Raconteurs review the rulebook


 The Raconteurs have dispensed with all traditional forms of promotion and thrown the publicity rule book out the window.  What now seems to be de rigueur for any trend setting rock band is to dispense of any pre-hype by releasing their album before any journalists can get their hands on it.  I remember a certain Radiohead album last year having a sudden release and sounding all the more vital for it.

Extract taken from nme.com, “The group added that they wanted the sudden release so that everyone, fans and media, got the record at the same time “so that no one has an upper hand on anyone else regarding it’s availability, reception or perception”.

Is this just great marketing – unique selling point/the anti marketing stance, or is this a gesture of independence and honesty.  With Jack White at the controls you suspect the latter.  Aways trying to stay one step ahead of the game and well known for adhering to the fundamentals of music, the songs are the most important element, everything else can follow. 

Maybe this is just transferring the album release format into a more spontaneous, organic process – akin to seeing live music.  This could be a glimpse of the future, bands releasing music on a whim, no fanfare, with all the analysis and retrospection succeeding the event.   It is after all quite refreshing, gone are the months of hype and promotion that can squeeze the life out of any album.   Though in diametric fashion the band also signify the importance of the album format.  As stated on their website:”The band also prefer that fans buy the album as a whole instead of breaking up the tracks.”This is in tune with many other artists who believe in the creative wealth of the album, also Radiohead.  Downloading singles may be culturally trendy but it’s clear that many artists feel artistically devalued with such actions.  Although not all bands – http://www.nme.com/news/muse/35162 As reported on 6 music: “The Raconteurs feel very strongly that music has worth and should be treated as such. Thank you to all those who respect music in this fashion.”It will be interesting to see, on the release date of March 25, if the music will have the final word.



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