More ways to innovate the release of a new music album

In Sweden, the government has recently voted on a new law that is supposed to make it harder for people to steal music. The lobbying for this new law has mainly been run by old school artist who want to protect their rights to their music. Younger artists that has grown up with the new rules of music thinks the whole thing is pretty stupid. I wrote a while back ago about Timbuktu and his use of Pirate Bay when releasing a new song. 

Yesterday at a meeting at Lydmars in Stockholm I learned about another cool way of launching music signed Oasis.

In order to generate buzz around their latest album – Dig Out Your Soul – Oasis, in September, decided to teach a crew of 30 New York City street musicians songs from the coming album. Then, 1 month before the official release the buskers performed live in subways, on the streets and train stations. Obviously it didn’t take long until the official media picked up on the news and PR worth millions was achieved.

Here’s the story. I love it.

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  • Truly creative. I think the agency behind the idea is Mother NY (or is it BBH?). Advertising meets pr, which creates buzz and interest.

  • Truly creative. I think the agency behind the idea is Mother NY (or is it BBH?). Advertising meets pr, which creates buzz and interest.

  • As always its an individual, not an agency. I think the guy behind the original idea is called Ben Slater.

    Great idea.

  • As always its an individual, not an agency. I think the guy behind the original idea is called Ben Slater.

    Great idea.

  • I love this idea. It has been credited BBH NY and Calle and Pelle Sjönell. In Resumé, that was.

  • I love this idea. It has been credited BBH NY and Calle and Pelle Sjönell. In Resumé, that was.

  • Ah, I’ll double check what this Ben guy had to do with it. Gotta send lots of hugs to Calle and his brother. This is wonderful.

  • Ah, I’ll double check what this Ben guy had to do with it. Gotta send lots of hugs to Calle and his brother. This is wonderful.

  • Checked. The original idea came from Ben Slater. Pelle and Calle might had something to do with advertising around it?

  • Checked. The original idea came from Ben Slater. Pelle and Calle might had something to do with advertising around it?

  • Another one. Christian Waltz releases his new single on http://www.whatsyourname.se/ which happens to be the name of the single

  • Another one. Christian Waltz releases his new single on http://www.whatsyourname.se/ which happens to be the name of the single

  • I’m not sure I think that very innovative. He’ll en up having problems getting people there since I guess most people don’t know the name of the album?

  • I’m not sure I think that very innovative. He’ll en up having problems getting people there since I guess most people don’t know the name of the album?

  • True, just a site I stumbled upon. I guess Christans PR-agency hasn’t started their work yet 🙂 But nowadays it seems like you need a “behind the scenes” video to get good PR, and then a url isn’t a “story builder”.

  • True, just a site I stumbled upon. I guess Christans PR-agency hasn’t started their work yet 🙂 But nowadays it seems like you need a “behind the scenes” video to get good PR, and then a url isn’t a “story builder”.

  • It obviously depends on how famous you are before you launch something. And that URL probably serves as a good thing towards traditional media. But when it comes to breaking big something extraordinary has gotta be apart of the game.

    Like this one. +42 million hits. Unknown before…

  • It obviously depends on how famous you are before you launch something. And that URL probably serves as a good thing towards traditional media. But when it comes to breaking big something extraordinary has gotta be apart of the game.

    Like this one. +42 million hits. Unknown before…

  • Ok. So this morning I had a chat with Calle Sjönell and this came up. It seems the true story is Calle and Pelle worked out the Oasis idea and Ben sold it to Oasis. There you have it.

    Lovely idea anyhow!

  • Ok. So this morning I had a chat with Calle Sjönell and this came up. It seems the true story is Calle and Pelle worked out the Oasis idea and Ben sold it to Oasis. There you have it.

    Lovely idea anyhow!