Year Zero
Nine Inch Nails have a nice arg style campaign going on currently to support the new album “Year Zero” that will be released on April 16th.
It’s well done by the folks over at 42 Entertainment and, more importantly, goes along with our entire motto of blurring the line between marketing and entertainment.
As Trent Reznor puts it, “What you are now starting to experience IS ‘year zero’. It’s not some kind of gimmick to get you to buy a record - it IS the art form…”
That’s the secret guys…eyeballs are no longer captive to forcefed taglines and images of shiny products in the noon day sun. If you wanna connect with your audience you have to approach them with something they want to see.
It’s working for Year Zero in a big way. And even more interesting is the fan made materials that are starting to appear. This homemade clip for one of the new songs off the album holds just as much power as the official video that was released a few days ago.
March 25th, 2007 at 1:39 pm
April 14th, 2007 at 9:45 am
[...] Campfire Media followed Trents comment with: That’s the secret guys…eyeballs are no longer captive to forcefed taglines and images of shiny products in the noon day sun. If you wanna connect with your audience you have to approach them with something they want to see. [...]
May 1st, 2007 at 10:56 am
May 1st, 2007 at 12:27 pm
[...] The elaborate campaign for NIN’s new “Year Zero” album — 42 Entertainment is the agency behind it — is a great example of blurring the line between marketing and entertainment. [...]
May 3rd, 2007 at 11:57 pm
May 24th, 2007 at 12:42 pm
June 5th, 2007 at 4:59 am
August 6th, 2007 at 6:37 pm
November 21st, 2007 at 11:03 am
[...] Reznor of Nine Inch Nails is clearly frustrated. Reznor has always been smart about using the internet to connect with his fans, but in a recent update to his site he details how the Universal Music Group lawsuit against [...]
May 15th, 2008 at 11:52 am