NIN's Trent Reznor rants to underground artists
- Posted on July 9, 2009
The biggest flag-bearer of the new-age music business model is NINE INCH NAILS frontman Trent Reznor. He is using everything the internet has to offer to his full advantage, putting his own albums on torrent sites for free, doing crazy viral marketing campaigns, etc. One criticism people threw his way is that it's very easy for an established act to adopt this sort of model, but what about new bands that nobody has ever heard of yet. How do they get noticed and make some cash? Well, Trent must have been on a long bus ride because he posted a big rant on his message board addressing the issue.
Forget thinking you are going to make any real money from record sales. Make your record cheaply (but great) and GIVE IT AWAY. As an artist you want as many people as possible to hear your work. Word of mouth is the only true marketing that matters.
He goes on to say you should use services such as Youtube, Twitter and Flickr to your advantage.
If you don't know anything about new media or how people communicate these days, none of this will work. The role of an independent musician these days requires a mastery of first hand use of these tools. If you don't get it – find someone who does to do this for you. If you are waiting around for the phone to ring or that A & R guy to show up at your gig – good luck, you're going to be waiting a while.
While nothing he said is innovative or groundbreaking by any means, it's certainly a very good read. Check it out.