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Nine Inch Nails: DIY Artist Market Research

September 24, 2008

Nine Inch Nails mastermind Trent Reznor is one of the few major artists who really involves and engages his fans. In a recent post, Bob Lefsetz pointed out that Reznor is asking his fans to take a survey and in return get a link to a new video of a live performance. He knows that his fans might pass the survey and go direct to P2P, but the message comes off very personal. I’m sure most of his dedicated following will do it.

What’s interesting about the survey is that he’s gathering information on how his fans find out about his new music and what they actually buy from him. The information will most likely be used to help him chart out his next move.

Here’s the message as per Bob’s post

Hello everyone.

I’d like to thank everyone for a very successful year so far in the world of Nine Inch Nails. I’m enjoying my couple of weeks off between legs of our Lights In The Sky tour and got to thinking… “wouldn’t it be fun to send out a survey to everyone that’s shown interest in NIN?” Well, that’s not exactly how it went, but regardless – here it is. As we’ve moved from the familiar world of record labels and BS into the unknown world of doing everything yourself, we’ve realized it would benefit us and our ability to interact with you if we knew more about what you want, what you like, what you look like naked, etc. I know it’s a pain in the ass but we’d truly appreciate it if you’d take a minute and help us out. As an incentive, everyone who completes the survey will be able to download a video of live performance from this most recent tour (and I know what’s going through your little minds right now: “I’ll just grab this off a torrent site and not have to fill out the survey!!!”
and guess what? You will be able to do just that and BEAT THE SYSTEM!!!! NIN=pwn3d!!!)

BUT

What if we were to select some of those that DO complete the survey and provide them with something really cool? I’m not saying we’ll ever get around to it, but if we did maybe something like signed stuff, flying someone to a show somewhere in the world, a magic amulet that makes you invisible, a date with Jeordie White (condoms supplied of course), you know – something cool. See, you’d miss that opportunity AND be a cheater.

Do the right thing – help us out. You’ll feel better.

Thank you and I’ve had too much caffeine this morning,

Trent

Make Great Music,

Hoover

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