Thursday, May 12, 2011

moby's destroyed

We're liking what Moby has done with the launch of his new album Destroyed.

The playback is streamed via Soundcloud through the Destroyed website, and illustrated by photos taken by Moby on tour placed in an interactive map of the world thingy.

Also fans can add their own photos to the map via Instagram and using a #destroyed twitter hashtag.

He says:
'I don’t sleep very well when i travel. and as a result, i tend to be awake in cities when everyone else is asleep. that’s where this album, and the pictures that accompany it come from. it was primarily written late at night in cities when i felt like i was the only person awake (or alive), a soundtrack for empty cities at 2 a.m, at least that’s how i hear it. the pictures were taken on tour while i was writing the album'.

He's also employed a versioning tactic to the product.
There's a big hardback photo book with CD and digital versions of the tracks.
CD digipack with a smaller book of photos.
The heavyweight vinyl souvenir edition that also includes a poster and the CD and digital versions.

It's not the scale of a Nine Inch Nails job, but still does the trick.
Connect with Fans + Reason to Buy = Business model.

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