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Attention Attention is the sixth studio album by American rock band Shinedown. It is a concept album, depicting an individual overcoming negativity and related problems to be reborn as a new person. That story is the concept behind Attention Attention, which begins with the album's narrator -- or, if one desires, the listener, which was the band's intent -- starting in a dark, negative place, slowly going through a change within the confines of one's mind before emerging on the other side (album closer "Brilliant") a changed individual. "At the beginning of the record, you can feel this intensity and these bold statements that are being made, but as the record progresses, you hear the individual and the record start to shift, and they start to get their confidence back, and they start to understand what's going on, because they're having to face emotions that they've never really faced before. We call it digging in the dirt mentally. This person has to flush it out. In order to be able to get out of this room and out of this chair and go back into the world, they have to train themselves mentally. They have to accept the fact that it's not always going to be great. It's not always going to be exactly the way you want it." - Brent Smith (Singer)