I love the changing face of the music industry marketing machine.

Today I received a review copy of That Handsome Devil’s debut full length, A City Dressed in Dynamite. The envelope was sealed with a colorful band sticker and alongside the disc and one sheet was a THD-branded shot glass. A sticker on the album boasts, “As Featured on Guitar Hero 2.”

Earlier today I got an e-mail announcing the single “Rob the Prez-o-dent” is included in the tracklisting for the upcoming Rock Band II release alongside Bob Dylan, AC/DC, Cheap Trick and Billy Idol. It got me thinking about the extended marketing potential of Guitar Hero games.

From Ars Technica:

Rock Band’s music store is a golden opportunity for music labels, one that has many advantages over other forms of distribution. The songs are nearly impossible to copy, due to the files being used exclusively in the game they were coded for. People are willing to pay for songs they already own, since playing the songs in the game counts as added value for consumers with existing music libraries. Further licensing deals may also be a possibility, with a more expensive download allowing you to export the song onto your MP3 player.

This is a new way to get at a demographic that doesn’t seem to see the worth of paying for music: add the same song they’re willing to download for free into Rock Band or Guitar Hero, and see people pay $2 and up for the track. Put a set of three songs by new bands together one week for a lower price, and gamers looking for new content will try them out, allowing you to spread the word about new artists. Gamers are a prime market for music, and this is a way to get them more involved in new bands.

Regardless that the Guitar Hero album sticker referring to the track “Elephant Bones” from the band’s self-titled EP (fan video above) — a track NOT INCLUDED on this new LP — and the undisclosed amount the label paid to have THD on Rock Band II, I’m still impressed.

And I hadn’t even listened to the disc yet.

But once I did, I instantly fell in love with That Handsome Devil — and it wasn’t just looks. With an obvious love for N. California experimental rock/avant-garde metal group Mr. Bungle, this band’s songwriting is as progressive as it is intimidating.

Yet, while the single “Rob the Prez-O-Dent” is an absolute lovechild of Mike Patton and four tabs of acid, tracks like “Pills for Everything” showcase another side of front man Godforbid (yes, that’s his name) — with a “chill” tempo, horns and smooth, syncopated lyrics perfectly balance the trip.

I’m loving this album. Loving the marketing effort. Loving That Handsome Devil and his wry grin.

That Handsome Devil : “Squares” (mp3)