In the tradition of Radiohead and Nine Inch Nails frontman Trent Reznor, New Zealand label Arch Hill Recordings is offering music for free.
The Arch Hill Free Range is just that - a series of free albums the artists involved believe deserve to be heard.
First off the rank is Auckland-based alt-country outfit The Haints of Dean Hall with Sleeper, which follows Arch Hill's free downloadable sampler to mark the label's 10th anniversary.
"At Arch Hill, we have always believed that a lot of really good music is small-scale and specialist," label founder Ben Howe explains.
"You won't hear it on commercial radio, see it on the TV or on the charts ...
"So, rather than do nothing and see this good music disappear without getting heard as it should be, we've launched the Arch Hill Free Range."
Howe says the move is a pragmatic one.
"There is no doubt that people want music for free - even if it is illegal and makes it harder for artists and record labels to invest in making more music. That's what everyone is doing ...
"So, after some thought, I've decided it is better to try to work with that reality rather than against it. To be totally honest, I don't know what the outcome of it will be ... I have a feeling good things will come of it ...
"Hopefully, people might hear something else they like when they are there and actually spend some money. But there is no obligation.
"In the case of the Haints, they just wanted some people to hear their music ... In the four days the album has been on the website, the band has already had three times more downloads of this album than of CDs sold of the previous album, which we put out about three years ago."
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For more information, visit www.archhill.co.nz
