The Rim Of Hell

Blabbermouth.net – In an unusual marketing maneuver (from an often unusual band), Mudvayne has announced an interactive game to accompany the release of their upcoming album “The New Game” on November 18th.  Follow the link, as it gets pretty complicated really, but the band is basically melding the packaging of the CD – including lyric sheets, mug shots (there’s a back story there, I’m sure) & a unique assigned code – with historical knowledge of the band as well as clues provided weekly on their website, in order to help fans solve a mystery/puzzle & win prizes.  The grand prize – a VIP laminate for Life, second prize is a signed Washburn guitar, 10 runner-ups getting deluxe copies of the CD.  Pretty kewl, eh?

What’s truly interesting to me, and the reason I bring it all up in the first place, is the attempt here to discourage illegal downloading by ENCOURAGING the purchase of the CD i.e. giving fans a reason to buy it other than to fill the record companies’ coffers.  It’s not exactly how Trent Reznor went about it, or is it?

I think it is, just in a different way.  Mudvayne, like Reznor when he offered expensive yet elaborate limited edition copies of ‘Ghosts I-IV’, have found a way to capitalize on the packaging of the CD in addition to the music found on it – things that are not as easily duplicated digitally (I’m assuming) and thus offering a reason to plunk down some hard earned cash at Bestbuy.

I’ve said it before & I’ll say it again – this IS the future, children.  The music can be acquired digitally, so it has to be in the marketing where bands will make the money – mostly from their most diehard fans.  Exploiting the most dedicated to cover the loss of the more apathetic.

As Rob Zombie has been quoted as saying (and I paraphrase here ’cause I’m too fucking lazy to actually look it up) “You can’t sign a download”.  Here is a viable alternative.  It will be interesting to see how this plays out, but I think it will be surprisingly good (even if the music isn’t).