A couple months ago, Radiohead lead Thom Yorke prophesized the music industry’s imminent and not-too-far-off downfall. The cause of this would be related to reasons that have been heard before, those being primarily the industry’s player’s unwillingness and inability to adapt to more innovative models of distribution, and lack of embracing the possibilities inherent in new technologies. Yorke encouraged young artists not to sign with the sinking ship labels, and instead, explore these new possibilities on their own.
In terms of embracing these new possibilities, artists need to look no further than Arcade Fire. Though still represented under label Merge Records, the band has not been shy about experimenting with everything from distribution to music videos in the lead up to the release of their new album, The Suburbs. Earlier in the summer, the band not only webcast their Madison Square Garden show on YouTube, but had auteur director Terry Gilliam (Brazil, Fear and Loathing in Las Vegas) direct the project. As well, in terms of the album’s release, aside from traditional methods and among other things, the band also made the songs available to listen in full off their own website.
Now the band has launched one of the most fascinating projects associated with The Suburbs, The Wilderness Downtown, the interactive short-film/Google Chrome and street view project that blasts the boundaries of the traditional music video. Directed by Chris Milk, the video, for the song “We Used to Wait,” prompts the viewer to enter their home address and then proceeds to lead the viewer through an abstract narrative set in their own neighbourhood.
Nearly three months since Yorke’s declaration, the industry still remains standing, but at least bands that matter, like Arcade Fire, are continually testing new waters.
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