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DFA and EMI to engage UK fanbase in advance of eagerly-awaited second album
LCD SOUNDSYSTEM NORTH AMERICAN SCUM (DFA/EMI)
In a bid to motivate activity online and in the independent retail sector, EMI is to offer LCD Soundsystem fans attending their UK tour the opportunity to win various props featured in the act's new video.
To keep with the "space-landing" theme of the clip, DFA flags, similar to the one featured in the video, will be given away at the shows. Each features a unique code which, when entered into the band's official website, reveals a series of winners, who can then head to their local retailer to collect a prize.
"The DFA label works to a fanbase that likes to own product," says EMI Records senior product manager Matt Dixon. "They like to own records and they like to own merchandise; this promotion is playing to that."
Additional retail activity will see free posters given away with the seven-inch and 12-inch formats of LCD Soundsystem's forthcoming single North American Scum, which is physically released on March 5.
The single, which will be followed by the band's second album Sound Of Silver a week later, is the first by the act to be playlisted by Radio One. It has also received glowing press coverage.