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Nine Inch Nails hide concert tickets under rock, in drain

theguide.latimes.com — Front man Trent Reznor has launched an underground ticket giveaway for its exclusive show on July 19. When a new marker shows up on the NIN Google Earth feed, fans in L.A. rush to the scene, searching for tickets under rocks and buried in a park drain pipe.

Bury
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  • SimonTB, on 07/11/2008, -72/+12I'm going to laugh my ass off when some moron fans get into a fight over this and kill each other.
  • Djilas, on 07/11/2008, -21/+236This is such an innovative idea that shows why Reznor is one of the most important people in music today. By taking advantage of technology, he brings more than just music to his fans but an experience to go along with it.
    • chambana, on 07/12/2008, -19/+3All well in good, but this business sucks if you have to be a creative marketer first and a good musician second.
      • briansearles, on 07/12/2008, -2/+12Thankfully that's not the case here.
      • solid12345, on 07/12/2008, -1/+2Don't know why you got dugg down, the job of a label is to do all this marketing that musicians SHOULDN'T have to do.
    • maxsunset, on 07/12/2008, -16/+22I dont care how "important" he is in "music today", I just wish he would start making better music again. It seems he has more fans because of his innovative, dare I say... -gimmics, than he does his actual music these days. Cool idea for a ticket give away though.
      • Protoss, on 07/12/2008, -2/+14The Slip was pretty good, I liked it better than Year Zero.
      • orelses, on 07/12/2008, -1/+9Max no matter how hard you try you are never going to get your youth back.
      • megaton, on 07/12/2008, -0/+5You're one of those people that either only like The Downward Spiral or Pretty Hate Machine/Broken, aren't you?

        His music now is an order of magnitude more thoughtful and mature. Waaaay better than it ever was. (And I was a huge fan of PHM and DS.)

        I respect your opinion, but his older albums are for an angsty youth...
      • Cerebral, on 07/13/2008, -0/+1Thanks megaton, now I have to go and listen to Broken. I'm feeling very "angsty" recently :)
      • roodammy44, on 07/23/2008, -0/+1I thought year zero was an awesome album. I would say it's on a par to the fragile
    • draegloth, on 07/12/2008, -13/+6Too bad he hasn't released a good album since Broken.
      • AustinMeoang, on 07/12/2008, -0/+12Seriously?

        The Downward Spiral? The Fragile? Works of art!
      • mywhitenoise, on 07/12/2008, -0/+1You only liked Pretty Hate Machine? Broken wasn't an album.
      • draegloth, on 07/12/2008, -0/+1Broken was an EP, and it was still better than the later stuff.
    • svensksvamp, on 07/12/2008, -6/+50dude, he just hid some tickets under a rock.
    • solid12345, on 07/12/2008, -4/+3Crawling through a pipe drain, getting dirty and possibly robbed by some Cholos, yeah it is an experience all right!
    • Mroutrageous, on 07/12/2008, -3/+7Way to ride Trent Reznor's sac.
    • Tag89, on 07/12/2008, -0/+2This isn't new at all. Muse have been doing this since 2005.

      "Touring the US in May 2005, a possibly bored Muse constructed a treasure hunt that began with a series of cryptic online messages, codes and anagrams to be deciphered. Only 13 people cracked the code, which led to a bicycle which they signed and hid under a bridge, the final code the combination to unlock the bike."

      http://www.musewiki.org/20_Things_You_Didn%27t_Kno ...
  • vango, on 07/11/2008, -6/+526Dug for actual digging going on.
    • spoogieking012, on 07/12/2008, -1/+6maybe that's what this site was meant for in the first place!
    • Skitals, on 07/12/2008, -3/+11NIN reinvents geocaching?

      Come on Trent, I would rate the difficulty on that one a 1 out of 5.
      • cease, on 07/12/2008, -2/+0You mean geohashing?
        Wait, nevermind... I see what you did there.
  • wukillabee, on 07/12/2008, -55/+3nine inch who?

    o yeah me :D
    • kedohmen, on 07/12/2008, -3/+20This from a guy with a WuTang avatar and name. I mentioned the Wu and some of the members to a co-workers kid (15/17?), cuz he's all about "hiphop" and his exact words were, "Who?" And then gave ,e that ***** look that says Your old and I have no idea who you are talking about.
      • danro, on 07/12/2008, -0/+2Ghostface
        Catch the blast of a hypeverse
        My glock burst
        leaving a herse, I did worse!

