"While other bands have successfully released records through platforms such as Kickstarter or through distribution deals with ADA/RED/The Orchard, [and others]," said the band's manager Nick Stern in an interview with Billboard.biz, "Circa really wanted to be in complete control of every aspect of the release and build their own platform for distribution."
"We're not aiming to be cheap, we're just aiming to be smart," Stern says about the band's fourth album. "You don't need a label to get a record exposed any more, you just need a good record and a team that knows how to get it to the right people in the right way."
Stern himself is no stranger to the self-release model, having worked with Clap Your Hands Say Yeah, one of the pioneers of the model nearly a decade ago. That group decided to forego the help of a label on its debut album and pushed over 122,000 copies of the disc. "What I learned [from them] is that at the end of the day nothing is more important than the music." He promises fans and naysayers alike that Violent Waves is a strong album worth the low price point, and points to as yet unconfirmed fall TV appearances as a sign of the record's reach.