First significant attention

The record was almost not released and was originally intended as a group of demos to be sent out to labels and potentially rerecorded. But after getting very encouraging reactions from a number of his friends, Vernon decided to release the songs himself in their present state. According to his manager Kyle Frenette, an initial run of 500 CDs were pressed. The original CD release show took place at the House of Rock in Eau Claire, Wisconsin . Justin played an earlier “all-ages” show and an evening 21+ show to release the original pressing of the album in its card stock CD case. Of the 500 copies issued, 17 were sent to press, mainly blogs. The first significant attention the album received was from My Old Kentucky Blog in June 2007, after which point “it snowballed,” according to manager Frenette. Another further breakthrough came when, in October 2007, the album received a very positive review from influential indie internet publication Pitchfork . That exposure in turn led to a performance the same month at the industry showcase festival CMJ Music Marathon . The appearance attracted much label interest and Frenette later told HitQuarters that they subsequently spoke to various record companies, both independent and major. Out of all of them they decided to sign with the indie Jagjaguwar because their ideals most resembled their own. The signing was confirmed on October 29, 2007.