TORONTO — If we're to believe the latest music press hype, Coldplay's tender rock is poised to rule the world.

This month, rock manifesto Q magazine called Coldplay "Super Men," while NME cheered "the return of the kings." Countless critics are hailing frontman Chris Martin as the industry's next Bono.

While it's far too soon to tell what kind of legacy Coldplay will leave, the band is certainly happy to accept the compliments.

"It's incredible, really," gushes Martin, bursting with energy midway through day-long, back-to-back interviews in mid-May with dozens of Canadian journalists in Toronto. The boyish singer seems more than eager to participate in the publicity machine hyping his precious band.

"We've been in this non-pop star environment for two years now recording this music that's very personal to us," he says. "Suddenly it turns into a product and you turn into a brand again."

With its heartfelt lyrics and sweet rock melodies, Coldplay is the quintessential band for Generations X and Y. Its raw emotion appeals to a wide array of people attracting millions of fans since the breakout album, Parachutes, five years ago.

Martin, a.k.a. Mr. Sensitivity, stresses he's no more in touch with his feelings than other men his age.

"We've grown up in an age of Friends and the idea of metrosexuality," says the 28-year-old. "I don't think we're any different from other guys. Everybody's sensitive."

Coldplay's first two albums have collectively sold over 18 million copies worldwide. They sell out venues in every city they perform.

And with their third album, X&Y, out next week and already being touted as one of the year's best albums, there's no reason to think Coldplay won't continue its ride into music history books.

Part of the success of the band is its commitment to build at its own pace.

A notorious perfectionist, Martin takes his time crafting songs.

"I remember going out to dinner with my parents halfway through the album, and just not answering any questions. My mum would be talking to me about something and I'd be thinking 'I've got to fix that drum bit.'"

"It's all these Post-it Notes that are on my eyes and I just can't shake them. I only know the album is finished when they've all gone, and I can finally concentrate on my sister's school results."

The outfit spent 18 months holed up in London writing and recording the new album, delaying the release several times until the quartet was happy with the product.

"If you come out with something great it doesn't matter when it comes out, be it five years or five months," says Martin. "As long as it's good, it doesn't matter."

And life needs to happen in between records, adds guitarist Jonny Buckland, who alongside Will Champion and Guy Berryman make up the rest of the band.

"You've got to have a normal life," he says. "Otherwise you'll write about hotel check-ins and room service."

"We have a song called I Ordered A Tuna Sandwich," cracks Martin, whose life has changed considerably between albums with his marriage to Gwyneth Paltrow and the birth of their daughter Apple.

Did becoming a dad change things?

"It made me work harder," begins Martin. "For starters, having my daughter is an incredible eye opener in terms of the miracle of life. It makes me appreciate what I've got a lot more."

X&Y is chock full of strong, radio-worthy songs. There's the piano-heavy What If, the folky Johnny Cash tribute Till Kingdom Come and several rock anthems including the current hit single Speed of Sound.

Lyrically, the tracks seesaw between two themes: trying to figure out life's meaning and protecting loved ones.

"What we humans often do is give things answers when really we don't know the answer," Martin says. "We can explain space but we can't really explain space. We can explain sex but we can't really explain where life comes from. It's that idea of things you can see, but you can't understand."