Following the indie release of their latest album "Ghosts I - IV", Nine Inch Nails are also taking new approaches for its promotional campaign. The band fronted by Trent Reznor are asking fans to contribute videos for the tracks in the instrumental album.
In a collaboration with YouTube, Reznor announced that fans can enter the competition which winning video will air on the video-sharing site. Reznor and his team will personally select the winning clip. "The concept is for you to take whatever tracks you feel inspired by from Ghosts... and create what you feel should accompany them visually," Reznor announced.
He added that this is not going to be an ordinary contest, explaining "This isn't a contest and you don't win elaborate prizes - it's meant to be an experiment in collaboration and a chance for us to interact beyond the typical one-way artist-to-fan relationship." Fans can start submitting their videos here.
"Ghosts I - IV" is the band's seventh studio album that was released on March 2 without a record label contract. Fans could download the album for free,while they have to pay $US 5 for an HQ extended version. Two deluxe editions are also available for $US 75 and $US 300. A rep of the band said that the sales of all versions of the album have generated more than $US 1.6 million.
"First of all, a sincere THANK YOU for the response to Ghosts. We are all amazed at the reaction for what we assumed would be a quiet curiosity in the NIN catalog," Reznor wrote on his blog. "...Now all we need are more artists shunning the labels and releasing stuff independently and then maybe all this crap will finally stop." He previously slammed his label Universal Music Australia for charging too much for his previous releases.