Canadian DJ's New Album Comes With Cardboard Turntable That Plays Included 3-Track Bonus Disc

from the gaining-new-fans-by-going-old-school dept

As digital media has erased scarcity from the normal artist-to-fan equation, artists who understand this fact are coming up with new ways to package the "infinite," bringing scarcity back into the equation and opening new levels of connection with their fans.

Kid Koala's latest album, "12 Bit Blues," is both selling scarcity (in the form of limited editions) and giving the fans a way to connect with the music on a slower, more personal level. Limited editions, both on CD and vinyl (the 2 x LP version is already sold out), come packed with a DIY project that allows the purchaser to construct a miniature cardboard turntable that plays an included flexidisc with three bonus tracks. (H/T to Nate Hoffelder for sending this my way.)

Every "play" of this disc is certain to be a unique experience as it must be rotated by hand. The "slow music" experience is indicative of Kid Koala's production efforts. Rather than generate the entirety through software, he built "12 Bit Blues" from the ground up, for a more "raw" and "immediate" album.

Eric [Kid Koala] began working out what he could do with it – a kind of reverse engineering back to his childhood self. A little mucking around and it came to him – the blues was always about stripping music back to its bare essentials, which is exactly what the SP1200 does, too. Over three days he cut up and reassembled the bed tracks for 12 Bit Blues. No sequencing software was used. Using the pads on the machine and a multitrack, Eric played each part of the tracks in real time, before finally returning and adding cuts over the top.
Kid Koala's offering does several things exactly right. First, it creates a scarce product that goes beyond an LP pressing. Second, it creates a unique experience for each fan who purchases it. Third, and perhaps most importantly, the concept and execution of Koala's vision for "12 Bit Blues," with its hand-built, hand-operated turntable, is bound to generate a ton of "word of mouth" advertising. This advertising almost always creates new fans, as the connection relies on genuine enthusiasm traveling from person-to-person. 



Reader Comments (rss)

(Flattened / Threaded)

  •  
    icon
    Forest_GS (profile), Oct 10th, 2012 @ 8:10pm

    Something that plays sound without batteries in this day and age. I'm impressed.

     

    reply to this | link to this | view in chronology ]

  •  
    icon
    Spaceman Spiff (profile), Oct 10th, 2012 @ 8:53pm

    Awesome

    This is awesomely kewl! I think I will have to get this album just to give Kid Koala a great big Attaboy!

     

    reply to this | link to this | view in chronology ]

  • This comment has been flagged by the community. Click here to show it
     
    identicon
    Anonymous Coward, Oct 10th, 2012 @ 9:41pm

    "Kid Koala's offering does several things exactly right. First, it creates a scarce product that goes beyond an LP pressing. "

    Yeah, and the music will be made digital and available on every pirate site on the planet in a short period of time, making buying the disc meaningless to everyone except those few fans who really care.

    It's amusing packaging, but mostly it's good at shearing the sheep once again, getting the 'real' fans to pay for the freeloaders.

     

    reply to this | link to this | view in chronology ]

    •  
      icon
      Jeffrey Nonken (profile), Oct 10th, 2012 @ 10:22pm

      Re:

      Your cynical attitude does you credit.

      ...

      Oh wait, no it doesn't. You're not a real cynic, you're just trolling. Never mind.

       

      reply to this | link to this | view in chronology ]

    •  
      identicon
      Manfred Manfriend, Oct 10th, 2012 @ 10:38pm

      Re:

      Zeeeeeeeeoooooooommmmmm!

      You missed the whole point, there really can't be a digital rip of this type of thing. What will have to happen is for someone to create a 3d printing instruction so people can make their own in order to physically manipulate the disc in the turntable at their own speed to create varying versions of the songs. That's the kind of piracy we'll be seeing in the future.

      Now off to get myself a cup of tea, Earl Grey: hot....

       

      reply to this | link to this | view in chronology ]

      • This comment has been flagged by the community. Click here to show it
         
        identicon
        Anonymous Coward, Oct 11th, 2012 @ 1:33am

        Re: Re:

        Zeeeeeeeeoooooooommmmmm!

        That's the sound of you missing my point, and just about failing to make your own too.

        Quite simply, if the idea is to sell more records, it's a fail. The idea really appears to be to charge existing fans MORE (oh wait, get true fans to pay more) so that the freeloaders can get the music.

        It's not really rocket science, as much as taking advantage of your good fans to satisfy people to lazy to pay you for anything.

         

        reply to this | link to this | view in chronology ]

        •  
          icon
          Ninja (profile), Oct 11th, 2012 @ 3:03am

          Re: Re: Re:

          It is not a fail. If I download I won't have the perks the originals do such as the turntable thing (which is just plain awesome in my opinion), the physical copies themselves and the feeling of having contributed with the artist. The ones who download won't take advantage of the ones who bought the goods simply because they won't have what the physical goods offer.

          That not to mention that those who download might become his fans in the future and spread the word around by giving copies to friends that may turn into fans too who will spread the word... And they will buy. Talking from personal, empirical evidence.

          You, sir, are the failure here ;)

           

          reply to this | link to this | view in chronology ]

          •  
            identicon
            Anonymous Coward, Oct 11th, 2012 @ 3:46am

            Re: Re: Re: Re:

            "You, sir, are the failure here ;)"

            Oh come on. You typed the right answer, but didn't understand it. The "perks" aren't really important, they are transient to the enjoyment of the music. Either you like the tunes or not. You won't take your cardboard player in your car (or in your case, on the school bus), you will get digital copies of the song and stick them on your mp3 player and enjoy.

