Alt-J’s second album, This Is All Yours, is released in a fortnight but the band are letting fans hear the whole thing early via a dedicated (iOS and Android) app. They will have to work (and walk) a bit, however, to hear it. There are a number of dedicated “listening areas” that are highlighted on an interactive map that users are directed to. The app tracks their movements and, when within a listening area, the album is unlocked for them within the app. Inevitably people can share that they are listening to the album on social media. This is a smart idea and maybe The Proclaimers can use it next by tying it to Fitbit and making fans walk an actual 500 miles to hear half a song and walk 500 more to hear the rest of it. HASHTAG MARKETING. EMOTICON.

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