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!!