        Bring Da ***** Ruckus!
  • StolenLamp, on 07/12/2008, -19/+10Now that's just genius... If one of those pops up near me, I'm there.
  • RBrenner14, on 07/12/2008, -42/+17I don't see how this relates to the iPhone... buried.
    • charm803, on 07/12/2008, -8/+11I don't see how you relate to this digg....buried.
  • legoalert33, on 07/12/2008, -16/+2I hope they're in a plastic bag or something to protect them from crap.
  • MikeSetera, on 07/12/2008, -12/+172http://noproblo.dayjo.org/ZeldaSounds/LOZ/LOZ_Secr ...
  • Shamrockette, on 07/12/2008, -18/+0What kids today would do for concert tickets...
  • xDynaBlade, on 07/12/2008, -18/+5That's actually a pretty bad idea. I bet some crazy people out there would literally kill for the tickets.
    • FullMetalNIN, on 07/12/2008, -5/+2Maybe 10 years ago. Now, all you gotta worry about is emo kids and digg users.
    • xenuxenuts, on 07/12/2008, -0/+1well, I looked into getting tickets to the Oakland show since I just moved to the bay area. All shows are sold out unless you belong to the fan club (which you can't join right now). The prices looked pretty reasonable though, at least if you compare them to other bands out there. It's not the $12/tic I paid when I was 13, but it's not $250+ either.
      • LongBong, on 07/12/2008, -0/+1but that didn't happen, so whats your point? lots of good things have potential for bad
    • MrColdheart, on 07/12/2008, -0/+1You can live in fear all you want.
      BTW it's still a promotional street team that's organizing this so try not to fall over yourself believing that this is done haphazardly.
  • Infidelcastr0, on 07/12/2008, -7/+179Whether or not you're a fan of his music, you gotta respect how innovative and dedicated to his fans Trent is.
    • urinate, on 07/12/2008, -3/+16I don't trust anyone anymore. It's just ingenious marketing.
      • sleepwalkers, on 07/12/2008, -1/+2It certainly is ingenious marketing, but the man is fairly innovative and he *does* have a true dedication to his music, so much so that he gives a fair portion of it away for free.
        Free music and free tickets. It's a good thing.
      • damndj, on 07/12/2008, -0/+1I don't care if it's marketing when it benefits the fans and gives them something fun to do. Isn't that why we're fans in the first place?
    • moviscop, on 07/12/2008, -4/+3I can't get into industrial music but urinate is right, it is all marketing. What is a better way to be seen as "cool" with the online community than to trash your label, tell people to steal music, and hide tickets in secret locations. I'm not doubting Reznor if he is genuine but it is genius marketing imo.
      • draegloth, on 07/12/2008, -0/+4Yeah, but, uh, he gives away his music... what's the marketing getting him? Concert sales? Merchandising? Or maybe he has enough money and is actually just doing it for the artistic value.
      • fletcher008, on 07/12/2008, -0/+2i dont remember where i read it, but even with releasing the ghosts discs and the slip, trent made a few million on each project. that "free music is not marketing" is a shaky argument at best.
  • All1of1her, on 07/12/2008, -4/+19I seriously love what Trent Reznor is doing. From moving his music to the internet to hiding tickets in the sewers...it's amazing what this man is doing for the music industry. And it's not even limited to that.
    • Myonosken, on 07/12/2008, -2/+3Um...Ignoring his other stuff and focusing on this one event, he's not doing anything 'for the music industry'. Its just very clever marketing.
    • solid12345, on 07/12/2008, -0/+2Yeah because we know record labels never used gimmicks or marketing before.
      • corygreenwell, on 07/14/2008, -0/+1Yeah, but look around and find any otherad/mrktg group doing the kind of things Trent does. He uses seemingly every new platform, mashing both the old and the new. In fact, most everything the "Dark Knight" campaign has done has been nothing more than reworking NIN's promo materials.
  • SkullyBocks, on 07/12/2008, -8/+39This should of hit the homepage 2 days ago when the guys own blog was dug...

    http://digg.com/music/NIN_Private_Concert_Tickets_ ...



