New Album by The xx Premieres Through a Single Fan
The xx released their upcoming sophomore album, Coexist, in an experimental fashion this last Monday. They decided to go about the release by giving the album to a single fan and then letting him/her (the person wishes to remain unnamed) spread the album by word of mouth.
Without any marketing, the album is now being heard throughout the world. In tandem with Microsoft, the social-media-driven record release can be traced from its origin in southeastern England throughout the world on this website constructed solely for the purpose of viewing its virality. After a slightly gradual build, the website crashed due to incredibly high amounts of traffic that was not anticipated.
“It was actually quite slow at first–like watching puppies being born,” says The xx’s marketer Adam Farrell. ”For a moment, it seemed like the grand experiment might sputter out. Then, some big sites got a hold of it and it literally exploded just before midnight on Labor Day.”
The new album Coexist will be released tomorrow, September 11.