Wednesday, March 4, 2009

press play

I had just posted in February about the lack of music packaging interactivity in the market today. Well, this week, Pearl Jam and digital agency Freedom + Partners took advantage of the opportunity and launched the Pearl Jam Ten Game website in light of the reissue of Pearl Jam's debut album Ten, combining gaming and online music streaming. Fans complete a drag-and-drop style game, moving and aligning colorful cubes to unlock songs from the album (trust me, it's not as easy as it sounds). Upon completion the puzzle, a behind-the-scenes video detailing the history of the Ten re-release launches.

Users also have the opportunity to preview the reissue album art. The original Ten cover was designed under the art direction of bassist Jeff Ament, who recalls that "there were some elements of the original Ten artwork that didn't turn out the way we had hoped, due to time constraints." Ament, back in his role as art director and in partnership with designer Andy Fischer of Cameron Crowe's Vinyl Films, set out to create "the ultimate fan-piece...something Pearl Jam lovers could pour over as they experience an incredible record all over again, in an entirely new way."

Visit the Ten Game site to pick up your copy of this special reissue edition.

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