            You pay for the transient joy of the toy, not the music. The music will be freely available seconds after release (if not before). The only people paying are the suckers supporting your free music habits.

            The failure I think is figuring that this somehow solved the issues of music retailing.

             

            reply to this | link to this | view in chronology ]

            •  
              icon
              Ninja (profile), Oct 11th, 2012 @ 4:04am

              Re: Re: Re: Re: Re:

              Nobody said it solved everything. If you want to quote where it was said be my guest. But it is one successful model (as you might have noticed in the article there are sold out items already). It is interesting because nowadays there's no panacea in the business world. It has become much harder to standardize and mass produce and this is specially true in the music business given the variety of music styles and the amount of musicians out there. He used the turntable idea probably because it makes sense for a DJ but maybe this same model can be copied elsewhere. If I were a musician I'd offer personalized album art with my own signature for a premium. You see, it's a scarcity the ones who download CAN'T have. Oh and I'd give my music for free too.

              It's not a transient joy. It's my turntable, my toy. Exclusive, physical and scarce. I'm a big fan of Nightwish. A friend gave me a CD with their discography and I downloaded the album they had just released a while back (and the last album). Now I'm the proud owner of 3 of their CDs and I'm having a hard time keeping up with my policy of not buying stuff from any MAFIAA label regarding their last CDs. I'm surely going to their next show that is gonna happen right here in my city soon. So how do getting it for free actually damaged the artists?

              Keep failing.

               

              reply to this | link to this | view in chronology ]

        •  
          identicon
          Anonymous Coward, Oct 11th, 2012 @ 3:26am

          Re: Re: Re:

          "The idea really appears to be to charge existing fans MORE"

          Maximising profit sounds like a good plan. Can't understand why you are against it.

           

          reply to this | link to this | view in chronology ]

        •  
          icon
          John Fenderson (profile), Oct 11th, 2012 @ 10:12am

          Re: Re: Re:

          if the idea is to sell more records, it's a fail.


          That's OK, because the idea isn't "to sell more records". The idea is to make a reasonable profit. Two different things.

           

          reply to this | link to this | view in chronology ]

    •  
      icon
      Zakida Paul (profile), Oct 11th, 2012 @ 1:36am

      Re:

      Typical idiot troll lambasting anything new tried by an artist. Get your brainwashed head out of your arse and you might then see the sky and the grass and all those wonderful things you only read about when you are stuck in your pit typing shite on the Internet.

       

      reply to this | link to this | view in chronology ]

    •  
      identicon
      Anonymous Coward, Oct 11th, 2012 @ 7:11am

      Response to: Anonymous Coward on Oct 10th, 2012 @ 9:41pm

      I don't get it. I, actually, feel stupid because I read and reread the article a million times and I still don't get your point. Did you actually quote without reading?

       

      reply to this | link to this | view in chronology ]

    •  
      icon
      Chuck Norris' Enemy (deceased) (profile), Oct 11th, 2012 @ 7:42am

      Re:

      A point you fail to grasp is that people aren't purchasing the music, their purchasing the packaging. If they wanted the music they would buy mp3's off a vendor or download it from another site. Kid Koala is just offering a reason to buy that you won't get through the other methods of music acquisition. And getting some people to pay is better than getting NO people to pay.

       

      reply to this | link to this | view in chronology ]

  •  
    identicon
    Anonymous Coward, Oct 11th, 2012 @ 12:46am

    Yes, I'm sure this prize at the bottom of the cereal box will catch on...

     

    reply to this | link to this | view in chronology ]

  •  
    icon
    Ninja (profile), Oct 11th, 2012 @ 3:12am

    That's pretty interesting. In the end each artist will find the way of cwf that works for him/her. In this era of experimenting it's refreshing to see success examples like this in contrast with failures from our not-so-friendly-neighbor MAFIAA.

     

    reply to this | link to this | view in chronology ]

  •  
    identicon
    Manfred Manfriend, Oct 11th, 2012 @ 8:34am

    Does anyone know if Ninja Tune ship to the US? I'm actually thinking about buying the physical CD so I can get the package with the turntable rather than just the MP3s.

     

    reply to this | link to this | view in chronology ]

  •  
    identicon
    Anonymous Coward, Oct 11th, 2012 @ 8:39am

    No matter, I call it a win. He paired up a physical perk with the album concept perfectly.

    This isn't any different than the collector edition most games come in. But you pay extra for whatever hunk of plastic they shove into the box.

    You can easily pirate the game, but if it is a series you enjoy and want to see prosper odds are you would buy the limited edition figure packaged with the game

     

    reply to this | link to this | view in chronology ]

  •  
    identicon
    AB, Oct 11th, 2012 @ 12:14pm

    Now that's the kind of thing I would buy. It's FUN to open up a package containing something like that!

     

    reply to this | link to this | view in chronology ]

  •  
    identicon
    birkin, Nov 19th, 2012 @ 12:56am

    That's awesome. I like this.

     

    reply to this | link to this | view in chronology ]


Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here
Get Techdirt’s Daily Email
Save me a cookie
  • Note: A CRLF will be replaced by a break tag (<br>), all other allowable HTML will remain intact
  • Allowed HTML Tags: <b> <i> <a> <em> <br> <strong> <blockquote> <hr> <tt>
Follow Techdirt
A word from our sponsors...
Essential Reading
Techdirt Reading List
Techdirt Insider Chat
A word from our sponsors...
Recent Stories
A word from our sponsors...

Close

Email This