The highly anticipated new Coldplay single was released yesterday, entitled “Every Teardrop is a Waterfall.” Being a huge Coldplay fan, I was able to hear the amazing tune the moment it hit the radio… Oh YouTube, how I love you.
However, what I found most impressive was the lead up to the release. As we debated early on in the Net Communications course, the internet can potentially murder the music industry through the abundance of illegal downloading and peer-to-peer file sharing networks. But in this instance, I’ve got to assert that the world wide web has done nothing but promote awareness and anticipation. I ‘liked’ Coldplay on my Facebook, meaning, as I’m sure you know, that I receive occasional updates from the band’s management team on my News Feed. A few days before the new song’s release, videos such as this one below started popping up on my page; little snapshots of the tune serving as a teaser.
In just a few hours, each video had 90-100 THOUSAND views, sparking huge discussion over the details of the song. Fans were in a frenzy, setting dates in their diaries for the release, listening to old Coldplay hits in preparation, etc etc.. all from a quick few YouTube video postings. I know that there are many criticisers out there hating on the internet for the sheer accessibility of free music, but really, as this latest case demonstrates.. what’s the harm in a little publicity?