Take a trip to the woods and listen to Swedish band, John Moose’s latest album for free

“We want people to think about nature - what it is and how we should relate to it,” says John Moose drummer, Tobias Norén. “So the best way - we thought - is to force people into the woods if they want to listen to our album before it's officially released.” This coercion into the woods, as ominous as it sounds,  is done through an app, with which fans can access the band’s debut album for free so long as they’re in wooded areas.

Far from being simply a marketing ploy, this geo-specific release is intimately linked to the album’s narrative, which circles around the story of the band’s alter-ego, John Moose.  In the album, Moose escapes into the woods to become one with nature after a somewhat hectic journey in an urban setting, in the end finding solace in more tranquil surroundings.

Musicians have been, as of late, exploring new ways to market their music.  Some, like John Moose, have taken to unconventional releases, while others are providing unique experiences to accompany the record purchase.

“I think bands and labels should really think about what they are representing and what stories they tell,” explains Norén. “There are unlimited ways of extending those stories in other forms, with different technologies or in unexpected forums.”  Ultimately, the desire for experience only makes sense when the experience has meaning. As Norén puts it: “If the form fits the content, the message gets clearer.”