reflected, forming a heart.

The company's DC and Hawk brands are also synonymous with the heritage and culture of surfing, skateboarding and snowboarding, and its beach- and water-oriented swimwear brands include Raisins, Radio Fiji and Leilani. Quiksilver also carries a line of high-end apparel and accessories under its QuiksilverEdition brand.

In 2005, the company launched The Quiksilver Foundation, a charitable foundation which works to provide environmental, educational, health and youth-related projects to boardriding communities around the world.

The company now offers snow and surf travel packages to exotic locations such as Samoa, El Salvador, Nicaragua, Peru and Costa Rica.




REF
The Great Wave off Kanagawa (神奈川沖浪裏, Kanagawa Oki Nami Ura?, lit. "Under a Wave off Kanagawa"), also known as The Great Wave or simply The Wave, is a woodblock print by the Japanese artist Hokusai. An example of ukiyo-e art, it was published sometime between 1830 and 1833[2] (during the Edo Period) as the first in Hokusai's series Thirty-six Views of Mount Fuji (Fugaku sanjūrokkei (富嶽三十六景?)), and is his most famous work. This particular woodblock is one of the most recognized works of Japanese art in the world. It depicts an enormous wave threatening boats near the Japanese prefecture of Kanagawa. While sometimes assumed to be a tsunami, the wave is, as the picture's title notes, more likely to be a large okinami lit. "wave of the open sea." As in all the prints in the series, it depicts the area around Mount Fuji under particular conditions, and the mountain itself appears in the background.

Copies of the print are in many Western collections, including the Metropolitan Museum of Art in New York City, the British Museum in London, and in Claude Monet's house in Giverny, France.


MISSION STATEMENT
Quiksilver has developed from a 1970s boardshort company into a multinational apparel and accessory company grounded in the philosophy of youth. Our mission is to become the leading global youth apparel company; to maintain our core focus and roots while bringing our lifestyle message of boardriding, independence, creativity and innovation to this global community.

Individual expression, an adventurous spirit, authenticity and a passionate approach are all part of young people’s mindset and are the essence of our brands. Combine this with the aesthetic appeal of beaches and mountains, and a connection is established that transcends borders and continents. Include thirty-plus years of quality, innovation and style, and you have Quiksilver.

Quest
Quiksilver expects its licensees, agents/vendors and suppliers to act reasonably in all respects and to do their best to eliminate and prevent any abusive, exploitative or illegal conditions at their workplaces. As we expand our business activities abroad and work with suppliers globally to meet customers’ needs, it is important to preserve our collective commitment to human rights in the workplace.

Quiksilver has a developed a global program tasked with ensuring that all facilities involved in the production and supply of products for Quiksilver and its licensees adhere to the principles set out within the Quiksilver Ethical Standards of Trade (“QUEST”) program. In this regard, Quiksilver has created a Supplier Workplace Code of Conduct, in line with recognized international standards, conventions and laws. The “Code” requires that all suppliers and their respective factories that are manufacturing product on our behalf comply with these standards and laws.

To maintain the independence and international consistency of the QUEST program, Quiksilver has elected to use a third-party monitoring firm. Under the QUEST program, all factory assessments are conducted on an unannounced basis. Throughout the assessment process, the auditors educate factory management on how to correct any noncompliance or legal violations that are encountered during the applicable audit. Quiksilver requires full cooperation from all suppliers and relevant factories, and in the event that a factory assessment yields results in which the supplier/factory is unable to meet these expectations, Quiksilver reserves the right to terminate the relationship with the supplier and respective factory or require that the supplier / factory complete a Corrective Action Plan.


Burger King

"Have it your way"

The history of Burger King

In 1954, the Burger King Corporation was founded. The Burger King franchise was founded by James McLamore and David Edgerton. A year later the "King" although not as he looks today was introduced. Here is a picture of the "King" on the sign in front of the first store in Miami.

By 1957, The iconic "WHOPPER Sandwich is introduced. In this short time frame, the Burger King brand is established. With a company logo(expand graphic talk tat) and a unique selling point in this hamburger product and how it is prepared - unlike anything else in the fast food market, the BK brand is put in place.

1958 sees the Burger King Corporation air its first television advertising to Miami's local television station; this form of advertising began a fifty year plus partnership in TV marketing. ABOUT TV MARKETING

A year later, the company begins to franchise out. And by 1960, the "King" is animated. The 'Burger King' character was placed in TV spots advertising with the line "where kids are king!"

<1960skidsimage> This target audience of children and fast food - outdated!!! TALKING POINT

The Burger King Corporation continued to grow throughout the 1960's, and even opened a franchise outside the US. In 1974, the Corporation launched the marketing campaign that it still employs today - "HAVE IT YOUR WAY" Chance for customer to decide how they want the product.

The following year (1975), Burger King revolutionised the way we buy fast food, fast!!! without leaving our cars, the Burger King Corporation introduced the drive-through.

With 1978 came BK's chance to seal more of the fast food market by introducing a new lineup of sandwiches. In keeping with the marketing strategy of 'having it your way,' sandwiches containing fish, steak, chicken and ham made it to the menu.

One of the main selling points, USP, that stands BK apart from other leading fast food chains is in the preperation of their burgers, flame grilled as opposed to fried. The ad campaign of 1982 in America was an attack on its nearest rivals - Wendy's and McDonald's.

By 1989, Grand Metropolitan PLC acquires Burger King owners Pillsbury Company, and with it expanded BK's presence globally as Europe's "Wimpy's" burger chains are converted into BK restaurants.

1997 - Another merger!! Grand Metropolitan PLC merges with Guinness and Co. to form Diageo PLC. Becomes a world leader in branded food and drinks.

A year later, BK part of this world leader, updates its graphic logo and redesigns restaurant. Keeps brand fresh

2004 - The KING returns. Cultural icon and purveyor of the BK brand.

2007 - The Whopper sandwich reaches its 50th anniversary.


all info here taken from http://www.bk.com/en/us/company-info/index.html

http://www.youtube.com/watch?v=Ow5mqbEMozA