Getting Physical.
There’s still a lot of back and forth about whether the album format is dead or whether bands should bother with physical releases at all. We have found ourselves turning away from that conversation and moving in the direction opposite of most conventional wisdom. By issuing physical singles, we’ve been able to introduce a little more creativity to the way and context within which people are introduced to our music.
One of the benefits of having now released several albums is that we can look back and see what – if any – the lasting impact of each of them has been. In the case of the albums where there was an explicitly chosen focus track (HD version here), or single, we still notice that that track has much more visibility online and in the minds of our listeners (we can’t read minds, but they do tell us). Mainly this is because it’s those tracks that the most energy is put into getting out into the world. Albums need that one track to be the ambassador. Thought the context has changed, I do still think there is a purpose to having a ’single.’ Even if it’s just a track that is sent out free to bloggers and media, which seems to be the most popular tactic right now.
While we definitely send our music to bloggers and other influencers out there (with the help/advice of some great friends), hoping to get some traction in the minds of social media users, we have been experimenting with real world social networking. This means pressing actual CD singles (prices for CD pressing are absolutely low enough these days to make it a worthwhile investment) and giving them away at clubs, shows, and wherever else people might be lurking, willing to take a listen to a nicely-packaged object. It’s a leap of faith, but we’ve done stranger things with less results. What has been interesting is watching the reactions of people when you try to hand them a free CD. It’s a social interaction that they haven’t been conditioned to understand and it’s often awkward. That awkwardness often has to be broken by having a short conversation which can lead to the beginnings of an awareness. If the packaging has a link to a video and/or other worthwhile content, maybe the awareness turns into something more lasting. We’re counting on that.
That tune is utterly incredible, and I’m not even into that kind of music.