{"id":729,"date":"2007-03-20T10:55:43","date_gmt":"2007-03-20T18:55:43","guid":{"rendered":"http:\/\/lefsetz.com\/wordpress\/index.php\/archives\/2007\/03\/20\/nin\/"},"modified":"2007-03-20T10:58:28","modified_gmt":"2007-03-20T18:58:28","slug":"nin","status":"publish","type":"post","link":"https:\/\/lefsetz.com\/wordpress\/2007\/03\/20\/nin\/","title":{"rendered":"NIN"},"content":{"rendered":"

Jeffrey Campagna:<\/p>\n

\n

Have you checked out Nine Inch Nails lately? Talk about a project that is more than a CD and more a piece of art. I spent about 4 hours the other night going from web site to webs site learning about something called Parepin and totally being hooked. I had to keep reading and reading going from website to website. Talk about a Viral marketing campaign. And how was it discovered? By hungry fans using the internet.<\/p>\n

Year Zero Research<\/a><\/p>\n<\/blockquote>\n

All I remember is David Letterman telling his audience he had to get that Nine Inch Nails on his television program.\u00c2\u00a0 After their Woodstock ’94 appearance.\u00c2\u00a0 You see there was BUZZ!\u00c2\u00a0 But Trent Reznor wouldn’t take his troupe on TV.\u00c2\u00a0 Even though Dave went on for weeks.\u00c2\u00a0 That’s when I realized they were different.<\/p>\n

Go to: Year Zero (album)<\/a>.\u00c2\u00a0 Unless you’re in on the game, you’ll think it’s a joke.\u00c2\u00a0 An elaborate marketing campaign that’s got nothing to do with "Saturday Night Live" and nothing to do with "The New York Times".\u00c2\u00a0 It exists WHOLLY OUTSIDE THE SYSTEM!\u00c2\u00a0 Like video games used to.<\/p>\n

Think of all the money Trent is leaving on the table.\u00c2\u00a0 All those kids who’d like to play!<\/p>\n

FUCK ‘EM!\u00c2\u00a0 Who needs them as fans!\u00c2\u00a0 The cheerleaders and football players more interested in their social status at the high school than with what goes on inside.<\/p>\n

Still, you know there’s a whispering campaign.\u00c2\u00a0 On the campus.\u00c2\u00a0 Both high school and college.\u00c2\u00a0 And those who’ve graduated, they’re like Mr. Campagna above, surfing, IM’ing, e-mailing.<\/p>\n

But it’s not only this elaborate game.\u00c2\u00a0 Go to: NIN<\/a>.\u00c2\u00a0 Stunning that the site doesn’t take forever to load, like the Flash-overloaded pages of the wannabes, of the label hypes.\u00c2\u00a0 And when you click on the splash page, you get to this index, that doesn’t look like your usual homepage, there are no pictures, they’re not trying to SELL YOU ANYTHING!<\/p>\n

As a matter of fact, they’re giving something away.\u00c2\u00a0 Click around and you’ll find GarageBand files, multitrack files of tracks that you can remix YOURSELF!<\/p>\n

GarageBand?\u00c2\u00a0 But what about WINDOWS USERS!\u00c2\u00a0 Fuck Mac users.\u00c2\u00a0 We get to them last.\u00c2\u00a0 We don’t let people watch videos in QuickTime, there’s no COPY PROTECTION!\u00c2\u00a0 But Trent knows it’s Mac users who more than e-mail and surf the Web, THEY’RE the ones with the built-in program that allows them to make music, to fuck with music.<\/p>\n

There was some ink about the GarageBand files over a year back.\u00c2\u00a0 But now, as the Web has developed, this new campaign Jeffrey Campagna is infatuated with is positively underground, it’s STEALTH!<\/p>\n

NIN does not make easy music.\u00c2\u00a0 Non-thinkers might believe they need a carpet bomb approach.\u00c2\u00a0 So that they can reach EVERY potential NIN fan.\u00c2\u00a0 But it’s not about making yourself ubiquitous, alienating your core, but ONLY SERVING YOUR CORE!\u00c2\u00a0 And letting your core grow you.<\/p>\n

Now my understanding is unlike the Arcade Fire dates, NIN shows are not cheap.\u00c2\u00a0 But why should they be?\u00c2\u00a0 They’re extravaganzas, people are willing to PAY!\u00c2\u00a0 Just like you’re willing to pay to get into an exclusive club, an exclusive restaurant, buy a BMW.<\/p>\n

How many years ago did NIN break?\u00c2\u00a0 Certainly over a decade.\u00c2\u00a0 But they can still sell out arenas.\u00c2\u00a0 Jessica Simpson is in the tabloids and on the equivalent Websites seemingly every day, but she can’t sell a record and almost nobody wants to see her.\u00c2\u00a0 Ten years from now?\u00c2\u00a0 If she’s lucky she’ll have a TV career.\u00c2\u00a0 Then again, can she read the cue cards?<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

Jeffrey Campagna: Have you checked out Nine Inch Nails lately? Talk about a project that is more than a CD and more a piece of art. I spent about 4 hours the other night going from web site to webs site learning about something called Parepin and totally being hooked. I had to keep reading […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[2,5],"tags":[],"class_list":["post-729","post","type-post","status-publish","format-standard","hentry","category-music-business","category-online"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/s96vPs-nin","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/729","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/comments?post=729"}],"version-history":[{"count":0,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/729\/revisions"}],"wp:attachment":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/media?parent=729"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/categories?post=729"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/tags?post=729"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}