Rubbing their hands eagerly, Warner Records was brimming with excitement. "Roar Hey" and "Long Live Life" were just the beginning—they hadn't forgotten the true highlight of the "Midnight in Summer" album.
That song was "Wake Me Up."
It was the song that shot the August 31st Band to fame on the streets of New York, and it was the same song that sparked a wave of heated discussions after their performance on "The Tonight Show," eventually opening the door for the band's album release.
Without a doubt, people were eagerly awaiting this single and the wave of excitement it would bring.
Warner Records was well aware of this, but they were biding their time.
A song like "Wake Me Up" had to be released at just the right moment to maximize its impact. Warner wasn't rushing.
The reason was simple: whether it was on the streets of New York or on "The Tonight Show" stage, the band had appeared as an unknown entity. The song itself didn't even have a title back then, so careful planning was crucial for promotion and distribution.
If they released it haphazardly, how would they create buzz?
"That performance that went viral two years ago on the streets of New York," or "That band that was on 'The Tonight Show' last year," or "The song that Anson surprised everyone with"—none of these vague phrases had any real power. First, too much time had passed, and those memories had been buried under countless new events. Second, the keywords were too unclear, lacking impact and memorability.
If they released the song carelessly, they'd be relying entirely on word of mouth.
The reputation and anticipation that "Wake Me Up" had built could easily fade with time, leading to a disappointing result. In that case, it would've been better to start fresh with "Roar Hey."
Warner was patient, thinking long-term and waiting for the August 31st Band to become more widely recognized, for people to naturally connect the band with "Wake Me Up," and for the right moment to emerge.
Even if people didn't make that connection, it wouldn't matter because Warner could stir up buzz themselves through online forums while "Midnight in Summer's" first and second singles climbed the charts.
In simple terms, they were creating momentum.
Warner believed that, with the album's growing success, listeners were likely already discovering "Wake Me Up" and spreading it online.
Soon, the single would be reawakened.
The timing was ripening.
Once the buzz built up, Warner could smoothly release "Wake Me Up," creating a new wave of excitement that would elevate the band to an even higher level of popularity.
Just imagining it made them rub their hands in anticipation.
But the more they looked forward to it, the more they needed to stay calm and patient.
Warner had grand ambitions for the August 31st Band and "Midnight in Summer," so they needed to carefully execute their plan.
Rushing it might destroy their chance at success, and that's something Warner didn't want.
So, when should "Wake Me Up" be officially released?
Wait. Just wait a little longer. It wouldn't be too long now.
...
Meanwhile, the North American market was buzzing with activity.
On the other side, the European music market was also heating up.
Let's not forget—the August 31st Band had been touring city by city across Europe, forming a connection with audiences through live performances, allowing their music to resonate deeply.
"Midnight in Summer" was selling just as well in Europe as it was in North America. Even more impressively, the singles "Roar Hey" and "Long Live Life" were performing equally strong, securing top spots on various European charts.
Especially in the UK.
Although rock music had been on the decline in North America, with only a few bands like Linkin Park breaking through—and that with some luck—rock in the UK had seen a resurgence in the 1990s with the rise of Britpop bands like Oasis, Pulp, and Radiohead, keeping the rock wave alive.
And it was still evolving.
So, while it took some time for the August 31st Band to gain traction in North America, they ignited a frenzy in the UK in half the time.
Unlike the dominance of hip-hop and rap on the Billboard charts, European music charts are more diverse and eclectic.
"Roar Hey" had claimed the number one spot on the UK pop charts, and it impressively held the top position for three weeks in a row.
"Long Live Life" debuted at number two on the charts during its first week and was met with widespread acclaim. In its final week, it surged to number one, holding that position for seven consecutive weeks and earning endless praise.
While Europe's market may not be as commercialized as North America's, with fewer sales and lower box office numbers, no one can deny that the continent holds its unique influence.
The August 31st Band quickly found their place here.
Warner didn't have to do much—word of mouth and glowing reviews were enough to establish the band's name. Touring the streets of Europe was a perfect fit for the young audience's preferred style of promotion, much like countless rock bands before them who had risen to fame through underground performances. Now, the August 31st Band was following in those same footsteps.
The wave of excitement was still building.
In Europe, people soon started spotting the band members—Lily, Connor, and Miles—without Anson.
But no one was surprised. After all, news of "Spider-Man 2" starting production was everywhere, and Peter Parker couldn't be seen roaming around Europe. There was no need to ask—the answer was obvious.
Without Anson, Miles and the others continued their journey like thousands of other independent bands, sparking some discussions and speculations, but Europe's tolerance for indie bands allowed them to carry on without constantly being hounded for answers about Anson. For Miles and the crew, this was a precious opportunity to breathe.
It allowed them to explore their musical dreams. Life was slowly returning to normal, just like it had been when they first performed on the streets of New York.
The difference now was that they had rediscovered their passion, reigniting their drive.
Meanwhile, Anson quietly embarked on a new journey.
Everyone knew Anson was returning to the "Spider-Man 2" set to resume his acting career, but strangely, no one seemed to notice his whereabouts.
Once again, Anson vanished into the crowd without a trace. Compared to the heavily scrutinized Hollywood scene, Anson's "disappearance" in Europe was much more seamless and effortless.
No attention was drawn.
Someone really ought to study how he manages to do that!