Trent Reznor Gets It!

April 8, 2009

Today, WIRED released a really nice piece on Nine Inch Nails‘ Trent Reznor, who has probably been one of the most forward-thinking “brand managers” of the last year or so–and I don’t mean music-specific branding either.  The report was sparked by news of Reznor’s upcoming release of a NIN iPhone App.

The free Nine Inch Nails app, scheduled for release as soon as it gets final approval from Apple, is a mobile window on all things NIN: music, photos, videos, message boards, even — thanks to a GPS-enabled feature called Nearby — the fans themselves.

Nearby is “kind of like Twitter within the Nine Inch Nails network,” says Rob Sheridan, Reznor’s long-time collaborator. “You can post a message or a photo by location, and if you’re at a show you can see conversations between other people who are right there.”

A couple of months ago, I wrote about the power of branded iPhone apps and asked why more brands (STILL!) have not created their own. So, it’s always nice to hear these kinds of announcements–industry leaders, like Reznor, truly grasping the opportunity and capitalizing on the value these “brand-extending tools” can add to the overall experience you create for your customers (fans).

As WIRED notes,

[This] is the culmination, at least for now, of a process that began a year-and-a-half ago, when Nine Inch Nails succeeded in extracting itself from its contract with Universal Music Group’s Interscope label…Since then, Reznor has pioneered a new, fan-centered business model that radically breaks with the practices of the struggling music industry. His embrace of “freemium” pricing, torrent distribution, fan remixes and social media seem to be paying off financially even as they have helped him forge deeper connections with the Nine Inch Nails faithful.

I will admit, I’ve never been a huge fan of NIN’s music, but their apititude for brand building–especially in today’s so called “unknown” environment–gives them huge props in my book.

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