Most Precious Blood

Still riding the wave of raves for their recently released album, Merciless (Trustkill Records), Brooklyn-based Most Precious Blood members Justin Brannan, Rachel Rosen, Rob Fusco, Matt Miller, and Colin Kerez are now starring in a pro-vegetarian print public service announcement for their pals at peta2-PETA's youth division. In the ad, the five vegan and vegetarian musicians stand beside the East River under the Brooklyn Bridge next to the tagline "The Meat Industry Is Merciless to Animals." The ad goes on to read: "It's a fact. Every year, billions of animals are tortured, mutilated, and killed so that you can eat that burger or chicken nugget."

Not content with just posing for the ad, the band also offered to team up with peta2 for a giveaway at http://www.peta2.com/OUTTHERE/o-mostpreciousblood.asp?c=1256, where visitors can win a chance to have a vegetarian dinner with the band, a personalized voice-mail greeting, a Merciless CD, and other great merchandise. And there's more-the first 25,000 copies of Merciless sold will contain free inserts of "High Fives and Stage Dives," a DVD full of interviews, music videos, and b-roll of other peta2 bands-including Terror, Shadows Fall, and Dillinger Escape Plan.

"Think about how we cherish our domesticated animals, our family dogs and cats, but we would never imagine eating them," says guitarist Justin, who joined with his bandmates to headline peta2's "Compassion Over Fashion" tour in 2004. One of the songs on the new album, "Diet for a New America," promotes a meat-free lifestyle. "[W]e were all introduced to animal rights via hardcore and punk rock. So to us, it is very important to pass on this infinite wisdom to all the new blood at the shows these days."

Most Precious Blood joins an ever-growing list of musicians-including members of Stretch Arm Strong, As I Lay Dying, Converge, and Remembering Never-who have teamed up with peta2 to inspire kids to challenge outdated, cruel attitudes about animals. Also featured on peta2.com are celebrity interviews, message boards, merchandise, downloadable voice-mail recordings, and chances to win great prizes like free concert tickets, iPods, and more.

For more information, please visit peta2.com. To learn more about Most Precious Blood, please visit MostPreciousBlood.com.