‘ 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” |