What Röyksopp Should Do With "Senior"

Röyksopp announced yesterday that the companion album to 2009's Junior would suffer further delays in release. The statement, posted on their site, gives reasons for the delay and uses pointed yet mitigating language - reading between the lines, they have either been dropped from their label (criminally unbelievable) or are frustrated with their current arrangements.

Considering the group's fan base and credibility, it is rather shocking that any label would argue with the artist's desire to ship their work. This collection has been complete since Junior was released - in today's market of limitless choice there is rarely an excuse for holding back material.

The group's statement reads:

All in all, even though the extra wait is boring/ bad/ painful, this should be seen as good news. Senior is a very special release to us, and we would never release it without making sure it was in the best possible hands, when it comes to record companies and distribution.

It seems to me that Röyksopp have the answer to their dilemma already. Rather than wait, here's what they should be doing:

Use the power
You want this release to be in the "best possible hands" for release and distribution. You are a globally recognised artist with your own website. The Internet is the best distributor the industry has ever known - use it to release the album yourself.

Give something back
This release is "special" to you, but what benefit is there in waiting to release it to those who are anticipating it? You have a free members site on your home page. Bundle up Senior and give it away to registered members now. The gift says thank you to the loyal fans who have supported you.

Create buzz and demand
You're probably arguing with your current label on marketing Senior. A major artist giving this gift result in a volume of ego PR, whilst rewarding the community that supports you. Let the fans spread the word - have them invite new members to join your site. The attention of your community is worth so much more than the pennies you would make off the commercial release.

Three small steps for Röyksopp that send a big message. If you're frustrated with how your art is being shared, take control of it. The new industry is about self-responsibility, not blaming someone else for creating barriers for you to acheiving your goal.

What's stopping any musician from doing the same thing?

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