Shortly, the new Atmosphere album “When Life Gives You Lemons You Paint That Shit Gold” will be out (April 22nd to be specific) and personally, I can’t wait. The couple of tracks that I’ve heard off of it have upheld my expectations and I’m sure the album wont disappoint (more on this next week. probably). The reason for this post however is to celebrate the way that Rhymesayers (or indeed, Slug and Ant) are promoting the album because it’s a definite change from the standard stickers/posters/myspace bulletins approach (although it includes those things as well).

Firstly there was the announcement..

..that in order to curb illegal downloading, they would not ship promo copies of the new Atmosphere disc. Instead, the label planned listening sessions in New York and Los Angeles. Either music reviewers made the trip, or they waited for the album to hit stores like everyone else.

- see here

It’s a bold move and until this morning, one that proved effective (the album leaked today.. only 6 days before the release.. not bad at all really). The rest of that article talks in more detail about the approach and puts it in context of the whole music industry / download ‘market’ thing. Go read it. It’s good.

There’s also been the recent talk of ‘Atmosphere Karaoke’ where the group are going to host a sing-a-long of their songs before each of the US tour dates. If they do this in Bristol this summer, I’ll be all over it. My Slug impression is fiyah!

What else(?) Oh yeah, the ‘moldy lemon in an envelope‘ thing which is quite funny as long as you weren’t the poor sap who ended up with rank lemon all over your hands.

And the free download on Christmas Day of ‘Strictly Leakage‘ was inspired. It’s still available if you missed it.

But the main thing I wanted to highlight is the ‘Paint It Gold‘ series that they’ve been putting out on Youtube. For the last couple of months leading up to the release date, Slug & Ant have been filming these 10 minute clips in their basement, answering questions emailed in, talking about random shit, and promoting the shit out of the album at any available opportunity. It’s entertaining. And genius. The episodes are getting better each time which makes the forthcoming release (and presumably, forthcoming end of the Youtube things) a bit upsetting. But fuck it, at least the album will be out :).

So yeah. I did have a summary in mind for this, talking about how it’s a clever ploy in today’s society which is so indifferent to modern advertising techniques. How utilising Youtube in (what I think is) a novel way is a great use of the service. That managing to fend off ‘leakage’ til so close the album release date is nothing short of a miracle these days. etc etc etc blah blah blah. But this’ll do. for now

BUY THE ALBUM!!

Wow. Just wow. Evolution has taken a mighty step forward.

http://www.bbc.co.uk/iplayer/page/item/epeng001.shtml?src=ip_potpw

I passed. Kinda.

http://www.dothetest.co.uk/

Schwepps: Burst

This Schweppes advert is niiice. Makes me wish I had a highspeed camera. And some water balloons. So I could rip it off and watch the results repeatedly with a gormless look on my face. It would be the most beautiful thing anybody would’ve ever filmed. Even beautifuller than this.

Video for the remix/re-release of ‘Something Good (08)’ by Utah Saints. I like it. Though why they dropped the intro from the original, I don’t know.

It was the freshest move I’ve ever seen; it’s like he was floating on air..

http://www.glossyinc.com/sleeper/utahsaints.html

Long title but it’s the best way I could describe this

Nice advert for (presumably) the Spanish Metro service.. Check the link to viddy the quicktime.

http://www.peliculasponder.com/2004/content/directors/gi_01.htm

Yeah it’s a little old now (if half a week can really be considered ‘old’), but in case you’ve not seen it..

Nice use of the pyramid (though I’m sure I read somewhere that they wouldn’t be using the pyramid live again?). Also, those glasses are insane! Where can I buy a pair?! Or would they burn your face after a while?.. Hmm.. Still, pat that man on the back for picking up 4 awards. Not too shabby.

Also, this week saw the unveiling of the Spike Jonze directed video for Flashing Lights which you can see by clicking on that there link. Not a lot happens. Mostly lingerie. Kinda blah to be honest.

Some assorted youtube goodness that’s worth a watch if you’ve got a spare few minutes.

Wu Tang & El Michels Affair -”Bring Da Ruckus”

I’ve had the MP3’s of this session for a while now, and though the majority of the Clan are missing, they’re still quality recordings. What’s been lacking for a while however, are any accompanying videos.. But no longer! Youtube comes through again..

tsatsulo street soccer

Ridiculous. Just ridiculous. I like to think that I’m an alright footballer but seriously.. Ridiculous.

bonus: the new FIFA Street 3 viral ain’t too shabby either..

DJ Sara and DJ Ryusei

If only I’d've got my Technics 10 years earlier, then I too could’ve been a superstar child DJ. But I didn’t. So now I can’t scratch for shit. But these kids can.

Wasn’t that fun(?)

The ‘blob’ idents on BBC Three have always been a redeeming feature amongst a lot of the tripe that passes for ‘entertainment’ (see ‘Two Pints Of Lager…’ for reference). Their ‘short yet funny in a slightly odd but quite ‘cute’-ish way‘ - ness has been a staple of the channel for as long as I’ve had it on freeview.. and possibly since the start of the channel(?), so it’ll be a shame to see them go. But go they must, to make way for the new BBC Three branding which I actually quite like. It’s pink. I like that. It’s accompanied by a series of new idents which have yet to air but will hopefully be colourful and joyous! Like the sneak preview below..

If you’re unaccustomed to the ‘blobs’, or simply want a refresher - YouTube saves the day again.