NIN Year Zero

DaytimeDilemma · April 2007

I like the entire thing. Sounds like everything was done by Trent himself. Very focused and industrial. Good piece of work.

whitepants · April 2007

I like it a lot. I still have many more listenings to do but off the bat, it's an impressive effort by Trent & Co. considering he made this album in the middle of a successful world tour.

BTW... Did you dial the number on the back of the CD package for the US Department of Morality? The number is 1-866-445-6580.

Dudes, totally call that number to listen to a one minute recording. It's a trip! Brilliant marketing ploy!

audiodave · April 2007

whitepants wrote:

I like it a lot. I still have many more listenings to do but off the bat, it's an impressive effort by Trent & Co. considering he made this album in the middle of a successful world tour.

BTW... Did you dial the number on the back of the CD package for the US Department of Morality? The number is 1-866-445-6580.

Dudes, totally call that number to listen to a one minute recording. It's a trip! Brilliant marketing ploy!

I love it too, but I just gotta point out, it is not an effort by Trent and Co, it's pretty much all him.

And it isn't a marketing ploy. It's all a part of Year Zero. How could it be a marketing ploy if it's on the back of the album you just bought?

Enjoy.

harmless_little_f*** · April 2007

audiodave wrote:

I love it too, but I just gotta point out, it is not an effort by Trent and Co, it's pretty much all him.

And it isn't a marketing ploy. It's all a part of Year Zero. How could it be a marketing ploy if it's on the back of the album you just bought?

That's like saying that the NIKE slogan 'Just Do It' isn't a marketing ploy if it's on the T shirt you just bought. Before I bought the album I read the bit about the US Department of Morality, I thought yeah that's kind of interesting; maybe I'll buy the album. Marketing. It pulled me in.

It's a marketing ploy. The concept, year zero, it's all a marketing ploy. A brilliant one, but a marketing ploy none the less. Everything which isn't the music on the CD is marketing.

Granted, it's just my opinion.

audiodave · April 2007

harmless_little_f*** wrote:

That's like saying that the NIKE slogan 'Just Do It' isn't a marketing ploy if it's on the T shirt you just bought. Before I bought the album I read the bit about the US Department of Morality, I thought yeah that's kind of interesting; maybe I'll buy the album. Marketing. It pulled me in.

It's a marketing ploy. The concept, year zero, it's all a marketing ploy. A brilliant one, but a marketing ploy none the less. Everything which isn't the music on the CD is marketing.

Granted, it's just my opinion.

That's a fair point. But I think a comparison with Nike is kind of irrelevant. The goal of a company like Nike is ultimately to make money. While this is the case with a lot of musicians, I really don't think it is the case with Trent Reznor. If it was, then he wouldn't have made an album like Year Zero, or The Fragile. And he wouldn't have left it 5 years between releasing most of his albums (Year Zero being the notable exception).

The only reason I heard about any of the Year Zero stuff was because i'm a Spiral member, and I think it's pretty much guarenteed most of them are going to buy the album anyway. I have told a lot of people about the whole YZ ARG thing, and none of them give a flying crap.

I'm not saying he hasn't done any marketing for it. Listening parties are a form of marketing. I just don't view all the websites etc as marketing, but that's just me.

How big a part did the fact that you saw NIN live, and then became a fan, play in you buying the album? I think that if stuff like this was read by a non-fan, they wouldn't care at all.

Once again, just my opinion.

pjfanatic4 · April 2007

whitepants wrote:

I like it a lot. I still have many more listenings to do but off the bat, it's an impressive effort by Trent & Co. considering he made this album in the middle of a successful world tour.

BTW... Did you dial the number on the back of the CD package for the US Department of Morality? The number is 1-866-445-6580.

Dudes, totally call that number to listen to a one minute recording. It's a trip! Brilliant marketing ploy!

I did read in the article in the current Rolling Stone (under the Internet section) that it is a marketing ploy, combined with elements of a video game. There are supposed to have been some hidden messages in some of those websites prior to the release of the album, and other elements that create for some kind of unraveling of information, or whatever. I think it said the purpose is also to make fans believe they are part of the marketing process. It quotes Trent as saying "it's only the beginning". The company that handled this has done other un-conventional marketing ploys with other products.

JaneNY · April 2007

pjfanatic4 wrote:

I did read in the article in the current Rolling Stone (under the Internet section) that it is a marketing ploy, combined with elements of a video game. There are supposed to have been some hidden messages in some of those websites prior to the release of the album, and other elements that create for some kind of unraveling of information, or whatever. I think it said the purpose is also to make fans believe they are part of the marketing process. It quotes Trent as saying "it's only the beginning". The company that handled this has done other un-conventional marketing ploys with other products.

