Explain. What is this video exactly showing.

You don't see it? I'll switch the video to one you can see clearer. When the cd is exposed to heat, the design changes due to the cd being covered in a material called thermachrome. So if you put the cd in your cd player and play it for a definite amount of time, (Some say around 40 seconds) the design changes into the white design you see in the latter part of the video. The design is binary and is actually a part of a meta game created by Trent Reznor and 42 Entertainment. More information on the meta game itself can be found here: http://www.echoingthesound.org/ and here: http://www.ninwiki.com/Main_Page
and 42 Entertainment's website can be found here: http://42entertainment.com/

Tsk.

Marketing gimmicks? What happened to you NIN.

Wouldnt this be bad for the cd seeing as how the part that the data is actually written on is the back side of the label?

"infinite genius" usually denotes sarcasm that something is a bad idea. What is bad about it. Its just a gimmick and a one-time gimmick at that. Its kinda neat and after it changes its all done.

No, its not bad, as this is on top of the label and the data is on the other side.

Farhad. It's not really a marketing gimmick. I mean, there are even clues to the meta game in the songs themselves, on the cd. Reznor wanted it to be an experience. He came up with the whole idea, and sat there and based his songs around it. If it were marketing, the game would be based around the album. Instead, the album is based around the game and it's storyline.

Crushbug, I just copied and pasted that from youtube. Although I guess it is my fault for forgetting to quote it.

Mgshadow, the top of the CD is layered. The only problem arising from this is that sometimes the CDs might be all white instead of black, and the CD having a brown background instead of black, both of these due to production issues. But yeah the data itself is fine because of the layers. The original purpose of this color change was when you listened to the album enough, the heat from the player reading the CD would make the CD change color and you'd be like "OMGWTFBBQASS" and etc.

Oh btw. The album IMO is really good.

This is brilliant! Rather than suing your customers the RIAA way, make the CD an object that is desirable for more than just the music. You can download the songs, but barring the imminent invention of the Star Trek transporter/replicator, you can't download the Thermochrome coated CD. THIS is the way you deal with a problem, with creativity, rather than by turning your fans into criminals.

The best part about it is Trent doesn't care THAT much about people downloading his music. He knows that there really isn't shit you can do about it, but he thanks people who actually purchased it. Yeah, I'm going to be completely honest. The only reason I go and buy an album is for the artwork, and to support the artist. Otherwise why waste your money when you can get it for free.

I don't see any problem with using a gimmick to sell the actual CDs, considering he's also giving music away for free or pick-your-price. In fact, if some fans saying "neat! I want the CD version" and thus buying it, actually help him make up the difference in his earnings, more power to him.

*dead

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