‘ Manifesto Part 2 : We are All In The Gutter ,’ is the latest EP from Redbull Records artiste Itch . In promoting his new release , Itch has come up with an innovative marketing campaign , addressing new concerns for independent artistes . The music industry has struggled to keep pace with digital innovations . Businesses have been decimated by online piracy and the decline of the physical product . Recent figures |
saw revenue increase for the first time in a decade , suggesting a light at the end of the tunnel . Though for independent artistes , this is still and uneasy climate , and making a mark in the industry demands new creative solutions . Angela Carter suggests , “ how your music is delivered , received and experienced ” are fundamental considerations for the success of an independent artiste . It is important to strike a balance between |
what is commercially viable and something which is of interest to fans . In collaboration with ‘ The Uprising Creative ’, Itch created 65 original artworks to form unique album covers for limited edition versions of his EP . In a USB drop to mark the release date of ‘ Manifesto Part 2 : We are All In The Gutter ,’ these were then launched at 13 locations across the UK for a lucky few fans to find . The project was the perfect solution to |
the independent artistes dilemma , working as a business decision and promotional campaign , as well as rewarding Itch ’ s fans ; giving them a chance to own a unique piece of memorabilia . Itch commented , “ Artists these days are constantly looking for new ways to promote their work in genuinely interesting ways whilst also rewarding the most loyal fans . This piece of artwork makes the album truly unique ” |