How far can you take a band? I don't mean in terms of success, the number of fans, how influential it might become etc etc. I'm talking about how far you can take the band concept. When does it become unhealthy? And how far can you take it after that? Industri Royal have been exploring these questions with equal amounts of delight as well as horror since the start in the beginning of 2004. That was when Joel Dunkels, ever since early childhood with a head full of both new wave music and Napoleon complex, realized that the next best thing after invading a country is to form a band. He found Jens Andersson, a person he hardly knew and who originally played bass with another band, to play the drums. Almost a year later, enter and exit a few members, Patrik Ågren joined on bass after having answered an ad and met the band's strange demands. A couple of years and a few drop-outs later the band has been completed with Erik Dunkels on guitar. People in a relatively small town as Umeå, completely unknown to each other before the existence of Industri Royal. If there is one word that sums up Industri Royal it's commitment. That's why the majority of the band live together, run their own record label, put up with broken relationships and getting fired from jobs. Just to play simple three chord rock music.