With online social networks and the Internet in general thriving over the past several years, the rules of the music business have significantly changed, which is something In Flames singer Anders Friden is well aware of.
During a recent chat on Full Metal Jackie radio show, the vocalist pointed out that although he's not too much into online promotion, it's crucial to maintain a solid online presence to reach the audience these days.
"It's all about the actual song and the whole industry is so different today with downloading and you have to be present online all the time, the Instagrams, the Facebooks, the Twitters I think younger bands are way better than us with that," Friden said (via Loudwire). "It's hard to do all these things."
The vocalist continued, saying, "I guess we learn from them to be present online, for me it's more about the music and that other stuff it's like, 'Do I have to do that?' It is important and it is a cool thing with this new media that you can reach out to so many people.
Friden also discussed the changes he went through during the group's 23-year career, confessing that although not much had changed, he isn't captivated by the music as he used to be.
"I think I listen in the same way, maybe not I'm not as obsessed with bands anymore as I was," he said. "I can relate to the fans today who are so into everything that you do, if you change your hair, you change this or that it affects them in a big way that's something today that I don't care about as much but I can relate to that because that's how I was when I was younger as well."
The latest reports indicate that the group is looking to take a year off in order to focus on their new record. The current In Flames release, "Sounds of a Playground Fading," dropped back in June 2011 via Century Media Records, debuting at No. 27 on the Billboard 200 chart.