To the right here in the picture you see the Nine Inch Nails DOTS sequencer that can be purchased via the itunes App Store. It is a basic music sequencer that allows you to create a “kick snare” beat and control loops on the fly. If done correctly, one can actually re-create NIN’s Echoplex that is off of their album The Slip.
Let’s backtrack a lil bit here…
The Slip by Nine Inch Nails
- Released for free on NIN’s official website May 5, 2008
- CD was Released July 22, 2008
- Nine Inch Nails 7th studio album
- Album was released for free under a creative commons license
- Released digital through band’s official website
- Album peaked at 13 on Billboard’s Top 200
- Over 2 million digital download before CD release
- Physical release sold over 98,000 copies
So, its true. Trent Reznor headman of NIN loves his fans and his fans love him back just the same. Personally, NIN is one of my favorite bands. He is so innovative when it comes to writing music and marketing the band alike. Before selling The Slip, NIN decided to give the album away on their own official website. At that time, referring to the new album, Reznor said, “Thank you for your continued and loyal support over the years – this one’s on me”. That’s just awesome! A famous musician personally giving back to his fans.
As a fan this totally motivates me to purchase future tickets, merch, or music in the future! What a great way to utilize e-marketing!!!
Lights In The Sky Tour
During this tour NIN pushed their album The Slip hard to say the least. Echoplex was one of their songs that was part of their set. To start the song Trent touches the huge sequencer on their set to start the song. You just have to see it for yourself!
And it doesn’t stop there!
NIN also released a rehearsal session of the same song where it shows the drummer making a drum beat with a similar sequencer. You’ve gotta watch this too!
So I bet you can guess where this is heading…
On purpose NIN visually included the sequencer both live during shows and in the music video that you just watched. They did this with intention of creating a sequencer app for the iphone, sorry guys, but Droid doesn’t. Anyways, by the time the NIN DOTS sequencer app was released practically every fan was familiar with the sequence.
and this is where it gets interesting…
With the DOTS application you can totally re-create the song Echoplex. However, its not that easy. I have it on my phone by the way! Sorry, anyways when I first started playing on it I was not able to just crank out the beat and play the samples in the right order. I had to listen to the song over and over, I had to watch the live videos over and over, I had to watch the music video over and over before I actually mastered the app. Think about it, exponentially increasing the hits on your videos, which creates a buzz, which engages fans, which keeps fans engaged, and most importantly, gets records sold!!! Trent Reznor is quite the businessman and should be a model for any musician that wants to maximize their exposure! I’m not saying to devise some revolutionary app such as the DOTS.
I’m saying think out of the box and figure out a cost effective way to reach your fans (aka revenue source) and get them engaged. A street team just ain’t gonna cut it!!! Reach your fans on a personal level and secure “return customers” for life!
It is very difficult to establish your market share in the industry! This is how you will stand out!
Aaron M. Schulman