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    • The experiment continues (Nine Inch Nails’ Ghosts I-IV)

    Monday, March 3rd, 2008

    With various players involved in music trying different approaches to deal with the challenges of a changing industry landscape, news today shows that the experiment continues.

    Completely out of the blue Trent Reznor self-released a new collection of his work, titled ‘Ghosts I-IV’, containing 36 tracks of completely new instrumental work. The business model works as follows:

  • You can download ‘Ghosts I’, containing 9 of the tracks, for free as a “sampler” of sorts.
  • You can download all four parts DRM-free and in the mp3, FLAC or AAC formats for $5.
  • You can purchase all four parts as a 2-CD set (with 16-page booklet) for $10; this will be shipped on 8th April. This purchase also gives you access to the DRM-free download.
  • You can purchase all four parts as part of a Deluxe Edition Package for $75; this will be shipped on 1st May. The package includes the 2-CD set, 1 DVD with all tracks in multi-format (for remixing) and a a Blu-ray disc with Ghosts I-IV in high-definition stereo. You also get access to the DRM-free download.
  • You can purchase all four parts as part of an Ultra-Deluxe Limited Edition Package for a whopping $300; this is also shipped on 1st May. The package includes everything from the “regular” Deluxe Edition along with “an exclusive four-LP 180 gram vinyl set in a fabric slipcase, and two exclusive limited edition Giclee prints in a luxurious package.” There are only 2500 available and all will be numbered and signed by Mr. Reznor himself.

    • It’s a very interesting approach and in the cases of the basic CD and $5 download (or around €3.25) it acts as great value to anyone half interesting in Nine Inch Nails. The Ultra-Deluxe Limited Edition Package will sell out quite quickly, I’d imagine, as there are at least 2500 fans committed enough to the band to pay $300.

    The now label-less Reznor experimented somewhat with a new business model for the release of his protégé Saul Williams’ ‘Niggy Tardust‘ album recently, allowing people to download the album for free and pay $5 if they liked what they heard. It wasn’t a failure but it wasn’t a success either - this new model seems to be at least partially based on what he learned from that attempt.

    While the entire collection will become (if it isn’t already) available for free download on torrent sites quite soon, it would be absurd for a Nine Inch Nails fan like myself to refuse to pay €3.25 for a 36 track album. I’ve paid more for bad coffee.

    An instrumental album from Reznor is quite appealing too - even if it turns out to be hit and miss. The Fragile’s strongest moments were without doubt its instrumental pieces and Reznor excels as a musician and producer - it’s more often his lyrics that let him down if anything.

    So the experiment continues with different approaches being taken by different people. The general question is, is there a single approach that will prove successful for most people? Probably not. Reznor can only justify selling $300 box sets, as Radiohead did, due to the sheer devotion of his fanbase. An up and coming act wouldn’t even dream of being able to do similar. As such the question in this case will be - is partially releasing an album for free and offering it at a cut price via download and CD going to turn a profit? And can it do so without a record label sitting in between?

    But there’s sure to be great interest in the result of this leg of experimentation - Reznor was quite open with the figures for ‘Niggy Tardust’ so hopefully he’ll be the same for ‘Ghosts I-IV’.

    (PS: Word of warning to anyone planning on downloading the tracks from the site - it seems to be under huge pressure at the moment and is having difficulty actually getting the tracks through to the purchasers… so patience may be required.)

    Posted in International Media, Business, Music, Technology | Trackback | Share This | Top Of Page

    3 Responses to “The experiment continues (Nine Inch Nails’ Ghosts I-IV)”

    1. Nine Inch Nails: Ghosts I-IV « TenaciousT Says:
      March 5th, 2008 at 8:25 pm

      […] takover YouTube 7th March 08 Nine Inch Nails: Ghosts I-IV March 5, 2008 Have a look here for a proper article on […]

    2. AdamMaguire.com - Blog of Irish Journalist Adam Maguire » Archives » Money for old Ghosts Says:
      March 5th, 2008 at 9:10 pm

      […] The experiment continues (Nine Inch Nails’ Ghosts I-IV) […]

    3. downloadmusic.ie » Blog Archive » Selling music these days - another model Says:
      March 6th, 2008 at 10:23 am

      […] Maguire has a good look (& listen) to Nine Inch Nails and their approach to selling their latest album ‘Ghosts […]

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