Franchise's live show reached 32 U.S. cities, from Providence to Austin, but the Bloomfield post-hardcore band never left the state. How?
BLOOMFIELD -- In summer 2014, Franchise's live show reached 32 U.S. cities, from Providence to Austin.
But the Bloomfield post-hardcore band never left New Jersey. They didn't tour -- at least not in the traditional sense.
Instead, the tenacious four-piece tapped some of its members' day jobs -- bassist Mark Costa and drummer Corrado Rizzi work in digital advertising -- to organize what they called a "Mobile Tour."
The band first filmed a live session -- to mimic a show performance -- and on nearly three-dozen nights, they purchased Facebook ads and blitzed different markets around the country, spurring newfound fans to watch their video.
"We were mirroring the same effect of packing a van and traveling around the country," Costa says in a recent interview.
Only without the cost of gas, food and lodging.
MORE: A detailed history of New Jersey hardcore
The raging band has played dozens of regional shows since their 2013 formation, but after years spent in other local bands around Essex County, they know a full U.S. tour as relative unknowns would only impact their wallets.
Franchise instead works to cultivate its local audience, with a sharp, new EP "Santa Muerte" released in June. With enough buzz generated, then the guys would consider hitting the road.
"We like doing it ourselves," Rizzi says of managing the band. "It's part of the experience for us, playing where we want, when we want."
The group's new album, shaped by members' love for New Jersey's early '00s post-hardcore scene -- most notably New Brunswick's Thursday -- tackles mental illness and the push for perseverance.
"We all can't be saved sometimes and that's a tough pill to swallow and accept, but if I can write a record that helps open eyes and brings awareness, then that's half the battle," says singer/screamer Kenny Collette.
THE LINEUP
Vocals -- Kenny Collette, 29, of Jersey City
Guitar -- Edgar "Mush" Martinez, 28, of Clifton
Bass guitar -- Mark Costa, 27, of Nutley
Drums -- Corrado Rizzi, 27, of Nutley
WHAT THEY SOUND LIKE
Sonically, Franchise is not especially innovative, but the band's ferocious approach to post-hardcore is executed with guile. "Santa Muerte" is anchored by the darkness of Collette's words, and backed beautifully by brooding guitar and crashing drums.
Collette's tenacious screams are, in tone, very similar to Alexisonfire frontman George Pettit. But Collette's phrasing is superior to many screamers, in that listeners catch his lyrics the first time through. And with solemn messages surrounding depression and suicide, it's important to hear him loud and clear.
Perhaps most impressive is his range -- Collette also does the clean singing, and delivers with so much polish its difficult to believe he's also the guy ripping the verses with such serration.
Bloomfield post-hardcore band Franchise opens for Hawthorne Heights at Webster Hall in New York March 6, 2015. (Keeyahtay Lewis of Deadbolt Photos) WHO THEY SOUND LIKE
Alexisonfire, letlive., Underoath
WHY THEY MATTER
The process of maintaining a DIY local band can quickly become uncharitable. Between the practices, the bookings, the gigs, the travel, the load-ins and trying to grow a group into a profitable entity, there's not always time or energy to share any small triumphs with other bands.
But Franchise appears to be a band of the people.
"Whatever momentum we gain, we hope to share with the other bands," says Rizzi. "They work too hard to not be heard."
These guys function with a sense of awareness, not only for their business model (see the Mobile Tour), but of their place within an Essex County scene that receives little merit.
They understand that if they win, everyone around them wins. That's almost as admirable as Collette's vocal range or guitarist Edgar Martinez's leading shreds.
WHERE YOU CAN SEE THEM
Oct. 22: The Court Tavern, New Brunswick
Oct. 30: Maxwell's Tavern, Hoboken
Bobby Olivier may be reached at bolivier@njadvancemedia.com. Follow him on Twitter @BobbyOlivier. Find NJ.com on Facebook.