MUMBAI: If anybody knows how to do it economically and sensibly – it’s the indie bands. Delhi based Them Clones would soon releasing their album Love.Hate. Heroes which they have been planning for the last eight years.
What makes this album stand out is that it is compleetely based on votes received through their official website www.themclones.com. For spreading the word across, the band is using a combination of live performances, networking sites like Facebook, Twitter and MySpace.
Starting this May, the band spent their time touring and promoting their single My Life. Towards the end of each gig, band members would announce their website, and give a brief description of their online activities. Their website featured 17 songs (previews of two to three minutes) which intrested users can listen to and make their own compilation. The songs that got maximum preference became eligible for the band’s debut album
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The democratic functioning gives listeners the power to choose what they would like to listen to, as compared to the module where record labels select songs for their albums. However, this is not the first time bands are exploring the online area. Mumbai based Zero used peer-to-peer (P2P) to share and promote their tracks. Similarly, in 2007, international alternative rock major, Radiohead released its album online before its physical release.
The band is also offering its single, My Life — an animated video, which was released on 1 May 2009, for free download. Currently, the song is playing on popular music channels such as Vh1 and Zee Music. It is doing pretty well with around 10 rotations a day,… claims Surojit Dev, the drummer for the band.
The voting for the songs would be active till the end of August. The full length album will be released under Counter Culture Records/EMI.
Them Clones comprises Prithwish Dev (vocals), Joseph L (Guitars), Gucci Singh (Guitars), Clarence Gonsalves (Bass guitar) and Surojit Dev (Drums).
