New album or RiverRun

[TheBang]

I had what I think is a cool idea the other day. They should release a new album this year. But they should also include (and publicize it with a sticker on the front) two download codes for future RiverRun EP's. And publicize the hell out of it on the blogs and social networking sites and whatnot too ("Underworld gives away digital EP's with album purchase!").

So, for example, you'd buy the physical album in, say October 2009. Inside the CD, there's an insert flyer with a big splash that says "You get 2 free digital EP's with this album! The first will be released in January 2010 and the second will be released in June 2010 on underworldlive.com." And then the two unique codes are printed below. Then, in those months they release the EP's on underworldlive.com, and people enter their codes to download them or, if they don't have codes, they can simply buy the EP's at the normal £5 or whatever.

This accomplishes a few things. First of all, it drives physical album sales for people who perceive a greater value for their money. Secondly, it drives more interest and traffic (hopefully traffic which will become regular traffic) to underworldlive.com. Third, it generates interest, because I don't think anyone else has done it quite like this before, and it would make for some good news stories. Finally, it's a way for them to monetize some of the 200-odd unreleased tracks they have lying around.

It might even help sell some of the older material too. Like Dunwho said, a lot of people probably don't know the RiverRuns exist. Well, EVERYONE who buys the album will know about the free RiverRun EP's. They'll get two new ones for free, and after they see what a cool package they are, they might come back and explore some of the older RiverRun releases. And hopefully continue visiting the site for future EP's and digital bundles.

The only downside I can think of is that it would be a little more expensive to do the unique code printing for the flyers, and then you have to set up the website to process and accept the codes for downloading, but neither of those should be a particularly large barrier. Oh, and there should be an expiration date for the codes too, so the redemption system doesn't have to maintained indefinitely. "Codes must be redeemed by Dec. 31, 2011."

Edit: Ooh, this gets better too. To redeem their codes, people have to become registered members of underworldlive.com. So now they get to see all the free goodies (videos, concerts, Books of Jam, etc.) they get in the Members section. They could even have a special webpage for the free EP's, underworldlive.com/freedownload (or something), and before the first release, it could say "The free digital EP's haven't been released yet, but register your e-mail below and we'll e-mail you as soon as it's released. In the meantime, check out the other free goodies you get on underworldlive.com by registering with us." And now they have an e-mail database of pretty much everyone who bought the new album, and they can send out (discrete) marketing spams ("Underworld releases new digital single bundle for Always Loved a Film!").

[DaddyAdv]

very nice elaboration !
I think this is pretty much what Karl already said about OWB:

something like "this is an invitation card, this is all we do, come and find out more via our webpage"

[galama]

I would love a riverrun (an early one would be delightful) as much as I would love a new album this year. What could one expect from a riverrun but sweet UW abstractions, soundscapes and repetitions of vocals and hits on metal...and I am really hoping that all the snow in the UK has played a significant role on the creative process. I'm also hoping that a new album will take a different direction from the old dirty UW and the new concepts of OWB and half of BF. Whatever comes out will be good in its own nature, no matter how different it is.

I have some expectations about the artwork too. I'd like to see karl or john warwicker bring in some intricate minimalistic designs and with certainty rick can contribute with his macro photography.

[TheBang]

Originally Posted by DaddyAdv

I think this is pretty much what Karl already said about OWB:

something like "this is an invitation card, this is all we do, come and find out more via our webpage"

Well, it's all good and well to put your URL in the liner notes, but I don't think it does that much to actually drive traffic to the site. What I outlined above is a more concerted effort to get people to visit the site, and hopefully to make it more "sticky" for them (hence the 2 free downloads instead of just 1).

[Dunwho]

Ha seems you have got a 5 year plan already thought out there! ha you should get it all down on paper pitch it to em.. maybe have some chocolate biscuits at the presentation and your a shoe in!

Its a good idea though i dont know if i like the whole "never done before" aspect of it. I think UW is more about the music and art and less about the new big ideas... i guess what im trying to say is that a thing like that would be seen more by the media as yet another plan by a band to go around the problem of illegal downloads which it clearly would not be in reality! I wouldnt want the whole idea to just turn into another Radiohead or Prince thing.

