02 Sep Huntington University Teams with Attaboy

When Attaboy launches its Rock Hop & Roll tour in September, three of the band members will take their alma mater with them. The Huntington-based alternative rock group has partnered with Huntington University.
Attaboy includes (left to right) Micah Beckwith, Amos Caley, Jeff Edgel and Chris Brumbaugh.

• Drummer Micah Beckwith graduated from the university in 2005 with a double major in business management, and economics and finance.
• Amos Caley, also a 2005 alumnus, has a bachelor’s degree in Bible and religion.
• Guitarist Jeff Edgel majored in elementary education and graduated in 2004.
• Though bassist Chris Brumbaugh is not an alumnus, he has lived in Huntington all of his life and is a United Brethren member.

“I’m really impressed because we’re always touring, and we’re always thinking about how we can market ourselves creatively,” said Caley, vocalist and pianist for Attaboy. “We’ve seen many colleges and universities not thinking the same way. They don’t try things out of the box….We’ve never seen a university hitch its wagon to a band. We’re fully anticipating extending the partnership.”

From the university’s standpoint, Attaboy offered access to thousands of teenagers and young adults who otherwise may have never heard of Huntington.

“It’s a catchy way to get students’ attention,” said Nate Perry, the university’s director of undergraduate admissions. “Obviously, music is popular. Young people love music. The other thing is for Attaboy, it’s not just about being in front during a concert. It’s about trying to build relationships with students. Students truly appreciate that. Anyone can get on stage and play, but it takes someone special to develop relationships with an audience.”

The partnership involves co-branding between the band and the university – everything from Web site links to T-shirts to concerts at the university.

Attaboy’s music has appeared on three promotional CDs and one DVD for the university. Acoustic hip-hop artist Heath McNease and indie-rock newcomers The Fabulous also have tracks on the CD and are part of the Rock Hop & Roll tour.

“With this CD, the university has the power to help us get our music out to thousands of people that we wouldn’t have access to otherwise,” Beckwith said. “That’s great for us. It helps us tremendously as a band to have that level of exposure.”

Creatively, the band’s messages resonated with the audience that Huntington targets with its admissions efforts.

“Another pretty natural connection is that the music we write is very focused around junior high, high school and early college students – their struggles for acceptance, maturity, trying to figure out who they are. Those questions lead to much of our songwriting. We try to add a positive spin with hope and encouragement.

“I think the overall message of our concerts blends well with the message Huntington wants to send with its education. It’s a match made in heaven.”

The month-long Rock Hop & Roll tour kicks off at the South Whitley United Methodist Church in South Whitley, Ind., at 7 p.m. on Sept. 6. For more information, log on to www.attaboyonline.com.