"Say they do it--then how should they launch it?" pkeets

["Jeff House" <whocasa@hotmail.com>]

p,
It depends on the product.  If the band are gung-ho and crazy about it  they 
should pull out all the stops.  TV specials, touring, Letterman, Regis, 
trading cards, Who-shaped snack foods, etc.

If TED is only lukewarm on the product, something less of a marketing 
effort.  Perhaps they will even bury it completely.

I'm looking at it a bit like what U2 went through.  They released some stuff 
that they did not like all that much and took a beating from many critics 
(Pop).  This product led to a bomb of a tour.  They took a few years off and 
got their shit together to record something they thought would be true to 
their traditions.  When they got comfortable with the new material, they cut 
themselves loose on the world.  Result:  huge success.

An alternate marketing strategy was used by Radiohead.  Their previous album 
(OK Computer) was universally praised by critics and they became hugely 
popular.  The band was not comfortable with all the adulation and attention 
and went dormant for a few years.  They spent much time in the studio trying 
to come up with product that they liked.  Amnesiac and Kid A received warm 
critical acclaim and now they are back in the game.  Result: they are 
comfortable in their own skin.

TED must have product before they can even think about marketing it.  
Hopefully, they can come up with a product that they love.  I am afraid that 
without new product, their options for generating more interest and cash are 
limited.  However much they deny it, there ain't no way out.

Jeff