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There are times when I see an idea that is so good, so fresh, so amazing that I:
1. Become immediately proud to be human.
2. Stand up to let the energy of the idea fill my body.
3. Tell everyone I know about it.
Now is one of those times.
Beck (Beck Hansen) is famous for his underground, anti-folk, alternative, dreamy-yet-hook-driven music. His first biggie was “Loser” way back in 1994. But his ability to understand and reach his audience just went cosmic. He released a new album, but it’s not a record or a CD or a series of MP3 files. Something way better.
From the promo site:
“In the wake of Modern Guilt and The Information, Beck’s latest album comes in an almost-forgotten form — twenty songs existing only as individual pieces of sheet music, never before released or recorded.”
Sheet music. Nothing but sheet music.
Think about the implications of that idea in this modern age of digital information, content creation, sharing, and social communities.
It’s More Than An Album. It’s An Invitation.
Beck fans the world over will be drawn to the “invitation” this sheet music presents. Go ahead, grab your guitar, find a friend who plays keys, get your brother to play drums, and then turn GarageBand on and record these Beck songs. And record them the way you want to record them. Be inspired by the imagery in the packaging, be inspired by the compositions, but generate your own takes. The idea of an unproduced album is beautiful for this reason alone, and is likely the primary driver. But I’m just getting started.
This Content Will Not Stand Still.
The music that Beck fans create will not rest on their hard drives gathering pixel dust. Because it’s Beck doing the inviting, the musicians who accept his invitation will be supremely motivated to share their interpretations of Beck’s twenty songs. We will see Facebook albums, YouTube videos, web sites Tweeted. Anyone who takes a stab at producing these songs will pick up where Beck left off and promote the album for free. These songs will be everywhere. Touring bands may find new life if they can bill their act as “THE” interpretation of Beck’s album. It’s endless.
This Content Will Be Hungrily Consumed.
There will be a steep “curiosity incline” inherent with the lack of musical production. People will want to hear this album. As such, there’s a ready-made audience waiting anxiously for anyone (anyone at all), to post MP3s of these songs. Once a fan finally hears the album for the first time, even if it’s by “Jimmy’s Eight-year-old Band,” then the fun will shift to hearing the many, many different interpretations of those songs. With no official recording from Beck, there will be no wrong answers. I am truly fascinated and giddy with anticipation to watch all of this unfold.
End-around On The Pirating Business.
Here’s the most brilliant part of the idea, and the part that appeals to the marketer in me. You can’t just download this album, you have to buy it. It’s not digital, it’s paper. Beck has successfully found a loophole in our digital addictions. A loophole that will find musicians and non-musicians alike wanting to purchase such a novelty, either to play the music privately, publicly, or simply to follow along while listening to the world bring the music to life.
1. Become immediately proud to be human.
2. Stand up to let the energy of the idea fill my body.
3. Tell everyone I know about it.
Now is one of those times.
Beck (Beck Hansen) is famous for his underground, anti-folk, alternative, dreamy-yet-hook-driven music. His first biggie was “Loser” way back in 1994. But his ability to understand and reach his audience just went cosmic. He released a new album, but it’s not a record or a CD or a series of MP3 files. Something way better.
From the promo site:
“In the wake of Modern Guilt and The Information, Beck’s latest album comes in an almost-forgotten form — twenty songs existing only as individual pieces of sheet music, never before released or recorded.”
Sheet music. Nothing but sheet music.
Think about the implications of that idea in this modern age of digital information, content creation, sharing, and social communities.
It’s More Than An Album. It’s An Invitation.
Beck fans the world over will be drawn to the “invitation” this sheet music presents. Go ahead, grab your guitar, find a friend who plays keys, get your brother to play drums, and then turn GarageBand on and record these Beck songs. And record them the way you want to record them. Be inspired by the imagery in the packaging, be inspired by the compositions, but generate your own takes. The idea of an unproduced album is beautiful for this reason alone, and is likely the primary driver. But I’m just getting started.
This Content Will Not Stand Still.
The music that Beck fans create will not rest on their hard drives gathering pixel dust. Because it’s Beck doing the inviting, the musicians who accept his invitation will be supremely motivated to share their interpretations of Beck’s twenty songs. We will see Facebook albums, YouTube videos, web sites Tweeted. Anyone who takes a stab at producing these songs will pick up where Beck left off and promote the album for free. These songs will be everywhere. Touring bands may find new life if they can bill their act as “THE” interpretation of Beck’s album. It’s endless.
This Content Will Be Hungrily Consumed.
There will be a steep “curiosity incline” inherent with the lack of musical production. People will want to hear this album. As such, there’s a ready-made audience waiting anxiously for anyone (anyone at all), to post MP3s of these songs. Once a fan finally hears the album for the first time, even if it’s by “Jimmy’s Eight-year-old Band,” then the fun will shift to hearing the many, many different interpretations of those songs. With no official recording from Beck, there will be no wrong answers. I am truly fascinated and giddy with anticipation to watch all of this unfold.
End-around On The Pirating Business.
Here’s the most brilliant part of the idea, and the part that appeals to the marketer in me. You can’t just download this album, you have to buy it. It’s not digital, it’s paper. Beck has successfully found a loophole in our digital addictions. A loophole that will find musicians and non-musicians alike wanting to purchase such a novelty, either to play the music privately, publicly, or simply to follow along while listening to the world bring the music to life.
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