News > Nine Inch Nails
Carrots, Sticks And Nine Inch Nails
By Johnny Firecloud
Monday, September 22, 2008
Found a message from Trent Reznor in my inbox this morning. You may have, too. On a short break from Nine Inch Nails’ current Lights In The Sky tour, he put together a survey to find out more about the habits and methods of his audience, undoubtedly to fine tune his communication and marketing tactics:
As we’ve moved from the familiar world of record labels and BS into the unknown world of doing everything yourself, we’ve realized it would benefit us and our ability to interact with you if we knew more about what you want, what you like, what you look like naked, etc. I know it’s a pain in the ass but we’d truly appreciate it if you’d take a minute and help us out.
Since only self-absorbed sociopaths like myself would spend the ten minutes or so it would take to answer all the questions, Trent offered a video performance of 1,000,000 from their recent show at Red Rocks in Colorado as incentive.
No copyright infringement here, kids. Trent’s got no illusions of keeping it exclusive. In fact, he’s upping the ante to make it worth your time:
“I know what’s going through your little minds right now: “I’ll just grab this off a torrent site and not have to fill out the survey!!!” and guess what? You will be able to do just that and BEAT THE SYSTEM!!!! NIN=pwn3d!!!
BUT
What if we were to select some of those that DO complete the survey and provide them with something really cool? I’m not saying we’ll ever get around to it, but if we did maybe something like signed stuff, flying someone to a show somewhere in the world, a magic amulet that makes you invisible, a date with Jeordie White (condoms supplied of course), you know- something cool. See, you’d miss that opportunity AND be a cheater.
Do the right thing – help us out. You’ll feel better.
Thank you and I’ve had too much caffeine this morning,
Trent
Visit here to take the survey.”
If you’re into that kind of thing.
What did you think he meant by “do the right thing”?
I think he meant “help us out,” if my quoting skills are up to snuff. Of the several thousand people who see this site every day, I’m sure there’s a good batch who didn’t get the email and therefore won’t see the video either way.
That is, unless someone posts it somewhere else, in which case I’d hope that person (probably a huge Nails fan) would put the gift in proper context and encourage others to check it out by including both a link to the survey and a mention of the extra bells and whistles people can win by taking part.
Oh wait.
Why did Trent include the video after people took the survey?
Would you say it served as the incentive to take the survey? Of course.
If you take the video and give it to people without requiring them to take the survey, what real motivation do they have? You’re a bright guy and you know as well as I do, the answer is none.
It’s just a giveaway video, so it’s not like some revenue is being lost, it just seems like taking what they made and posting it this way is the opposite of what Trent meant by “do the right thing”. He specifically mentions those people who are grabbing without taking the survey are NOT helping them out. He calls them (and therefore you) “cheaters”. And while you might have “thousands” of viewers on this site, I’m sure NIN isn’t in desperate need of your help in letting people know that there’s a band called Nine Inch Nails, who have a website, and make records and tour.
i can tell you pay a lot of attention to antiquiet. we appreciate your loyalty. out of respect for that, i’ll take the time to make it simpler for you. ready?
i got an email survey today. video and chances to win glorious prizes like autographed shit and sex with twiggy ramirez were dangled like carrots (hence the title).
the video will spread, but the message is not built into it. by providing the video in context for people who would’ve missed it altogether, we’re drawing attention to the survey and, again, the bells and whistles.
we could’ve just talked about the survey and been the dick tease piggybacker to Trent, or not said anything at all, to give an air of exclusivity to the “die hards” at the cost of exposure. is that it? are you pissed that the exclusive fanboi video isn’t something you can rock elite with? cause if you haven’t noticed, we’re not exactly fans of elitist hoarding pissants.
and as for whether or not a little website can ever make a difference… we’ll see about that.
ahhhh, calm down joe.
i took the survey after viewing the video here. as i’m sure some people did. we’ve got some clicks going from this post to the survey.
i got the email from trent and ignored it, but gave it another look after reading johnny’s post here.
furthermore, we’re just showing the video, while taking the survey gives it to you for keeps.