On Tuesday, Murray and I embarked on an Ontarian adventure. We drove down to play the record for some people. This album is precious to us, and we would be totally devastated if our past year’s work was misused or stolen from us. So we never sent out any CDs to anyone, and in fact the only way anyone who didn’t play on the record can hear it is to come to one of our impromptu board room meetings for a listening session. We came to Toronto to play it for friends and also some industry types: at least, the ones who were open to the idea of a listening session. We would gather people together, put the CD on the stereo, then leave the room. After 58 minutes we’d come back, reclaim the CD and that’s it. That’s how we’re rolling: no burns, no iTunes imports, no files somewhere on a server. No ripping, burning, leaking or stealing allowed until we’re ready. Because we know it’s going to happen eventually — we’d just like to be involved when it goes down. Call us crazy, but these songs are the keystone, our main conduit keeping us connected with our fans, and we want to enjoy that communication, not live in fear of it.
So we’ve got a lot of convincing to do: our works’ cut out for us. Murray and I are kind of on a reconnaissance mission: collecting information, seeing who’s into our outsider ways, observing people’s reactions, their favourite tracks and single selections, what they did and didn’t expect. It’s been interesting, and the common thread (for me) is how good it sounds no matter where we play it. It carries itself with a creative consistency across several platforms: headphones, car stereos, amazing stereos, crappy stereos, computer speakers and other small systems. Even after hearing it dozens of times in its finished state, I still hear things I’ve not heard before.
Now we’re simmering, letting all the ideas come to us as sort of a natural reaction to how the music is being perceived. The music industry has forced our hand, compelled us to let go of old world methods and marketing templates for organic ways and the opening of an unconventional, artistic discourse. We want to put something out there for you to hear soon, too. Stay tuned for the news of listening sessions, because we might get crazy and invite you to the next one.