EVERYONE knows the saying, never judge a book by its cover, but that's exactly what critics did when it came to the Alarm's new record.

After 21 years in the rock and roll business, the band knew the possibility of being snapped up on the critics hit list, alongside the likes of Busted and McFly were fairly slim, so they played the music industry back at their own game.

Calling themselves The Poppy Fields, they used four 18-year-old lads from another band on photo sessions and videos for the single 45RPM.

The result was astonishing.

"A lot of people thought it was a brand new band," says Mike Peters, lead singer and guitarist of the band.

"The record charted at number 28!

"We ended up on breakfast news and American news.

"It was one of those collective ideas that came about in a pub.

"We thought 'What if we did this or that?' and the next minute we felt we had nothing to lose.

"There are a lot of people out there who wouldn't have listened to an Alarm record in this day and age.

"So you play people at their own game, and play out their own obsession.

Mike is rightly proud at showing up today's rampant consumerism in such a cunning way.

"There's an obsession with having new things now - you buy a new car and a year later it's out of date, you're told listen to this new band, buy this new computer - nobody can keep up with it all."

Mike says that when he was on a flight to America the other week, he was interested to read a news article about commuters on the metro who started defacing advertisements.

"They were saying 'We want to read poetry and works of art'."

"'We want things to make us feel good about ourselves."

Now, having made their point that The Alarm still have what it takes to make the charts some 20 years later, the band who were formed in Rhyl, North Wales, by Mike, are on the road again.

Although never signed directly to a major label, they can lay claim to a series of 14 Top 50 singles, seven successful albums, and more than five million sales world-wide.

The band had its first chart success in the USA with The Stand, flying back to America to appear on their very first Top of The Pops, where they scored their first British chart hit with 68 Guns, which made the top 20 in December 1983.

Where Were You Hiding When The Storm Broke? was a further chart success before they released their debut album Declaration, which went top five in its first week of release.

The Alarm's second album Strength was released in 1985, and at this time, they made history by playing the very first global satellite concert, their Spirit of 86 Concert which was performed to an audience of 26,000 fans, and screened around the world by MTV.

Since a number of other releases, including an Alarm 2000 Collection Box Set which was released to critical acclaim, they released their album In The Poppy Fields, in April this year, which took around a year in the making.

They showed the importance of their fans over the years by letting them decide the tracks, by releasing 54 songs on the internet and asking their loyal following which should go on the album.

Mike, says the band's relationship is so good with fans, that one has even requested The Alarm's Blaze of Glory to be played at his funeral one day.

"It's very humbling," says Mike.

"Some people have our songs played at weddings, or when there's a birth of a child."

Catch The Alarm when they play Carling Academy 2, Birmingham, on Wednesday, July 21.

Festival line-up is selling tickets fast

THE V festival for Chelmsford is all sold out, but tickets are still available for Weston Park, Staffordshire, on Sunday, August 22.

This year's V Festival is to be headlined by The Strokes, Dido, Muse and Pixies.

There are still a few remaining day tickets available for Weston Park, Staffordshire - so those keen not to miss out are advised to get in on the action.

For Weston Park day tickets call the box office on 0870 405 0447 for current availability or visit www.vfestival.com

One-day passes are priced at £46.50.

"The speed at which tickets have been selling this year is amazing," said Bob Angus, festival director.

"It really is testament to the fantastic line-up and our growing reputation as a festival with something for all music lovers, unrivalled facilities and a great atmosphere."

Some of the other big bands playing at the weekend event are Primal Scream, Pink, Massive Attack and Scissor Sisters, Jamie Cullum, The Charlatans and Basement Jaxx.