M83 - ‘Hurry Up, We’re Dreaming’ and how to launch an album
The music industry model has changed, it is well documented. The nature of the ‘album’ and it’s launch has changed dramatically. Perhaps best seen in the launch of the new Kaiser Chiefs album where you select 10 out 20 tracks and choose your own artwork, share and recieve remuneration from anyone who choose your version…
Anyway far less disruptive and I suppose innovative, but in my opinion no less effective and creatively questionable, is the launch of French synth-pop outfit M83. This type of launch something you see much more of, and is something I really like, it uses multiple online social platform and really works to drive anticipation and ultimately sales (be that through buying MP3’s, paying for subscription players, or more likely attending a gig). So anyway I’m just going to document how I’ve been enjoying and participating in the launch of M83’s new album, ‘Hurry Up, We’re Dreaming’ in the last 24 hours.
1 - See my brother’s tweet about new M83 track on soundcloud
2 - Check it out, listen, and love - a band I really like. Listen again looking at the comments on the soundcloud player.
3 - Notice you can download the launch single ‘Midnight City’ for free on IloveM83.com
4 - Immediately click through to the site. Notice they are lauching album with America tour - check for dates in case I’m out there when they’re touring. Unfortunately not.
5 - See they have beginning of another track and small youtube video as a promo for new album (above) - so I watch and I like!
6 - Click through to free download, sign in via twitter to share with my followers - the pay off for new single. Which is no problem as I think all my followers should listen to it.
7- Play song in iTunes and transfer onto iPhone
8- Share song link direct over twitter with a mate, who immediately downloads as well, sharing with his followers (notice my brother has shared on Facebook for his free single)
9- process over apart from listening to on repeat, searching for new on full album launch, possible UK tour dates, and blogging about the process.
All I’m saying is done well, the album isn’t dead it has just evolved, and it is about empowering fans to be able to share and enjoy the excitement of a launch like they never were before (queuing outside Ourprice on a cold monday morning).