This week one of my favorite bands, Yeasayer, did something pretty inventive to create some hype about their upcoming album and to control the inevitable leak of the album online.
Titled PSCYVOTV, standing for Preemptive Self-Commissioned Yeasayer Vorstellung of Track Visualizer, Yeasayer released all 11 tracks from their upcoming album, Fragrant World, online. Each song was transformed into a video vignette by Yoshi Sodeoka. The videos were then scattered on websites based all over the world. Yeasayer tweeted hints to the videos' location from their official Twitter account @Yeasayer. The videos were available online for 3 days before being removed.
Every music blog, magazine, and Yeasayer fan were taking about this scavenger hunt. It was a fun way to engage with fans and create some buzz about their upcoming album and tour, while allowing Yeasayer to be the first to share their new music with fans.
Well done Yeasayer!
Friday, August 3, 2012
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