By LISA WILTON -- Calgary Sun

Greig Nori isn't a fool when it comes to the business of rock 'n' roll.

The singer and guitarist of Toronto-based Treble Charger is painfully aware of mistakes the band made while promoting its latest CD, Maybe It's Me.

"I wish it was doing better," admits Nori.

"Without getting into too much detail, we probably spent too long in the States and we were sort of ignoring Canada. That was a mistake; it was a lesson learned.

"We only toured the country once with this album and at the time, we were probably with the wrong agent. We should have sold at least 20,000 more albums by this point."

Making matters worse, they had banked on the single, Red -- a song that did well in Canada -- to be its breakthrough hit in the U.S.

But even after loads of publicity, pushing and label backing, Red failed to make the American Top 40, though it came close.

"It did get pretty high," he says.

"No. 46. But it didn't break the Top 40 and in the States, there's a big difference ... No. 46 just doesn't cut it."

But it's not all doom and gloom for the band, which plays the Coca-Cola Stage today.

Treble Charger is still one of the more popular bands in Canada and recently enjoyed a successful five-week American tour with the Foo Fighters as well as a shorter tour with the so-hip-it-hurts Dandy Warhols.

"We made some really great inroads touring with those two bands," explains Nori.

Although disappointed with album sales, Nori is not one to wallow and is already looking forward to the band's new album, which "will definitely go in a different direction.

"I don't know how it's going to end up being, but I know we don't want to end up doing the album we just did, a highly produced, slick, radio album ... We really want to get away from that."