Mashable broke the news that musician Moby is launching and streaming his new album Destroyed via a microsite that employs Soundcloud and Instagram. Destroyed is visualized as an album/photo book, featuring photos from Moby’s tours (on which he wrote the album). Tracks from the album play upon your arrival at the site, with the full album available for streaming via Soundcloud‘s API. There’s also a participatory story-telling angle: a map is ‘pinned’ with Moby’s photos across various locations, while fans can add their own via Instagram and a #destroyed tag.
Moby initially greets visitors by directly sharing the idea and inspiration behind the album;
i don’t sleep very well when i travel. and as a result, i tend to be awake in cities when everyone else is asleep. that’s where this album, and the pictures that accompany it come from. it was primarily written late at night in cities when i felt like i was the only person awake (or alive), a soundtrack for empty cities at 2 a.m, at least that’s how i hear it. the pictures were taken on tour while i was writing the album. i wanted to show a different side of touring and traveling. a side that is often mundane, disconcerting, and occasionally beautiful
One clear observation on this launch strategy for Destroyed is that artists are simply needing to find alternative, disruptive and inventive ways to release their albums. While the album can be streamed on the microsite for free, there are of course different ‘packages’ of the album available for purchase by those who want to be able to physically own the album, download it digitally, and even purchase an accompanying book.
The other observation? If you want people to ‘buy’ your music, it may have to be about more than just the ability to listen to your tunes. Creating or sharing experiences and telling a story with a more physical token (like a photography book) may be just one way to go.