Ghosts I-IV

Thank you, Trent, for giving us a road map.

It’s not like we hadn’t already been leaning towards some kind of download/web release even before the whole Radiohead phenomenon happened, but Trent Reznor’s roll-out of his new album is a ‘how-to’ for groups in this post-record label age.

For the two of you who aren’t familiar, basically, he offered a part of the album for free, the whole album for $5, and more elaborate packaging for a whole lot more. He sold out of the expensive option in hours. I opted for the $5 download, which came with some great artwork and liner notes. (I will never, ever, get over my geek obsession with liner notes.)

So Friday, after work, I stoped by the Borders that beckons me every day as I make my way to the train (some days I fend off its siren song – some days, I am not so lucky…) and I see the new NIN in the music section. And even though I had all the music on my Creative that was in my pocket, even though I had all the pictures and liner notes in a neat, easy to reach folder on my desk at home, I picked up the CD package, brought it to the counter, and bought it. Why? Because I think the album is brilliant, easily the most mature, considered work Reznor has done. But more than that, I love the ‘world’ that he has created with the release of the album, and want to be part of it in any way I can. (Within reason, of course. As nice as those $500 packages look, daddy still needs money to buy formula…)

This is the new paradigm. Give music away to let people live with it. If they love it, they will go to all ends to be involved with everything you do going forward. We’ve started down this road with So Sto, and there will be much more to come…