Röyksopp team up with The Hype Machine and SoundCloud for global first
Röyksopp announce details of global album streaming exclusive with The Hype Machine & SoundCloud
To mark the release of Röyksopp’s new instrumental album Senior, the Nordic electronica pioneers have joined forces with leading Mp3 blog aggregator The Hype Machine and online audio distribution platform SoundCloud to become the first artist to run a pre-release stream of their album exclusively through The Hype Machine.
On Monday, 6 September a SoundCloud player will be added to The Hype Machine giving fans who search out Röyksopp the opportunity to stream ‘Senior’ in its entirety one week ahead of its global release. As part of this SoundCloud player, fans will also be given the functionality to share details of this global exclusive to their friends via Twitter/ Facebook.
The Hype Machine’s network of trusted international bloggers will also be actively encourage to embed the SoundCloud player into their personal blogs to ensure their readerships also have access to the full album stream.
Speaking of the partnership with ROYKSOPP and The Hype Machine, SoundCloud’s Dave Haynes said “The Hype Machine has fast become one of the best places to discover new music. We’re really thrilled to be a part of this by allowing artists like Röyksopp to make their music available to bloggers and The Hype Machine itself via SoundCloud”
The Hype Machine’s founder Anthony Volodkin said “Working with SoundCloud and Röyksopp on this has been very seamless, Soundcloud allows teams to collaborate at the speed of the web”.
Röyksopp release Senior – the counterpart to last year’s critically acclaimed album Junior – on the 13 September. More introspective and freeform than its poppier partner and fully instrumental, Svein Berge and Torbjorn Brundtland recorded Senior at the same time as Junior and it finds Röyksopp in fine form.
Röyksopp explain: “The two albums (Junior and Senior) have a kinship, in that they represent Röyksopp’s two very different artistic expressions. Junior - with emphasis on vocals, accessible melodies and harmonies, has the energy, the inquisitive temper and confident “hey-ho, let’s go!”-attitude of youth, whereas Senior is the introverted, dwelling and sometimes graceful counterpart – brimfull with dark secrets and distorted memories, insisting “I’m old, I’ve got experince…”. Senior is furthermore an album about age, horses and being subdued – with devils breathing down your neck.”
