Can Gorillaz save Abbey Road?

Some of you may already know, EMI is in a world of trouble. (Most recently the record company was successfully sued by Pink Floyd, and the band Ok Go just split on them to release their album independently.)

Virtually up to their ears in debt, the record company actually considered selling off one of its major assets, Abbey Road. The studio made famous by the Fab Four in 1969 was -until recently- at risk of being sold and inevitably demolished. (Did your mind just play back Joni's Big Yellow Taxi? Mine did.) Petitions circulated the UK, urging the National Trust to purchase and preserve the studio.

There's good news from Reuters this month. Now it seems EMI has every intention of keeping Abbey Road among its list of assets.

"How?" you may ask, and you are wise to do so. "Well, with a little help from their friends," I punningly reply.

This month EMI has released the third studio effort from multi-million selling group, the Gorillaz. EMI has high hopes for the album, Plastic Beach, a potential cash-cow dragging the record company out of debt.

After all, the band's previous two albums earned a combined 4.1 million in the US alone. Worldwide, their debut sold over 7 million copies! They earned a spot in the Guinness Book of World Records for ringtone sales. (Really. Look it up.)

With solid "hits" like Feel Good Inc. and Clint Eastwood, these albums were must haves.

However, it seems this time around, instead of infectious hook lines and fun poppy melodies, Damon Albarn has decided to take a more grown up approach. Plastic Beach may require more than a few "listens" from even the most avid of fans. (If you are interested in hearing the album, check out this link: Listen.)

So let's talk marketing strategy, shall we? With few obvious "hits" (first single Stylo with a video featuring 3D versions of the band's animated personas--and of course, Bruce Willis lookin' badass--may be the exception), what's a fledgling record company to do?

These days you can't just release an album. You have to have some presence online. EMI has done just that with Plastic Beach; the CD/DVD version of the album actually unlocks "Special Content" on gorillaz.com, a site previously used for promotion alone. They call it "The Plastic Beach Experience". Wallpapers, screen savers, games, and access to Gorillaz live stream all available upon verification of purchase.

Can Plastic Beach save EMI?

Despite the great effort by the Gorillaz, I'd say it's doubtful. Frankly, Plastic Beach may be too good to go big. It's not an album for the masses. I doubt a few extra cartoons on the website are enough to bring in the masses. And face it, EMI is a record company; they need the masses.

It's a good thing EMI has also just released Corinne Bailey Ray's The Sea and Lady Antebellum's (Number 1 on the charts; never heard of 'em) Need You Now.