Back in May, an unexpected CD-shaped parcel was pushed through my letter box. On opening, I found it to be a letter from the Band and an advanced CD featuring the song "Henrietta". Dated 'May 1st, 2012', it read:
Enclosed is a burned compact disc version of "Henrietta," a single from our upcoming album. We wanted you to hear it first. Please know you were chosen (1 of 200) at random from over 7 billion people on the planet earth. Pls share w/ the internets.
More details soon.
X- Yeasayer
I was of course insanely excited by this, played the CD straight away and instantly loved it! The band reinforced the online hype this physical release generated by lucky fans like myself with TXTSPK (textspeak) announcements on social media platforms Facebook and Twitter - HNRTTA. This was followed with the internet release of another track "Longevity", also promoted using social meadia - LNGVTY - with both singles available as free digital downloads to fans who preorder the Fragrant World album directly from Yeasayer's website.
Despite this excitement back in May ("Henrietta") and then late June ("Longevity"), I thought I'd just have to be patient for the album's release towards the end of August. I was wrong. Yesterday the band made the following announcement on both their Facebook and Twitter feeds:
We have received a message that we are on the verge of embargoed information being leaked through the cracks of the digital universe. Once again an attempt to tell the story before our months can spit. In order to have the edge we have created PSCYVOTV standing for PREEMPTIVE SELF-COMMISIONED YEASAYER VORSTELLUNG OR TRACH VISUALISER.
Using the talents of Yoshi Sodeoka we have created a moving visual for every song on our new album FRAGRANT WORLD and have hidden them all over the internet. The visuals will live on the web until Friday Aug. 3, at 8pm EST. You'll have a few days to find, listen, and most importantly, hear the album from our hands first. at 8pm sharp, PSCYVOTV will be removed.
A challenge has been issued - a kind of 21st century online whacky races for music lovers is underway. Wired magazine have already described the operation as a "scavenger hunt" for fans.
Yeasayer's game isn't just novel though; its downright clever, utilising what Henry Jenkins has called convergence: "the flow of content across multiple media platforms, the cooperation between media industries, and the migratory behaviour of audiences who will go almost anywhere in search of the kinds of entertainment experiences they want" (Convergence Culture: 2). Yeasayer fans will access the music in digital and multimedia forums, before they get their hands on their physical CD. And for fans who do engage in this treasure hunt, the investment in the music itself is likely to be all the greater, since they have actively participated in its discovery/uncovery. For these fans finding the tracks is an immersive investment: Finding the Fragrant World means entering it.
I'll certainly be joining the search (and I'll do my best to keep you updated on twitter). For now, I'll leave you with the first track to have been found - Track 3. "Blue Paper".
So, "Blue Paper", "Henrietta", and "Longevity" all found: 3 down, 8 to go!
Here's an Update with links to all the tracks [though they'll be gone by Friday 8pm]:
1. Fingers Never Bleed
2. Longevity
3. Blue Paper
4. Henrietta
5. Devil and the Deed
6. No Bones
7. Reagan's Skeleton
8. Demon Road
9. Damaged Goods
10. Folk of the Schtick
11. Glass of the Microscope
4 comments:
THSSNDSMZNG!
Post a Comment