What do you do if your release date is 2 months away and someone in your camp has leaked your new album to the interweb? It happens alot. All the time. Your label has spent 6 months staging a marketing campaign and now everyone UMICH is downloading your creative genius faster than a greased leopard. Again what do you do? The obvious thing would be to push up the release date to minimize the circulation of unsanctioned copies floating through the ether. Sure, that works for the majors, Beck, Nine Inch Nails,Radiohead are all still going to probably sell 7 figures ( albeit low 7 figures). And they have their tour support and licensing opportunities ( which is really where todays artist are going to make there money).

But I’m talking about the 2nd tier artist (neh artist on the come up). Critic and blogger darlings much anticipated 4th album ( hypothetically). Imagining they sold 40k last time out and they are slated to sell upwards of 100K this time around which would bump them up from their indie to the major that distributes said indie. But wait, 2008 is here and the DIY marketing strategy you have so carefully plotted out is blown because everybody has already bitorrented your record 2 months before you are booked on Letterman.

What do you do?
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My Morning Jacket plans to debut their upcoming album “Evil Urges” on the internet jukeboxes in dive bars nation wide one week before it becomes available in stores. This does seems like a new and interesting way to promote a new release. We thought that The Hold Steady would have beaten them to the punch on this one.
If anyone knows where one of the 10,000 Jukeboxes is in Brooklyn let us know. I will take you down there and show you how cool it is.

I enjoyed this. This seems like this is what this band is SUPPOSED to do. I’m looking forward to the new LP

Current TV does that All Eyez thing that they do so well again with My Morning Jacket. It’s a video shot at Lollapalooza 2007 for the song ” Gideon” shot by the audience. ( User Generated Content- Get it?) . It would have been cool to see a this with a song from the new record alas this was shot last year. Nice touch adding kids playing the strings.
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