Einstürzende Neubauten’s music isn’t the only reason they are great
This post originally started out as a reminder, but then I realized there is something here that is much more important…
I wanted you to remember two new albums that are being released today. The first is Bastard by Subway To Sally, and the second is Alles Wieder Offen by Einstürzende Neubauten. While the styles of these two albums are very different, both bands have become favorites within their respective genres. Fans of medieval-inspired German metal really love STS and anyone into a bit more experimentation is sure to know EN.
Which one do I personally recommend? EN’s Alles Wieder Offen, for sure. Contrary to what you may be thinking, it’s not completely because I like their music better (although I do). Both albums are great and I’m sure they will attract a lot of attention during the next few weeks, but Einstürzende Neubauten really knows how to make their fans happy and gain their loyalty more than any other band I know of. First of all, they have a blog where they have been talking directly to their fans, keeping them up to date about the progress of the album every step of the way. Second, they make it very easy for new and would-be fans to hear their music (both new and old). Next, they also understand how the internet is changing the way music is spread, and have embraced online tools (other than MySpace) like Facebook and iLike instead of using some grandiose yet insincere, traditional marketing strategy. Finally, they know how to build and maintain a paid supporter network by respecting their fans and actually making it worthwhile to join, unlike most bands’ poor version of a fanclub.
How does Subway To Sally compare? Well, to put it simply, they just don’t. The band seems to have very little connection with their fans. Their new website looks cool, but it is totally useless. It gives you hardly any information and absolutely no news, and they provide no way to hear songs or even samples from their new album (at least their old site did). The band’s MySpace page only has songs from their older albums (plus they let their comments get spammed to hell). What good is that? None, to anyone who is interested in their new album. Do they even care?
Am I the only one who sees a problem here? Since I started this blog several months ago, I have noticed some extreme differences in how well bands build a meaningful relationship with the only people who really matter, their fans. Einstürzende Neubauten are one of the few who are really great at doing that, and therefore gain not only my recommendation, but also my deepest respect. Thank you Blixa, Alexander, Jochen, and everybody else. Subway To Sally, you have a long way to go.
P.S. I’m sorry about my temporary absence during the past few days. We had some guests staying here so my days have been very busy lately, but now I’m back on my normal blogging schedule once again.
