Submitted by YOUR NEW REALITY
Also, The Dr Pepper Bailout
By Darryl Mason
The producers of one of the most bizarre tasting soft drinks in the world (outside of Japan), US sugar syrup dealers Dr Pepper must be expected to be held to their promise that if Guns N’ Roses actually did release the long delayed Chinese Democracy album before December 30 this year, everyone in the United States gets a free Dr Pepper.
Chinese Democracy will be released November 23.
Americans lining up at heavily armed FEMA food and water stations and checkpoints will appreciate that free drink, it will remind them of happier, more prosperous times.
But handing out 300 million free drinks will require a government bailout. With this bailout, Americans can say “Hell, at least I got a free Dr Fucking Pepper.”
Chinese Democracy will apparently be a set of records. So rumours that more than 30 new songs are ready for release are apparently true. This puts an interesting perspective on the so-called ‘leaks’ of Guns N’ Roses demos and live songs that have provided endless free publicity through much of this year. At most, only nine new songs have hit the torrents, and I’d guess at least two or three of them won’t be on the final release of Chinese Democracy.
So only a fraction of the album has been leaked in advance, supposedly against the law, and to the outrage of the music industry, while it all helped to make the new Guns N’ Roses (or Axl and a few Roses) album one of the most anticipated releases of the year.
Once again, the supposedly illegal leaking of an unfinished or unreleased album has provided enormous benefit and momentum, free of charge. The record company doesn’t pre-promote the album, they let fans and bloggers do it for free, and with much greater credibility.
Chinese Democracy, when its finally released, will be quickly become one of the most heavily pirated albums in history, and yet it will also sell a few million copies, and propel sales of tens of millions more in paid downloads, DVDs, merchandise, concert tickets. Just like recent albums from Lil’ Wayne, Metallica, The Offspring and now AC/DC.
The mainstream music industry claims to hate music piracy in all forms, and pursues legal action against teenagers for helping to introduce more potential buyers to music they really like, but its a facade. Any smart record label boss knows that carefully crafting a staggered set of releases of “bootlegs”, “demos” and “leaks” to The Pirate Bay (with millions of visitors from around the world, every single day) works to the advantage of the albums they’re releasing. The hardest part of building up an audience for a new album, or a new artist, is getting the exposure. Purposely releasing songs and albums that you claim have been ‘pirated’ will get write ups in the mainstream media, and will be linked to and promoted by the blogstream. This is all free publicity, and when bloggers and music fans can download an album for free, before release, and start talking it up all over chatrooms and comments boards, awareness explodes, for no real cost to the record company. Torrent sharers, bloggers, commenters, do the greater part of getting the name of a new album, or artist, out there, and in front of eyeballs.
Piracy already earns the music industry tens of millions of dollars a year through ‘black marketing’. You will only see more of this, not less.
‘Piracy’ works, and Free is the new currency. Give it away to everybody, sell a special box set, or DVD with non-piratable extras (t-shirts, posters, key rings, memory sticks chock full of videos and photos and interviews and artwork), to 10% of those who got it for free, but still want to buy something collectible.
Before sales, before TV ad campaigns, the most challenging part of a record company’s gig is to get the people to listen to a new album, or to give a new musician or band a decent listening. Stacking The Pirate Bay with an assortment of supposedly illegal torrents achieves both of these aims.
Particularly if all those ‘pirates’ and ‘iilegal‘ torrent downloaders decide the album or band is awesome, and word-of-mouth it to local friends and to international others in the comments pages.
Forget a five star review in Rolling Stone, or buying a spot on the front page of YouTube or MySpace. If you’re an unknown muso and you want to find a worldwide audience, come up with an album, a song, a video, good enough, interesting enough, to make the millions who haunt The Pirate Bay every day want to champion what you’ve done, what you’ve decided to give away for free.
‘Leaking’ a fraction of Chinese Democracy to the Pirate Bay (dozens of torrents of various demos in various compilations, over many months) helped to introduce Axl N’ Roses to millions of fans who were born in the 17 years since Guns N’ Roses last released an original studio album. No doubt, Axl Rose knows this, in the same way Lars Urlich from Metallica finally came to understand that music piracy will not destroy the music business, but will save it. Is in fact already saving it, right now.
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