Barry Kerch seems to have no problem going with rock’n’roll’s ebb and flow.

“Much like any band we have those that respect and enjoy our music, and those that hate us,” Shinedown’s drummer and co-founder says matter of factly. “Some think we are dumb rednecks from the South. Some think (frontman-lyricist) Brent (Smith) is a preacher man. Some think we are a hard-partying crazy rock’n’roll nightmare. They may be right or wrong on all accounts, but as long as they are talking about us life is good.”

And Kerch, Smith and company hope it gets better for the platinum sellers with a re-tooled line-up, a new album (“The Sound of Madness”) and a new producer in Rob Cavalla, whose Grammy award winning, multi-platinum track record includes work with Green Day, My Chemical Romance, the Goo Goo Dolls and Kid Rock.

“I don’t think we truly know where we are in this career we call Shinedown. When you are inside of the machine it is hard to look at it objectively,” he says. “Truly we are happy with the progression so far but we will never be complacent. There is always a bigger picture to strive towards. We are very surprised that we are still viable after almost 9 years, but that didn't happen without a ton of hard work. We are extremely lucky.”

Kerch sees the band being about more than music.

“Shinedown is about being honest with yourself and overcoming obstacles within your life. We are just straight ahead rock’n’roll from the heart,” he explains. “Our approach to music is writing from our life experiences and being humble and honest with our music. It is raw emotion, the way rock should be.”

They have been through a lot as a band since forming in 2001, which have brought a lot of life lessons, he says.

“Through those lessons we have become the strongest we have ever been. What makes us a strong band and sets us apart from others is our high-energy live show, talented musicianship, and most importantly our connection with our fans. We only have one boss and that is all of our fans.”

The Florida-based band first attracted attention with its 2003 million selling “Leave A Whisper” debut CD, followed with 2005’s “Us and Them,” which went gold. They have had seven consecutive Top Five rock and alternative radio hits, including “Fly From the Inside,” “45,” the chart topping “Save Me” and a cover of Lynyrd Skynyrd’s “Simple Man.”

Kerch believes “The Sound of Madness” is the group’s best record to date.

The goal, he says, was “to make the biggest sounding rock record that we could.” “We wanted to make it a record that others will want theirs to be like. I think we have achieved that goal, and we are very proud of this record.”

Kerch thinks it will surprise some people. “It’s bigger, badder and more intense than we have ever done, some of the heaviest and 'poppiest' songs to date,” he says.

He praises Cavallo and his engineer Doug McKean as “geniuses.” “Rob brought a new sense of musicality and respect for us as a whole. He was a joy to work with,” he says.

Kerch suggests that the creative process may be evolving for the band. “Brent is the main songwriter of the band and always has been. He is always open to new ideas, though,” he says. “I think recently it has been changing very rapidly. More is being written on the road and the next record will be much more of a group effort within the songwriting.”

As for themes and subject matter, he says their music is a reflection “of our lives that we have lived between records.” “What is better to write about than what is closest to your life?” he asks. “Brent writes lyrics straight from the heart about things that everyone feels. That makes our songs highly relatable. People latch on to it because it is the truth and about true stories. I hope they take something from our music. It is up to them. I hope they realize that we love what we do.”

The great thing about music is that it means something different to everyone, Kerch says. “I can listen to a song from my favorite band and it takes me to a certain place and time in my life. That is unique to me and what makes that band unique to my life. I hope people experience Shinedown in the same way.”

Revamping the Shinedown experience is a new line up that includes Eric Bass, appropriately on bass, and former touring guitarist Zach Myers as a permanent member.

“Though you never want to go through the changes like we have, we came out stronger on the other side,” Kerch says. “Eric and Zach are great additions to Shinedown and have brought a whole new life into Brent and myself. Things are happier and healthier now. There are things I miss and will never forget, but I will never look back. This is the now and we are kicking some ass.”

He assures that fans will experience “One hell of a rock show.” “We give 110% on stage every time,” Kerch says. “No matter what, they will leave that concert entertained and empowered: Lights, Sweat, and Rock and Roll!”

The musician enjoys the rush that he gets from a crowd. “It is the best drug in the world. No matter how hard I try to rehearse as hard as I play live, without the crowd I just can't get there,” he explains.

Shinedown’s crowd increasingly is growing internationally.

Kerch believes their music is received differently outside of the USA.

“ ‘The Sound of Madness’ is our first overseas release and the first that most of Europe and beyond has ever heard of Shinedown. This is their first introduction to us, so it is new and fresh to them. We are much more established here,” he says. “What we have noticed with the fans overseas is that they are more open to many styles of music and when they find something they like, they stick with that band for life. U.S. fans tend to be a little more finicky and jump on whatever is cool right now. That isn't always the case, but a massive generalization.”

No generalization, he implies, is how he feels about music. “It is life, plain and simple,” Kerch says. “It runs through me like blood.”

The business side of making music is another story.

“If I had the answer to the current state of the music biz I would be a very rich and powerful person. The business is in a huge state of flux and no one knows where it is heading,” Kerch says. “Labels are losing massive amounts of money. Bands are making it somewhat on their own, but can't get to the next level without the resources that a large label can give them. Magazines are losing money to the Internet. Album sales are in the crapper. Radio is becoming a socialist radio network. Downsizing, economy, joblessness, INTERNET. What can I say? It is a scary time. However, music will survive and always be here. That I do know.”