First off - graphically, this has got to be the best poster I've seen in a while. I feel it's inspiring.

Atmosphere are 'independent hip hop' artists = bling bling-less scenario. If I'm not mistaking, they are the ones who established Rhymesayers Entertainment, a record label slash artists union. So far they've released 6 amazing studio albums and kept a non-commercial sound. Atmosphere are also responsible for promoting a lot of other bands/artists. From their poster, I can only say I recognize Eyedeea and Aesop Rock - but hell - that says a lot, bearing in mind that I live in Eastern Europe, while Atmosphere are underground in Minneapolis.

Their latest album, entitled 'When life gives you lemons, paint that shit gold' is a way to spin the 'when life gives you lemons, you make lemonade' saying. It was released about a month ago and I must say there are few things that can make me as happy as new Atmosphere music, seeing how listening to the same thing every day may at some point make one feel a bit psychotic... To promote their album, they released a couple of 'shows' on Youtube, whose designated purpose is to answer their most idiotic fan mail - as Slug said, he finds it his responsibility to answer you back and let you know you're an asshole. What is more, I found their making fun of mainstream MTV kind of artist interview and television music industry quite entertaining. I'll leave you with an episode and a challenge - you can pimp up your website and tag it on paintthatshitgold.com, which is what I plan to do in the near future. Find their newest album here.

and here's a video against cocaine addiction, called shoulda known

There is a lot that is going on as far as marketing for the music industry is concerned, with Radiohead and their unique, for lack of a better work, online pricing top of the list.

Of course, that sort of strategy isn't for everyone...but no matter the act, people want to interact and spend time with a musical group that they like. Or at least interact and spend time with content from that musical group online. They want to be "involved" and have a much higher tolerance for fun/pointless utilities and be asked to do things than they would at a brand site. Because brands are boring. Something like this would not work for a brand.

It does work, however, for a band. Or group. Or whatever. Good on Colle + McVoy for understanding that there are certain sites that people look for more stuff on, sites like those for their favorite musicians, and building something to suit.

Thanks to dizzy for putting me on to the new Atmosphere. Well, putting me on to Atmosphere in general. And shout out to Rusty who has provided some great first hand stories of Slug.

Go listen to When Life Gives You Lemons, You Paint That Shit Gold

Artist: Atmosphere
Album: When Life Gives You Lemons, You Paint That Shit Gold
Year: 2008
Label: Rhymesayers
Order Online: Fifth Element
Download: Here

This needs no introductions. All I can say is fucking buy this when it drops and catch him on tour! Remember, you can't download a t-shirt!

Here's the new single from Slug & ANT. Instrumental track is included. Check it out and keep your eyes peeled for the full length.