The early White Stripes releases were on a label called Sympathy for the Record Industry. The name was a canny little dig at major label practices. But in truth sympathy for record companies has been in short supply of late. Not least because their failure to foresee the growth of MP3s over physical formats left them with an outmoded business model and at the mercy of pirates until Spotify offered some form of salvation.
But not all companies are quite so techno-phobic. This week XL, home of the Prodigy the Stripes and Lemon Jelly, came up with a fantastic marketing wheeze that harnesses the exponential growth of iPhone applications.
Visitors to the iTunes store can currently download a free Tetris-style game with the twist being that players are loading a tour van with musical instruments. The app is even equipped with an online high score table.
It’s all in aid of promoting newish signings and disciples of the shoegaze movement Titus Andronicus. Two tracks from their Airing of Grievances album play throughout the game, one of which called My Time Outside The Womb is set to be their next single.
You can only applaud this kind of marketing verve, which if it doesn’t give them a hit will raise their profile far more effectively than any number of gigs on the toilet circuit or wearisome interviews with T4 types.
If you’ve any doubt about this, cast your mind back to the dark days of the original Gameboy, which used Dance of the Sugarplum Fairy as its backing music. A cash-in single which remixed the ancient classical piece was a top ten hit, purely off the back of kids recognising it as the Tetris theme.
With any luck, as companies wake up to the marketing possibilities that the iPhone app store offers we’ll get a deluge of free diversionary software in months to come. One thing is for certain, though, is that XL’s rivals will be checking the apps download numbers very closely in months to come.
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