New Order's forthcoming album "Waiting For The Sirens To Call" is to be advertised by the music industry's first ever interactive poster. The posters, which will be displayed at HMV stores in London and Manchester, will be able to send free music clips, ringtones or wallpapers to fans' mobile phones.
In a statement, drummer Stephen Morris said that the idea was particularly attractive to a techno-savvy band like New Order. He explained: "Technology has always been a driving force for us and we want the promotion of our new album to reflect that. The convergence of music and mobile is a hugely important development in the way that people consume music; being the first band to hand out free music clips direct to mobile means we are in the vanguard of this industry shift."
Matt Thomas, Marketing Director of Warner Bros Records Domestic, claimed the posters offer an idea of how bands will promote their records in the future. He added: "We are always looking at new ways to promote artists, and Hypertag's technology, together with HMV's participation, has created a unique way of getting exciting content into the hands of music fans. Distributing digital music clips direct to mobiles places us at the cutting edge of music marketing, leading the way in new developments in our consumer's personal technology consumption".
The campaign will be launched the week before "Waiting for the Sirens to Call" is released on the 28th March. New Order's new single, "Krafty", will be released on Monday, March 7th.
