Nine Inch Nails Follows Radiohead's Lead

Nine Inch Nails. Who has heard much from these guys in the last 5-7 years? Of course, I might be guilty of not paying enough attention to the industrial rock scene, but given the fact that they have released two albums in the past three years, it seems that their commercial appeal has significantly tapered off since achieving household name status in the 90s. So it's with no great surprise that Nine Inch Nails lost its longtime recording contract with Interscope last year, forcing them to explore other distribution methods for the band's recently completed instrumental project, Ghosts I - IV.

As is the growing trend amongst independent-minded bands, front man Trent Reznor and bandmates have made the entirety of the album's 36 tracks available for digital download on their website for only $5. There are three other price packages:

1) A CD version in a two-disc package for $10 as well as a $39 vinyl version, with sales through its site or through record shops starting April 8.

2) A $75 version which includes the music on two CDs, and a DVD that contains data files of the multitrack recordings of the 36 songs, allowing fans to remix and alter the music as they choose.

3) A $300 deluxe version with the two discs, the vinyl set, Trent Reznor's signature and additional material. Only 2500 were made, and are already sold out. That's a quick $750,000 in Reznor's pocket.

This is very similar to the independent distribution method behind Radiohead's recently released In Rainbows record, but with a couple significant modifications. Nine Inch Nails will not offer any content for free on their website, instead opting to post the first nine tracks of Ghost I - IV on several sites that utilize BitTorrent technology, which is a clear pledge in support of unauthorized file sharing. By obtaining a Creative Commons license, the band has authorized unpaid uses of their output. On thepiratebay.org, a popular torrent site, the band posted a message to their fans where they are quoted as saying, "We encourage you to share the music of Ghosts I with your friends, post it on your website, play it on your podcast, use it for video projects, etc."

In a recent New York Times article, Reznor referred to digital file sharing as “a revolutionary digital distribution method, and we believe in finding ways to utilize new technologies instead of fighting them.” Personally, I think this a highly effective one-two punch in helping musicians to increase exposure and ultimately promote record sales. Given the inevitability of file-sharing technology and its already overwhelming popularity, more musicians are likely to follow Nine Inch Nails and Radiohead's lead. Give the customer a teaser for free, and then offer the remainder of the product at a reduced price. Maybe I'm a sucker, but I now own both albums.