UPDATED 17:41 EST / JUNE 08 2009

NIN Uses New Media to Change the Music Game. Again.

James Lewin over at Podcasting News today pointed out another interesting way in which the band Nine Inch Nails is once again shifting the game forward when it comes to the music business.

Typically, concert videos don’t come out until after several months of post production, but in quickly uploading a special live performance of NIN with Saul Williams.

It’s a mistake, though, to think that this revolution is limited to low-budget indies.

Check out this concert video for Nine Inch Nails‘ performance of Survivalism, live in Atlanta, GA, May 10th, 2009.

At first glance, the video may not seem that different from a lot of concert videos. Look closely, though, and you’ll see that this is a basically a glorified home movie. One shot, filmed by Rob Sheridan with a Canon 5d Mark II.

Like a lot of things that NIN has been doing lately, it’s not immediately obvious how insanely innovative this is.

Put a guy on stage with a relatively cheap HD video cameo, let him interact with both the band and the audience, and you’ve changed concert videos forever. There’s no reason that any band, not just Nine Inch Nails, can’t have an HD concert video made for all their shows.

My Angle: Trent and his crew have done a lot of groundbreaking and risky stuff since just after Radiohead’s “name your own price” album scheme. What they’re doing isn’t particularly technologically advanced, but it is an advancement of the mindset of acceptance of the tech tools that are out there for mainstream bands.

The Bottom Line: Michael Sean Wright and I have been cataloguing in pretty vivid detail on his podcast Are You Really Experienced the death of the traditional record label model – public and noticed moves like this from bands like NIN will show the many pathways to profitability sans big media.


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