Following on from our interview with Her Name Is Calla about their beautiful low-run, high-end merchandise, music critic Amanda Penlington talks about two bands who have gone out of their way to offer their fans something different.

 

Paper Merchants: Radiohead and Wild Beasts

 

In the digital age where downloads and social networking are the normal modes of communication between musicians and their fans, two of the best-loved Indie bands have shown great innovation by turning to the medium of paper to release new music.

 

Somewhat ironically, Radiohead’s decision to release The King of Limbs as “the world’s first newspaper album” caused much internet buzz amongst fans and music sites. The band are no strangers to finding new ways to release their music. Back in 2007 they pioneered the idea of the pay-what-you-want digital release with the album In Rainbows. And whilst other musicians have spent the last few years catching up with their lead, by making music available for little or no money via Bandcamp, Spotify, Soundcloud and the like, Radiohead have moved on – or perhaps it’s more accurate to say that they have taken an intentional retrogressive step – to offer music fans something different.

 

Building on Radiohead’s newspaper album idea, Wild Beasts are set to release their latest single Bed Of Nails on a limited edition run of postcards, each of which is signed by the band and contains a download code.

 

Of course both bands are providing their fans with collectors’ items – quirky and unique objects that the music buyers will treasure as something special. But what interests me in the case of both of these releases is how in a digital age, musicians are turning to somewhat nostalgic physical objects to release their music.

 

Music is an ephemeral art form, existing only as sonic waves in a transient moment. The choice of a paper format acts to venerate the art of music by association. Firstly, it provides an artwork-laden physical substitute for music’s intangible sonic qualities. Secondly, whilst our encounters with music do not necessarily gain our complete attention (one can ignore or talk-over it), it’s almost impossible to ignore the written word when reading. By using printed materials to represent their music Wild Beasts and Radiohead subtly point to this discrepancy of experience.

 

In addition, Radiohead’s newspaper album wittily subverts the idea of the newspaper as a disposable form of mass communication. Packed with “625 tiny pieces of artwork” The King of Limbs is more likely to be fetishized by fans than used to wrap tomorrow’s chips.

 

Wild Beasts’ postcard release is also a playful gesture steeped in meaning. Containing the band’s signatures it retains the aura of sincerity and authenticity associated with postcards. It draws on the history of the postcard as a personal, sometimes romantic, missive. But, freed of an envelope, the postcard is a format that is easily read by anyone who encounters it en route to its intended recipient. So, in a reflection of the lyrical content of the song it contains (Bed of Nails is a sensual, public declaration of private desire), Wild Beasts’ postcard is a personal document tantalizingly displayed for the rest of the world to see.

 

It’s noticeable that each band’s decision to release on paper comes at a time when music is in danger of being devalued because of its very accessibility (via illegal downloads and ubiquitous background music). In both cases the use of old-fashioned written forms of communication acts as a kind of metaphor for what has been lost with the invention of the internet. Postcards and newspapers are nostalgic formats, associated with a bygone age of written communication. Once common, both are endangered objects in themselves that have been substituted in most people’s lives by email and websites. Reminding consumers of an era before the dominance of the internet marks an attempt to retrieve music from its devalued status.

 

In releasing on paper Radiohead and Wild Beasts are not just giving music fans innovative ways to encounter new music, they are also offering us a chance to remember and reflect on the meaning of tangible forms of communication within an increasingly virtual society.

 

Written by Amanda Penlington

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