In 2014 the band Rabbit Rabbit Radio released their second album “Vol. 2 - Swallow Me Whole” eschewing the CD format in exchange for both a downloadable album (via their bandcamp site), and releasing it “as a limited edition silkscreened print by acclaimed artist Dan McCarthy [2].”  In addition “The print [was] signed by the artist and by [the band] Carla and Matthias, and there [was] a download code for access to the album’s tracks printed on the back [3].”  This concept has continued to stick with me, so much so, that I still bring it up quite often to friends who are planning to release an album.  It is a brilliant idea that allows the music fan to engage with Rabbit Rabbit Radio’s work in a similar way to a vinyl album cover. It offers a visual representation of the music as a whole piece, and engages the listener physically, offering them an experience that they can literally hold onto and keep in their home in the same way you would keep a painting.  It also offers the benefit of having the album play back in a way that limits user error, which is something a vinyl record cannot promise.  

    The band from its inception also offered innovation in the form of a subscription service, “For three years [note: they are still releasing albums currently], on the first day of every month, they released a new Rabbit Rabbit song to their subscribers, along with homemade videos, photos, and other (arguably) relevant insights and secrets. They then re-order[ed], master[ed] and release[d] each year’s output as an album [4].”  By following this approach one further engages the audience, allowing them to be apart of the record making process.  Additionally a connection is created between the artist and their fans that resembles the connection between podcast and podcast listener.  It gives the music fan something to look forward to on a monthly basis, allowing for a musical check-in, making the band feel like a friend one is catching up with.  

     I continue to argue that though the digital music age can be hard to navigate, it has offered more possibilities to explore artistically than ever before.  By pairing innovation with human connection, as Rabbit Rabbit Radio has done, a band has the opportunity to create an experience that will touch the listener on multiple levels.  When the listener is engaged with your music they will want to support you and through that support one is able to gain additional funding for projects, or have the possibility to fully fund an album; or at the highest, most widespread level, have a career in the arts.  It should go without saying that the foundation for all of these concepts is built upon the backbone of quality songwriting.  In Rabbit Rabbit Radio’s case they have produced fine works in which to build their fantastical kingdom.

   

Citations:
1.  Artwork from Rabbit Rabbit Radio’s Album “Vol. 2 - Swallow Me Whole”
2.  https://rabbitrabbitradio.bandcamp.com/album/rabbit-rabbit-radio-vol-2-swallow-me-whole-2                                                                                                                                                                                  3.  https://rabbitrabbitradio.bandcamp.com/album/rabbit-rabbit-radio-vol-2-swallow-me-whole-2                         4.   http://www.rabbitrabbitradio.com/history/