[TheBang]

But Underworld have always been pioneers of the "never done before". They were letting you download Kittens online before Napster was even a word. They released a cutting-edge, forward-thinking live concert DVD (there's a great article about that here).

And it's definitely a plan to get around the problem of illegal downloads. The old way of the music industry is broken. Album, single, tour, album, single, tour ain't gonna cut it anymore. In the online digital age you have to get creative with the way you market, release, and monetize your music. Underworld have already taken steps towards that with they way they've released their music online for purchase and through their website and radio shows.

My musings above were borne out of the thought of how to do an album release in the current music industry climate. The "free album" thing has been done to death already, from Radiohead to Nine Inch Nails. They released albums for little to no charge and then later monetized it with a physical release or even super-deluxe-packaging releases. So, in thinking about how to do it differently, I figured why not combine the paid release with the free stuff. You have the standard album release, but now you have even more! New, free stuff. Stuff packaged differently and distributed in a way that wouldn't make sense in a physical package, yet complements or extends the original physical release. The online RiverRun EP's, of course, fit this bill perfectly, so it just made sense to combine it in some way with a physical album.

[Dunwho]

Originally Posted by TheBang

But Underworld have always been pioneers of the "never done before". They were letting you download Kittens online before Napster was even a word. They released a cutting-edge, forward-thinking live concert DVD (there's a great article about that here).

And it's definitely a plan to get around the problem of illegal downloads. The old way of the music industry is broken. Album, single, tour, album, single, tour ain't gonna cut it anymore. In the online digital age you have to get creative with the way you market, release, and monetize your music. Underworld have already taken steps towards that with they way they've released their music online for purchase and through their website and radio shows.

My musings above were borne out of the thought of how to do an album release in the current music industry climate. The "free album" thing has been done to death already, from Radiohead to Nine Inch Nails. They released albums for little to no charge and then later monetized it with a physical release or even super-deluxe-packaging releases. So, in thinking about how to do it differently, I figured why not combine the paid release with the free stuff. You have the standard album release, but now you have even more! New, free stuff. Stuff packaged differently and distributed in a way that wouldn't make sense in a physical package, yet complements or extends the original physical release. The online RiverRun EP's, of course, fit this bill perfectly, so it just made sense to combine it in some way with a physical album.

Dang i knew it would come across that way as i was writing the very words "never done before".... Of course UW are pioneers of nearly everything they do. And their artistic statements all the way from the 80's and Dubnobas in the 90's to the Art Jams of the last two years...they are essentially avant-gard. And i completely agree with that...

..i would like to retract any sentiment in my last post that should suggest otherwise!! . .... (just to get that straight! haha )

So i guess i should explain myself a little more clearly!

What i was trying to get at is the quality that UW and Tomato have as a collective who are more concerned with their Art and who it effects rather than the fame glory and outrageous publicity. (Because that was clearly achieved and left aside in the Freur and UW#1 days). They have always chosen the path that led them more towards their personal goals regardless of the financial benefits... of course everyone needs to make a living but it seems the music they make happens to also be extremely popular and freakin incredible - thus they make money regardless.

If they were to do something like you suggested, and i think its a real nice idea!!!, i just hope and pray that it would not result in distracting media promotion of and idea rather than the more important promotion of the music and the art work behind the marketing strategy.

Do you want the album to be remembered for its music or for the way it was sold?

I think the music is more important don't you?

So if this strategy was to be used i think they would need to work long and hard in making sure it doesnt overshadow the art itself.



phew! just need to clear my case there haha

[TheBang]

Ah. Well, what you said certainly makes a lot of sense, and I hadn't really considered that. Certainly if they're happy with the way things have been going, then my suggestions are clearly more sales and marketing oriented. I think there is something to be said too though for trying to reach out to people and expose them to the stuff that they're doing. As it currently stands, I think only the more hardcore fans, those who seek out Underworld, are familiar with the goodies they give us, like the Books of Jam, the RiverRuns, the free audio and video available on the site. It could be useful to expose the more casual fan to the stuff they're doing online by tying it into the traditional album release.

[Champiness]

It's an excellent idea in my opinion: the best of both worlds in every sense. Hopefully UW won't find it beneath their diginity to take advice from a fan!

[TheBang]

Of course, there's always this way to release your new album.