Thanks, Trent

Nine Inch Nails in Stockholm by Travis Keller
[photo from Travis Keller's Flickr stream]

Thanks Trent Reznor for blazing the trail.

Everyone is talking about his latest free download and his previous digital foray, but don’t forget his work with Saul Williams (statistical transparency included) and the marketing of his last record for Universal, which was by far the craziest marketing endeavor in the history of recorded music (if you follow one link in this post, follow that one). As Bob Lefsetz pointed out yesterday, it’s not about a press release, it’s about connecting with your fans and giving them something to believe in. And Trent has the attention to detail to see it all the way through. I’ve never met the guy but he seems driven.

What he’s doing doesn’t just take balls, it takes awareness and intelligence. Congrats, man. Keep it comin’.

ian

ps – the $300 Ultra-Deluxe Limited Edition NIN Ghosts box showed up at the office last week and it’s AMAZING. by far the best album package I’ve ever seen in my life.

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Trackbacks & Pings

  1. Ian Rogers Thanks Trent | Fansession on 13 May 2008 at 12:30 pm

    [...] for those who are unaware, is the CEO of Topspin and former Vice President of Yahoo Music.  Ian has thanked Trent Reznor for his contributions to the new model of music distribution in the 21st century.  As has been [...]

Comments

  1. Tracy wrote:

    Trent is the king. I appreciate what Radiohead tried to do, but Trent is sticking to the plan and leading the charge. Thanks Trent, and an equally big thanks to the people behind the scene that are working hard and making sacrifices to make it work for others.

  2. SteveR wrote:

    Last I checked there were over 1000 comments to Trent’s post on nin.com, most of which were some variation of “Thanks Trent, you rock!!” Speaks for itself.

    Technology is providing incredible opportunities for marketers (not just of content, but music is as usual leading the way). Its going to be interesting to watch which parts of the value chain climb the learning curve the fastest.

    I got an IM yesterday from a Gen Yer with the link to the album, grabbed in in exchange for my email (the one I check!) and forwarded on to 3 friends myself. And cranked the album.

  3. Bonnie wrote:

    The fact that Trent just gave away his next album without asking for a single dime, just to say thanks to his fans shows that he’s here for the long run. And NIN’s music just gets better and better. I can’t wait to see what he does next online and off!

  4. Andy Magoon wrote:

    Ian, thanks for the heads up. I’m grabbing the lossless now. It’s great to see Trent moving forward with this — I hope it boosts revenues for his performances. I’ve seen him live and would go again, especially after he did this

  5. Will wrote:

    Trent has always been visionary, and I think he saw this shift in the music distribution paradigm coming a long time ago, or at least the seeds were planted early, and deep; he’s had his share of fights with record labels (and other industry “middlemen”) that attempted to rip him off as well as the fans in any number of ways, in addition to trying to dictate to him what he could and could not put on a record. Trent is in the somewhat unique position of being very wealthy, extremely talented with a work ethic to match, widely popular (not just as an artist but as a producer/collaborator as well), and about as computer/Internet-savvy as one can get without it being their full-time career (though much of what Trent does comes pretty close). Add all that to his place in time, now, when the Internet makes this kind of distribution even possible, and it seems only natural to me that he is doing what he’s doing. And on whatever scale “Success” can be measured for this kind of endeavor, I am confident Trent will achieve it as he has with most everything else he has put his mind to. It won’t be long before we see more musicians following suit.

  6. Aric wrote:

    It’s amazing what he’s doing with digital distribution. Can anyone else think of a better way to promote NIN’s summer tour than giving fans the album for free?

  7. Melissa wrote:

    Awareness and intelligence is right. That an enormous vat of creativity! What that man has done to music is legendary already. I can’t wait to see what TR does next and I hope he gets more artists to do this. It’s time the record companies get tossed out.

  8. Frank wrote:

    Yea its amazing, the guy has been releasing album after album lately…

    Its what a year and a month and he has released 1) year zero 2) year zero remixed 3) Produced and did some of the music for new Niggy Tardust album 4) 2 disc instrumental album Ghost 5) The Slip…. Thats just sick!!!

    The guy is making up for the times that it would take him 5 years to come out with an album. Trent must be all over the place.

  9. Martyn Jackson wrote:

    I think it’s a good idea but there is a huge danger of falling into the “quantity over quality” category here. I haven’t seen anyone mention this as of yet but I think it’s a very valid point. We used to wait 3-5 years for a superb album by NIN and now he’s throwing them out every 6 months, and possibly in the future closing that gap to every 3 months. I don’t know, this is cool but there’s a real danger of boring music to come…

  10. Kevin wrote:

    I am startled and pleased to find the most influential musician of my life act up, speak out, and cry against the insanity we are presently giving birth to. If George Bush declares martial law and sends us into world war three before this election (as many people underground suspect), Trent might just be called a prophet!

