During the recording process for the fourth album by the Danish rock band the Raveonettes, "In and out of Control," the higher-ups at their label, Vice, weren't the only ones giving them feedback. To reach out to fans, guitarist/vocalist Sune Rose Wagner and bassist/vocalist Sharin Foo released their demos on Twitter and held live Q&A sessions through a partnership with Ustream.
"There's a certain expectation from music consumers to be privy to a certain amount of content before an actual record comes out," label manager Jamie Farkas says. "But it's not incredibly common to have an artist who's willing to take that a step further and have their fans actually be a part of what goes into making a record."
The band was criticized for "needing help" with its music, but Wagner says fans' comments didn't influence the final cuts. The purpose of sharing the demos was to let them in on the recording process and get them excited about the new album.