Formed in 1998 by frontman Jared Leto and his older brother, 30 Seconds to Mars found success in the 2000s with a mix of post-grunge, screamo, and hard rock. The band gained a modest audience with its debut album, but it was the platinum-selling sophomore effort A Beautiful Lie that officially opened the flood gates in 2005, securing the band a frequent presence on MTV while paving the way for a number of successful tours. By placing all-access passes into 12 copies of the album, the bandmates also showed a savvy appreciation for marketing, which they revisited several years later by putting fans' photographs on the cover of their third album, This Is War.