Should probably rethink that. I’ve come across 3 really interesting strategies for putting out a record in the last week which go beyond what would be considered a normal release.
First up is the release of Twin Atlantic’s mini album Vivarium and specifically, the way it’s been packaged. It has to be one of the most uniquely packaged records ever produced. Completely impractical (one of those cases you can’t shut), but I don’t think that matters anymore. Hardly anyone carries their CD’s with them anymore, and if they do, it’s in a CD carry case. The packaging is just gonna sit on a shelf as part of a collection.
Most people will get the record home, stick the CD in their computer, rip it, and stick it on the shelf to gain dust.
In an attempt to persuade people to pick up the record, they are also offering bonus content through their website if you purchase the record. This, in conjunction with the unique packaging makes purchasing the record all that more attractive. AND, with my webby head on, they are driving traffic to their website and collecting customer data. In short, I think it’s a really well thought out release campaign for their physical product. Check out a video showcasing the record.
Next up, is Flood of Record’s new record, leave everything behind. They are selling it digitally through their website for $1! That’s about 70p. You get bonus tracks, videos, liner notes, the lot. They are selling physical copies for pretty standard prices. What this (hopefully) does, is stops people bothering to hunt out a torrent of the record, and instead, buy it direct from the band. Granted, 70p per record isn’t much, but it’s better than nothing, and again, they are collecting information from their fans (email address etc) which they can use to communicate future releases and tour dates.
These were the only two releases I’d planned to write about in this blog until I found out about a press campaign that Swound! have embarked upon. Visit www.challengeswound.com, and download their record for free (or, what you want to pay for it, but you know 99% of people will take it for free) in exchnage for the submission of a challenge. Dizzy penalty kicks was one of my favorites of the ones I watched. Interestingly, the record you get to download is their previous release. But it maintains interest in the band and again, they are collecting information about their fans.
I think it’s really interesting the different approaches artists are taking to their releases. Half of me thinks it’s a shame that bands have to go to such lengths and can’t just concentrate on what they’re good at anymore. But the other half of me thinks that it’s great that bands are really starting to adapt to the shift that consumers have made in their approach to getting hold of music, and in turn the way these bands are gonna survive. The music is acting more than ever as a catalyst rather than the end product.
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As a final thought / note, Brand New’s new record ‘Daisy’ is out this Monday. I’ve heard mixed reports which I’m not suprised about. I’m fully expecting it to be awesome. I’ve avoided listening to anything from it and I’m gonna be following my own advice and picking it up when it’s out on Monday. Can’t wait!
