More about Mortiis and their thoughts on the "free" business model....
"It all boils down to how the labels are no longer in control over what's happening to their product, and the fact that the music industry has changed so radically since our last album," explains Mortiis. "We sensed a sort of desperation there, and we felt it was being taken out on the bands in terms of inferior record deals, smaller budgets, and so on. We figured we needed to return at a very cool level, and I just didn't believe a label would be prepared to give away a record for free. I really don´t think their minds are ready for it unless they've tied a band down into a 360 deal. Anyway, we just didn't want to return with all this new music we were really excited about only to have it sort of melt away in this pot of label paranoia, internet theft, and torrent maelstroms."
"The fact that these bigger bands can give away their music for free, and still find an angle to make money and stay in control over their art - then why can´t we?" questions Mortiis. "We'd already more or less paid for all the recordings ourselves. We did a lot of it in our own studio, so putting almost every dollar we ever made back into the band started paying off. We also paid for promo videos, photo shoots, pretty much everything. I auctioned off a chunk of my record collection just to make sure we could make all this happen. The way I look at it is, by giving it away, we make up for it in the free PR and street talk it creates, the email addresses we get for list-building, and hopefully the additional bums on seats and potential increase of merchandise sales for future shows."
http://www.bravewords.com/news/149298
