Nine Inch Nails – New Album “Year Zero
Trent Reznor, of Nine Inch Nails, has always been an innovator in the music industry. His albums are incredible and his concerts are unforgettable. He managed to keep fans through years and years of new content draught. When he does release new content it is always well received. His fans can’t get enough and devour it with an unimaginable hunger.
This time, in advance of his new album, which is scheduled to be released on April 17th 2007, he is trying something he’s never done before. He has created a media & fan based frenzy surrounding what he calls “The Presence”, which is preceding the release of his next two concept albums.
It all began a few weeks ago during his current European tour. A fan noticed that when certain letters on the back of the current tour shirt were put together they formed a saying which ended up being a website address. This website leads you to a series of other abstract websites which tells the story of the destroyed future.
“Year Zero” is a political album. Sure political albums have been done before and will continue to be presented to the public as long as there are so many things wrong with this world.
I have questioned a few times if this is all just a scam? A big marketing gimmick that Trent was pressured to do through the record companies? A gimmick to help boost the record sales that mp3z have destroyed. I truly don’t think that is the case. Here are some quotes from Trents blog:
“I am creating right now and I do not care what the record label or marketing people think about what I’m doing. I also do not care what the public think about what I’m doing. I certainly appreciate your patronage and I HOPE you will get and enjoy what I’m working on, but I will not patronize you or pander to what you want. I assure you I am pouring every ounce of my life, heart and soul into this and it will be the best work I am capable of – and that’s all I can do.”
“Usually when I finish a record, I have to go into battle with the people who’s job is to figure out how to sell the record. The only time that didn’t happen was “with teeth”. This time however I’m expecting an epic struggle. This is not a particularly friendly record and it certainly doesn’t sound like anything else out there right now. Artists these days are not encouraged to experiment or take risks, and my punishment is on it’s way.”
“The term “marketing” sure is a frustrating one for me at the moment. What you are now starting to experience IS “year zero”. It’s not some kind of gimmick to get you to buy a record – it IS the art form… and we’re just getting started. Hope you enjoy the ride.”
I can’t help but wonder if “Year Zero” would be a strong enough album on it’s own without all the websites and gimmicks? Normally I wouldn’t doubt Trents creative ability. But I am a little worried about the strength of the new album at this point.
Trent has some of the most dedicated and obsessive fans in the music industry. Where they find time to figure out the things that they have surrounding this concept is beyond me. But I wonder when it’s all said and done, all figured out, will they still like the actual music on the album? Will they be able to see past all the “gimmicks” and just listen to the album as a musical piece of art? Does Trent think that this album doesn’t have what it takes to stand on it’s own that he has to create a futuristic world with political messages to help support it?
I guess we will all find out in April.
-Bonnie
