Two of the most highly anticipated hip-hop albums of the summer, Drake's Thank Me Later and Eminem's Recovery, were recently leaked online. The immediate reaction was to label the artists as "latest victims" of these vicious leaks, but both artists reponded laconically and positively; Drake stated, "...just allow it to be the soundtrack to your summer and ENJOY!"
Upon the release of these albums, there will be a mass circulation of free bittorrent files. MP3's of the various singles will be downloadable through the hypemachine aggregate, without charge and often most destructively without monetized traceability. Free music is inevitable and a leak provides the initial tracks. So why would Em and Drake respond so nonchalantly to a catalyst for losing money? Because a leak is a simple form of viral and guerilla marketing, most likely encouraged by the artists themselves, and resulting in an iterative form of buzz, which therefore results in potential album sales or video monetization for the leaked content. I find it strange that media outlets are still labeling Eminem and Drake as victims of leaks, while Eminem's video landed at number one on YouTube, and most hip-hop blogs are buzzing about Eminem's new single.
In an era of inevitable filesharing, the best thing for a brand is to acquiesce in opaque ways. Fighting the free demonizes you as an artist and cuts your cool factor. Giving away your music transparently demonizes you with your flailing record label. The best is to deny responsibility but wink at your audience-- we like our rockstars more when they seem fallible, the music when it seems less calculated.
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