A Swedish indie band known as Shout Out Louds recently made headlines after introducing a very innovative marketing strategy for their new album, Optica. The group caught the public’s attention for the production of limited edition box kits that gave 10 selected fans and press members the opportunity to build their own 7″ records on ice. Yes, on ice.
In the provided video, users are first instructed to pour water into a silicon mold with the record’s negative imprinted on the bottom. Afterward, users are guided to transfer the mold into a freezer for about six hours. Once frozen, the disc can then be played on a conventional record player.
However, as the video above shows, the audio quality is a bit inconsistent due to skips and uneven surfaces. In fact, this process only allows listeners to hear about 30% of the song’s original quality.
Many are hailing the band for this interesting idea, however do their artistic pursuits really justify the loss of audio quality? Listen to the original version shown below and let us know what you prefer!