The upcoming album from Father John Misty is, according to friends who’ve heard it, marvellous.
The digital marketing campaign promoting it is interesting too: a spoof streaming service called SAP that takes a satirical swing at the likes of Spotify. “There’s never been a better time to be a fan of sharing and discovering – even of music,” explains its intro page. “How do we find a way of extending the joy of free to the artist as well as the fans? Is there a way to prevent anyone from spending money ever? For the fans, SAP helps make the daily barrage of content that much easier to analyse and rate, leaving more time for discoverness, freedoming, and sharehood…” The site is essentially a way to stream every track from the album in full, for free, before buying it. But the point is made too.