On September 14, 2010, the Birthday Massacre released the album, "Pins and Needles" which was recorded in Toronto and in a basement studio in Dundas, Ontario, hometown of Rainbow and Michael Falcore. The album marked the first time the band released all new material on an album and was produced differently from previous albums by using the same guitar and drums tones on each track. Album artwork was created by Vincent Marcone, as well as artwork contributions from Natalie Shau, and Aslan. The album artwork also differed in that it broke from the traditional silhouette art found on other releases.