Promotion
While work continued on the album, Reznor hinted in an interview that it was "part of a bigger picture of a number of things I'm working on". In February 2007 fans discovered that a new Nine Inch Nails tour t-shirt contained highlighted letters that spelled out the words "I am trying to believe". This phrase was registered as a website URL, and soon several related websites were also discovered in the IP range, all describing a dystopian vision of the fictional "Year 0". It was later reported that 42 Entertainment had created these websites to promote Year Zero as part of an alternate reality game.
The Year Zero story takes place in the United States in the year 2022; or "Year 0" according to the American government, being the year that America was reborn. The United States has suffered several major terrorist attacks, and in response the government has seized absolute control on the country and reverted to a Christian fundamentalist theocracy. The government maintains control of the populace through institutions such as the Bureau of Morality and the First Evangelical Church of Plano, as well as increased surveillance and the secret drugging of tap water with a mild sedative. In response to the increasing oppression of the government, several corporate, government, and subversive websites were transported back in time to the present by a group of scientists working clandestinely against the authoritarian government. The websites-from-the-future were sent to the year 2007 to warn the American people of the impending dystopian future and to prevent it from ever forming in the first place.
The Year Zero game consisted of an expansive series of websites, phone numbers, e-mails, videos, MP3s, murals, and other media that expanded upon the fictional storyline of the album. Each new piece of media contained various hints and clues to discover the next, relying on fan participation to discover each new facet of the expanding game. Rolling Stone described the fan involvement in this promotion as the "marketing team's dream". Reznor, however, argued that "marketing" was an inaccurate description of the game, and that it was "not some kind of gimmick to get you to buy a record – it IS the art form".
Part of this promotional campaign involved USB drives that were left in concert venues for fans to find during Nine Inch Nails' 2007 European tour. During a concert in Lisbon, Portugal, a USB flash drive was found in a bathroom stall containing a high-quality MP3 of the track "My Violent Heart", a song from the then-unreleased album. Another USB drive was found at a concert in Barcelona, Spain, containing the track "Me, I'm Not". Messages found on the drives and tour clothing led to additional websites and images from the game, and the early release of several unheard songs from the album. Following the discovery of the USB drives, the high-quality audio files quickly circulated the internet. Owners of websites hosting the files soon received cease and desist orders from the Recording Industry Association of America, despite Interscope having sanctioned the viral campaign and the early release of the tracks. Reznor told The Guardian:
| “ | The USB drive was simply a mechanism of leaking the music and data we wanted out there. The medium of the CD is outdated and irrelevant. It's really painfully obvious what people want – DRM-free music they can do what they want with. If the greedy record industry would embrace that concept I truly think people would pay for music and consume more of it. | ” |
On February 22, 2007 a teaser trailer was released through the official Year Zero website. It featured a quick glimpse of a blue road sign that said "I AM TRYING TO BELIEVE", as well as a distorted glimpse of "The Presence" from the album cover. One frame in the teaser led fans to a URL containing the complete album cover. In March, the multitrack audio files of Year Zero's first single, "Survivalism", were released in GarageBand format for fan remixing. The multitrack files for "Capital G", "My Violent Heart" and "Me, I'm Not" were released the following month, and files for "The Beginning of the End", "Vessel" and "God Given" were released on the month after that. In response to an early leak of the album, the entire album became available for streaming on Nine Inch Nails' MySpace page a week before the album's official release.
Read more about this topic: Year Zero (album)
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