The Race To Release The Sophomore Effort
If you frequent any of the music blogs then you have likely already read the latest news sure to send shockwaves across the music industry.
Just yesterday evening, the Raconteurs announced via their web site and Myspace page, that they would soon be releasing a recently completed record. To put a finer point on it: they finished the new record, titled Consolers of the Lonely, the first week of March and it will actually be in stores (as well as available for download at all the major outlets and the band’s web site) next week.
From the band’s press release:
“The album was mastered and completed in the first week of March. It was then taken immediately to a vinyl pressing plant. Then to a CD pressing plant. Then preparations to sell it digitally began. March 25th became the soonest date to have it available in EVERY FORMAT AT ONCE. The band have done no interviews or advertisements for this record before this announcement.”
The band then go on to claim that while they will likely be suffering a bit of a hit in terms of the all-important first week sales, their desire to get the record in everybody’s hands at the same time trumps any commercial concerns. As if all of that is not enough, they will be debuting a video on their web site on March 25th as well.
The logistics of this are kind of amazing. Though we here at RitH are big fans of Brendan Benson, we never really latched on to the White Stripes and subsequently never bothered with the Raconteurs’ first release. Regardless of whether or not we revisit that decision (possible), or decide to take the plunge on album number two (likely), on some level we must now consider ourselves fans of the Raconteurs. It’s such an admirable gambit, one that ups the ante from In Rainbows certainly and throws down a gauntlet that I know at least one person should appreciate.
Then today news came that Gnarls Barkley will be bumping up the release of their second album, The Odd Couple, from April 1 to…ummm, today. The album is now available for download from all of the major outlets and will be in the traditional brick and mortars this week. Not quite as impressive as what the Raconteurs are pulling off, but pretty cool nonetheless.
As with the Raconteurs, we missed the boat on Gnarls Barkley’s first album and weren’t necessarily planning on applying for any late passes here. But respect is due. Today at least we are fans in spirit.
Of course the cynical view here is that these are both attempts to minimize the risk and/or damage of pre-release leaks. In the Raconteurs’ case, they most assuredly won’t have to worry about the cat getting out of the bag, but the Gnarls Barkley album has apparently already leaked. If that in fact is the motivation, more power to them. Artists have every right to ensure that their works are distributed in the manner they fully intend.
Will the rush to release strategy earn these artists higher sales? That, of course, remains to be seen. One thing is for certain: two high profile releases just became even higher profile. Is all of this enough to upset the apple cart that is the broken music industry? Again, the outlook is murky. But it represents a trend that this music consumer certainly applauds.
And maybe, just maybe, the lads in Athens, GA are paying attention. Care to Accelerate anything, fellas?
Update: Now I’m reading rumors that Elvis Costello will be releasing a vinyl-only new album on April 22nd! Sounds cool to me…and maybe goes some way towards serving as penance for the recent unnecessary rash of reissues.