I love how Nine Inch Nails continues to give its fans a surreal experience before they even see the show.
I was impressed by last year’s marketing of the album release of Year Zero. It started with tour t-shirts highlighting certain letters to spell a website URL, and if you were geek enough, you’d find several related web sites within the same IP block. And if you were in select concert venues during their European tour, you may have found a flash drive with a high quality MP3 of some of their yet-to-be-released songs.
Of the flash drive method, NIN head Trent Reznor said:
The USB drive was simply a mechanism of leaking the music and data we wanted out there. The medium of the CD is outdated and irrelevant. It’s really painfully obvious what people want – DRM-free music they can do what they want with. If the greedy record industry would embrace that concept I truly think people would pay for music and consume more of it.
I’ve never liked CDs. However, CDs were printed and even that was a medium. The CDs were coated with a thermo-chrome heat sensitive face which is black when first opened and with the warmth of a CD player, the colour changes to white with black binary code printed on it which further leads you to another web site.
This year’s The Slip certainly gives the industry just that. It’s free. All of it. Free and ready for download on the NIN web site. It’s being released under a Creative Commons license, which allows listeners to remix the songs as they want, provided they do so for noncommercial purposes and credit NIN as the source.
For the Luddites however, a limited special print of 200,000 CDs (accompanied with DVDs) will be available on July 22, 2008.