It really is way more than marketing IMO. I have been participating and following it since about February 12th when the first clue came out - there were letters on tour t-shirt that spelled out i am trying to believe. That turned out to be the first website, that discussed something called the presence, and a substance called parepin. It has been an interesting story. But there's way more to it than that IMO. Its like a big painting and the Year Zero album is one part of the picture. Look on the album at the credits - there is a credit for 'world building' - trent reznor and rob sheridan. Trent with the help of Rob came up with the whole concept, but then took on the company to help them execute their ideas. There are TONS of websites, with stories, and people - he couldn't have done all that himself. If you just call it marketing I think one is missing out on the bigger picture.

We've had to use many sleuthing techniques to figure stuff out - there's been passages to interesting books, but only a few words or letters were visible, and BACKWARDS, some people used audio programs to translate sound into picture, there were codes on buttons. Marketing or not, its been interesting, educational (I learned more about visual manipulation, and about something called steganography, morse code....). Maybe I'm just a geek, but this stuff is fascinating. And I agree with the concepts behind it, which makes me like it more. If it had just been a game about wizards, and dragons or whatever, I doubt it would have pulled me in.

And getting back to the album, I am really liking it (as I've said on about 3 other Year Zero threads), though right now I'm listening to Still.

edit: Tonight he released several of his tracks in garageband format, and in the files there are some spectrographs of avatars of people on another board I go to. We think we know why but not 100% sure yet.

edit 2: Mensane I totally agree - the album is richer for knowing the story. Zero sum is very sad taking everything into consideration.

mensane · April 2007

the ARG is not a marketing ploy. the story contained in the ARG is part of Year Zero.
If you don't know anything about the story, you are having a totally different experience listening to the new album than someone who does know.
The songs are from different characters' points of view. If you don't know the characters, then you dont have a full understanding of what the song is about.

And I am not saying that you can't enjoy the album without knowing the story. It is just different.

Knowing what I do about the back story of the songs, when I listen to the whole album from beginning to end, I am in tears and emotionally exhausted.

hrd2imgn · April 2007

mookeywrench wrote:

no one has mentioned the heat sensitive disc yet? or did everyone just download the album?

It's the coolest thing since color changing hot-wheels!!!

that is the coolest cd ever, put it on your leg and then put your hand on it....thanks for making me notice!

whitepants · April 2007

harmless_little_f*** wrote:

That's like saying that the NIKE slogan 'Just Do It' isn't a marketing ploy if it's on the T shirt you just bought. Before I bought the album I read the bit about the US Department of Morality, I thought yeah that's kind of interesting; maybe I'll buy the album. Marketing. It pulled me in.

It's a marketing ploy. The concept, year zero, it's all a marketing ploy. A brilliant one, but a marketing ploy none the less. Everything which isn't the music on the CD is marketing.

Granted, it's just my opinion.

Thank you brother!

I guess my usage of 'marketing ploy' came across as critical when it was not. It's a brilliant marketing effort to go along with a fantastic album. It was smart and unique.

audiodave · April 2007

mensane wrote:

the ARG is not a marketing ploy. the story contained in the ARG is part of Year Zero.
If you don't know anything about the story, you are having a totally different experience listening to the new album than someone who does know.
The songs are from different characters' points of view. If you don't know the characters, then you dont have a full understanding of what the song is about.

And I am not saying that you can't enjoy the album without knowing the story. It is just different.

Knowing what I do about the back story of the songs, when I listen to the whole album from beginning to end, I am in tears and emotionally exhausted.

I'm glad a few others here agree with me.

I think I wouldn't enjoy the album as much if I wasn't aware of the whole ARG, as the songs wouldn't mean as much and I wouldn't really understand what was going on. It would be incomplete.

pjfanatic4 · April 2007

JaneNY wrote:

It really is way more than marketing IMO. I have been participating and following it since about February 12th when the first clue came out - there were letters on tour t-shirt that spelled out i am trying to believe. That turned out to be the first website, that discussed something called the presence, and a substance called parepin. It has been an interesting story. But there's way more to it than that IMO. Its like a big painting and the Year Zero album is one part of the picture. Look on the album at the credits - there is a credit for 'world building' - trent reznor and rob sheridan. Trent with the help of Rob came up with the whole concept, but then took on the company to help them execute their ideas. There are TONS of websites, with stories, and people - he couldn't have done all that himself. If you just call it marketing I think one is missing out on the bigger picture.

