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Four Thirty Four: A New Force in Rock Music Soars with ‘High Roller’

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Exuding raw talent and an unwavering dedication to their craft, Four Thirty Four, a hard rock band originating from Central Virginia, is steadily carving out their name in the music industry. On May 30th, their single ‘High Roller’ was released to radio, making waves nationwide and stirring excitement among fans and critics alike.

As the end of the week of July 11th, 2023 approached, ‘High Roller’ catapulted to the number 37 spot on the SMR Top 50 Mainstream/Active Rock chart. The single’s achievement is an attestation of the band’s tremendous growth and potent sound that resonates with the contemporary rock scene.

Adding to their success, ‘High Roller’ was the most-added single to radio stations in secondary markets on its release day. It outpaced notable new releases by artists such as Corey Taylor, Black Stone Cherry, Halestorm, Pop Evil, Seven Dust, and more. This achievement was not confined to secondary markets; the single was also the top added to Mediabase, a music industry service that monitors radio station airplay in 180 US and Canadian markets. Mediabase is a division of iHeartMedia and has a significant influence in the music industry, providing analytical tools and music data for professionals.

Stryker Records released ‘High Roller,’ which was then distributed worldwide by Ingrooves, a Universal Music Group company, to all major music platforms on June 9, 2023. The band’s management is handled by Jason Schrick of Extreme Management Group (EMG).

Four Thirty Four has evolved into a powerful quartet since its inception in late 2019 when Mike Vernon, Craig Coyner, and Scott Jordan welcomed drummer Greg Baker. Their moniker represents their home in the Central Virginia area, where all members reside. The band resists fads and gimmicks, preferring to let their music speak for itself.

With their distinctive spin on sound and songwriting, Four Thirty Four entered the studio in 2021 to record their EP, ‘The Gold EP.’ Their successful year was highlighted by their closing stage performance at the Blue Ridge Rock Festival, Shred Fest in Fredericksburg, VA, and Trash and Splash in Bumpass, VA. The following year, they signed a management deal with EMG and have been on an upward trajectory ever since.

Among the band’s key members is frontman Michael Lee Vernon, or Mikey V. Vernon’s diverse upbringing, which saw him living in multiple states and attending several schools before enlisting in the United States Marine Corps, undoubtedly shaped his unique musical style. He pulls inspiration from all decades and genres of music, channeling this creativity into his performances with Four Thirty Four.

Guitarist Scott Jordan brings a broad range of influences to the band’s sound. Having started his music career in the Virginia-based band Sedamentreous, he’s now one of the key forces behind Four Thirty Four’s unique sound. His experience as a show booker and tour manager, along with his relationship with Jason Schrick from EMG, continues to contribute significantly to the band’s success.

The release of ‘High Roller’ was an experience that the band will remember for a long time, especially given the opportunity to work with multi-platinum record producer Malcolm Springer at East Iris Studios. This step signaled a shift from their DIY operation into a realm where they worked with industry professionals, bringing a unique dimension to their music.

In the world of rock, Four Thirty Four has positioned itself as a force to reckon with. Their recent accomplishments signify their arrival in the mainstream, proving that they are more than capable of holding their own against well-established acts. With their unique sound, dedication to their craft, and the backing of a powerful team, the journey of Four Thirty Four is one to watch closely. This is just the beginning for the quartet, who are gearing up for what promises to be a remarkable journey in the music industry.

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