NIN - Can Trent stop the Downward Spiral?

March 5, 2008 · Filed Under Recent News

As I type I’m listening to Ghosts I-IV - NiN’s latest album release.

There is no question that Trent Reznor is an unusual artist. Hell - anyone who makes a music studio out of a Charles Manson’s slaughterhouse is a bit different.

The album itself is a 36 track instrumental. In trent’s own words:

“I’ve been considering and wanting to make this kind of record for years, but by its very nature it wouldn’t have made sense until this point. This collection of music is the result of working from a very visual perspective - dressing imagined locations and scenarios with sound and texture; a soundtrack for daydreams. I’m very pleased with the result and the ability to present it directly to you without interference. I hope you enjoy the first four volumes of Ghosts.”

So what’s the big deal? The album was released online @ NIN.com (and on Amazon.com’s music marketplace). For the cost of $5.00 customers can download the FLAC lossless format of the entire album, cover-art and info (Smaller MP3 format available as well ). [amazonify]B00158SHD8:right[/amazonify]

This isn’t Trent Reznor’s first foray into direct music sales. He ditched his record label last year and has make news by helping Saul Williams launch his Niggy Tardust Album last year online. The album sales were not terrific - but impressive enough for an independent release with no support from the recording studios.

The Niggy Tardust experience gave Trent some lessons learned - as did RadioHead’s very public online album release of Rainbows. Both were less successful then expected, but provided valuable insights - not to mention press coverage and proof-of-concept for the directly to consumer music delivery sales model.

Since NIN is no stranger to controversy Trent went ahead and uploaded the album at release time to the popular Torrent Sites on the web as well. Torrent’s are familiar territory for Rez as he admitted last year to being a frequent user on Oink.com (we miss you oink). How can you not lov the reznor?!

Talk about a guy who ‘gets it’. Actually getting his music to the consumers, in a format that they are begging for, in a method that is quick cost effective.

Awesome.

I purchased the flac version of the album directly from NIN.com. There were a few technical glitches - as I’m sure the site was hammered from all of the press. (Trent - if you are reading.. I’m sure your tech folks can hook you up with some better distributed download system next time). But I think we can all get over those. The site was up again this morning when I checked with a note from Trent apologizing for the outage.

So what will it all mean for the music industry going forward? Can NIN push the music industry forward into a newer delivery model, embracing technology (and customers) instead of fearing both?

I think he can.

No one else in the industry has stepped forward with any better plan at this point - certinaly no one from the record labels. Independant artists and groups are getting exposure like never before from the social networks and the dependency on the music labels for promotion belongs in the past.

Trent’s album will be a tremendous success, as it has already gained high visibility - and let’s not forget that NIN get’s a much bigger slice of the revenue without sharing it. The visibility and example shown will push other mainstream artists to dabble in online and independant delivery.

Given the option I will gladly plunk down 5 bucks to purchase a quality album.

Tell me I’ve got to pay 9.95-14.95 and I’m restricted as to where I can play the music - and I’m less inclined. I’m not exactly unique on this one..

Only time will tell - until then I’d suggets we all thank NIN for giving us the chance to break free.

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