SOURCE: Warner Bros. Records

March 12, 2008 20:16 ET

R.E.M. Creates Cutting-Edge Online Marketing Campaign for "Accelerate"

Rock Band Launches Multiple Online Promotions to Create a Uniquely Interactive Experience for Fans

BURBANK, CA--(Marketwire - March 12, 2008) - In sustaining a nearly three-decade career in the music industry, R.E.M. has evolved in many different ways. Now the best-selling rock band has proven its ability to adapt to a surging digital music industry by taking a web-savvy approach to the marketing and promotion of their upcoming 14th studio album, "Accelerate."

In the months leading up to the album's April 1st release by Warner Bros. Records, the band and its team have invented several online promotions geared toward generating awareness of the album and creating an interactive experience for fans. These include launching four brand-new websites. The site, www.remdublin.com, was created in June 2007 prior to the band's week's worth of live rehearsals where they debuted new music at the Olympia Theatre in Dublin, Ireland. On remdublin.com, fans were able to post their own reviews, photos and links to videos recorded not only during the five-night stand last summer but also any R.E.M. performance from Dublin during years past. Ninety Nights, www.ninetynights.com, was launched January 1, 2008 and counts down the time to the release date by posting a new high-resolution video snippet by acclaimed video director Vincent Moon each day that can be downloaded, edited, and manipulated to create one's own personalized video journal. On February 13th, R.E.M. and Vincent Moon launched www.supernaturalsuperserious.com, a website for the first single, "Supernatural Superserious," which offers visitors a truly unique opportunity to download all 10 takes of the video in High Definition and edit their own version of the video. A YouTube page (http://www.youtube.com/groups_videos?name=snss) has been set up for fans to post their videos. R.E.M. has also just launched www.remaccelerate.com, which features artwork, tracklisting, information on pre-ordering, "Supernatural Superserious" audio and video, tour information, and more. The site will contain up to the minute info on the forthcoming release.

Additionally, R.E.M. has announced that "Accelerate" will make its online debut exclusively via social music discovery service iLike, which will stream the album in its entirety beginning March 24th for six days at http://www.iLike.com/R.E.M. The album will also be available for pre-order via iLike's retail links to iTunes and Amazon.com, with a digital version to feature bonus live tracks.

Indeed fans have been able to keep track of news about R.E.M. over the last several years through the band's well-trafficked official website www.remhq.com, which features not only album tracklistings, photos, and streaming video, but also the most up-to-date information about R.E.M.'s tour plans. The band has just announced its 2008 North American and European tour dates with fans in Europe able to buy tickets via the site. The tour includes a March 12th stop at Stubb's Bar-B-Que during the annual South by Southwest Music Festival in Austin, TX which will be webcast at 8 p.m. CT at www.NPR.org.

"Accelerate," which clocks in at a crisp 34 minutes, is R.E.M.'s first studio album since 2004's "Around the Sun." Stay tuned to www.remhq.com and the websites mentioned above for all the latest news about R.E.M.

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