Tuned In

So, your band’s on the radio? Oh, my. How passé. In an age where people’s attention spans are like humming birds on speed, music outfits are taking marketing to a new level to make an impression. Many of these bands are taking the alternative route and using tech and the Internet as a means of getting their sounds out, and a select few have gone a little further—as we found out.
Live…Or Something Like It
Who: Local ambient outfit Embryo
How: Live performances? Boooring. Audiences were treated to an intimate set from Embryo when the band took part in Audioreload.com’s Red Bean Sessions late last year. Instead of playing a cafe or pub, however, Embryo played a set in a cozy studio which was streamed via the website directly to fans’ computers. To make it feel like a proper live set, Embryo even offered a bit of commentary about their music. And in case you missed the performance, the set is still available online.
Related Links: www.audioreload.com; www.myspace.com/the_embryo
Virtual Insanity
Who: UK-based independent industrial band DeathBoy
What: Instead of touring England to support their 2006 release “End of an Error,” DeathBoy opted instead to play a “gig” in Second Life, the online world that simulates an exaggerated version of the real world, giving those in attendance an almost authentic concert experience. While the gig was not actually performed live, but streamed with animated versions of the band dancing along to the songs, it came with real-time commentary before each track.
Related Links: www.deathboy.co.uk; www.secondlife.com
Diesel Powered
Who: Singaporean electronica band Muon
What: A band putting their music online used to be a surefire way of getting their sound to a much larger audience. But these days, with so many unsigned bands online—some good, some utterly crappy—there’s always the risk of getting lost in the crowd. Muon, however, took the smart approach and attached itself to well-known fashion label Diesel last year, as part of the brand’s U: Music online music competition. Through this partnership, Muon’s music traveled well beyond Singapore’s shores and has brought them international recognition. The U: Music competition is opening again on Apr 2.
Related Links: www.muonmagick.com; www.diesel.com/#/cult/music
Thumb Nail
Who: Popular rock band Nine Inch Nails (NIN)
What: As a concept album about a paranoid, almost 1984-esque future, hidden messages seemed like the perfect platform to market NIN’s upcoming release Year Zero. They took the form of letters in bold on a tour T-shirt that together spelled the URL for a site about the album’s story (www.iamtryingtobelieve.com). Soon after, European fans started posting messages online about finding hidden USB devices at toilets of NIN concert venues, which contained promotional material and MP3s of new songs.
Related Link: www.nin.com; www.yearzero.nin.com

Films and television shows tagged with creative marketing promotions