  • robbob, on 07/12/2008, -17/+4I had to use CAPSHA to make a comment in digg -- WTF???
  • All1of1her, on 07/12/2008, -12/+5I seriously love what Trent Reznor is doing. From moving his music to the internet to hiding tickets in the sewers...it's amazing what this man is doing for the music industry. And it's not even limited to that.
  • saintamour, on 07/12/2008, -3/+8Haha, that's pretty sweet. It's nice to see musicians acknowledge their hometowns. Can't wait to see NIN live!
  • drmobutu, on 07/12/2008, -4/+30They should have buried the tickets in a cemetery, with an elaborate, cryptic riddle to solve in order for the obessessed NIN fans to find the correct grave and dig up the prize...that would be so metal...and/or hilarious...
    • Seafea, on 07/12/2008, -0/+17good god. Can you imagine what happens when the entire cemetary gets dug up in hopes of finding additional tickets?
    • xptweakerntn, on 07/12/2008, -3/+3You think digging up wrong graves is funny? What if Trent dugg up one of your relative's graves? Funny?
      • adeadwaffle, on 07/12/2008, -3/+6They would already be dead so what's the problem. Their sleep wouldn't really be disturbed.
      • MrColdheart, on 07/12/2008, -1/+1I would see the irony of Trent Reznor digging up the dead relative of a digger.
      • Pake, on 07/12/2008, -1/+2If Trent dug up one of my relatives, I fail to see how that wouldn't be funny. I'd have a new gravestone to commemorate the date.
      • Seafea, on 07/14/2008, -0/+1Except I never said digging up wrong graves was funny.
  • FullMetalNIN, on 07/12/2008, -22/+3If he really cared about his fans he'd put out a good album already.
    • danharlow, on 07/12/2008, -2/+18You're just mad because Fred Durst won't play with your tiny penis anymore.
      • sleepwalkers, on 07/12/2008, -0/+1Fred's too busy with his own.
      • trollhunter, on 07/13/2008, -0/+0And mine.


        Geez, Freddy, back the ***** off!!
  • mbecker8, on 07/12/2008, -15/+14trent = god among men
  • aTTicus78, on 07/12/2008, -0/+80Can't I just pay TicketMonster a huge in-convenience charge?
    • Protoss, on 07/12/2008, -0/+12Only 5 dollars more to get an e-ticket! Somehow it makes sense to pay MORE money to save them printing a ticket...
  • TrevorBelmont, on 07/12/2008, -5/+35I can't decide if this is a fun way to connect with the fans or just abusive.
    • LongBong, on 07/12/2008, -1/+6treasure hunts are fun...as long as your not fat...because they tend to require lots and lots walking, and as the article stated - a bit of jogging
    • MixMastaKooz, on 07/12/2008, -0/+5I think NIN fans (like me) believe it's both! And we love it!
  • darladoon, on 07/12/2008, -9/+1i don't quite see why this is so interesting

    nonetheless, los angeles is the most appropriate place for such a contest

  • bmc152006, on 07/12/2008, -1/+15***** awesome.
  • VinnieDaMac, on 07/12/2008, -10/+3I can't help but think someone is gonna get hurt during one of these promotions unless there are people there to supervise it.
    • Protoss, on 07/12/2008, -0/+1I bet Trent has security monitoring the areas...or I hope he does.
  • headzoo, on 07/12/2008, -7/+47Musically I don't think Trent is as innovative as he used to be, but he's certainly making up for it by being an innovator within the music scene.

