Photos: Jay Matsueda

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Ensuring a young band's first release gets noticed isn't an easy task for any publicist. But when you're at an independent record company with limited funds it can be even harder. So how does Nuclear Blast's Rhodes Mason call attention to his band, Pyrogenesis? He sends out Pyrogenesis shampoo in honor of their new release, Unpop.

"You've got to try to do something a little different, 'cause these DJs and rock critics have drawers full of free keychains," says Mason. Pyrogenesis' new CD features a picture of the lead singer, Flo, in the shower, hence the shampoo tie-in. It's only one of many funky freebies record labels give out.

"We've got CDs shaped like dead chickens," claims Mason, "and they actually play, too."

- Corina Zappia