How Trent Reznor Nails It
by: Nancy Baym
Along with Radiohead (though in fact far beyond them), Trent Reznor is often held up as one of the heroes of new media music promotion. This raises the usual litany of questions: Could this work for a new band without a huge following? Is this unique to him? Is this THE FUTURE? Blah blah blah?
Would what he does work for others? Well, no, not exactly. But what he does has got some lessons in it that would if you forget the specifics and focus on the concepts. Here are three things he’s got down:
(1) He intertwines the online and the offline instead of focusing on one or the other. Past promotions have included USB sticks left in restrooms with songs he knew would be uploaded and peer-distributed and t-shirts with hidden URLs where devotees could find clues to forthcoming releases. His current schtick incorporates Google Earth to lead inquisitive fans to tickets hidden in places like drainpipes.
see more here…
http://www.onlinefandom.com/archives/how-trent-reznor-nails-it/
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