    I think it's time for him to step out of the studio, and into the board room. He'd do better to help mold new musicians, and the future of music distribution and advertising.
    • loganrapp, on 07/12/2008, -0/+2He loves to make music. Why would he do anything else?
  • iMoth, on 07/12/2008, -0/+2"well, i was going to go to that cowabungacious nin concert but i couldn't find a ***** ticket.'
  • LongBong, on 07/12/2008, -0/+3thats ***** sick, plus NIN just sorta kicks ass in general
  • ivanalbright, on 07/12/2008, -0/+17Trent Reznor is the next google.
    • RomanThommassen, on 07/12/2008, -4/+2lol
    • simonjs, on 07/12/2008, -0/+3...every time I search 'John Malm jr in US Dollars' it comes back with the result '- $2.95 million'?
  • electrostat, on 07/12/2008, -1/+9Reznor is a genius, seriously.
    • juliandunbar11, on 07/12/2008, -0/+6He hid ***** tickets under a rock!
  • shoopdawoop, on 07/12/2008, -6/+4Check your local landfill. That's not a part of the promotion, just a logical idea.
  • kinseyincanada, on 07/12/2008, -0/+16personally im not a fan of his music, just not my taste, but Jesus Christ he is doing some brilliant things with the industry kudos to him and the rest of the guys
  • getbusyliving, on 07/12/2008, -0/+2I hope he pulls that ***** for the Calgary show. Not that I'd need the tickets cuz I've already got them, but still.
  • Suneet67, on 07/12/2008, -0/+19i got the golden ticket, i got the golden ticket...
  • Luigison, on 07/12/2008, -1/+12Head like a hole. Ahem. I mean. Hid in a hole.
  • Litzau, on 07/12/2008, -0/+2yeah i was wondering if there was going to be some kinda 'game' like there was for year zero... i think its great that not only did he offer loads of presale tickets so ppl wouldnt have to pay outrageous prices, but now this ticket hunt... i mean the show will be great, but this adds a lot of interactivity and fun to the idea of a band going on tour, i cant wait to see what happens next.
  • thebrinkman, on 07/12/2008, -0/+1I'm saying they do 36 chambers of death.
  • SundayBrunch, on 07/12/2008, -9/+1in other news, no one is looking for those tickets cause you know, why would they?
    • JNudda, on 07/12/2008, -0/+5The 1.5 million people who downloaded the slip would probably disagree with you on that one.
  • Emachine, on 07/12/2008, -0/+12This is Diggnation material.
  • twiztidsinz, on 07/12/2008, -0/+7Once again, Trent Reznor validates all the praise people give him.
    It's amazing and refreshing to an artist in this day and age who is truly worthy of the praise and isn't afraid to give something back to the fans.

    Think of how much money you'd have to spend to get this much advertising vs the cost of giving away 100 tickets (figure about $4000?) and the added bonus of the good publicity and I honestly cannot fathom why more artist's wouldn't do this.
  • acroyear2, on 07/12/2008, -6/+1god damn it.
  • Eggzb, on 07/12/2008, -2/+1Trent, you can do no wrong in my eyes.

    Have you ever considered a career in politics. You might not know this but our politicians don't really know what the internet is.
    • AparoidX, on 07/12/2008, -0/+1I assure you, they have a full grasp. Compare it to a series of tubes.
  • aenima987, on 07/12/2008, -0/+12I wonder if Trent uses Digg. That would be badass.
  • TheMazy, on 07/12/2008, -2/+4For a second I thought this was an article from The Onion
  • silence7, on 07/12/2008, -0/+6Geocaching for tickets...
  • puzzletown, on 07/12/2008, -0/+2Reznor come back to europe! :-)
  • roflmcwaffles, on 07/12/2008, -0/+1Making music fun again? More please, Trent.

    (And come do this in Texas, too.)
  • skinturtle, on 07/12/2008, -5/+0Yeah just what I would want my favorite band to be (not NIN btw)...the freakin' easter bunny!!

    Gonna have to call Dave Mustaine and the boys to go down there kick those posers ass!

    What manner of nerd has taken over this planet?
    • Typhoon2009, on 07/12/2008, -1/+3NIN doesn't try to be metal, nub.
    • BradBrown, on 07/12/2008, -0/+2Dave Mustaine? Last time I saw him, he was crying on Metallica's "Some Kind of Monster" DVD. I think Trent could beat him up, or at least throw some scalding latte in Mustaine's lap.
    • onemillion, on 07/12/2008, -2/+1Metallica is so done dude. Last I heard they were still attacking fans who downloaded their tunes from the internet.

      Get a ***** grip.
    • darthdusty, on 07/12/2008, -0/+1Why are you beating on Mustaine he's not even a part of Metallica anymore come on he left way before Metallica started pulling all of their ***** they pull now. He left Metallica and made something even more dark and ***** up at the time: Megadeth.
    • requieminadream, on 07/12/2008, -0/+0My god, you're right! What the hell is wrong with this guy? Giving back to his fans. Pfft! He really has some nerve! And using the technology that's not just changing the music industry, but the world! What a terrible, terrible idea.
  • boozedrinker, on 07/12/2008, -1/+2Trent is the ***** man....
  • BlitzBaby, on 07/12/2008, -8/+1oh wow - i was the 999 vote ;)
    cool
  • consciousNOT, on 07/12/2008, -1/+5Now that is truth in advertising--hiding NIN tickets in sewer pipes. Brilliant.
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