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Trent Reznor On "Niggy Tardust" Sales: Thanks For Being Jerks, Internet

niggytardust.jpgTrent Reznor might be learning a little lesson today about courting the allegiance of miserly Digg users, because while 154,449 chose to download Saul Williams' Reznor-produced The Inevitable Rise And Liberation Of Niggy Tardustreleased as a free download in November, with the option to pay $5 for higher bitrate files—the number of people who decided to fork over half a sawbuck was...decidedly less.



Saul's previous record was released in 2004 and has sold 33,897 copies.

As of 1/2/08,

154,449 people chose to download Saul's new record.

28,322 of those people chose to pay $5 for it...

Keep in mind not one cent was spent on marketing this record. The only marketing was Saul and myself talking as loudly as we could to anybody that would listen...
If 33,897 people went out and bought Saul's last record 3 years ago (when more people bought CDs) and over 150K - five times as many - sought out this new record, that's great - right?

I have to assume the people knowing about this project must either be primarily Saul or NIN fans, as there was very little media coverage outside our direct influence. If that assumption is correct - that most of the people that chose to download Saul's record came from his or my own fan-base - is it good news that less than one in five feel it was worth $5? I'm not sure what I was expecting but that percentage - primarily from fans - seems disheartening.

Zuh? "Very little media coverage outside our direct influence"? Pulling this little stunt in the direct aftermath of In Rainbows got it written up just about anywhere online that covers music-related news. Sure, it's a little sad that 5,000 fewer people chose to pay for Williams' record this time out—EDIT: or, pace the comments section discussion below, considerably more this time out if Reznor's 33,897 represents sales of Williams' last album from 2004 to date—but in addition to the dwindling fanboys, that kind of blanket (good) press is going to attract a lot of curious (but stingy) non-fans and folks who'll download anything if it's free, regardless of bitrate. Reznor's hope that if he "offered a hassle free way to show support that clearly goes straight to the artists who made it at an unquestionably low price people would 'do the right thing'" is laudable in a "last honest (if pie-eyed) man in the music industry" kinda way, but Saul Williams ain't Radiohead, who were smart enough to know it was probably a good idea to give people the option to pay as little as a buck if they so desired. Didn't you know $5 is a lot to ask of people in the P2P era, Trent?

Saul Follow-Up And Facts [NIN]

10:15 AM on Fri Jan 4 2008
By jharv
2,030 views
9 comments

Comments

  • He really shouldn't have had any expections, and shouldn't feel any disappointment. It was an experiment. Bottom line: it has already sold as much as SW's last album (and will probably outsell it), and since there's no label taking most of the profit the artist will easily make more off it, even with the lower pricetag. Plus several times more people have heard it than probably would have otherwise. It's win-win the way I see it.

  • I'm not sure anybody take his tone of disappointment completely at face value. Even if he thought the outcome was predictable, he's sort of obligated to at least appear pissed-off--to do otherwise would be an implicit sanction of freeloadering.

  • Hey Jess,

    This post seems a bit misleading. Trent does end his post with a positive note, that Saul's music is in more iPods than ever.

    Also, looking at the 33k number: was that all sales since 2004? If so, Niggy Tardust is an exponential leap ahead of the last album.

  • yeah i was going to make a note after al's first comment that reznor does end his blog entry with on a "chin up" note; as for the 33k number, good question. based on that "tone of disappointment" i took it to mean initial sales, but it very well could be all sales since 2004.

  • I'm not seeing why he's disappointed here. The sales have been in line with Saul's last album, and there were 150k people curious enough to give it a shot. Maybe some of those people will come out to shows, blah, blah, blah.

    I'd say the experiment was a with-qualifiers success.

  • I don't feel bad one bit. I downloaded the album, heard about 3 songs and thought it was utter shit and deleted it from my iTunes. I'm sure many people felt the same way. (Not my cup of tea)

    It'd be one thing if the record was showing up on iLike and Last.FM as being one of the most played records, but it's not, so therefore, any money earned should be looked at as an accomplishment.

  • I paid the $5 sight unseen (sound unheard?) and enjoyed the record. And I hate slam poetry so this is an achievement.

  • (I previously posted something similar, but my browser was acting up. If this is a double post, apologies)

    I think Reznor blew it by anticipating that the general public (even that which is on the first wave of blog-hype) will unconditionally care about bitrate. For every audiophile out there, there's at least ten people that simply want something sounding decent that fits on their Ipod. Radiohead enabled people to get the high bitrate as part of the discbox set, but those people were all fetishists to begin with. 160kbps is fine for what most people use their music for, and having something three times the size taking up valuable Ipod space isn't always desirable. While I don't know for sure whether the overall financial haul would've been bigger with a straight up Radiohead model, I do think that more than a few die-hard fans simply didn't give a shit that one file had different compression, and without an e-tip jar to toss Saul a couple bucks, simply took the freebie and left.

  • Trent & Saul fucked this whole thing up, IMHO.

    First of all, people have to hear something and decide they like it before they buy it, right?

    The options were A): Pay 5 bucks and download the record or B): Pay nothing and download the record.

    How about adding a simple C): Here, check this record out and if you dig it, either A) download it for nothing or B) Do the right thing and cough up five bones to support the artist.

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