What did you learn from the experience?
If I could redo everything and start again, I think having a physical product is a good thing. I think that having some more coordination on our part–and I’ll take the blame on that because there was an urgency to get this done and get it out that I was the ringleader for–I think if we could wave a magic wand and do it again I think being able to offer an inexpensive version in addition to a premium physical product that could be shipped out afterward.

On day one you can buy it online and it’s also in the store. But the manufacturing (of CDs) is the leak (to file-sharing sites) for everything and the leak is important to get around. The leak blows momentum. It happens and it’s going to happen on every release there is. It’s a fact of life. But that leak happens once it leaves mastering and goes to manufacturing, if it hasn’t by then, then it certainly does at that point. I like the energy of release day, the excitement of watching blogs light up and bulletin boards. I think that’s an important spike in attention. And the only way I can see to accommodate a physical release if it goes to manufacturing after the thing is in the hands of people. But I do think there is a need for presence in physical retail.

see also:
Saul Williams’ NiggyTardust Album A Flop?
Niggy Tardust Presented By Saul Williams For Online Release Only, Free If You Want It To Be

It’s a strange time to be an artist in the recording business. It’s pretty easy to see what NOT to do these days, but less obvious to know what’s right. As I find myself free from the bloated bureaucracy of major labels, finally able to do whatever I want… well, what is that? What is the “right” way to release records, treat your music and your audience with respect and attempt to make a living as well? I have a number of musician friends who are either in a similar situation or feel they soon will be, and it’s a real source of anxiety and uncertainty. I’d like to share my experience releasing Saul Williams’ “The Inevitable Rise and Liberation of NiggyTardust” and what I’ve learned from the process. Perhaps by revealing of all our data – our “dirty laundry” – we can contribute to a better solution.

A quick history: Saul makes a great record that I produce. We can’t find the right home at a major label. We decide to release it ourselves, digitally. Saul does not have limitless financial resources so we shop around for a company that can fulfill our needs. We choose Musicane because they are competent and are willing to adapt to what we want. The results are here: niggytardust.com

We offer the entire record free (as in totally free to the visitor – we pay bandwidth costs) as 192 MP3s, or for $5 you can choose higher fidelity versions and feel good about supporting the artist directly. We offer all major CCs and PayPal as payment options.
Here’s what I was thinking: Fans are interested in music as soon as it’s available (that’s a good thing, remember) and usually that’s a leak from the label’s manufacturing plants. Offering the record digitally as its first appearance in the marketplace eliminates that problem. I thought if you offered the whole record free at reasonable quality – no strings attached – and 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”. I know, I know…

Well, now I DO know and you will too.

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, meaning:
18.3% chose to pay.

Of those paying,

3220 chose 192kbps MP3
19,764 chose 320kbps MP3
5338 chose FLAC

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. Add to that: we spent too much (correction, I spent too much) making the record utilizing an A-list team and studio, Musicane fees, an old publishing deal, sample clearance fees, paying to give the record away (bandwidth costs), and nobody’s getting rich off this project.

But…

Saul’s music in in more people’s iPods than ever before and people are interested in him. He’ll be touring throughout the year and we will continue to get the word out however we can. So – if you’re an artist looking to utilize this method of distribution, make of these figures what you will and hopefully this info is enlightening.

Best,
TR

see also:
Niggy Tardust Presented By Saul Williams For Online Release Only, Free If You Want It To Be
Saul Williams and Trent Reznor Discuss Their New Collaboration, MP3s and OiNK

A lot of truth being told in this interview. I will probably never be a fan of buying MP3 albums, no matter how many PDF files of artwork it comes with. There’s just something special and fulfilling about owning a piece of vinyl compared to a random file on your computer. I know all the arguments for going digital such as saving physical space and no skipping if you’re a DJ but I’ve always felt like MP3s are soulless and absolutely worthless, just like CDs. But that’s just me. Link

What inspired you to go the In Rainbows route with this album?

Saul: From the start, I remember Trent saying, “Let’s give it away for free.” At first, I was like, “This dude is out of his mind!” But then it really started making sense, and, of course, with Radiohead doing it, we were like, “What the fuck? The idea that we had was great, and we should really follow it through.”

Trent: I think it’s just an awkward time right now to be a musician. The reality is that people think it’s okay to steal music. There’s a whole generation of people, that’s all they’ve known. I used to buy vinyl. Today, if you do put out a record on a label, traditionally, most people are going to hear it via a leak that happens two weeks — if not two months — before it comes out. There’s no real way around that. I’m truly saddened because I think music has been devalued, so that it’s just a file on your computer, and it’s usually free. But we can’t change that. What we can do is try to offer people the best experience that we can provide them. Will it work? I don’t know. But I think it’s a great way to get music out to people who are interested. At the end of the day, all I care about is the integrity of the music, and that the feeling of those who experience it is as untainted as possible. I’d rather it not be on an iPod commercial. I’d rather it not be a ringtone that you have to get with a free cell phone or any of that bullshit.

What do you think about OiNK being shut down?

Trent: I’ll admit I had an account there and frequented it quite often. At the end of the day, what made OiNK a great place was that it was like the world’s greatest record store. Pretty much anything you could ever imagine, it was there, and it was there in the format you wanted. If OiNK cost anything, I would certainly have paid, but there isn’t the equivalent of that in the retail space right now. iTunes kind of feels like Sam Goody to me. I don’t feel cool when I go there. I’m tired of seeing John Mayer’s face pop up. I feel like I’m being hustled when I visit there, and I don’t think their product is that great. DRM, low bit rate, etc. Amazon has potential, but none of them get around the issue of pre-release leaks. And that’s what’s such a difficult puzzle at the moment. If your favorite band in the world has a leaked record out, do you listen to it or do you not listen to it? People on those boards, they’re grateful for the person that uploaded it — they’re the hero. They’re not stealing it because they’re going to make money off of it; they’re stealing it because they love the band. I’m not saying that I think OiNK is morally correct, but I do know that it existed because it filled a void of what people want.

see also:
Niggy Tardust Presented By Saul Williams For Online Release Only, Free If You Want It To Be

Here’s the deal, Saul Williams’ upcoming record, produced by Trent Reznor of Nine Inch Nails, will be available for download on November 1st. Like other progressive artists trying to figure this online sh*t out, he will be making the album available for free in 192kbps or, according to your level of thankfulness, you can show your support for the artists by paying $5 for a higher bit-rate. Both versions come with pdf’s of the artwork. Either way, you should submit your email to get the download link sent when it becomes available. Link (via)

You will first be asked to enter your e-mail address. This is where you will receive the download link when the album becomes available on November 1.

If you choose to pay for the record, your download will be available in the following formats:

* 192Kbps MP3
* 320Kbps MP3
* FLAC lossless audio

If you choose not to pay for the record, you will receive it in 192Kbps MP3 format.

All versions include a PDF with artwork and lyrics

All files are 100% DRM free, and can be played on any device. MP3s are encoded with LAME v3.97 and love.