Musicians in search of fans give away entire albums

Robert Morast
rmorast@argusleader.com

published: 3/25/2004

Area bands post mp3s, even artwork online

Last month, Los Angeles-based DJ Danger Mouse made national headlines when he declared Feb. 24 "Grey Tuesday."

It became a music file swapper's holiday, when more than 100,000 people downloaded Danger Mouse's "Grey Album" - his sonic collage merging The Beatles' "White Album" and rapper Jay Z's "The Black Album" - free from his Web site.

Internet bloggers and media critics raved about the inventive move, which made Danger Mouse an mp3 icon.

But giving away albums on the Internet is old news to a couple of Sioux Falls musicians who posted complete records on their Web sites weeks before "Grey Tuesday."

At www.nightshield.net, local rapper Gabe Night Shield has posted the 21-track "Triple Crown Mix Tape." And at www.dabworldwide.com, rocker Dan Anderson's band, DAB, has the album, "DAB Music Vol. 1," available - with downloadable artwork. Both albums can be downloaded free.

While it's just a few musicians, the online albums have the makings of a trend that benefits artists and listeners.

Listeners get an entire album for free. Musicians get promotion and marketing and a cost-effective alternative to manufacturing compact discs in bulk.

"I'm trying to anticipate a trend," Anderson said. "At the same time, I'm trying to cater to the fans of my past who live in all corners of the country."

While the Recording Industry Association of America is taking legal action against those who illegally trade music over the Internet - including Danger Mouse - downloading Anderson's or Night Shield's music won't get people in trouble. The RIAA is going after people who swap copyrighted material without permission. Anderson and Night Shield have effectively given anyone the right to reproduce their intellectual property.

Artists such as Prince and George Michael have talked about posting free albums on their Web sites but haven't done so yet.

But from the standpoint of a hobby or unknown musician, giving away albums for free is good public relations.

"I think it's a great way to get exposure," said Craig Dewey, a music fan from Augustana College. "It's definitely a cool concept."

Still, some industry people question the decision.

"I personally think if you're giving everything up for free and with no way of tracking who is using it ... it seems to be very, very ineffectual," said Jude Folkman, editor-in-chief of the Musician's Atlas, a trade publication that provides musicians with industry insight and contacts. "There's nothing wrong with giving it away for free. But what are you getting back?"

Musicians say benefits include promotion and marketing. And the best way to draw people's attention is to use the word "free."

"I didn't want a price attached to it to stop somebody from listening to my music," Anderson said of his rock band. "Putting a charge on it, I knew it would be small potatoes. I'm going to recoup the costs, but it will be a third of the people listening to it. I want everybody to hear it, and if it's free, it's free."

The same goes for Night Shield.

"That was basically the intention, to get it out there and create some buzz," Night Shield said. "We did a show in Lawrence, Kansas ... at the Bottleneck Club, and people said they actually downloaded the stuff. We walked into the club, and they actually knew who we were."

The same might be true for musicians with zero buzz.

Business card intro

Still a band without a name - though the group is considering "Epoch" - Jared Bennett's rock outfit plans on launching a Web site with an album's worth of material to introduce the band to Sioux Falls.

"As opposed to printing demo CDs and passing them out, we'll get some real nice business cards printed (with the Web site address on them) and hand those out," Bennett said.

He expects to give out business cards this summer.

Posting albums free also saves artists manufacturing costs. Rather than printing out hundreds of copies of an album, the bands simply post the material, and fans absorb the expense of the compact disc. In the case of DAB, fans also can absorb the printing costs of album artwork.

It's especially helpful to bands with a small fan base. When a band is printing CDs, discs and jewel cases have to be purchased in bulk. If the band has a 100-person fan base, there's little sense in ordering 500 or 1,000 copies of an album.

Anderson can relate. A former member of the popular local act E350, he said the disbanded group still has boxes of CDs sitting around.

"It's product we worked pretty hard for and paid for sitting in Pat's (McIntyre, former E350 member) garage," Anderson said.

Still, that doesn't mean the act of putting "DAB Music Vol. 1" on the Internet was free.

Because of attention to detail and recording costs, Anderson spent upwards of $1,500. But he adds that E350's last album cost more than $3,000.

"It saves some money, but it saves a lot of time," he said.

Hip-hop legacy

Night Shield's reasoning for posting his album free wasn't necessarily about cost efficiency. Part of it is continuing the legacy of hip-hop mix tapes.

For some time, unknown rappers have been constructing mix-tapes - usually rapping over a famous backbeat - and passing them out in hopes they get "discovered." Supposedly, 50 Cent and Eminem first were heard this way.

"I think, if you would want to stay alive in the business, you're going to have to do it," Night Shield says.

To further his effort, he has been posting his free album on various hip-hop message boards. If nothing else, Night Shield just wants people to get a taste of his flow and come back for seconds when he drops his newest album later this spring.

Possible backlash?

But all this could have a backlash.

After getting these artists' music for free, there's the risk fans may not expect, or want, to pay for future music.

"We'll see what happens," Night Shield said.

"I don't think all music should be free," Anderson said. "But something inside of me said, ÔI should put it out for free,' and in some form, it will always be there for free."

Jude Folkman offered some industry advice, suggesting these musicians parlay the free music into an information exchange.

"It's great to give away something for free. But you want that fan to sign up for a newsletter so you can tell them when you're playing," Folkman said.

Even with that advice, the musicians aren't too worried about turning their altruism into personal gain.

"What's the worst that could happen? People hear your music?" Bennett said. "That's what you want."

Reach reporter Robert Morast at 331-2313.