A great blog entry from Jacobs Media consultant, Dave Beasing, who notes that Nine Inch Nails' Trent Reznor has come up with a great idea that gives his fans unique access to his music. He is offering their hit, “The Hand That Feeds,” in a free download with multiple tracks. Anyone can remix it, rearrange, and add their own interpretation of the song (www.nin.com/current).
Already fans have come up with their own versions of the song – “Deep House Mix,” “The Banjo That Feeds,” and “The Hand That Funks” is a sample. Why did Reznor make the song available in this way? “It just seemed like a cool thing to do,” he told the LA Times.
As Beasing notes, allowing people to participate creatively in your brand forces you to give up some control. But the tradeoff is huge – they feel invested enough to do your marketing for you.
It also gives them a sense of ownership and belonging in the product – which is what Neo is all about. Giving listeners a seat at the table, a say in what you play, and a chance to add their two cents is what binds them to your station. Thanks, Dave.