Next up at MidemNet is a presentation from Mike Masnick from Techdirt and Floor 64, talking about what Trent Reznor / Nine Inch Nails did last year, in terms of putting together a new business model for music.It all starts with CwF – connecting with fans, and then RtB – reason to buy. “What's amazing is how difficult it has been for others to combine these two elements in a way that allows them to make money,” says Masnick.It started when he was signed to a major, even, in 2007 with the album Year Zero's alternative reality game / internet scavenger hunt. “It made the fans more energised and engaged and excited, but it upset Reznor's own record label,” says Masnick, referring to Reznor's habit of dropping USB keys in venue toilets with new music on, during the tour around Year Zero.When the album came out, the CD changed colour as you put it into the CD player and it got warm – “a little bit of a gimmick, but also a reason to buy the physical CD” says Masnick.But chapter two came when NIN wasn't signed to a major label any more. So he started with the album Ghosts [...]
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