By Larry Flick

NEW YORK-It's not always easy to be a band unwilling to chase trends-as Venice's Kipp Lennon is continually reminded.  Still, he and his siblings/bandmates are stoked and ready to do battle on behalf of their second Vanguard set, "Spin Art," due August 24 worldwide.

"It can get tricky, but it's well worth the effort to remain true to ourselves," he says.

And it's not like Venice's harmonious blend of acoustic rock has gone unnoticed.  Its 1997 set, "Born and Raised," earned respectable airplay at triple-A radio formats.

"A long-term foundation for this band is being built," says Dan Sell, VP of sales and marketing at the label.  "This is how long and rich careers are built.  We're not looking for a fast burn.  Venice will still be making great records and playing to larger crowds long after the flavor of the moment has faded."

The project began to unfold on July 20, when the uptempo, rock-driven "The Man You Think I Am" went to triple-A radio.  While the cut will not be commercially available, the label is making it available via the Internet as a free MP3 download.

Venice will support the label's efforts by doing a string of personal appearances and performances in early August.

In marketing "Spin Art," the label will explore several nontraditional avenues, Sell says.  Most prominent will be getting material played in 2,000 United Artist movie theaters around the U.S., tentatively starting in the late fall.  A retailer, still to be confirmed, will be tied to the promotion.  Also, United Airlines will feature the album on its in-flight audio program in November and December.

Finally, the label has linked with the Café Music Network to feature Venice's music in 350 coffeehouses nationwide.  "In short, we're leaving no stone unturned," says Sell.

Given its fleshy, often electric arrangements, "Spin Art" is a minor departure from "Born and Raised," on which the band mined a spare folk-rock sound.

"Spin Art" is more like out live shows," says Lennon of the set, which was produced by cousin Michael and mixed by Thom Panunzio.  "There's more electricity and live drums sounds on this record, without sacrificing the acoustic textures.  It's a nice marriage of the two musical sides of the group."

Venice is managed by Cliff O'Sullivan and booked by Casey Verbeck at Partners In Music.