The Raconteurs (Jack White, Brendan Benson, Jack Lawrence and Patrick Keeler) have somewhat unexpectedly dropped their sophomore release having announced it only a week in advance. It’s called “Consolers of the Lonely” and the first video “Salute Your Solution” (below) has magically appeared as well.
Their statement read: “We wanted to explore the idea of releasing an album everywhere at once and THEN marketing and promoting it thereafter. The Raconteurs would rather this release not be defined by it’s first weeks sales, pre-release promotion, or by someone defining it FOR YOU before you get to hear it.
Well, besides it being a huge push in terms of getting the album on the shelves on time and with such (presumably) short notice, it seems that the industry is changing towards coming up with new marketing tricks and then exploiting/exploring them rather than making better music. From Radiohead to Trent Reznor releasing their material on their own to Madonna signing with Live Nation and Muse hinting at dropping the album format at all. Could it be the case that for some (like The Raconteurs) it’s more interesting to look for new ways of distribution, rather than exploring and improving their musical side of things?
Or is it really getting harder for star-musicians to survive (earn as before with as little effort as possible) as the casual listeners don’t have to wait upon the press to lead them, but can make their own decisions by using myspace, youtube, last.fm or the blogosphere. I think it’s the case that superstardom really is becoming a thing of the past as everyone is a bit more equal nowadays. Downplaying the exclusive contract system (advance cash) of the music industry and emphasizing online possibilities (you have to earn it first) does seem to make a difference - we all have to extend ourselves more to find what we like as the possibilities expand. And bands like The Raconteurs are willing to take an extra step to gain some attention.
Tags: marketing, music industry, rock, the raconteurs, web
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