McTurnan & The Kids, no strangers to seeing an album off into the world, begin a nationwide campaign this week. PR is being handled by Minneapolis firm The Swim Agency, and they'll promote a couple singles in advance of the "official" release date for Joie De Vivre on April 26.
"We are going to start our radio campaign in May," says McTurnan. "And contrary to a lot of sound professional advice, we are going to try all digital delivery for that as well."
It's an interesting strategy -- whether the music world's infrastructure is ready for an exclusively digital release remains to be seen. If Joie De Vivre winds up reaching lots of people around the country and world who wouldn't have heard it without the legwork McTurnan and the band are putting in, that will be a compelling model for other bands facing harrowing margins on pressing copies.