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The Race is on to Pass It On...
By Linda Serck
Reading band The Race have come up with a unique way of marketing their second album, In My Head It Works. We catch up with frontman Dan Buchanan to uncover how.
Imagine marrying up the idea of 'pass the parcel' with a chain letter. There's no hundreds of layers of wrapping involved, but your parcel reaches thousands of people all over the country.
That's the unique and startlingly brilliant idea Reading band The Race have to market their second album, In My Head It Works.
"We're not a huge band and a lot of people don't know who we are," explains frontman Dan Buchanan. "We really like the idea of physically giving something to people for them to pass on to their friends."
The band, who've played the Reading Festival and recorded a Maida Vale session for Radio One, landed on the idea after visiting friends would always bring round CDs for them to listen to.
"I've always loved that," says Dan, "so we had the idea of sending out 100 copies of a little package called Pass It On, which contains five songs from the album."
All are handwritten with on the back a library-style sticker detailing the recipient's name, the date of sending and reasons for why the CD has been passed on.
The Race: sliding to a place near you
"We're sending the first 100 out ourselves over the next few days," says Dan, "we're driving round the country to give them out to people individually."
He adds: "We're hoping they'll listen to it and then pass it on. Gradually more and more people will listen to it - 100 will multiply into 1000 and so on."
The album, which follows on from their critically acclaimed debut Be Your Alibi, was produced by the renowned Dave Eringa, who's worked with Kylie Minogue, Manic Street Preachers and Ocean Colour Scene.
"Recording the album was amazing," says Dan of their time at Burghfield-based Keynote Studios and Brixton's Dairy Studios. "It was kind of what we'd always dreamed of - we wanted to have a producer that had 'been there, done that' and had number one albums before; and he did a great job."
In My Head It Works, ("based on the fact that eveyone individually has their own set of ideas that makes sense to them"), is chalked for official release in September/October, with the first single planned for August.
The Race at South Street Arts Centre
And if you're looking to make an investment, The Race are offering stakes in the album.
"It gives royalties for the next five years in the album's profits," says Dan, who adds that any leftover stakes can be bought via www.inmyheaditworks.com.
"It's the whole point of sharing the band and spread-ownership. Now we've made the music, we kind of want to share it out as widely as possible and have a fanbase built upon that, rather than on a massive marketing strategy and 'empty' adverts."
In their head it works, and in our's too.
last updated: 09/06/2008 at 12:00