Der „official user“ trent_reznor antwortet im Nine Inch Nails-Forum in seinem Beitrag my thoughts on what to do as a new / unknown artist auf das Argument, mit der Nine Inch Nails-Strategie könnten nur etablierte Künstler Geld verdienen. Er rät unbekannten Bands zu folgendem Weg:
Forget thinking you are going to make any real money from record sales. Make your record cheaply (but great) and GIVE IT AWAY. As an artist you want as many people as possible to hear your work. Word of mouth is the only true marketing that matters.
(…) build your own website, but what you NEED to do is this – give your music away as high-quality DRM-free MP3s. Collect people‚Äôs email info in exchange (which means having the infrastructure to do so) and start building your database of potential customers. Then, offer a variety of premium packages for sale and make them limited editions / scarce goods. Base the price and amount available on what you think you can sell. Make the packages special – make them by hand, sign them, make them unique, make them something YOU would want to have as a fan. Make a premium download available that includes high-resolution versions (for sale at a reasonable price) and include the download as something immediately available with any physical purchase. Sell T-shirts. Sell buttons, posters‚Ķ whatever.
Wie etablierte Künstler es machen sollen, sagt Reznor übrigens auch: Wie die Beastie Boys.
