Given the batshit enthusiasm for Radiohead’s “pay what you want” idea and the heads that spun when Trent Reznor put out free NIN albums online earlier this year, it’s no surprise that bands everywhere are finding new ways to get their music out. Chicago’s own Umphrey’s McGee is the latest to discover a new method, and in more ways than one it’s very “Obama”-like.

Due out January 20, Mantis is Umphrey’s highly anticipated fifth studio album, the band’s first collection of new studio work since 2006’s Safety in Numbers. Given the band’s notoriety for live shows, a studio record is a rare event, and the band’s taking recognition of this. While the “pre-order” is a medium practiced by any band on iTunes today, these prog rockers are taking it to another level. It’s a little complicated, so let’s have the press release do the talking for us:

Umphrey’s McGee’s one-of-a-kind pre-order campaign for their highly anticipated new studio release, Mantis (January 20, 2009 / SCI Fidelity Records) is already being recognized as a brilliant and innovative use of digital technology. The power of this new pre-order concept is in the hands of the fans.  Umphrey’s offers fans more free bonus content the more Mantis pre-orders they receive; the fans “unlock” levels of content by getting more of their friends to pre-order the album.  The idea is to give the fans incentive to help spread the word about the album, and to offer a totally unique music experience.

Thousands of fans have already passed around the Mantis widget, posting it on their Myspace and Facebook pages, blogs, etc.  In under a week, Umphrey’s sold out of “deluxe package” preorders (which at $49.99 offers a copy of Mantis on Vinyl, a bonus DVD, and a number of other goodies that will be a surprise for fans who were able to grab one of these limited edition gems), and the band has taken more pre-orders than any release in their 11 year history. Of course, all of this action has already helped unlock content Levels 1-6 of 9 possible levels. Fans are tracking their progress, and the bonus content they’ll receive, at the Mantis pre-order page http://www.umphreys.com/mantis/.

Admittedly, that’s a pretty cool strategy, and considering how “word of mouth” and “grassroots” were two mediums that helped our upcoming president win, it should do Umphrey’s well, too. For those that have been following, the band is on the road and readying what will obviously be the best New Year’s Eve party Chi-town has to offer. But let’s hope they don’t party too hard, as they’ll be right back on the road again, with dates all across the nation. If you look closely, you’ll notice they’re making an appearance at Langerado, too!

So, what are you waiting for? Get that pre-ordering going!

Check Out:
“Made to Measure”

Umphrey’s McGee 2008-2009 Tour Dates
12/11 – Runaway Bay, Jamaica @ Caribbean Holidaze
12/12 – Runaway Bay, Jamaica @ Caribbean Holidaze
12/13 – Runaway Bay, Jamaica @ Caribbean Holidaze
12/14 – Runaway Bay, Jamaica @ Caribbean Holidaze
12/29 – Chicago IL @ The Auditorium Theatre
12/30 – Chicago IL @ The Auditorium Theatre
12/31 – Chicago IL @ The Auditorium Theatre
01/22 – Ft. Collins, CO @ Aggie Theatre
01/23 – Boulder, CO @ Boulder Theater
01/24 – Denver, CO @ The Fillmore Auditorium
01/30-02/01 – Minneapolis, MN @ First Avenue
02/12-15 – Madison, WI @ Barrymore Theatre
02/19-20 – Atlanta, GA @ Variety Playhouse
02/21 – Asheville, NC @ Orange Peel
02/22 – Charlotte, NC @ Neighborhood Theatre
03/04-05 – Birmingham, AL @ Workplay Soundstage
03/07 – Miami Beach, FL @ Langerado Music Festival
03/12 – Detroit, MI @ Royal Oak Music Theatre
03/13-14 – Indianapolis, IN @ Murat Egyptian Room
03/25 – Tulsa, OK @ Cain’s Ballroom
03/26 – Lawrence, KS @ Liberty Hall
03/27 – St. Louis, MO @ The Pageant
03/28 – Memphis, TN @ Minglewood Hall
04/01 – Buffalo, NY @ Town Ballroom
04/02 – Wilmington, DE @ Grand Opera House
04/03 – Jim Thorpe, PA @ Penn’s Peak
04/04 – Baltimore, MD @ Ram’s Head Live!
04/05 – New Haven, CT @ Toad’s Place (acoustic)
04/07 – Providence, RI @ Lupo’s Heartbreak Hotel
04/08 – Northampton, MA @ Calvin Theatre
04/09 – Boston, MA @ House of Blues
04/10-11 – New York, NY @ Nokia Theatre
04/30-May 01 – New Orleans, LA @ House of Blues

Tickets are available via ticketmaster.com.

TAGGED AS: Umphrey's McGee