Ground Zero Promotions Boost Colorado Metal Scene
Last year Shawn Lyons started helping Denver metal bands Sin on Six and Bound by Years by posting their content on their social media platforms. Other bands in the city got wind of Lyon’s work, and by January 2021 it had enough followers to launch Ground Zero Promotions, which provides social media and reservations for local metal and rock bands.
Ground Zero’s list now includes nearly forty acts from across the state, as well as a few groups from Wisconsin and Chicago. In addition to promotion, services include merchandising, advertising, photography, videography, audio engineering and modeling; the company is also preparing for the management of the group.
While Lyons puts on concerts at venues around Denver such as the Oriental Theater, Herman’s Hideaway, the Venue, and the Roxy Theater, he also puts on shows at venues in Colorado Springs and even a few in Arizona and Wyoming. .
Lyons, who is a metal singer and drummer, says he sees bands on the Ground Zero roster as family and has helped create an environment in which the bands support each other.
“We have created a platform for all the groups that are in the family to promote each other, to help each other,” he says. “Basically everyone is growing up together.
Lyons says that while Denver’s metal scene is amazing, he has long felt he was missing something.
“I think when metal started to have a lot of subgenres, that’s when the disconnect started to show up,” Lyons says. “So instead of Ground Zero taking these subgenres piece by piece, we just said it’s all rock / metal. I don’t care if it’s classic rock. I don’t care if it’s hard. rock. I don’t care if it’s death metal, black metal, metalcore or hardcore, whatever. If it falls into those two categories – rock and metal – we promote it.
Lyons also gets creative with billing and scheduling, sometimes pairing a rock band with a really heavy band.
“It forces everyone to get more involved in different styles,” Lyons explains. “Obviously, with the locals, few people don’t know about bands as they are. Bands that have an audience, and a significant number of fans, help those who don’t know them, and put their ears there. down and put the buttocks in seats, so to speak, to make them come and watch.
Lyons considers Colorado’s metal scene to be one of the most underrated in the country. He believes there is some incredible talent statewide, including groups on the Ground Zero roster such as Colorado Springs ‘Deathride and Glass Helix, Greeley’s Infinite Conscious, and Fort Collins’ A Vintage Future. The Ground Zero family also consists of the girl groups Blood of Lilith, Purge the Heretics and Sharone.
It does not view Ground Zero as competition with other local promotion and booking companies that deal with rock and metal bands, such as Bands 4 Bands Entertainment, Wolfpack Productions, and Swinging Noose Productions. In fact, Lyons considers Elan Schwartz, leader of Bands 4 Bands, to be a mentor.
“I’m very serious,” Lyons says. “This is not a competition in any way. We say directly to our groups when they join the family, ‘Yes, you are joining our family. Yes, you are going to be a group promoted by Ground Zero, but this doesn’t mean you’re only promoted by us. ‘ ”
The Ground Zero logo features a compass rose, which Lyons says symbolizes that the company is going in all directions.
“We go everywhere,” he explains. “It all starts from scratch, and we build it from scratch, don’t we? That’s the whole idea.
For more information, visit groundzeropromotions.com.