by Joyce de Gruiter in New Music on Friday 19 April 2013

Swedish indie band Shout Out Louds developed an extraordinary, funny, and clever marketing strategy for their latest album, Optica. They gave selected fans and press members a limited edition box to make their own record on ice. In the video that came with the box, users got production instructions and were told that after six hours in the freezer, they could play their frozen album on their record player. It was only suitable for fast listeners, before the ice melted.