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That subtle wee bit of alliteration has a serious point - this is a great example of how music marketing is changing, and the strategies available to artists who don't have the backing of big 3 distribution + marketing departments them.
Just like Depeche Mode's fan takeover of their Facebook while they toured in 2017-19, this podcast series, going behind the scenes on the upcoming new Pixies album, has generated a lot of media attention, both from the mainstream, mass media (Rolling Stone, Guardian etc feature articles) to niche ezines.
This isn't a million miles away from common practice in the film industry, where trying to build up buzz and anticipation with teaser trailers, production/on-set video diaries, film festival diaries (Hot Fuzz did all this) is common.
Its both utilising and sidestepping mainstream media at the same time, and podcasts can be monetised themselves if they chose to (but as a promo device for an album and tour the Pixies won't charge).
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| Guardian, reflecting Pixies' older fanbase |
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| NME, reflecting their credibility and ongoing appeal to a youth, Indie audience |
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| Rolling Stone, the older end of their audience again |
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