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THE INDIES: THE LONG HAUL
02/16/2008
When Matt Berninger, frontman for the National, announced that his band would be opening for Modest Mouse and R.E.M. on an upcoming tour, it seemed like the perfect end to a great year.
Since its second record, "Boxer," was released on Beggars Banquet in May, the band had sold out five nights at New York's Bowery Ballroom, played "Late Show With David Letterman" and finished in the top 10 in a number of prominent critics polls.
While the album's quality and the band's explosive live presence play a major role in its success, a carefully orchestrated, extended marketing campaign by its label also powered its rise.
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