The XX’s second album, Coexist, is possibly one of the most anticipated albums of the last few years based upon the critical acclaim and success of their debut album XX and what better way to whip up a hype frenzy than to allow fans to steam the album before it’s release. However, this is streaming with a sharing functionality included enabling a feature to see where the ‘share’ has ended up? Microsoft and The XX collaborated to produce a HTML5 based page which plots a user’s position on the map and then tracks their social post to a point where the next person has accessed and streamed the album – thus showing the ‘flight path’ of the stream.
It is interesting how Young Turks, The XX’s record label, always gets these digital executions right – remember the HTML5 mobile radio site created for Jamie XX’s remix collaboration album with Gil Scott Heron?
What will be interesting is to see the final reach of such a stream and how much of a global appeal The XX have and will it affect sales?
Looking at how Microsoft are challenging the internet browsing market this is a good move to make the new IE9 just as cool, techy and at the fore of browsing as Chrome and Firefox to which have been leading the way for a while now. But will this actually make a difference and will users care that this is powered by Microsoft or just that they can stream the album? Either way, all the IE9 activity has changed the perception here but if I did a survey of what browser people used Chrome would still come out trumps, perhaps watch this space…