AUSTRALIAN FILMMAKER INVENTS NEW BUSINESS MODEL FOR MUSIC INDUSTRY

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) November 9, 2011 -- Concept albums are making a comeback; both Coldplay and Metallica have released single-narrative records in the last month alone. Meanwhile, the music industry is searching for a new business model, as labels fold in the wake of mp3 sharing.

Enter Soul Delay by The Mischief Engine, which is free as a standard album, or available via iTunes and Amazon as a concept album.

Nine Inch Nails, Radiohead and others have sold special editions of their free albums. These are usually hard copies with extensive printed material, signed posters, and other physical extras. This strategy is often labelled "freemium", in which both free and premium versions are available.

Soul Delay by The Mischief Engine takes this business model a step further. In this case, the special edition unlocks the secrets within the free version, contextualising each song as part of a narrative, while remaining in the digital format.

The key creative force behind the project, Stuart McBratney, explains. "I work as a writer and director, telling stories, so it was second nature to make a concept album. And while concept albums are pretty rare, so too is actually paying for music. This was the challenge for us, because it never felt right to just give it away, yet consumers have become accustomed to freebies. Eventually I felt we could accommodate everyone. Our plan became this: give away a standard album, then if people love it, there's the option of experiencing it in an entirely new way, as a story from start to finish. This would require a small fee, akin to the price of a pizza."

The "economy class" version of Soul Delay features eleven tracks of standard radio-friendly length. It can be obtained for free by clicking the blue plane on the Mischief Engine's site.

The concept or "business class" version is available via iTunes, Amazon, and around 50 other pay sites. It features additional songs, extended mixes, a revised track order, and narrative interludes. The red plane on their site directs to the download page.

The music itself could be described as indie pop, though it covers many genres, including pop, rock, metal, hip-hop, funk and electronic. The story is about a guy who falls in love with a girl online, then travels the world to meet her. Collaborators include German electronic producer Chopstick, Canadian hip-hop artist Cadilak Grill, and Australia crooner Nathan Dyer.

Metallica's concept album Lulu, a collaboration with singer Lou Reed, has received negative reviews by the majority of critics, while Coldplay's Mylo Xyloto has fared moderately well. McBratney says he looks forward to the reviews of Soul Delay. "We've been working on the albums for years now, so it'll be interesting to see how people react. And who knows, maybe our business model will catch on."

Both versions of Soul Delay are available from www.themischiefengine.com

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