Nine Inch Nails Creates Year Zero With 42 Entertainment

I just read Brian Cain‘s Year Zero blog post down at Campfire, and I liked it so much I completely stole and reproduced it below. I was happy to note that Brian uncovered 42 Entertainment as the force behind some of these very creative and media-blurring ideas.

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Nine Inch Nails have a nice arg style campaign going on currently to support the new album “Year Zero” that will be released on April 16th.

It’s well done by the folks over at 42 Entertainment and, more importantly, goes along with our entire motto of blurring the line between marketing and entertainment.

As Trent Reznor puts it, “What you are now starting to experience IS ‘year zero’. It’s not some kind of gimmick to get you to buy a record – it IS the art form…”

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That’s the secret guys…eyeballs are no longer captive to forcefed taglines and images of shiny products in the noon day sun. If you wanna connect with your audience you have to approach them with something they want to see.

It’s working for Year Zero in a big way. And even more interesting is the fan made materials that are starting to appear. This homemade clip for one of the new songs off the album holds just as much power as the official video that was released a few days ago.

– stolen from Brain Cain’s Year Zero post at Campfire.

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