14 October 2010 - 0 Comments

Synthpop, monocles, petticoats and Oamaru: quirky Auckland band Alex the Kid is using a unique online campaign to release its music video for the single "Future".

The Auckland band has collaborated with the artist promotion engine MusicHy.pe (the folks behind the Mint Chicks' custom USB) to create a full steampunk themed campaign. At http://musichype.com/alex-the-kid-steampunk fans can contribute towards the band's video, get a free track download and complete a quirkyonline quiz to find their steampunk persona.

As a huge bonus contributors receive an extra track, a mailed postcard with a downloadable remix, as well as an entry into a mega prize draw. Two big winners walk away with a pack of steampunk goodies or two flights, courtesy of Grabaseat, to see the band perform at Auckland's Armegeddon Expo later this month.

Funds raised by the campaign will help the band film their steampunk-look music video for 'Future' - a visual style that evokes Victorian, industrial-revolution imagery of science fiction in fashion and technology (think H.G. Wells and Jules Verne).  The band is working closely with the eccentric steampunk community in Oamuru (The League of Victorian Imagineers) to film the video during the Oamuru Steampunk Festival, which runs from 23 October - 5 December 2010.

'Future' is a catchy electro-pop song with a strong melody, dance beat and memorable chorus.  Produced by Ryan Behree of Minuit, the song finished in the Top 20 in MTV42 Unheard, a public voting competition to select New Zealand's best up-and-coming music artists for industry, and was selected for the competition's compilation CD attached to the neck of all 42BELOW bottles. Listen to the track and get involved in the steampunk campaign at http://musichype.com/alex-the-kid-steampunk

"The music industry is changing and the approach to releasing songs needs to be rethought," says Alex the Kid frontman Dave Thomson. "With MusicHy.pe, we are pioneering a way for an audience to connect with a band financially and culturally, sharing the ownership and intimacy of the creative output."

And MusicHy.pe's Digital Strategist, Annabel Youens says Alex the Kid is exactly the kind of band they love to work with: "They're incredibly creative, talented and want to do different things,"she said. "Together we've developed a really unique online experience that rewards fans for giving to
Alex The Kid - and who doesn't love steampunk?"

About Alex the Kid
Stylistically Alex the Kid explore themes relating to representations of the future within popular culture and society's relationship with technology.  Live shows have utilised 3D, video DJs and interactive props
such as laser guns and time machines.

The four members, Dave Thomson (vocals and vocoder), Ben Thomson (guitar and synthesizer), Renaissance (drums and percussion) and Benjamin Hughes (bass guitar and bass synthesizer), have been performing since 2006 including four appearances at "pulp-culture" expo Armageddon.  In 2008 they released an EP titled Welcome to the Future, which received financial backing from Smokefree and positive reviews along with air play on NZ's Kiwi FM and Bnet stations.

"Alex the Kid is from the future," says Dave Thomson, tongue in cheek.  "We have quantum leaped to 2010 to promote human and robot unity on earth."

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