….will be through “unboxing videos.” The band Yacht is promoting their new LP with a directional video on how to enjoy and unpack it. Yes, it’s slightly that confusing. They also make it genuinely exiting. Forget that the demonstrator is in the woods, while watching them you feel genuinely excited about that moment when you take your new record home and listen to it for the first time. Imagine yourself sitting on your bedroom floor, just like you’ve been doing since the first album you bought in high school, and as the album spins out lovely new sounds you thumb through the insert. “Oh, that’s a great band photo, I love her boots!” “The lyrics are so much better than their last album!” “Why is there a picture of a cat on the cover? Is that the band’s cat? I wonder if they take the cat on tour?”
I think that YouTube advertisements advertising aspects of the product itself will become more and more common. This video is not about the music, but about the LP, which brings to mind questions about what we are actually buying when we buy and LP (or double LP in this case). We are buying a total experience. I think fans of music and art have needs that the digital age will never satisfy – touching needs. In which case, it probably doesn’t matter that you might be enjoying your record in the woods, where no electrical outlets are available. And, that really is the future – a time when our record collections don’t mean anything except touching and looking because we have destroyed civilization altogether. But, if I had to flee to the woods, I’d probably prioritize things like clothes……
Here is the summation of Yacht’s explanation as to why they’ve made an art piece out of their album, “In this age of undifferentiated digital ownership we take great pride in making products that are worth owning.”
Compare to this product experience:
And, if you actually want to know what Yacht sounds like, listen to a sample track here.