Idolator
So, let's just pretend for a moment that you're British band Hard-Fi. I realize this might be difficult, as you're trying to remember if you've ever heard of Hard-Fi. Just imagine a less interesting version of the Arctic Monkeys (yeah, yeah, I know) and stick with me for a moment. You're readying a second album that no one in particular wants to hear. How can you get some media attention for a moment? What will it take to make the prestigious pages of the NME? Oh, here's one idea: make a big fuss about not having cover art!
Hard-Fi have shunned 'traditional' cover art for the sleeve of their new LP 'Once Upon A Time In The West'.
Out on September 3, the album cover will have a plain yellow background with the album title at the top, and "NO COVER ART" written in large white letters below...
Similarly, the promotional version of the single sent to industry figures will feature the phrase, "RARE PROMO COPY. NOT TO BE SOLD TO MUSIC AND VIDEO EXCHANGE BY PRIVELEDGED RECORD COMPANY WORKERS".
"We wanted to break the rules," said Hard-Fi front-man Richard Archer. "We don't need some airbrushed band shot just because it might be expected. Fuck that. This is about the music."
While the "no cover art" bit has been done a bit more properly already on this side of the Atlantic, Hard-Fi sure are going out of their way to stick it to the man, or at least the British equivalent. My favorite part are the big letters that inform the viewer that there is "NO COVER ART". Genius. Pure genius. What's next? Subverting the dastardly radio system by simply playing their music in front of paying audiences? Commenting on the fashion culture that infiltrates music videos by featuring models lip syncing the vocals? We await your next move, Hard-Fi, and if we don't sell back your promo, it's because of your commitment to integrity, and not because they wouldn't take your first album a few years ago.
Comments
This is a particularly lame stunt.
Notwitstanding, Hard-Fi don't particularly sound anything like The Arctic Monkeys. And trust me, there are legions of 16 year olds in Slough who want to hear their stuff. Possible Staines as well. Maybe Crawley, too.
Congratulations, Hard-Fi. It was called The White Album. Next.
That looks like a jaundiced version of PiL's "Album".
Why is it that a silly publicity stunt such as this invites such bile, vitriol and, er, snark? Sure, it's not particularly bold or original, but it's pretty harmless, and it's certainly doing its job of generating publicity (witness: this post).
I happen to like Hard-Fi's music, but that's beside the point. Is this really how up-and-coming bands deserve to be treated, simply for trying to make a name for themselves?
And given all the horrific cover art we've seen this year, isn't this kind of a nice respite?
No offense. I just think you were needlessly harsh.
@annab: And This Is Spinal Tap.
While Hard-Fi aren't very good (though "Hard to Beat" was a great single), they sure don't sound anything like Arctic Monkeys.
@JedTheMime: I would have ignored it if it wasn't for the "it's all about the music, chap" remark. C'mon, the no cover art bit is equally gimmicky as having a set of Anton Corbijn photos...possibly even more so for trying to appear to be above the machinations of the industry.
@soundbitesnyc: You are correct, they are vastly less interesting.
sometimes I wonder how much you guys know about music, or if they just repurpose people to post here that can't cut it on gawker or something.
Hard-Fi and Arctic Monkeys don't sound anything like each other (so you didn't listen to one or the other, which is it?)
Yeah, it's awesome that you guys slag on bands left and right, because hate is the new love or something... but you totally lose a lot of credibility with posts like this.
@masterdave: You took one line that was clearly a joke (hence the parenthetical "yeah, yeah, I know") and manage to ignore the entire point of the post. Nothing personal, pal, but I have to question your ability to read, much less discern what I know or don't know about music.
I have to second (or third or fourth) the other posters and confirm that Hard-Fi sound absolutely nothing like Arctic Monkeys. Might want to listen to a band before you slag them off.
I'm looking forward to the second album. I really liked the first one. Hard to Beat was a brilliant single.
This is like a dumbed down (WAY dumbed down) version of XTC's 1978 LP GO 2:
@YokoOno: At least I didn't break up the Beatles.
Oh, bless, DanGibson. That old chestnut, huh? The Beatles broke up the Beatles. No one had to help it along.
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