REGGAE-ROCKERS Rootz Underground, plans to launch their second studio album, Gravity, in North America and Jamaica prior to year-end, but are negotiating access to mainstream CD outlets via a US distributor.

“We are looking to release it in three or four months before the end of the year,” stated singer/songwriter Stephen Newland in an interview with the Observer.

The US distributor will market and promote the physical CD in that market. It is a strategy that the self-managed and labelled band hopes will take them to the next level. It follows a recent distribution deal in France that fostered access to new European markets including Germany and Denmark.

“We are now more popular than ever in Europe. In Europe we are seen as a new band,” reasoned Newland about their new success of the 10-year-old band. Rootz Underground is Jeffery Moss-Solomon, Charles Lazarus, Paul Smith, Leon Campbell, Stephen Newland, and Collin Young.

Gravity, produced by renowned Stone Love selector Rory, was released in France since summer, via the distributor Soulbeats, Newland told the Observer.

Newland, without disclosing unit sales, asserted that the sales were beyond expectation. “Soulbeat is pleased,” he stated.

The band has a loyal following and plays many US and European reggae festivals. Next month the band will tour the US and Canada.

“We want to give Europe little breathing room,” stated Newland, who has toured Europe five times in the last two years but plans to return in February 2011.

The band however, has yet to conquer Japan, the second largest music market, but is confident that the band will do well there.

“Once we get there they will really dig what we are doing,” he noted. “We haven’t got there yet due to the trajectory of our focus.”

The band’s first studio album Movements was released under its label Riverstone Records in 2008. The band has benefited from earning via three revenue streams, including artiste management and record label fees. Newland asserted that the business of the band is “successful”.

“It is difficult work because you have to wear different hats. Some promoters only want to deal with you as an artiste but don’t give you the respect as a record label executive. It requires a level of psychology that allows it to be successful. But we work hard at it,” he said.