  11. Will wrote:

    To Martyn Jackson: Be sure to tell us when that happens, because so far its *all* good!

    But I have a hunch anyway that it may be another year at least before another lyrical album, maybe because of the forthcoming tour and Trent will be busy with that. Then again, he does work on music while on the road, so who knows; we already know he has more “Ghosts” releases planned. I have a feeling that a lot of what we’ve heard lately has been material that Trent has been wanting to work on and/or release for years now, but couldn’t (wouldn’t) through the labels, due to previously-mentioned problems with them. Now he’s free to work on and release music as he sees fit. Perhaps he’ll work on another longer-term, more complex and lengthy composition like The Fragile, but there’s no saying that in between working on that he can’t work on release material that is just as good but doesn’t have a place within a set composition. Music composition and performance are for Trent what watching TV or eating are for other people: possibly compulsive, and if there’s a “God”, thank him/her/it for that! (and Trent) :)

  12. Martyn Jackson wrote:

    @Kevin

    Okay let’s not get ahead of ourselves here with the conspiracy theories. While Trent is a genius I’d hardly compare him to a prophet of sorts, I think we are all getting way ahead of ourselves here.

  13. Sarah Sarina wrote:

    Trent Is up in your face now, Full throttle just like hes always been, Hes had my support from the womb Keep on pumpin it outLoveSarahSarina-

  14. Chris Messina wrote:

    Here are my own unboxing shots:

    http://flickr.com/photos/factoryjoe/sets/72157604923879699/

    Agreed, the packaging rules!

  15. Martyn Jackson wrote:

    I like you! I like sex!

  16. Pau wrote:

    I cant wait until I get my own box, by the way if you didn’t know there is a website trying to archive all the boxes.
    http://www.nin-au.com/halo26le/

  17. Quinn wrote:

    And here are my pictures from my unboxing, plus a full description.

    http://iqdupont.com/blog/?p=162

  18. Keith B wrote:

    Actually, I thought the new album was boring and just another repeat of the bad music he’s attempted before. You know what I wish? I wish that Trent Reznor and his band would take all of that money they’re getting and do a few things:

    a) Get a personal music tutor, one which can teach him/them to play more than the same, boring 4/4 or 2/4 guitar drones or the same plittering piano notes.

    b) Purchase books in areas other than the Self-Help section in Barnes and Noble–like, say, science, classical literature and philosophy for instance. Perhaps then Trent can write lyrics about topics other than depression, obsession, failed relationships, anger, pain, etc. Yawn. Seriously, if he’s serious about wanting to make art, then he needs to rise above that high school mentality. (Oh, and don’t tell me that Year Zero, his “political” album, was anything more than “Far Right Republicans and Evangelical Christians are gonna get you all… in the future! Beware of fascism! Watch me steal everything from every dystopian author ever!” Bitch, please. Subtle and intelligent it was not.)

    c) Never, ever, ever, ever use the phrase “on my knees” or “on your knees” in a song ever again. Hearing Trent whine out that line has become the trademark indicator that we are listening to a NIN album. It needs to stop.

    d) Get over the whole “minimalist art” and “organic/mechanical juxtaposition” thing. We get it. We got it twenty-two years ago. Chop chop, buddy.

    e) Stop pandering to the goths, emos and high school dropouts that got you famous. We all know you want to make a disco glam funk album. Do it already. Just make sure it has good lyrics.

  19. nonz wrote:

    @18. Keith B

    maybe you listed all the reasons most people like nin.

  20. Billy Goat's Gruff wrote:

    Hey “Keith B”, troll much? Trent has probably already *forgotten* more about music than ten of YOU will ever know.
    So grow up, and get some taste. Pal.

  21. clearside wrote:

    Its great to see these people finally taking some notice of Trent’s “awareness”. I think that he deserves the front cover of some/all of the trades too. Billboard has done a terrible job of giving him a half page article which he shared with another band when Ghosts came out. TR DESERVES THE COVER! He is changing the landscape of this whole pathetic record business but yet these no talent industry whores like Mariah Carey and Coldplay make all the headlines. Its *****. Trent Reznor is bringing us into the new era. Its great to be apart of it! Thanks NIN! Its an exciting time to be a NIN fan!

  22. Tanner wrote:

    after making a move as bold and daring as this, and being one of the coolest beings on Earth, especially in music, because of it, i CANNOT wait to see him in Duluth, GA in August. I got my ticket during the pre-sale at like 5:01 p.m. only a minute after it started.

  23. Phillip Kerman wrote:

    it’s cool… I like the new one better than the $5 one… I even made a video about why the new one is free:
    http://www.youtube.com/watch?v=oWwrbLUqK4c&fmt=18

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