We are doing something called "Album Trailers" now at Victory. Basically an evolution of e-cards, or at least, ecards (for record releases) should have been.

In my opinion anyway. The boss started questioning whether e-cards are even worth the effort anymore, since they end up being a list of content (media, tours, bios) with a (sometimes) pretty animation that doesn't mean anything. to make it seem like this e-card offers something the label's site or band's official site doesn't offer.

And, the first two e-cards i made for Victory (Driver Side Impact and the split A Perfect Murder/Damnation A.D.) were just that. i felt constricted in my ideas for them because there was a certain template e-cards follow, and i just thought i'd follow suit. and despite all the effects, they are rather boring.

I was trying to think of a way to top the Version 1 release of the VictorStream player i made. Of course, that being an application (or widget I guess) as opposed to a presentation, I thought maybe by making prettier effects in e-cards, it would offset, the lack of any actual exciting presentation of the record it was for.

And, of course, i've always wanted to do an e-card or similar site for a 'real' label. you know, the whole "you mean thousands of actual people are going to see what i just made here" feeling all that.

So, after brainstorming for awhile, i decided that it would be interesting to treat our albums like movie releases. i am simply enamored with creative movie (or any promotional site) sites that showcase an experience rather than actual content. Even if it's for something i am not into. The site for the original Saw movie, Donnie Darko's site, and the Corpse Bride site all come to mind. That, and more or less every page featured on The FWA.

I just like so much that they make the user work for the content. They trust the user has at least some kind of capacity for intelligence, and refuse to go by the maxims that all internet users are retarded and need to be held by the hand in every site they visit.

i understand the reasoning from a marketing point of view, but of course, it can be very limiting from a creative point of view. so, i proposed that we apply the same idea to our e-cards.

first, we would only do them for big releases. practically, because of the time involved in making one, and also because if we are discriminate in what we do them for, it adds to the impression that the album being released is special. two, i really, really try to push that we do not aim for the lowest common denominator, and that we do not need to actually give away any content. and personally, i've always wanted to make a website for a huge movie, so, well there you go, i am trying to do everything i've ever wanted to do at one time now that i know i have an audience.

Angels and Airwaves just redid their site, and it actually doesn't do anything. There is random animation and info/entertainment that eventually pops up, but it's a far cry from the standard band website that throws its content at you right away. and i love it. it's weird, and yes frustrating, but i think that is what makes it interesting. this is an entertainment business, the things we make should be entertaining.

And the big thing, of course, is that since these Album Trailers would be more about experience than spitting out content, that means the sky was the limit for how I would try to present the album creatively. Yes, things have to be approved, but the end result is still cooler than what's we've done before.

the next blog post will break down the two Album Trailers i've done piece by piece