In 1990 Epic Records released nine rock albums on the same day: The stunt was doomed, but a lost classic was born
Burning Tree’s 1990 debut was overshadowed by Epic Records’ attempt to launch nine rock albums simultaneously, a strategy that diluted promotion and failed commercially. The article argues that, although the release was initially lost amid a crowded rock market, it remains a distinctive, overlooked record and helped introduce guitarist and singer Marc Ford before his later work with the Black Crowes.
Epic’s “Epic Rock” series produced no videos for its bands and only Suicidal Tendencies’ *Lights… Camera… Revolution!* became a commercial success. Burning Tree’s early tracks are described as uneven, but later songs including “Mistreated Lover”, “Playing In The Wind” and “Turtle” are presented as highlights, combining retro rock, psychedelic influences and a hazy desert atmosphere.
- Epic’s nine-album launch undermined Burning Tree’s promotion.
- The debut became an overlooked 1990 rock record.
- Marc Ford later joined the Black Crowes.