David Emery OnlineThe Radiohead Standard
3 March 2008
Today, Nine Inch Nails have self released their new album, Ghosts I-IV. It’s the perfect example of the new model of record releasing; while we still haven’t quite figured out the best way of making use of the internet with regard to recorded music, it looks like some form of new standard is emerging.
(The Radiohead standard.)
The NIN release has the full compliment of expected formats, hell – they even manage to crowbar in a semi ‘pay what you like’ style system by giving away the first disk for free. Not only that, they’ve seeded it to all the popular torrent sites as well (which is useful as I couldn’t get past the CAPTCHA on the download page…). Along with the free 9 track download, there’s also a full 36 track download version for $5, a $10 2xCD version, a $75 deluxe edition (which comes with a Blu-ray of hi-def audio files and a DVD of the multi-track files) and an utterly comprehensive $300 ultra-deluxe version which has vinyl, art prints and all sorts of other things.
What’s most interesting about the whole thing is the complete lack of innovation coming from a band all about innovation. When Radiohead released In Rainbows it certainly surprised a lot of people – the ‘pay what you want’ bit the biggest surprise of all – but was really the obvious step to take; it was just waiting for someone to take it. This NIN release seems like the next obvious step: repeat, clone and take the harsh edges off. Also worth noting that they haven’t taken this gamble with their next full studio release, but a slightly side-project-esque instrumental double-album; for all the world this feels like someone testing the waters.
The concept of a digital release, sold direct by the band, accompanied by a traditional CD release later along with a deluxe version for the people that want (and will pay for) more is the new way to release records now. Whether it’s a better way – and it’s certainly not for everyone – is still up for debate.
More reading (NIN’s press guys, you can thank me later…):
Pitchfork: New Nine Inch Nails Album Available NOW
Stereogum: Download Nine Inch Nails’ Ghosts I-IV
Idolator: Trent Reznor Hoping That Internet May Be Moved To Actually Shell Out Money For Music
TorrentFreak: Nine Inch Nails Uploads New Album on Torrent Sites