Elan – Social Media Disaster or Just Free PR

Posts by Floor Jansen and Nightwish have flooded my Social Media feeds this week.

Perhaps not surprising since they released their long awaited new single “Elan” from their forthcoming album “Endless Forms Most Beautiful” so what was the fuss all about?

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Details came out of a leak from a “fan” of the new single.

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The isolation of the individual here is a not an issue for me. The issue is the fact that they are in effect promoting the leak while lambasting it at the same time.

Did / do Nightwish think they are exempt from today’s world?

I am not condoning piracy at all, but it happens. Working for a company that has been affected by this kind of thing almost every product launch, I can understand their hurt.

From Floor Jansen’s official Instagram account this rant came:

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Who was the disrespectful ‘fan’ that put our single out before release? We work SO hard to create something special, in high quality! And you think it’s ok to steal it?

Dear REAL fans: this Èlan version is NOT official and sounds unlike the real thing!!!! Please wait for our official release next week on the 13th of February! And know that a single is one song, always impossible to cover the contents of an entire album in this one example :-)

I red reactions based on this illegal spread monster and got sad to the bones with the words based on one song in poor quality illegally spread. Have patience and I have no doubt it will be rewarded ☺️👍🙏 #nightwish

Nightwish made an official response to their post a few hours later. Again, not very “clean”. Was their keyboard stuck?

OUR INTENTION WAS NOT NECESSARILY TO ATTACK AN INDIVIDUAL PERSON, BUT TO RAISE AWARENESS THAT SPREADING UNRELEASED PROPERTY THROUGH INTERNET IS NOT SOMETHING THAT ANY ARTIST WOULD LIKE TO SEE HAPPEN. THIS IS ABOUT OUR MUSICAL PROPERTY AND THE ABUSE OF IT, WE ARE NOT ANONYMOUS, EITHER. THIS KIND OF THING CAUSES IRREPARABLE HARM TO COUNTLESS PEOPLE WORKING IN THE MUSIC INDUSTRY WORLDWIDE. NOT ONLY FOR THE BAND.

The next day, Tuomas made an official explanation. You can read the whole post here, but the thing that stood out for me was the final paragraph:

This is a delicate issue, which seems to be very hard to address in a right way. We seriously hope everyone would calm down now. There’s a lesson to be learned for all sides here.

On the 12th there was a video response by Tuomas on the Metal Hammer Facebook pages. Check that out here.

If the band hadn’t publicised the leak I, at least, would not have know about it and would have been anticipating the 13th as every other Nightwish fan. Seeing the comments I just had to hear it. So how was it?

The leak … sounded terrible. As Floor and co said, wait for the real release. This version doesn’t do any justice to the song.

Having watched the video (many times now) I know that I was quite underwhelmed by the song first time also. But the leak didn’t affect my perception of the tune one bit.

 

I love the song now, really powerful despite the fact I thought it was quite weak at first. The depth of sound is actually quite amazing – but that’s another blog post :-)

Did all the negative publicity take anything away from the launch? How would you have handled it?

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