We've had to use many sleuthing techniques to figure stuff out - there's been passages to interesting books, but only a few words or letters were visible, and BACKWARDS, some people used audio programs to translate sound into picture, there were codes on buttons. Marketing or not, its been interesting, educational (I learned more about visual manipulation, and about something called steganography, morse code....). Maybe I'm just a geek, but this stuff is fascinating. And I agree with the concepts behind it, which makes me like it more. If it had just been a game about wizards, and dragons or whatever, I doubt it would have pulled me in.

And getting back to the album, I am really liking it (as I've said on about 3 other Year Zero threads), though right now I'm listening to Still.

edit: Tonight he released several of his tracks in garageband format, and in the files there are some spectrographs of avatars of people on another board I go to. We think we know why but not 100% sure yet.

edit 2: Mensane I totally agree - the album is richer for knowing the story. Zero sum is very sad taking everything into consideration.

Thanks Jane,

I missed out on all this, although I keep up with nin.com somewhat, I didn't dig further. Is there a place where I can read up and catch up with the story?

If anything, it gives you more than just the music. Even without knowing the background, I liked the album very much.

JaneNY · April 2007

pjfanatic4 wrote:

Thanks Jane,

I missed out on all this, although I keep up with nin.com somewhat, I didn't dig further. Is there a place where I can read up and catch up with the story?

If anything, it gives you more than just the music. Even without knowing the background, I liked the album very much.

Here's one place to read: http://www.ninwiki.com/Main_Page - its a LOT to take in - we've had months to absorb it bit by bit as it happened, take your time!

There's also echoingthesound.org where all the action's been, but be warned of a few things - do NOT go in and start posting - read, read, read before you ever write anything - they don't like it when someone goes hi - I'm new, what's been happening?, and they don't like useless posts, and starting new threads, when there's already one on the topic, AND you must stay on the topic of the thread! This all makes for quite a well functioning board, actually. They're fair but they don't tolerate any bullshit. Its a lot of fun though, and I think its opening some peoples' eyes to the state of the world.

pjfanatic4 · April 2007

Thanks again Jane... I've started checking it out, very cool!

reeferchief · April 2007

Trent is a true 21st century artist, simply excellent work, by a true thought provocature.:)

rcs · April 2007

mensane wrote:

Knowing what I do about the back story of the songs, when I listen to the whole album from beginning to end, I am in tears and emotionally exhausted.

That's exactly how I feel after hearing it and knowing the people and stories behind the songs. It's an amazing concept and one that I truly appreciate. It adds an entirely new level to listening to an album.

PearlJamaholic · April 2007

i said it in the other threads and ill say it again. i do not like this album. the second to last song and the instrumental are good but they arent even worth buying the album for. and all the talk about great lyrics????? i dont see it at all. i would have liked this album twice as much as an instrumental. compared to alot of the crap out there this isnt that bad compared to other nin album id give year zero a zero.

pj10alive42 · April 2007

simply amazing...well worth the wait...listen to it stoned...

OutOfBreath · April 2007

I liked the record from the get-go. I always liked Trent's more pure industrial/electronica tendencies, as in places on "the Fragile". I feel this record is finally what I've waited a bit for. I feel this is more pure industrial than anything else he has done. The songs are mostly complex drum rhytms with various distorted electronical effects, and a subdued vocal throughout. Well, subdued for Trent anyway. It is an album in a quite real sense, as you have to listen to it all or not at all in my opinion. It creates a wonderful texture of sound and songs flowing into eachother effortlessly. And I thought this before being aware of all the other stuff.

Now, when you add the backdrop of the websites and the bleak future 15 years in the future, this thing goes from being great to brilliant. Flipping through those websites listening to YZ really conjures up the claustrophobic feeling of an oppressive police state in a future gone to hell. The music sounds really alienated/alienating, and with the lyrics in that context from different people's perspective, it really is powerful. (try flipping through exterminal.net in particular) The crescendo at the end starting with "the great destroyer" ending up in "zero sum"s singalong "May god have mercy on our dirty little hearts" is really really powerful and emotional. It is a fantastic ending to a record that slowly paints out the dystopic future, and it's demise or impending demise.

I put this record up there with spiral and fragile, easily. Trent is always best doing concept albums, portraying alienation and (self)destructiveness. A great return to form after the slightly disappointing "With Teeth". Can't wait for the follow-up.

Peace
Dan

darthvedder88 · April 2007

Been listening to YZ a lot lately and Capital G just becomes more and more catchy!!!

NIN Year Zero

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