Last night Florence & The Machine debuted their new album, ‘Ceremonials’, at Hackney Empire. The Guardian were able to secure live streaming rights for the entire showcase and charged their on-line readership a pay per view fee of £3.99.
As this DottedMusic article suggests, the involvement of Sky Arts as presentational partner may raise eyebrows given the paper’s heavy involvement in exposing the News International phone hacking scandal (News Intl. of course maintain a large stake in the Sky group).
Regardless, delivering a new album launch to a wider audience via new(ish) media remains an exciting development and hopefully more artists, media owners and publishers will follow suit. The Guardian themselves will be offering pay per view footage of a PJ Harvey Royal Albert Hall performance in the not too distant future also.