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.